We take the question of our name and whether it's offensive or even the kind of business name that can succeed in a mainstream market very seriously. It comes up on occasion and prompted the first questions asked during the Test The Waters phase of this campaign. We have considered changing it. There have been many long discussions amongst Dan and myself, as well as with multiple advisors.
The general consensus is this: We will never get 100% of the audience, regardless of how neutral our name is, so let's focus on the ones that get our mission, our general brand vibe, those who we can speak genuinely to. We can do that best by being who we are, not trying to be more pleasing to all.
While we accept that some people will be offended by our name, the question has been raised that this may not be a sound business choice. I do hear that and it's a valid concern, but the fact that we potentially offend some people doesn't mean there isn't a sizable and very viable market out there that isn't offended and will sustain us as a profitable business. Our experience so far points to most people thinking our name is great. Just read some of the comments on this page for real customer's reactions.
And to drive the point home a little further, I'll give you an example of whether or not a potentially offensive brand name can still be successful. I find the name and the overall concept of Skinny Margarita offensive. I think it's horribly condescending and the brand messaging is just gross, but I also recognize there is a very sizable market out there that thinks it's awesome and their sales prove it. I'm sure you can think of your own examples.
We actually had another brand that was very neutral called RAFT. We made both cocktail syrups and cocktail bitters and were sold in over 1200 stores nationwide. But that brand didn't sell any better than The Bitter Housewife when they were side by side on the same store shelf. When we presented our full catalog of products, meaning both brands, multiple buyers chose The Bitter Housewife over RAFT because they liked it and thought it stood out. Williams Sonoma, Neiman Marcus, Anthropology, and Nordstrom have all asked specifically for The Bitter Housewife.
So all this is to say, it's not that we don't take it seriously that our name offends some people. I do wish that everyone immediately understood the humor, playfulness, and the woman who is behind it. But we know we can't please everyone. No brand can. So as a business choice, we've decided to focus on the group of people who love the name and what we're doing. They will ultimately be the most loyal and give us the most potential and we truly believe there are enough of them to support the growth efforts of our company.
Cheers to being Bitterly Honest!