Wichita Ale Tales: The Brewer Polishes Old Snortin' Norton.

In Wichita, Kansas, Dan Norton is the Head Brewer at River City Brewing Company. We've been stopping here every time Barbara and I drive to Minnesota...for years. This time, though, Maria (our server) offered something different: Old Snortin' Norton, a beer created by the brewer to celebrate his 1,000^th beer. It is...fine. Said the same in an email to Norton; asked for details. And you know, sometimes you just can't beat other people's stories. Here's at least three – from the brewer's mouth.

Thank you for the nice comments on my 1,000^th batch. A lot of times for commemorative brews, I’ll brew something very big, add some crazy ingredients, age it in some kind of barrel with tons of dry hops, push the limits a little.

I have been researching my family history quite a bit this year, and I thought for my 1,000^th batch that I’d keep it simple with a straightforward style, but a style that is “all there” when it comes to flavor. My grandpa Bob taught me how to homebrew when I was 18 and stumbled upon his batch of Pale Ale that he brewed in the basement fridge.

Grandpa Bob was a strong-willed, some say stubborn guy that loved his family and grandkids very much! He was an engineer for the Grand Trunk Railroad in Battle Creek, Michigan, and was known at every bar that was on his route home from work, as Old Snortin’ Norton, or sometimes “Snort” for short. He was also on the USS Reid in Pearl Harbor, and when you look at records online of who was on that ship, it lists the crew with a column for nicknames. Sure enough, it says Snortin’ Norton next to my grandpa!

I never got to sit at a brewery with Old Snortin’ since he passed when I was 20, so I wanted to honor him with this beer, and every glass I drink of it, I raise it up for my grandpa!

Since we all hail from England, I decided on an English Old Ale. My version is on the dark end of the spectrum for this style, but within range. The 7.7% alcohol Is also towards the top range, but that’s what I wanted. I used Maris Otter as my base malt for this beer, which adds a little more grainy-biscuit flavor and a little more body than our standard 2-row Pale Malt.  Some Caramel 80, a mid-range Caramel malt adds a little toasted toffee-like flavor, Chocolate Malt and Black Malt add to the complexity by adding their dark color and sweet roast flavor.

But hold it to the light and the deep amber color of the Caramel malt will shine a nice garnet color. East Kent Goldings, and Fuggle Hops add their spicy English Hop character, then I fermented with a English yeast strain, which adds that signature flavor. All in all, I think it turned out really good. It will age nicely, so I am stowing two kegs away for a rainy day, possibly for our 18^th Anniversary Party (which is a can’t-miss event!)

If you and your wife were to only have one day a year to stop into the brewery the first Saturday in March would be it!  We pull out all the stops and release some really nice beers that day.  Plus, they are all $2.50, you can't beat that!

Cheers to you and your exploration of good beer, Richard.

Companies, brands, products (such as RCBC's handmade beers) – they're all burnished by good stories. Big-time thanks, Dan Norton, for sharing these. The photo of the brew pub (top) is from the Wichita Library, thanks very much. In the smaller photo, the glass on the right contained the Old Snortin' Norton. Barbara's Emerald City Stout – same brewer – is on the left.

The Civil War’s First July 4th: Lincoln and Congress.

In his message to an extraordinary session of Congress 150 years ago, President Abraham Lincoln built his administration’s case for going to war against his own countrymen. Presenting these words – if you haven’t read them in a long time, you ought to read them now, today – is no different than other American Presidents in other national crises. This, however, was the first time.

Lincoln reviewed the circumstances leading up to his post-Inaugural decisions. He recapped the surrender of Fort Sumter to elements of the rebellious states. He pointed out: In this act, discarding all else, they have forced upon the country, the distinct issue: "Immediate dissolution, or blood.’’

He said to the US Congress:

This issue embraces more than the fate of these United States. It presents to the whole family of man, the question, whether a constitutional republic, or a democracy – a government of the people, by the same people – can, or cannot, maintain its territorial integrity, against its own domestic foes. It presents the question, whether discontented individuals, too few in numbers to control administration, according to organic law, in any case, can always, upon the pretences made in this case, or on any other pretences, or arbitrarily, without any pretence, break up their Government, and thus practically put an end to free government upon the earth.

He said to the US Congress, and to the free people of this nation, that the war is:

…a People’s contest...a struggle for maintaining in the world, that form, and substance of government, whose leading object is, to elevate the condition of men...”

Although much has been written about this message, the great commanders and the great battles have gotten far more ink. Also, 6,500 words long…it’s not going to be recapitulated here, on this 4^th of July.

Yet Lincoln’s message is as detailed and layered a presentation of US government aims as has ever been presented. Never let the fact that this message is a century and a half old blind you to the facts of its sophistication, its nuance and its sheer argumentative force.

The President calls for the enlistment of 500,000 men – Congress authorizes that call. Seventeen days later, Confederate troops defeat the Union Army under Irvin McDowell at First Manassas southwest of Washington. Federal troops fall back into Washington and Lincoln realizes the war will be a long one: “It’s damned bad,” he comments.

This brief series of initiating events is hard to think about today. In wishing you the best possible 4^th of July, after a tumultuous year in our country (and a redeeming one, in my opinion), I ask you again to read Lincoln’s 6, 500 words. They are about freedom, about the preservation of our way of life. They are about (in Lincoln’s fine turn of phrase), “the unanimous firmness of the common soldiers, and common sailors.”

The message is, most of all, about “the patriotic instinct of the plain people” of America. Happy Independence Day.

Illustrator Elwood Smith Amuses as Mixed-Messaging Parade Magazine Confuses.

Resistance to Elwood Smith illustration is futile for me. He’s been one of America’s leading commercial artists for years – I got to involve him on a strong Baker Hughes print campaign in the ‘90s. His work is so distinctive I couldn’t ignore his cover and text drawings for Parade’s May 22 issue; the magazine makes a usual appearance in our Sunday paper.

The title article was “Hungry? Eat Your Way Across America. The subtitle: “50 states, 50 fabulous food festivals.” Smith’s spot illustrations are wonderful. I began to read through the piece but realized...

Parade is highlighting this compilation of festival food so you can “have it all.” Festivals are indeed for eating; the magazine doesn’t hold back. Sample the world’s largest peach cobbler (75 pounds of butter) in Georgia. The giant strawberry shortcake feeding 15,000 in Oregon. The Fat Elvis peanut butter, banana and bacon biscuit in Tennessee.

The content is all about the numbers – 100 cheeses from 40 local creameries (Vermont), 200,000+ brats (Wisconsin), 100 tons of BBQ ribs (Nevada). It all sounds phenomenal. Don’t you want every plateful?!?

If you are “still hungry for more” the Parade website has plenty. The editors have salted these scrumpdillyicious descriptions with an occasional rarity for the health-conscious consumer:

Go ahead and indulge, then burn off the calories in the polka dance-off.

You press on, I’ll rest here with my buffalo wings (New York). I am amused, though. The magazine page count is 24. There are about 14 pages of ads. Of these, 3 are for fruit and meats; and 6-1/2 pages of ads for…drugs – 4 of those pages are for Zetia and Lipitor.

The Parade summer fun focus is great. But as the Lipitor slogan says, “Don’t Kid Yourself.” Happy Memorial Day.

Finally the April 13 Truth Told, Harry Truman Becomes “My” President.

I spent years (growing up) having my birthday celebrated with a peculiar pronouncement. By my momma, who would say to anybody that was willing to listen, “He was born the day after Franklin Delano Roosevelt died.”

For liberal Dems of my momma and daddy's generation, FDR was the man. For the longest time, that was my reference point as well. FDR...the fixed point on my own biographical compass, the standard reference for all things me.

I didn't realize that it was Harry Truman who was “my” President until I read the superb Truman biography many years later. I was a real Truman baby – he'd been VP for just 82 days when FDR died in Warm Springs, GA.

After being sworn in as Veep, Truman didn't have much in the way of detailed communications about the state of world affairs or domestic politics of America with Roosevelt. He was utterly uninformed about major initiatives about winning of the huge and costly World War and especially about the top-secret Manhattan Project, which would give America the first atomic bomb.

It has been much quoted that, shortly after taking the oath of office, Truman said to reporters (among whom he had many friends):

Boys, if you ever pray, pray for me now. I don’t know if you fellas ever had a load of hay fall on you, but when they told me what happened yesterday, I felt like the moon, the stars, and all the planets had fallen on me.

It was Truman's initiatives that would affect my personal and professional life for the next six decades, rather than Roosevelt's, everything from atomic-bombing Japan to win WWII to fighting the Cold War to integrating the US armed services. I am certain my momma knew of these things; I never heard her credit the 33^rd President of the United States with playing any special part though. It is an easy oversight to correct (and neither Truman's nor momma's fault I have grown up to be a Republican).

If a birthday – especially a magic number-birthday like mine today – has any meaning, it's defined not just by the present but by many pasts too. If you haven't read about anyone truly great lately, let me suggest that David McCullough bio of Truman to you. Think of the recommendation as my birthday gift to you. Thanks for all the best wishes.

Note: Presidential portrait of Truman painted by Greta Kempton from Wikipedia.

Spring Break in New Jersey #4: In Which James V Lafferty Invents Happiness.

Sometimes location is not enough so the conscientious land promoter or real estate developer needs something extra. Back in 1937, an 18-foot-tall statue of Paul Bunyan appeared in Bemidji. The statue was built to promote a carnival. This being Minnesota, contractor Cyril Dickinson didn’t think anything unusual about the assignment.

About 40 years before this, Henry Flagler began building an entire railroad, the Florida East Coast Railway, to bring people from the urban East down to Florida, where he was developing resorts and communities all along the state’s Atlantic shore. The FECRR is still in business (just not that of promoting real estate).

And in 1881 or so, most of the area south of Atlantic City was pretty much dune grass, bayberry bushes and scrub pine...not too appealing for someone wanting to sell vacation lots to serve the increasingly well-off middle classes of New York and New Jersey. This particular “someone” was James Vincent de Paul Lafferty, Jr:

...born in Philadelphia, Pa., in 1856 of prosperous Irish immigrant parents from Dublin, Ireland. Lafferty, who grew up to be an engineer and inventor, came into possession of a number of sandy lots in the South Atlantic City area. They were cut off from the frame houses and mule-drawn street cars of Atlantic City, by a deep tidal creek. Only at low tide could anyone make his way down to the sands of his properties.

Naturally, the idea he lit upon was to build a giant elephant. Wouldn’t that be your first thought? According to the good people at LucytheElephant.org (“Lucy” being the giant elephant's name), Lafferty then:

...enlisted the aid of a Philadelphia architect named William Free to design this unusual structure he felt would attract visitors and property buyers to his holdings...Lafferty always claimed that before the work was finished the cost skyrocketed to $38,000.

The United States Patent Office thought this an outstandingly clever idea (and it was!) So the USPO granted Lafferty a 17-year patent giving him the exclusive right to make, use or sell animal-shaped buildings. Which he did at least two more times.

Lafferty could not create his way to real estate success – unlike Flagler, the elephant’s inventor died broke. But he left behind a happy-making piece of Americana in Margate, NJ, which has been preserved by people who love it...and it’s just as eye-popping as you think. Sayeth Lucy’s promo flyer:

...Climb up to the museum in her belly on a spiral staircase in her legs!

...View the ocean through her eyeballs!

...Get a spectacular 360° view from her howdah high in the sky!

...See out her posterior window, aka “the pane in her butt!” (Really.)

Everything you ever want to know about one of America's premier early advertising promotions is here. The story of Lucy's great paint job, by Alpine Painting, is here. And consider this: Any real estate mogul can build a great Facebook page. It's not even in the same galaxy as your classic 65-foot elephant.

Spring Break in New Jersey #3: Start Industrial Advertising History at 16 Spruce Street.

While visiting this part of the country, it's easy to see plenty about Broadway and the arts. Even immigrant history is a hot ticket – one insider's tip is the Tenement Museum in Orchard Street, NYC.

Across the river in New Jersey, though, there's B2B adventure if you're open to it.

In 2004, when Rachelle Gabardine wrote about industrial-era Paterson, she managed to sound disapproving, as New York Times writers often do when portraying America's Machine Age. At least she was descriptive:

In Paterson's Great Falls Historic District, the top of No. 16 Spruce Street has white letters, 2 to 3 feet high, march 170 feet across, announcing the Paterson Silk Machinery Exchange. The building, which is now transitional housing, was a 19th-century factory that was home to the exchange from 1928 to 1956, and earlier housed the Rogers Locomotive Works. The exchange reconditioned machines key to the city's textile industry, which at its height comprised 800 silk operations...

In fact, from an industrial perspective, Paterson's got a bad reputation – strikes and factory closures and company failures make for grim reading. Still, for business-to-business marketers and advertising pros, there's formative stuff. Samuel Colt's Paterson experience, where he first invented and produced revolving pistols, rifles and shotguns...plus the early advertising that went with it – that's here in Paterson.

Rogers locomotives, among other Paterson-built steam engines, wandered in and out of American history (the Transcontinental railroad, the Panama Canal).

How about the birth of Big Pharma – especially in OTC? Here's Unguentine ointment (remember that one?) and Fungacetin (really) and Phor-A-Sole and – wait for it – Suavinol! It's a brander's heaven or hell.

Wright built aircraft engines here, including the one that powered “The Spirit of St Louis.” Wright's marketing and sales helped build America's reputation as the world's preeminent industrial power.

Paterson has big, dark spaces. Another Times writer described the city in 2002:

...this bleak but battling community, hard by the Passaic River, that was forged by the Industrial Age, ruined by its demise and is still reeling from a century of labor strife, racial tensions, high crime rates and joblessness...

It has plenty of creativity in its bloodstream too. Welcome to Paterson – home of the Silk Machinery Exchange and other links to the history of Industrial Advertising.

Spring Break in New Jersey #2: Staying with Family, We Avoid Problems. Outstanding!

Thanks to Rachel Baron and Alison Bond, we’re able to take a complete pass on certain kinds of vacation challenges.

I’m talking about the challenges of having to stay in a bad motel. How do I know? I have researched the “10 Warning Signs of Motel Misery.” Let me list ‘em for you:

1. The free mint on the pillow starts moving when you come close to it.
2. The “complimentary” morning paper tells you that President Kennedy has died.
3. The bed’s Magic Fingers® vibration is supplied by a foot-powered bicycle pump.
4. You have to wait ‘til the guy next door is done with the towel so you can use it.
5. There is still some yellow tape on the doorway – the kind they put around nuclear accidents.
6. The pictures are artfully placed to cover up recent earthquake damage.
7. There’s a chalk outline in the bed when you pull back the covers.
8. You have to move the body in order to plug in your phone charger.
9. The only TV station you can get is a current events talk channel hosted by Eleanor Roosevelt.
10. The wake-up call comes courtesy of a great big guy with a shaved head.

Seriously, we’re looking forward to the visit – going to enjoy ourselves big time. Thank you in advance to everyone in North Bergen…

Spring Break in New Jersey #1: Of Death and Crocuses and Custom Truck Bodies.

You do know we’re taking a Spring Break, away from Houston, right? Last year it was a 10-day cruise to the Panama Canal. Remember that? For 2011, it’s off to a destination that is just as foreign: New Jersey.

We’ll be visiting Rachel Baron and Alison Bond in North Bergen, NJ. I realized I hadn’t posted you about this specifically. So when Rachel called to let me know that “…the crocuses were all dead,” I thought I better catch you up.

Look for Barbara Nytes-Baron and me just across the river in North Bergen in a couple weeks. We have been…alerted about the oddball weather in that part of the world in this time period. Alison mentioned that it could get up into the 70s – that’s Fahrenheit. I told ‘em, I thought that was pretty impressive but that as far as we were concerned, the 70s is so last week.

That’s when Rachel mentioned the crocuses. Planted in various parts of the outdoor realm of their house, they have apparently fallen victim to this afternoon’s hailstorm. Dead, dead, dead. “Hail storm?”

“We hardly ever get hail storms in April. Really,” Rachel answered.

I’ve done some research on North Bergen, I’m looking forward to immersing myself in the culture. I pointed out one discovery to the girls – all the elected officials (the Mayor and four City Commissioners) all have Italian-American last names: Sacco, Cabrera, Ferraro, Gargiulo, Pascual. It’ll be such a change for us, even if I’m doing Commissioners Cabrera and Pascual an injustice. Those could be Latino and Portuguese respectively.

Rachel pointed out, “They keep the streets clean, we keep voting for them.” Fair enough.

We’re genuinely looking forward to this and I will make every attempt to avoid embarrassing [1] the people who are opening their arms to us in hospitality and [2] Barbara.

Meantime, you’re probably wondering about the sign in the photo, the one that says “Highway Body Works?” I put North Bergen, NJ, through a Google Images search and this photo came up in third place. I thought it was appropriate for some mental reason, so mille grazie to the photographer, Vincenzo Aiosa.

Vincenzo – I’ll buy you a beer, meet me at the Italian bar around the corner from Rachel and Alison’s, okay? April 2 – it’s a date!

The Formal Surrender of the Confederate Fortress City of Vicksburg,

Mississippi, occurred on this day 147 years ago. Happy 4th of July.

General Ulysses S Grant, USA, to General John C Pemberton, CSA:
     …the useless effusion of blood you propose stopping…can be ended at any time you choose, by unconditional surrender of the city and garrison. Men who have show so much endurance and courage as those now in Vicksburg will always challenge the respect of an adversary, and I can assure you will be treated with all the respect due prisoners of war.

General Grant to General Henry W Halleck, USA:
     The enemy surrendered this morning. The only terms allowed is their parole as prisoners of war.

General William T Sherman, USA, to General Grant:
     I can hardly contain myself. Surely I will not punish any soldier for being “unco happy” this most glorious anniversary of the birth of a nation whose sire and father was a Washington…This is a day of jubilee, a day of rejoicing to the faithful.

General Grant to General Sherman:
     When we go in [to Vicksburg] I want you to drive [Confederate General Joseph E] Johnston from the Mississippi Central railroad; destroy bridges as far as Grenada with your cavalry; and do the enemy all the harm possible.

General Sherman to General Grant:
     Already my orders are out to give one big huzza and sling the knapsack for new fields…Sunday and July 4 are nothing to Americans until the river of our greatness is free as God made it.

Admiral David Porter, USN, to General Grant:
     I congratulate you on getting Vicksburg on any honorable terms.

General Grant to Colonel James B McPherson, USA:
     I want the Negroes to understand that they are free men.

President Abraham Lincoln to General Grant:
     My Dear General, I do not remember that you and I have ever met personally. I write this now as a grateful acknowledgement for the almost inestimable service you have done the country. I wish to say a word further. When you first reached the vicinity of Vicksburg, I thought you should do, what you finally did – march the troops across the neck, run the batteries with the transports, and thus go below; and I never had any faith, except a general hope that you knew better than I, that the…expedition…could succeed. When you got below, and took Port Gibson, Grand Gulf and vicinity, I thought you should go down the river and join Gen [eral Nathaniel P] Banks; and when you turned Northward East of the Big Black [River], I feared it was a mistake. I now wish to make the personal acknowledgement that you were right, and I was wrong. Yours very truly…

NOTE: Passages appear in Grant Moves South, Bruce Catton, 1960. Painting of the 4th Minnesota Regiment by Francis D Millet, in the collection of the Minnesota Historical Society.

When the Consumer is an Individual, Travel Marketing Has More Moving Parts.

This Panama Canal cruise I’m taking, I never waited for Princess Cruises to market it to me. I reached out and selected the destination and the means of getting there.

Maybe it’s because I’m on the leading edge of the famous Baby Boomer generation. Or I’m one of the group that broadly wants to keep learning, connecting and engaging with the world. Maybe I’m an individual and not really part of a group at all (though I find this last bit hard to believe).

Nevertheless, taking the Princess cruise ship south and west to the Canal is a personal choice that’s years in the making. When I was growing up, the Panama Canal was heroic – in many ways it still is.

When President Jimmy Carter signed the 1977 treaty which agreed to return 60% of the Canal Zone to Panama two years later, I was against that action, not because Panamanians didn’t deserve to control their own territory but because the Canal was so much a part of my historical understanding of America’s manifest destiny. And after all, I wasn’t against it that much.

In the middle of that now-foggy set of events, in ’78, David McCullough published his superb study, The Path Between the Seas, about the creation of the Canal. I read it immediately and it’s been in my bookshelves ever since; I re-read it every couple of years: Such a very American story.

Traveling to the Panama Canal hasn’t been all that difficult in the past century. But mental barriers exist, or used to: Time, location, affordability. Mentally, the Canal has come more and more within my reach.

I’ve seen enough jungles. There’s a limit on the number of on-the-water adventures I want to have. But this event comes down to imagination. Pictures like those above, by Argentine photographer Edgardo Balduccio, mean far more to me than eco-tourism (a merely trendy appeal).

Look closely at the date on the Miraflores Locks Control House…1913. It’s the year President Howard Taft said the Canal would be completed, the year that the US started paying Panama for its lease of the Canal.  MV Island Princess is really a time machine. One with a lot of very moving parts.

Photographs © Edgardo Balduccio, 2008. All rights reserved.

Stand by, Panama. I’m Wearing “Las Señoritas” on the Island Princess Cruise.

Last year, Bill Barrett of Barrett-Wehlmann and his wife took the same Panama Canal cruise, on the same ship, that we’re taking end of March. After talking with him and seeing some of his photos, the need for a new modest (fashion) statement seemed evident to me.

I needed to go far beyond the mundane cruisewear of yesteryear (such as displayed in the ad, bottom right). After all, some agency CD might want to create a more vivid advertising campaign for Princess. I want to be ready for my close-up, Mr DeMille.

I was aided and abetted again this time by the Amazing Seamstress Herself, my traveling companion, Barbara. I got to select the fabric and it was something of a struggle, you know how timid I am about colors and patterns.

Fortunately, the Folkorico section of the Alexander Henry Fabric Collection (gots to be a California company!) yielded “Las Señoritas” in the right summer-cruising weight. The colors have the kind of understated approach you all know I favor. And even though this collection has similar patterns with island girls and aloha girls, these are pale by comparison.

Alexander Henry is the self-proclaimed industry leader in cutting-edge, conversational print design. It’s quite clear that “he” created this particular pattern for someone who carries on a conversation at the top of his lungs. Like yours truly.

“Las Señoritas” isn’t the only loud shirt I’m packing but it’s the newest and I’d like to thank the Members of the Academy for not hiding their eyes in shame as I travel to and from the Canal in a few weeks. If advertising is life, then self-promotion is…me!

Pattern: Simplicity #3852. Crafter: Barbara Nytes-Baron    . Thanks and much more to Frank White the Photographer for the excellent photo (top). Older travel photo (bottom) published on CreativePro.com by Gene Gable, February 19, 2010.

Bottle Mate®

On behalf of water carriers everywhere, thank you, Tom and Nancy Shebesta.

Tom Shebesta is the General Manager of Bottle Mate in Lake Isabella, CA, northwest of Bakersfield. You may not remember as far back as February. I wrote about Ozarka Water screwing up its chance to do a good deed. (Read about that fiasco here.)

But I remembered. And so did Tom, who’s in charge of the “entire” Bottle Mate operation out there in the West.

He called me to ask if I’d ever gotten ‘round to getting a Bottle Mate XL from the Pittsburgh Water Cooler Service. When he found out I had not, he made certain he got one into my hands…and it arrived courtesy of the US Postal Service: Your basic great invention. Patented (1991 317.843). Useful as all get-out. And made to last forever – in fact, it’s guaranteed for life.

Paul L Gagnon invented it back in the ‘70s, from a sand-cast mold…made in his backyard with a hair dryer and casting sand in 1971. His daughter Nancy (see above) used to help him in the product development phase when she got home everyday from high school. The original company was called Port-O-Clamp, Inc.

The original Bottle Mate was made of cast aluminum. The company went to plastic injection-molding in the early 1980s. The Bottle Mate XL, my own pride-and-joy, came out in 2000 because of requests for a larger handgrip.

Now along with my blue nylon Bottle Mate came some sales literature. After reading it, I don’t really know why Ozarka (and its owner, Nestlé Waters North America) don’t follow the simple marketing instructions which Bottle Mate has gone to the trouble of including:

What are your marketing tools? One free Bottle Mate handle…Satisfied customers boast to their neighbors and friends for years.

Tom manages the company founded by his father-in-law and he thinks it’s because these large-scale water companies don’t want to go to the trouble. Okay: Lauren Barack of MSN Money says bottled water is one of those “unnecessary necessities” we can live without. You know it’s true; so do I. Maybe – just maybe – the large-scale bottled water companies will do what smaller, local firms are doing to compete more effectively for our increasingly less disposable dollars. A Bottle Mate promotion could deliver a customer-winning edge.

BTW, I have a family member who prefers the taste of Ozarka to our municipal water supply. So we continue to purchase those 44-pound plastic bottles (without the fancy molded-in handles, too). Fortunately, the Shebestas have been there for me. I used the Bottle Mate XL just yesterday to transport those monster jugs from the front porch to the back.

Thanks to Nancy and Tom, I felt the very model of a modern Gunga Din!

Telling “How”

Clients have wanted to tell a variety of stories recently. I’ve had the chance to help them identify those stories, trying to come up with new ways to tell their stakeholders about various facets of each brand.
We learn by example. Click on www.lockheedmartin.com/how and you can find out how one major corporation is doing it…online, with video, with TV commercials. (Not each one is equally successful: The “Environment” commercial doesn’t measure up to the company’s far more interesting story; its print advertising is consistent but not as compelling.) Every element of Lockheed Martin’s “How” campaign is structured around 12 words.

Between the idea and the achievement, there is one important word: How.

One of the site’s newest videos explains the development of the F-117A Nighthawk, the world’s first operational stealth fighter….again, based on the word “How.”

I know not every company has Lockheed Martin’s wealth of stories, especially about things that go bang. I also know Lockheed Martin has been in the news lately in a not-so-great way. Still, weapons systems are hardly the only arena in which Lockheed Martin is involved and branding efforts are even more critical when other, more positive stories need to be told.

For a large company like Lockheed Martin, it doesn’t matter whether the focus is on it first-class environmental efforts or US military airpower research. What’s key – from a marketing perspective – is consistency of brand messaging and story-telling style.

It is observable that the company has kept to an unswerving brand story. (And the stock price is up about 20% in the past year, too.)

So: How do you marshal your own brand stories? How do you commit to presenting them in a variety of ways? How do you keep the pressure on your own organization to help you deliver the many facets of your own corporate narrative?

Lockheed Martin notes: It is the how that makes all the difference.

Nighthawk photograph © 2008, Lockheed Martin Corporation.

Railean™ Rum

The end of 5th Street in San Leon, TX, is about as far as you can go before you run out of solid land. Beyond it sail shrimp boats and freighters. This is where Matt and Kelly Railean founded their distillery. This is where they make “original” Handmade Texas Rum™.

I wouldn’t blame you if you think I’m a sot, not after writing about Louisiana rum in a previous post.

In the blogosphere, though, one thing does lead to another. So I found myself with an invitation to visit one of the two rum-makers in Texas. Railean Texas Gulf Coast Rum is hand-crafted in a different style than Old New Orleans Rum and the brand is marketed differently, too. (Yes, there’s been a certain amount of tasting going on – this helps me differentiate among brands. Really.) Why miss a chance to observe this brand effort on the basis of the Four Ps* of Marketing anyway? And it’s just down the “Highway of Death,” I-45 South.

These Texas rums are new. The Raileans got their financing in the Year 5 and their permit in the Year 7: Their clear White Rum came out in December last year, the first marketable liquor off their shiny German-made column still. Railean Reserve XO (the amber rum) has just been introduced. Matt Railean is the distiller; in fact, he’s Texas’s first “Master Distiller.” Kelly Railean is the marketer – her background as a First Level Sommelier, with more than a decade’s experience in wine and spirits, means she knows how to go door-to-door.

The initial, Four-P decisions, though, have been joint ones.

One: Product. They wanted to match their product – the rums – with the audiences they saw on the horizon. They believe there will be a market for fine-tuned, hand-crafted rums just as there is for single-barrel bourbons and aged tequilas. In creating the product, they went for “dry” rum recipes. There’s no sugar left in the specially created 720 molasses when it goes in the still. The two varieties are less sweet than most rum – the flavors are rich though not syrupy (the Reserve XO has some sherry-like overtones). So far, bartenders and restaurant owners say they like the Railean rums because they’re different, with an up-market feel and taste that’s distinct from mass-produced rums.

Two: Positioning. The brand name – Railean – is the family name. The makers experimented with different name options, using both friends and liquor-industry colleagues as sounding boards. I’d say there’s no more vanity here than any other entrepreneurs; and a good deal of realism. If you can’t have the brand equity of a Bacardi or Captain Morgan, you have to build your own. They also understood from the get-go that San Leon doesn’t have quite the throw-weight as New Orleans. Rather than load up the rums with pre-conceived notions, “Railean” is neutral…so Matt and Kelly are willing to let their stakeholders help build brand loyalty and image. (I think the jury will be out for a while yet on their brand positioning effort.)

Third: Presentation. In this case, that’s the label design. Look behind any well-stocked tavern bar, or the “Rum” section of a good liquor store. You’re going to see a lot of labels showing black bats, pirates, sugar cane and more pirates. After considerable thought and a huge number of designs, Matt and Kelly looked out the window of the Buccaneer Tavern in San Leon and saw the hundreds of monk parakeets flying around the power poles and palm trees – the little green parrot ended up as the Railean mascot and the anchor of the product labels.

Fourth: Promotion. Kelly Railean is convinced on-premise sales will build the Railean brand and that’s where most direct tasting and promotion efforts are concentrated. I wrote in a previous post about “marketing one bottle at a time;” bars and restaurants are where the 30-to-50-year-old professionals nurture their liquor brand devotion. The company wants to foster this personal relationship with the brand; admits it’s hard work and intends to follow through with it all the same. In the absence of a million-dollar budget, the Raileans will use word-of-mouth to foster brand loyalty.

Forty-plus years back, John C Aspley wrote about the advertising manager of a large manufacturing company who said: Sales promotion moves the product toward the buyer, while advertising moves the buyer toward the product.

The Raileans are using sales promotion – and sweat equity – to construct their brand’s success. Their achievement will be handmade, for sure.

*There are about as many “Ps” in marketing as there are markets – three, four, five, seven…you name it. One 4P set (not mine) can be found at The ABCs of Small Business. I’m grateful to the Raileans for the great chance to see a new consumer brand take its first steps. Their brandsite also features plenty pix.

Celebration Distillation

The last time I had any real truck with Demon Rum was ’63: A post-Marist graduation visit to what was then British Honduras helped me to an acquaintance of the locally produced product which was pretty raw.

Now, thanks to a tasting with Philip Cusimano, I’ve re-made rum’s acquaintance with a higher caliber product. And wandered again into the world of audience-building for artisan products. Here, the heavy lifting’s done by skill and heart and one-bottle-at-a-time marketing.

Phil (and our hosts at Mo Mong) let me taste three different versions of Old New Orleans Rum, from the Crescent City’s Celebration Distillation. The Crystal is your basic light-bodied rum that’s probably good for mixed drinks. The Amber is fine for sippin’. But the Cajun Spice, the one with the red label – it’s just outstanding…like the website says, “with the kick of cayenne & cinnamon…hints of nutmeg, ginger & cloves…”

My but it’s tasty. Every single-barrel rum is distilled and blended the old-fashioned way at 2815 Frenchman Street in NOLA by James Michalopoulos, a well-known local artist.

One of the “country virtues” of marketing artisanal foods and beverages (cheeses and breads, beers and wines, barbeque sauces and handmade pâtés) is that you can succeed without lots of money. You substitute lots of sweat equity and smarts. Boys and girls, Michalopoulos’s marketing the hell out of this stuff, mano a mano.

Michalopoulos doesn’t have the Bacardi USA ad budget, say, or the Captain Morgan “Morganettes” (Caitlyn, Megan and Whitney, no less).

What he does have is a finely honed sense of local color – the Red Hat Society ladies come to lunch at the distillery, e.g. He manages a comprehensive website and maintains an active blog. Old New Orleans Rum has pages on Facebook (I’ve joined up as a fan) and MySpace. You can purchase bottles online and have them shipped…from New York.

If – or when – Michalopoulos succeeds, he’ll have done it with continuous and clever promotion on a local and regional level, slowly building the rums’ audience through brewery tours, event participation and broadening distribution sites. You can find Old New Orleans varieties in Spec’s here, for example, right along with the shelf-hogging Bacardis and Ron Ricos.

Rum, like wine, is an amazingly available product…it comes from just about everywhere. But hard liquor distilled from sugar cane and byproducts is a genuine New World invention. It played a significant role in the European and African colonization of the American continents.

That these rums remind you of beignets and coffee with chicory is positively part of the brand’s image. The appeal is local (where Elysian Fields crosses Abundance), like Shiner Bock and St Arnold beers instead of Budweiser here in Houston. You gave it up for Tito’s Handmade Vodka, right? Made in Austin, right?

Well, you can buy your rum one of the great big labels and watch your money go offshore. Or you can offer up your drinking dollars and sense of style to NOLA, where artisanal branding is alive and well.

We, together...

Last Wednesday, a colleague of mine was sworn in as a new American citizen. She told me about it on Thursday and I couldn’t have felt prouder at the news. She’s not from around here, you see – and I wasn’t even aware that she was undertaking this step.

Most of us are not “from around here.” That makes me an unabashed fan of the American melting pot. Unless you’re an American aborigine, all Americans come from someplace else, or their ancestors did.

Last Wednesday, hundreds of new US citizens added to the mix that is so uniquely American. In fact, US Citizenship and Immigration officials indicated that they conduct one such ceremony every month – usually about 2,700 people are sworn in as new citizens.

It’s a continual wonder to me and I don’t take the commitments of a US citizen lightly. Neither, I think, do new American citizens. Each of us, in our time, has the opportunity and the responsibility to make our nation better, to enrich the lives of our fellow Americans through good citizenship and good works.

You may or may not believe that the French cynically gave our nation Bertholdi’s Statue of Liberty Enlightening the World as a tourist promotion. To imagine seeing it for the first time from the deck of an immigrant’s ship is spine-tingling. To actually visit it is humbling.

If you read history, you are not necessarily condemned to repeat it – yet that’s what’s happening in today’s divisive debate about immigrants. Yes, the US ought to secure its borders. Yes, many immigrants are here illegally.

But so many are not – and so many take up citizenship and responsibilities which many “born-here” compatriots do not. This is one thing that makes us great: This amazing nation, this melting pot of cultures and languages and rancorous wrangling among left, right and center.

On this day after the 4th of July, remember the arresting sonnet penned by Emma Lazarus in 1883, which appears on a bronze plaque inside the Statue’s pedestal:

Not like the brazen giant of Greek fame,
With conquering limbs astride from land to land,
Here at our sea-washed, sunset- gates shall stand
A mighty woman with a torch, whose flame
Is the imprisoned lightning, and her name
Mother of Exiles. From her beacon-hand
Glows world-wide welcome, her mild eyes command
The air-bridged harbor that twin-cities frame.

“Keep, ancient lands, your storied pomp!” cries she,
With silent lips. “Give me your tired, your poor,
Your huddled masses yearning to breathe free,
The wretched refuse of your teeming shore;
Send these, the homeless, tempest-tost to me,
I lift my lamp beside the golden door!”

On Wednesday, in Houston alone, several thousand people became new citizens. They’re joining us – or we are joining them. Together, we make up everything that is America.

Instead of complaining, what have you accomplished that is good for your neighborhood, your city, your country? Have you lifted your lamp beside our golden door lately?

Since I was on this particular kick, and because Glitzy has such an arresting collection of jewelry, I took the liberty of using another photo of an Amazing Adornments brooch – a 1940s-era Accessocraft pin made for the Kay Dunhill dress company. It bears the Latin motto E Pluribus Unum: “Out of Many, One.” That’s what the melting pot is all about.