TABLE TALK #124
There aren’t many brand names you can type into Google, followed by the word “tattoo”, and be met with eleven pages of results.
Tabasco, however, is not your average brand. Tabasco, is a masterpiece in being anything but average.
Today’s Table Talk delves into everything Tabasco has taught us about building a brand and inspiring loyalty.
🍝 MAIN COURSE 🍝
Lesson One: Simplicity Sells
Since its incarnation in 1868, TABASCO® brand’s Original Red Sauce has been handcrafted with just three ingredients: aged red peppers, distilled vinegar and salt. This is uncomplicated deliciousness at its very best.
Lesson Two: Patience Pays
While you can whisk gin off a production line and into a bottle in the same day, Tabasco’s depth of flavour comes from three years maturation in white oak barrels.
Lesson Three: Cross Categories
When creating Tabasco, McIlhenny took inspiration from the world of fragrance, choosing cologne-style bottles for his sauce. These bought sophistication and the benefit of an inbuilt fitment allowing the sauce to be sprinkled not poured. Cue plenty of vigorous shaking.
Lesson Four: Keep The Main Thing, The Main Thing
Despite their Original Red Sauce being an overnight success, it was 125 years before they diversified. In the meantime, they built a brand around one cult item, that's still their hero product today.
Lesson Five: Tell Tales
Spend a moment on their website and you’ll be romanced by the story telling and not a bit surprised that their prize pepper seeds are stored in a locked vault on Avery Island. The Crown Jewels have got competition.
Lesson Six: Variety Is A Virtue
Tabasco’s varied usage has been a huge part of its broad and continued appeal. There’s not many brands that look equally at home in the world’s finest cocktail bars and an army ration pack.
🍮 SWEET ENDINGS 🍮
Our favourite, lesser known fact about Tabasco Brand is that for its most avid fans, a whole brand world awaits.
On Avery Island, Louisiana, you can tour the factory, explore the museum AND eat in their restaurant - where even the trays are branded.
🍷 WHAT'S NEW
FROM
WEDNESDAY'S DOMAINE? 🍷
We love to twin the old with the new.
To have our wines served at the 400th anniversary of a village cricket club shortly after having inked a partnership with one of the Netherlands' most forward-thinking distributors was quite something.
Throw in a Laithwaites launch and you've got a recipe for smiles all round.
Back to work, see you next week,
Luke x
