Dillon’s Small Batch Distillers has grown to become one of the strongest craft spirit brands in Canada. Part of its success was the strategy to produce non-alcoholic products which could be marketed in non-alcohol retail such as style boutiques, specialty grocery or kitchen and entertaining in order to give the brand greater visibility and brand depth with the goal to attract wider audiences. We felt from the start that Dillon’s didn’t have to be a brand isolated to alcohol and that it would need to get outside of Canada’s restrictive alcohol retail in order to be seen.