We’ve been in one, but it might be a short one.
I’ve been in this business for close to 20 years and have seen ups and downs. When the industry falls on tough times, one of the first things they cut back on is advertising. And the smaller companies pull out first, because they don’t have the momentum the big guys have to sustain themselves.
I just received this note from one of my advertisers (and WhiskyFest participants):
We have decided to not participate in your Chicago WhiskyFest (in April) and to pull our ad. The reason is that given the tougher times, we need to re-allocate the funds toward distributor and retailer activities which we control better and will deliver additional points of distribution.
I’m not going to say who this came from, but it looks like this global recession (or whatever the hell you want to call it) is beginning to take the wind out of the sails of this industry.
Maybe the boom isn’t over. Maybe this is just a bump in the road. Time will tell.
But don’t worry, Malt Advocate and WhiskyFest will still be around to see the next boom (and bust). And there will always be whisky.