Exclusive Interview with Mr. Matthew Bailey

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Exclusive Interview with Mr. Matthew Bailey 

This month it brings me great pleasure to share with you this interview with Mr. Matthew Bailey of Fort Dearborn.  Matthew’s mission is to help distillers and brand owners achieve success through excellent labeling. As you read the interview you will learn about this company and their approach to helping new or established brands succeed.

Margaret Ayala, Publisher

Q: What is your full name, title, company name and company location?

Matthew Bailey, Account Manager, Fort Dearborn Company, 14 Locations (Based in Elk Grove, IL)

Q: You have been in the label industry for many years now, what keeps you interested and motivated (in other words, does it ever get old)?

I’ve been in the label industry for 19 years. Of those years, the past 6 years have been primarily distilled spirits focused. Because of the complexity, challenges, great people in this industry, and the desire to push the envelope with new products and constructions it always keeps things interesting. Seeing labels go from concept to shelf keeps me motivated, it is exciting to see the labels come to life and help sell the products they are on.

Q: When it comes to marketing a rum, everyone looks for strong, well-defined

“personalities” (in other words, what makes rums unique). How important is a label to a rum’s personality?

I believe that the average consumer does not know the differences between where rums come from, how it affects the flavor and type of rum. Therefore, the labels and packaging need to convey the personality and lifestyle associated with the rum. Most people in the U.S. or thru out other parts of the world will never get a chance to visit the distiller y the product was made at, so they cannot connect to the brand at that level. Thus, the label needs to convey the story of the brand and consumer needs to find that connection with the packaging.

Q: When it comes to trends in the distilled spirits label industry, would you say rum is at the forefront , at the back, or all over the place?

It seems aged spirits in general are on the rise over the past few years. Rum is a smaller category here in the U.S. of consumers, but seems to be falling into more of this category that consumers are looking for. There are more rum themed bars/restaurants and consumer education going on in the Rum category. Many people’s connection to rum has been thru mass market rums that are mixed. With more quality rums entering the market recently; I believe consumers will gravitate more to rum, similar to how perception has changed about tequila and other products over the past decade, based upon education and more premium products entering the market.

Q: In addition to the legal requirements, what are some of the key things a label must have in order for it to be considered “effective”?

It needs to convey the brand, a lifestyle, shelf appeal and a reflection of the quality of the product inside the bottle. Most consumers are now making buying decisions at the shelf level. Without a great label, the consumer will gravitate towards products that present better. They are going to want a package that they can display on their home bar and be proud of the appearance.

Q: Most newcomers to the industry do not realize how important it is to work with a label expert. They think that anyone with a computer can design a great label. Can you tell us why this is not always the case?

Our company has worked with many designers, with differing levels of experience creating packaging, and specifically distilled spirit packaging. We find that many designers are not aware of all the capabilities available to them on the printing side to help enhance their design. Without an experienced label company dedicated to the distilled spirits industry, the designer and brand owner can easily find their labels fall flat once produced. We bring many tools to our customers to help them make sure their label is going to have the desired effect before production. We have highly trained sales people, technical support reps, and design tools that we provide as support to our clients. One of these is 3D rendering of labels on the material substrate w/foil stamp, embossing, screen effects, etc… for our customers to be able to tweak their label design in advance of production. This provides a substantial cost savings to our clients. It is important for a high shelf impact label, that the printer has the latest capabilities, technology and presses to provide the results needed, along with experience needed to create innovation and be up to the challenge of high decoration on labels.

Q: Is there something unique that your company offers customers in the spirits industry that other label companies do not?

What I hear most often, and makes me proudest, is when new customers say: “We have talked with several other label printers, but your labels are better than anything else we have seen, and you have given me more education than any other supplier we have talked to.” I believe with 90+ years of experience in this industry, and with the technology and people we have as an organization we are the leaders in the distilled spirits label category. We are constantly challenging ourselves to innovate. We also offer all the latest print technology to provide full scale of what you may need. Digital, Flexo & Offset print technology. Each technology capable of high end finishing techniques, such as foil stamping and embossing.

Q: If someone in the rum industry is interested in your services, what are some guidelines you can offer to them prior to the initial call so that you can better assist them?

The best thing you can do is consult with us before your designs are final. We can provide the needed feedback for print options, potential print issues and opportunities to enhance your labels. We really desire to partner up on the project thru the entire lifespan, since we can provide cost saving solutions and advice to give you the label you want.

Q: In all of the years you have assisted customers with rum brands, what would you say has been the biggest change you’ve witnessed?

Most notably to me, is that quality of the packaging is increasing. Rum brands are continuing to raise the bar on their products and convey this thru packaging. In the past, there have been a couple of major rum brands that have dominated the Rum market in the U.S. There is great opportunity recently with expanding consumer tastes, and many rum brands capitalizing on the fact that consumers are looking for new ‘experiences and tastes’ in the rum category.

Q: Do you think silk-screened bottles will ever replace paper labels? Why?

There will always be room for both decorations in this industry. In fact, we see many brands using both kinds of decoration in concert together on the same bottle. However, we feel paper labels have more shelf impact for many designs, due to the higher decorations that can be done with labels at lower cost. There are other opportunities for cost reduction with labels. Our customers like that they can use the same bottle for multiple products and only need to switch the label, which reduces their bottle inventory greatly.

Q: Any advice on things that customers should avoid?

I believe many label companies are trying to push their customers into what they feel comfortable producing. This makes it hard for a new brand to “stand out in the crowd”. Typically, they have put a lot of thought and money into a design; so to not have a label that is executed well and with the best technology and equipment can be a great disappointment. My biggest advice is: The label is most likely your least expensive part of your package and yet has the most impact on someone not familiar with your product. It is the billboard of your brand. You should make it the best it can possibly be.

Q: As for logistic management, anything you can recommend to customers to help them improve time management , particularly with your team?

Lead times are always a concern to our clients. They typically have been waiting for government and other approvals which have delayed their timeline for launch. My advice here is to communicate well where you are in the process, to help us be able to give you accurate timelines and be ready for your project when it is “go” time. If we have the front end time to familiarize ourselves, get the right people involved and have a game plan in place; we should be able to meet your lead times satisfactorily.

Q: If people want to contact you, how may they reach you?

They can reach me at mbailey@fortdearborn.com 512-284-2203 Fort Dearborn: www.fortdearborn.com info@fortdearborn.com

Q: Is there anything else you’d like to share with our readers?

We have been supporting the distilled spirits industry not only thru printing, but as Title Sponsors to both the ADI and ACSA organizations. We support distilleries and brands large and small.

Margaret: Again Matt , thank you so much for this interview and I wish you and your team much success.

Cheers!

Margaret Ayala, Publisher