Presented by: Calen Kirkland is Head of Sales and Marketing at The Barrel Mill
A distillery can spend millions creating an incredible brand, bottle, tasting room, and visitor experience—but most consumers encounter that brand for the first time in a liquor store, standing in front of a shelf for 10 seconds. How do you bring some of the distillery experience into that 10-second retail decision? Your displays and marketing—barrelheads, display barrels, barrel ends, cocktail barrels, etc.—are the physical tools that bring your story to life to bring brand connection and customer experience beyond the distillery.
About the Presenter
Calen Kirkland is Head of Sales and Marketing at The Barrel Mill, a family-owned cooperage specializing in oak barrels, oak alternatives, and custom wood displays for the spirits industry.
With years of experience working directly with distilleries, Calen has developed a firsthand understanding of the challenges brands face—not only in making great spirits, but in getting consumers to notice and choose them in an increasingly crowded marketplace. His work at The Barrel Mill spans sales, marketing, product development, and customer strategy, giving him a unique perspective on how physical products can become powerful tools for telling a brand’s story.
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