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I will start by saying that, spirit competitions are important. They are important for smaller brands to gain visibility, they are important as sometimes the only thing other than a P&L statement a potential investor will look is the type of awards the brand or spirit received to make decisions. It can also help drive sales, think bar managers and sometimes even shift consumer behavior if the buzz is greater and catches mainstream media and of course it goes without saying that the product itself must be good as well.

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I'm a big fan of the content Gary Vaynerchuk and his team produces. One of the blueprints he discussed that has stuck with me for the last three years is the concept of every business being a media company first.

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