Mission-Driven: Crafting a Purposeful Brand in the Alcohol Industry

I was recently asked an interesting question: “Does a business need a mission to succeed?” My gut response? No, not really. At least, not in the conventional sense where you plaster a mission statement on the wall and call it a day.

At Carbliss, our approach to “mission” has been a bit unconventional. Sure, having a sense of direction is important. For us, however, it’s more about the actions and decisions we make every day. This mindset naturally steered us towards a mission that’s been pivotal to our success without requiring a formal mission statement.

So, what’s this mission I’m talking about? It’s simple, yet powerful: Be a personable brand. This goes for everyone we interact with – whether you’re a customer, a supplier, a distributor, or a retailer. We treat each individual as unique, as a friend, aiming for a connection that creates mutual growth. No matter what we do, we aim to build relationships that last, relationships that are as authentic as the products we create.

In the alcohol industry, where transactions can often overshadow interactions, we’ve chosen a different path. One that’s rooted in personal connections and genuine care. For us, it starts with being the “best” in three important categories.

First, we want to be the best product on the market – always. A lot of companies hit a sweet spot with their product, and then they just coast. They stop innovating and stop improving. That’s not us. At Carbliss, we’re always looking to refine our flavors, improve our ingredients, and enhance the overall experience for our customers. “Good enough” is never good enough. Because in this game, if you’re not moving forward, you’re falling behind.

Next up, we aim to be the best partner with our suppliers and distributors. This isn't about haggling for the lowest price or squeezing margins dry. Instead, we aim to create win-win situations. We work closely with our partners, ensuring they get a fair deal. In return, they help us maintain the quality our customers expect. It’s a partnership, through and through. We’re transparent about what we can offer, and we don’t play games. It’s about respect, trust, and building long-term relationships.

Here’s a practical example of what I’m talking about. Most of our distributors are used to two-truck minimums. Our minimum order? Three pallets. When we talk deals with them, it often leaves them with their jaws on the floor. Sure, take three pallets to start. Then, if we notice a pattern in their orders, our operations team jumps on it. They’ll reach out and say, “Hey, we could be saving on freight. Can you help us be a good partner?” And we show them how doubling up orders can save them money without burdening them with excess inventory. This level of collaboration and problem-solving sets us apart as a supplier. And it allows us to be more personable with everyone involved.

Lastly, we aim to be the best employer. While this starts with offering competitive salaries, it’s about a lot more than money. We’re dedicated to creating a workplace where people aren’t just showing up for a paycheck. They’re part of a family – something bigger than themselves. We look after our team with benefits that rival those offered by much larger companies because we believe in taking care of those who take care of us. And we create a culture where feedback is heard, innovation is encouraged, and achievements are celebrated. That’s how we attract and retain top talent.

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Perhaps the best testament to this approach is how often our employees are mistaken for the owners. That’s right – the level of commitment, passion, and care they exhibit makes people think they're running the show. To us, that’s the ultimate compliment. It shows that we’ve successfully created an environment where everyone is deeply invested in the company and each team member feels a sense of ownership and pride in what we do.

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Every decision – from how we manage our team to how we interact with our partners – is a reflection of our commitment to being a personable brand.

As you can see, while Carbliss didn’t start out with a stated mission, we fell into one based on our daily actions. So it’s not just words. Every decision – from how we manage our team to how we interact with our partners – is a reflection of our commitment to being a personable brand.

This approach impacts everything we do. From ensuring our team members feel valued through competitive wages and unmatched benefits to maintaining collaborative and honest relationships with our distributors and retailers. It’s a constant effort that pays off in a dedicated team, reliable partnerships, and a brand that stands for more than just profit.

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If you’re an aspiring entrepreneur, try using this approach and watch how well it works. Just keep these three ideas in mind:

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1. Authenticity is irreplaceable: Be genuine in every aspect of your business. Whether it’s dealing with your team, customers, or suppliers, authenticity is the bedrock of trust and long-term relationships.
2. Fairness leads to success: Adopt a fair-play approach in all your dealings. The aim to is create a business ecosystem where everyone grows together. When you’re fair to your customers and your team, it comes back to you in loyalty, quality, and dedication.
3. Live your mission daily: A mission statement shouldn’t just be words on a wall. It should be reflected in your daily actions and decisions. Let your business practices shape your mission organically, and watch how it resonates with everyone involved.

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Our goal at Carbliss is to live these principles in every interaction we have. Now, I’m fully aware of the business realities. Larger companies that started with intentions similar to ours sometimes lose their way. Things get complicated when you get too big, and the same could happen to us. Where will Carbliss be in 100 years? I can’t say for sure. Right now, though, we’re committed to living by our mission every day and in every transaction. And from where I’m standing, I’d say we’re doing pretty well.

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