To build a brand, you have to find an honest story that manages to connect with your consumers. In order to achieve this, small brands oftentimes rely on building good relationships and having passionate advocates on their team.

Accomplished brand-builder Umberto Luchini, founder of Wolf Spirit Distillery, shares his story pivoting from working at an international brand, Campari, to building a small spirit company from the ground up. Luchini calls upon his marketing background to provide a blueprint to brand-building and discusses how he used authenticity and story-telling to craft a marketing strategy for his emerging brand.

“It still takes a while, it takes time,” emphasizes Luchini. “Be patient. You hear success stories from the Casamigos to the Tito’s, but there’s no immediate success stories.”