Launching a brand is never easy, but for Misguided Spirits, this was made infinitely more difficult because of the pandemic, which occurred shortly after their company launched.

A Launch During Troubling Times

“We launched right before Covid shut the market down,” the team at Misguided Spirits shares. “We had to change everything about our business so we could support our customers in a way that worked for them when everything about their business has changed.”

Described as being made “by bartenders, for bartenders,” Misguided Spirits is an employee-owned company that was inspired by the “rogues of earlier times” who “organized the misguided to give them a voice, a community, and a stiff drink.”

This sense of community, often seen only at a surface level, is something that Misguided Spirits tries to impress upon its audience on its Instagram page and Facebook profile. While other brands may rely on flashy advertisements, the team at Misguided Spirits aims to connect with its customers as it builds its business.

“We stand out because we are building a brand based on a community, not a person, or a style, but a brand for the community by the community,” the team says. “When people purchase Misguided, they are investing in our community and in themselves.”

A Slew of Inspired Drinks and Merchandise

The team at Misguided Spirits heavily relies on its unique name. Though its merchandise store features traditional offerings, such as branded T-shirts and neon signs, it also offers more unique offerings, such as tarot card coasters.

Their cocktails are just as unique as their merchandise. Their “Sacred Heart Sunrise” features Misguided Spirits Black Dove’s Sacred Heart Tequila Blanco and orange juice. In contrast, their “Misguided Paper Plane” combines Misguided Spirits Hinky Dink’s Workingman’s Whiskey, Aperol, lemon juice, and Amaro. 

Notable Career Headlights

The Misguided Spirits brand has made significant strides in the craft spirits industry over the past four years. Within three years, it became a top 5% craft spirits producer by volume and gained a 1% share of the On Trade in the New York Metro.

However, even with these accomplishments, the people at Misguided Spirits believe that building a brand isn’t just helmed by a single person’s job but a team effort.

“I believe the most important lesson or learning we can share with others is that vision can guide persistence, and if the team believes enough in their vision, they can build something together that is bigger than themselves,” the team says.

Aspirations for the Future

Misguided Spirits is aiming high for its future plans. With plans to be seen as a global brand within the next several years, the brand aspires to be not just an enabler but a champion of the service industry.

“[Misguided Spirits] will reflect the communities where it is sold, and it will be recognized as the bar tenders brand in every country,” the team says.

Those interested in checking out Misguided Spirits and their offers can visit them online.

For those looking for more than a great drink. Join the Misguided.  Be part of the community and own a piece of the company that’s going to change the industry.  Misguided Spirits | StartEngine

Written in partnership with Tom White