There’s a reason why small, artisan distilleries are a popular startup for modern entrepreneurs. It’s a business model that consistently works if the product is high quality. If you want a far-flung example to test that theory, you can take the long, green, scenic drive up to Minocqua, Wisc. and sip some of the Northern Waters.
Located downtown in the resort city of about 5,000 people, Northern Waters has been in operation for a couple years. The joint offers vodka (straight and flavored), gin, Bourbon whiskey and “Moonshine” (non-aged corn whiskey, straight and flavored).
Also: Dipping into Bourbon History at Maker’s Mark Distillery
Like many micro-distillers, the company started out with clear spirits like vodka, gin, and Moonshine. All three can be solved fresh from the distilling process, whether or flavored or pure. However, whiskey must be barrel aged fro anywhere from one to five years, depending on the brand or vintage.
So, small batch operations like Northern Waters pay their early bills while they’re growing with the gins and vodkas — focusing on quality but turning out bottled batches to get money inbound. Meanwhile, they’ve cooked the corn mash and put some whiskey barrels away to breakout Bourbon sales a couple years down the road.
That’s the model Northern Waters followed, and it’s worked well for them. Local watering holes buy up their products as quickly as they can make them, while tourists stop in for a tasting before walking out with a few bottles. The next challenge will be furthering their distribution network — but such questions also faced the mesa-distillers at one time. As Northern Waters stays the course and focuses on its tasty products, they should be fine.
For a quick look inside the humble walls of Northern Waters Distillery, peruse the “Up North” gallery below:
Northern Waters Distillery
The tiny operation at Northern Waters Distillery in upstate Wisconsin shows how a savvy liquor business can grow its business with a strong product.
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Northern Waters Distillery
Though it hasn't been around long, the product line at Northern Waters includes gin, vodka, Bourbon and "Moonshine."
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Northern Waters Distillery
Northern Waters uses a smaller version of the same cookers larger distillers use to prepare the water/grain mixture.
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Northern Waters Distillery
Copper pots like this small unit at Northern Waters distill a spirit, increasing its potency or proof.
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Northern Waters Distillery
Gin, vodka and Moonshine can be sold fresh from the distiller, but whiskey requires aging for at least a year in barrels like these at Northern Waters.
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Northern Waters Distillery
The process for flavoring spirits often involved simply soaking ingredients in the mixture, as with this vanilla.
