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At the 18th edition of Marula Festival, Qualito Craft Distillery, known for its marula vodka, shared insights into their marketing strategies and product experiences.
Hennie Marais, the distillery's manager, spoke to the media on Friday, 3 May 2024, revealing that each bottle of their vodka is crafted using 40 marula fruits.
Marais discussed the varying success of festivals as marketing platforms, noting that attendance fluctuates, with some events drawing larger crowds than others. He observed that this year's Marula Festival was quieter than previous years, attracting fewer visitors.
Despite the lower turnout, Marais expressed optimism about the distillery's participation in festivals, especially with summer on the horizon. To engage with festivalgoers and introduce them to their marula vodka, Qualito Craft Distillery set up a tasting table at the event, aiming to draw in new customers and promote their unique product.
READ: Limpopo gears up for the 18th edition of the Marula Festival
Despite the fluctuating attendance at festivals, Marais emphasised the importance of attending these events to engage with potential customers.
He said:
This distinction, he believed, could help their product stand out from competitors and attract festival attendees seeking something novel.
While discussing the challenges of marketing a relatively unknown product, Marais also addressed the importance of balancing visibility with cost.
Festivals, he noted, could be expensive to attend, especially if they didn't generate a significant return on investment.
READ: Struggling Limpopo municipality spends R5m on gravel bridge without risk assesment
He offered insights into the complexities of marketing a niche product in a competitive market. Employing a team of 15, Qualito Craft Distillery manages to produce its unique marula vodka. The distillery started in 2005 in Phalaborwa, Limpopo, crafting infused vodkas, whisky, brandy, gin and boutique cocktails.
While festivals can be a valuable tool for brand awareness, success is not guaranteed, and the costs can be high.
However, by embracing the unique qualities of its product and remaining committed to engaging with potential customers, Qualito Craft Distillery can establish itself as a standout player in the market. Their journey, although not without challenges, offers a glimpse into the realities of entrepreneurship in an increasingly crowded marketplace.
