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" ... Ethanology is, well, the study of alcohol. Or, it’s one of the most hyper-local, if not the most hyper-local, microdistilleries in the country. This tiny distillery, Ethanology Distillation, which is located just outside Traverse City, MI, harvests and forages for all of its ingredients within a 33-mile radius. ... "
" ... Whether you sell a mainstream product, or something somewhat exclusive or in smaller quantities, like the microdistilleries do, what are you doing to create the emotional hook that makes customers want your product more than a competitor’s? You don’t necessarily have to create scarcity or exclusivity, but you do have to create something that evokes an emotional response of some kind. Something that goes beyond a simple transaction and connects you, your company and your products or services with your customers. ... "