En
owning your vertical

Owning your vertical

Have you thought about turning your passion into your business? Then you might want to study the story of Theresia and Horst Luening from Southern Bavaria in Germany. In the early nineties, Theresia started an online retail site selling whiskys aka whiskies from around the world. Her husband eventually quit his job as a space engineer to focus on the marketing & IT sides of the business. Twenty years later, they are the leading supplier in Germany of craft and boutique whisky, with annual sales exceeding 10 million Euros.

Note: The Luenings started with Scottish whisky and that’s why the “e” is most likely missing from the name of their shop.


One of the keys to this success is without doubt the much-followed YouTube channel Mr. Luening began where he reviews the whiskys. The videos look quite odd at first. You see a bald man in an old chair next to a barrel. He often talks for 15 minutes before getting down to the actual tasting. Yet he has over 20,000 subscribers on his German Youtube channel and over 2,200 international subscribers. These are not astronomical numbers, but he has a strong foothold within his target audience. The company also has 17 permanent employees, and Mr. Luening recently paid $3.1 million USD for the domain whisky.com.

At conceptbakery, we always talk about being authentic as a key element to success. There is no formula that describes what authentic really looks like. But if being authentic means being real and not faking it, then Mr. Luening is it. Looking at him, it’s obvious that you don’t have to turn yourself into someone else to be successful. It’s much more important to find an audience that actually likes you, just the way you are.

If you study whisky.com and take a look at whisky.de as well, you get a good idea of what a content-rich website and a marketing strategy based on it look like. The Luenings are not present at every dance in the social media world. They don’t have to be. They mostly cater to a more mature audience and can safely ignore the fads and playgrounds for teenagers and students.

It’s actually a pretty simple recipe that’s been executed really well: find your passion and live and breathe it. Know what you are talking about. Give it all you’ve got. Think about what you can do better all the time and be consistent. As that little sneaker maker once said: Just do it! :)

  • Jeeny

    Thanks

  • Kennedy Brooke

    What a great blog post! By reading this post anyone can learn about how to prepare content-rich website and get benefit from that. I truly got inspired by reading this post, and looking forward to write a top 10 essay writing service college, where I'll mention about this resourceful post.

  • Rashida [PanXpan]

    The Luenings have started their business really well. Making your passion into your business is a big thing, and when you do that no can stop you. The marketing strategy they are using is truly enormous, and I've got great content rich website ideas by exploring whisky.com and whisky.de. I would like to keep track of the knowledge I've gained from here, If you want to keep track of your survey response efforts and show others what you've been up to, try this online software. Its the survey response analysis module from PanXpan.

  • http://www.besttermpapers.com/research-paper-writing.html research paper

    Much obliged to you again for all the learning you distribute,Good post. I was extremely intrigued by the article; it's entirely motivating I ought to concede. I like going by you site since I generally go over fascinating articles like this one. Great Job, I significantly acknowledge that. Do Keep sharing! Respects

  • https://www.joycardbd.com virtual card

    What a great blog post! By reading this post anyone can learn about how to prepare content-rich website and get benefit from that. I truly got inspired by reading this post, and looking forward to write a top 10 essay writing service college, where I'll mention about this resourceful post.

  • http://fitness-focuses.com/ ulry wely

    Know no wires and so on if the case yes milk do want to obtain 3lbs of muscle even more I remember I was 26 decades of age in one month obtained a actual dimension 13 bodyweight then of course was not all muscle but you know it was some is some serious muscle have structured everywhere so yes it is very http://fitness-focuses.com/

  • http://muscles-chemist.com/ Mdiha Umba

    Body actively processes proteins to develop muscle tissue. Do not use too many supportive creative get attractive gears. Belts, knee wraps etc. should be saved only for those execute out that really require you to use them. When you are really looking into including muscle to your structure you are going to http://muscles-chemist.com/

  • http://pretraining-fitness.com/ mujhe chor

    If you’re operating out different muscle tissue every time you go to the gym. There’s no factor in rushing it. Keep under consideration that you’ll be doing less by doing more. So, always keep under consideration to take a break. Are you disappointed about the fact that you just can’t seem to get http://pretraining-fitness.com/

Digital + Social + Lead Agency

Specializing in freshly-baked alternative marketing strategies.

Digital, connected & holistic. Our delicacies are building targeted reach. Attention leading to conversation. Online, mobile & cross-media.

Wherever the target audience prefers to gather

Goto our Homepage