Don Morton is a bartender, WSET
trained wine nerd, cocktail geek, fermentation enthusiast, and an eager host. After 10 years of working in public policy, Don founded Shrub District to bring a little more happiness into the world. Today, their cocktail vinegars (aka shrubs) and ‘built cocktails’ (A “built” cocktail is a cocktail you build in the same glass in which you serve it) are available online, restaurants and bars across the North East.
With a keen focus on quality and sometimes, seasonal ingredients, Don is determined to provide an exceptional experience while making it convenient for consumers to make a cocktail.
Some key takeaways from the interview:
- test the product after you have nailed down the formulation with real customers
- make sure that you have variety for folks otherwise you will leave money on the table
- finding partners that meet distribution challenges
- innovating in a category that’s quite hot while not over extending on capacity and production