{"id":631,"date":"2021-09-09T11:56:46","date_gmt":"2021-09-09T11:56:46","guid":{"rendered":"https:\/\/brizodata.flywheelsites.com\/?p=631"},"modified":"2024-02-14T11:44:44","modified_gmt":"2024-02-14T11:44:44","slug":"eamon-rockey-on-the-rise-of-rockeys-liqueur-and-selling-to-restaurants","status":"publish","type":"post","link":"https:\/\/brizodata.com\/en\/eamon-rockey-on-the-rise-of-rockeys-liqueur-and-selling-to-restaurants\/","title":{"rendered":"Eamon Rockey on the Rise of Rockey\u2019s Liqueur and Selling to Restaurants"},"content":{"rendered":"
When he shuttered his Michelin-starred restaurant Betony in 2018, Eamon Rockey found himself with some time on his hands. (Some. After all, he is also Director of Beverage Studies at Manhattan\u2019s Institute of Culinary Education and an active consultant in the food and beverage industry.) When he wasn\u2019t working, however, he got to mixing things up in his apartment and\u00a0Rockey\u2019s Liqueur<\/a>\u00a0was born.<\/h5>\n

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Find Your Niche<\/strong><\/p>\n

Anyone who frequented his esteemed restaurant was familiar with Betony\u2019s ambitious bar program and its ubiquitous milk punches. \u201cAt the time of our closing, we probably had about thirty milk punches on the menu,\u201d says Rockey, \u201cbut the main milk punch was basically a liqueur that was seasonal and generally made without alcohol or just a little just to stabilize it. And then people could pair it with tequila or Champagne or Pisco or even enjoy it as a \u2018virgin\u2019 cocktail. And it occurred to me that we were creating our own housemade modifier \u2014 and one that was extraordinarily versatile.\u201d Noting there wasn\u2019t something this broad in the marketplace, he set about to create, over nine months, a botanical liqueur made from green apple, pineapple, green and black tea, and citrus. It has 12% alcohol, similar to wine, and can be paired with anything from seltzer to a stronger liquor, depending on whatever you\u2019re in the mood for. \u201cI chose a neutral American grain spirit that allows it to be used with anything else,\u201d he notes.<\/p>\n

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Pick Your Price<\/strong><\/p>\n

When you\u2019re developing any product, particularly one that is being sold to restaurants, cost is king. According to Rockey, you can start from a place of \u201cHow much do I need to charge people to sustainably produce this product and grow the business?\u201d However, he started from a different place. \u201cI said, \u2018How much does this product need to cost so that it lands on retail shelves for between twenty and twenty-six bucks?\u2019 At that level of price, a bartender or bar manager will be able to use it as a one- or two-ounce pour in a cocktail,\u201d he says. \u201cIf it\u2019s more expensive than that then the product won\u2019t work and it will be an expensive ask for people to use that in their drinks.\u201d By establishing that price point, he was able to zero in on the natural ingredients that were within his budget.<\/p>\n

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Create Connections<\/strong><\/p>\n

Before you set about launching a product for restaurants, make your connections. Rockey has spent years in the restaurant industry, cultivating a network of chefs and bar managers as well as professionals on the distribution and supplier side of the beverage industry. \u201cIt would have been a very different experience had I not already established those connections and relationships,\u201d he says. \u201cI was able to call up the people I already knew and trusted that I\u2019d worked with and that was absolutely crucial.\u201d If you\u2019re a neophyte, however, hope remains. \u201cYou can print this: I\u2019m happy to be a resource to anybody who\u2019s trying to launch a spirit, a brand launch, a restaurant launch. I\u2019ve probably already made the mistakes might,\u201d says Rockey. \u201cAsk me, ask other people! I owe an immense debt of gratitude to people like\u00a0Simon Ford<\/a>\u00a0and\u00a0Joe Santos<\/a>, both of whom are phenomenal gin producers. Ask people who have done it before.\u201d<\/p>\n

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Keep It Local<\/strong><\/p>\n

Brooklyn might not be the place you think of when you think of spirits production. But Rockey was determined to keep his liqueurs as local as possible \u2014 for very practical reasons. \u201cI talked to people on Long Island, I talked to folks in upstate New York and even Kentucky. But the farther out I got, the more I felt there was a risk that I wouldn\u2019t be able to monitor the quality,\u201d Rockey says. He decided to go with a co-packer in Brooklyn and he says it\u2019s been great.<\/p>\n

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Sell the Utility of It<\/strong><\/p>\n

According to Brizo data, there are nearly 300,000 restaurants that could be potential buyers of a liquor brand. To pitch to restaurants, Rockey advises focusing on the practicality of one\u2019s product. When he was on the buyer\u2019s side of the equation, Rockey says, \u201cI would always ask myself, \u2018If I bring this product on, what am I going to do with it? What\u2019s it going to bring to my bar program?\u2019\u201d Being able to show a product\u2019s utility in different ways will help you make inroads. Rockey\u2019s Liqueur is, at its heart, a low-alcohol modifier that can be used in countless ways. It can be enjoyed simply over ice and in countless cocktails, from Tiki drinks to the Modern Martini served at\u00a0The Modern<\/a>\u00a0in New York City and created by\u00a0Patrick Smith<\/a>. Of the latter, Rockey says, \u201cIt drinks like the most wonderful Vesper!\u201d<\/p>\n

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Image: The number of restaurants in North America that identify as serving alcohol, cocktails, liquor, or spirits.\u00a0<\/em><\/p>\n

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Partner Up with Other Brands<\/strong><\/p>\n

\u201cRockey\u2019s would not have survived the last two years, certainly not the last year with the pandemic, without partnerships, without collaborations with other brands,\u201d Rockey states. \u201cIt is absolutely true that we came together to create a force that is greater than the sum of its parts.\u201d Rockey\u2019s Liqueur was recently part of a collaborative release with Tiki cocktail expert and educator\u00a0Shannon Mustipher<\/a>\u00a0and Aaron Polsky of\u00a0Livewire<\/a>\u00a0called\u00a0The Holy Tyger<\/a>\u00a0that has been bottled and released in Los Angeles and New York. Rockey has also done collaborations and tastings with brands including\u00a0El Silencio Mezcal<\/a>,\u00a0Sagamore Spirit Rye Whiskey<\/a>, and\u00a0Barking Irons Applejack Brandy<\/a>, among others. \u201cTo link up with these folks and get out in the marketplace and work together to accomplish great things that alone we probably wouldn\u2019t have been able to do has been key to not just the survival of my brand, but I\u2019m sure others as well.\u201d<\/p>\n

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Go and Grow Slow<\/strong><\/p>\n

Building a liqueur brand takes time and effort and some capital. But don\u2019t spend it all at once or in one place. \u201cDon\u2019t rush things,\u201d says Rockey. \u201cDon\u2019t spend money where you don\u2019t need to and take your time; be very intentional.\u201d Due to his budget constraints, he had to forgo hiring a PR firm which was disappointing. However, \u201cThe brand was too young to necessitate it anyway and I think the brand benefitted from not having a firm initially,\u201d he says. Now that he is in restaurants and markets all across the nation as well as having an international presence, he says, \u201cI think the likelihood is that I\u2019ll\u00a0have<\/em>\u00a0to retain a PR firm.\u201d<\/p>\n

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About Brizo Data, Inc.:<\/b>\u00a0Brizo Data helps the foodservice industry by providing the strategic data you need to win in your market. We empower restaurant vendors and restauranteurs with better data for Business Intelligence, Market Research, and Competitive Analysis. Brizo monitors the online footprint of every food serving establishment in the US and Canada \u2013 from social media presence, online reviews, menu items, market composition, and even technological choices.<\/p>\n

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For more information, questions or to set up a free trial contact\u00a0sales@brizodata.com<\/a>\u00a0or click the \u2018Free Trial\u2019 link above.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When he shuttered his Michelin-starred restaurant Betony in 2018, Eamon Rockey found himself with some time on his hands. (Some. After all, he is also Director of Beverage Studies at Manhattan\u2019s Institute of Culinary Education and an active consultant in the food and beverage industry.) When he wasn\u2019t working, however, he got to mixing things […]<\/p>\n","protected":false},"author":4,"featured_media":632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[67],"tags":[],"class_list":["post-631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bfm"],"acf":[],"yoast_head":"\nRockey's Liqueur Rise & Restaurant Sales by Eamon Rockey<\/title>\n<meta name=\"description\" content=\"How Eamon Rockey's liqueur brand rose to popularity & how he leverages restaurant data to sell to restaurants. 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