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Home / Industry News / Umberto Luchini, Founder & Proprietor at Wolf Spirit Distillery – Ignite Marketer of the Week

Umberto Luchini, Founder & Proprietor at Wolf Spirit Distillery – Ignite Marketer of the Week

May 10, 2021 By John E Lincoln

 

Ignite Marketer of the Week – Umberto Luchini

 

In this edition of Marketer of the Week, Ignite Visibility spotlights Umberto Luchini, Proprietor at Wolf Spirit Distillery. Ignite Visibility applauds Luchini and the Wolf Spirit team for its creative approach to marketing adult beverages.

Umberto Luchini

His name is pronounced oom-BEAR-toe loo-KEE-nee in case you’re wondering.

Luchini was born in Milan, Italy. He attended school in London and worked in France.

After the 9/11 terrorist attacks, he lost his job.

So he took a low-paying job with Campari. That’s the company behind well-known spirits such as Skyy Vodka, Wild Turkey Bourbon, and Grand Marnier (an orange liqueur).

It looks like the company sells just about any kind of adult beverage you can imagine except wine and beer.

Campari, by the way, was born in the mid 19th century. Fast-forward to today, and it’s listed on the Italian Stock Exchange.

Further, the company is in 22 direct markets and distributes in 190 countries.

Luchini stayed with Campari for 17 years, working his way up the food chain, so he can take credit for some of the company’s growth during that period.

During his stint at Campari, Luchini formed an award-winning team of 30 marketers.

He also took on a relatively unknown Tequila brand called Espolòn.

It was up to Luchini to position, package, price, and position the product. And he did so with amazing success.

Today, Espolòn is known as “the Tito of tequilas,” selling nearly 400,000 9L cases.

But Luchini felt the entrepreneurial itch, so he left Campari in 2017 to launch his own business venture.

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Wolf Spirits

Also in 2017, Umberto Luchini founded Wolf Spirits.

With an initial investment of $1.5 million, he converted an old laundromat into a distillery. During its first year, that distillery sold 5,000 9L cases across 23 states.

And he’s happier than he’s ever been now that he’s running his own company.

Speaking of his own company, you can see his creative approach if you visit the company’s website.

The header is a close-up picture of a wolf.

The rest of the single-page site briefly describes the company’s three products. Then there’s a contact form at the bottom.

That’s it.

No menu. No headers or footers with links. Nothing else.

And the way that the company markets its products is pretty spectacular as well. It looks like Luchini appeals to the non-conformists.

Check out this description of the company’s vodka product: “Born from fierce independence and a thirst for rebellion, Blood x Sweat x Tears Vodka™ is our one-finger salute to all who try to keep us in their own little box.”

That vodka, by the way, is made in Eugene, Oregon. It won a gold medal in The San Francisco World Spirits Competition.

Regarding Tom of Finland Vodka, here’s what the website says: “Enjoy it however you want, because whatever you decide to do with Tom of Finland Organic Vodka™, you’ll be making a statement without saying a word.”

And here’s how the company promotes Puncher’s Chance Bourbon: “Puncher’s Chance is Kentucky straight bourbon inspired by two great American traditions: whiskey and fighting for what we believe in.”

Wrapping It Up

It ain’t easy to promote adult beverages. It’s a highly specialized niche that should be left to the pros.

Umberto Luchini is one of those pros.

Over the years, he’s demonstrated that he knows how to bring spirits to market.

And he’s helped many folks around the globe cope with the effects of a worldwide pandemic.

We look forward to seeing where he takes his company in the future.

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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About The Editor

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John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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