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Story
A Story That Begins At The End.
Once upon a time there was a daughter in law --who we’ll call “Gitty” (mainly because that’s her name). One day Gitty noticed her mother in law was upset. When she asked why, her mother in law explained that her favorite coffee liqueur was going to lose its Kosher supervision. Apparently to the people behind this coffee liqueur--(it’s a brand that begins with a K ends with an A and finishes with a cloying, syrupy sweet taste ) kosher didn’t matter. Though, as it mattered to Gitty’s mother in law, it also mattered to Gitty.
Unlike most daughters in law who’d simply tell their mother in law to get over it, Gitty set out to create a coffee liqueur so inspired that it would make her mother in law forget it her former favorite ever existed. A teacher by profession (with 2 masters no less), the first thing she did was prepare a 3-part outline.
PART 1: Take into account the growing demand/appreciation for “small batch” boutique spirits and go “upscale” with a product that has both a higher ABV (alcohol by volume aka ‘proof’) as well as a more refined coffee taste that will appeal to real coffee lovers. It took some time( 2 years to be exact), but Gitty finally “hit it” and the journey from bathtub bootlegger (metaphorically speaking) to bold new game-changer REALLY began.
PART 2: Decide on a name for your product...make sure it conveys the experience and captures the tone and nuance you worked so hard to create and then perfect. Lucky for you a friend of a friend has a friend who happens to be a “Latin buff”. After some back and forth with the buff you land on Misceo, which is Latin for “brew”—though as a verb . Verbs are good. Why? Because like our founder, they convey a sense of never standing still and for that matter, never standing for anything that’s not perfection
PART 3: As you come from generations of brilliant rabbinic scholars, you now put that DNA to the test by teaching yourself the myriad of ins and outs of “the spirit world”(aka the liquor industry) What makes this part of your adventure even more fun is discovering that it’s an industry with its own:
Language(even the jargon has jargon)
Laws (federal AND state that vary by state)
Logic(which seems to defy logic)
As all this is in ADDITION to everything you’ve already learned about actually creating a craft coffee liqueur try not to grin (too much) when all those consultants who confidently predicted a five year journey discover you did it in just under three.
Proof The Customer Always DOES Know Better
Fact; Misceo was not created for the masses. It was created for people like yourself, someone whose appreciation for life’s finer things comes from taking the time to stop and smell the coffee. Why? Because life’s too short not to...especially when it comes to anything coffee So why do we mean you and not those aforementioned “masses”?
Simple. Because masses prefer the the low-impact, instant gratification stuff —also known as “the crap over the craft”.
That’s why masses could never imagine enjoying a coffee liqueur “straight up”. To them coffee liqueurs can only be enjoyed when the flavor is masked (as in diluted beyond recognition) by the likes of milk, cream, vodka, juices, etc etc.
Then again, considering what most coffee liqueurs taste like, they may actually be on to something.
Meantime, you’re onto something way better, welcome to MISCEO.
