The craft spirits movement in New York has reached a significant moment, thanks in no small part to Brian Facquet, President of the New York State Distillers Guild and Founder of Do Good Spirits. Facquet, a Navy veteran turned head distiller, has been instrumental in advocating for legislative changes that now allow New York distillers to ship directly to consumers, a long-awaited victory that levels the playing field with the wine industry. In this interview, Brian discusses the challenges faced in securing this groundbreaking legislation, its impact on the state's craft distilling community, and the evolving identity of New York spirits. He also discusses how his journey as an advocate, distiller, and community leader intertwines to drive the NY craft beverage industry forward.

Brian, the recent passage of the direct-to-consumer shipping bill for New York distillers is a huge win for the industry. As someone deeply involved in the process, can you tell us about some of the challenges and breakthroughs that led to this legislation?

The passage of Manufacturer Direct to Consumer shipping was not easy. We had the unwavering support of NYS Assemblymember Donna Lupardo and Senator James Skoufis throughout the process who were working for the agricultural manufacturers in NYS.  The opposition to our legislation is the same people we are doing business with daily, so it was very conflicted. We were seeking parity with our NYS Wine Manufacturers, not trying to hurt any of the other tiers.

It was frustrating having to defend against false information. I like to say, “Facts are stubborn things”, so it was a challenge to have to defend against non-sensical studies and paid editorials. Misinformation can be frustrating,  but we stayed calm, and positive and shared the truth on the issues.  

We also realized that the definition of DTC needed to be clarified. We started calling our bill the Manufacturers Direct to Consumer Shipping Bill, which was very different from Retailer Direct to Consumer (DTC) which was common practice. This clarification allowed us to have meaningful conversations and make forward progress.

Image: New York Distillers Guild and its allies - The recent law allowing direct-to-consumer delivery of spirits in New York is a major win for NYDG; Source: NYDG.

How do you envision this new direct-to-consumer law changing the landscape for New York's craft distillers? 

I don’t see it as changing the landscape, but it will allow many of our small producers to grow their brands and provide an additional revenue stream.  It will also give consumers the ability to support their favorite New York brands and for tourists to ship bottles back home (where allowed).  

What opportunities do you see it opening up for smaller distilleries?

Let’s face it,  It is our dream to be valued by distributors and retailers, but so many of us are too small to be relevant. Overall, it is going to allow our distillers to grow their brands at their own pace. If given the opportunity to grow, then they will be worthy of distribution and shelf space.

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You’ve been a strong advocate for New York’s craft beverage industry. From your perspective as the President of the New York State Distillers Guild, what are the biggest issues still facing craft distillers, and what role do you see the Guild playing in addressing them?

The distilled spirit manufacturers are a relatively new addition to New York's three-tier system, so our focus is on gaining parity with New York's Wine, Cider, and Beer manufacturing licensees. We believe that alcohol is the same, no matter the format, so we should have the same opportunity. The NY Cider and Distilled Spirits Manufacturing DTC was a parity bill with NYS Wine. Over the past four years, the New York State Guild has advocated for our members and helped to pass four laws in the past four years, which is proof of the power and conviction of our community. 

Do Good Spirits has developed an award-winning line of spirits since its founding in 2009. How have your distilling techniques evolved over the years, and what do you believe sets your products apart in a crowded market?

Oh yes,  I am a distiller. We have received recognition in every category we manufacture, so we are always humbled by the acclaim our spirits receive. Our goal is to always put our best into everything we do. I think our fans appreciate our values, our fight, and the quality we put into every product.  It is authentic. 

Image:(From Left - Right) Rachael Ray and Staple Gin; Source: Staple Gin.

The Catskills have become a hub for craft beverages and tourism. How does your location in Roscoe influence your distilling process and brand identity? What role do you think regional identity plays in the craft spirits industry today? How does your location in Roscoe influence your distilling process and brand identity?

We are fortunate to be located in Roscoe, NY, which is just a two-hour drive to NYC.  Our town is the home of American fly fishing and some of the cleanest waters in North America, so water does play a big part. 

While I am extremely proud to represent the Sullivan Catskill region, I don’t believe regional identity is important to consumers outside of our State or Country. The United States is a big place, so I believe the State is playing a bigger role in our industry. 

Image: Do Good Spirits, NY.

Craft distillers face unique challenges compared to their larger counterparts, particularly in distribution and marketing. How have you navigated these challenges, and what advice would you offer to other small distilleries looking to grow their brands?

I am still trying to figure that out. This is a capital-intensive industry.  Many of our challenges stem from the fact that the majority of craft distillers do not have the capital to gain the attention of distributors and rise above the noise of large brand churn and burn marketing models. We are small business manufacturers, so we are built differently.   

I think the best advice to small distillers is that they should always keep their eyes on the stars, but keep their feet firmly on the ground.  We have to dream, but it must be rooted in hard work.  This is a grind and it is more important to set realistic expectations and grow a sustainable brand built on a solid foundation over time.

You’re not only a distiller but also actively involved in the tourism industry and veteran advocacy. How do these different roles intersect with your work at Do Good Spirits, and how do they shape your vision for the future of the business?

Yes, In addition to State advocacy, I serve on the Craft Advisory Council of DISCUS.  I am also fortunate to serve on the Sullivan Catskills Tourism Board and to honor those who serve our Nation as a member of the Partners Council for the Third Option Foundation (www.thirdoptionfoundation.org). 

We renamed our company in 2020 to Do Good Spirits to honor the words of my good friend that I served with in the Navy. I work every day to honor his legacy and to make an impact in any way possible. Our distillery does not charge for tastings. We do them for donations in memory of my friends who have fallen in service to our great nation. This is core to who we are.

Image: Brian interacting with visitors; source: Do Good Spirits.

Your involvement with DISCUS's Craft Spirits Council puts you at the forefront of national discussions on craft spirits. What are some of the key priorities for the Council, and how do they align with your goals for New York's distilling community?

I do my best to represent my NYS community and bring the small business manufacturers' perspective to the conversation on the committees I serve on.  The Craft Advisory Council definitely gives us a seat at the table to openly share our opinions as they relate to the National suppliers who belong to DISCUS. I am also appreciative of the strong relationship our Guild has with the ACSA. I feel that it is important to work with all advocates in the industry to bring positive change where possible.

The craft beverage movement in New York has grown significantly over the last decade. What do you think the next ten years look like for New York craft spirits, both in terms of production and consumer trends?

New York has grown to the 2nd largest state in licensed distillers, which is a wonderful accomplishment, but our distillers are struggling as economic conditions, and rising costs have provided a perfect storm. Our distillers are resilient, so I expect the next 10 years to be a period of accelerated growth led by consumers' demand for locally-made spirits.  Consumers want authenticity and our distillers in New York bring that with every sip.  I am hopeful.

Image Source: New York State Distillers Guild.

Lastly, you’ve been a part of the craft spirits movement since its early days. Looking back, what’s been the most rewarding part of your journey with Do Good Spirits?

I have had many highs and lows over the past 16 years.  It has been a grind, but I would not trade it as it has allowed me to grow and challenge myself daily.

I would have to say that the most rewarding part of my journey has been realized through my service to others. 

As a Guild President, I was able to work with others to change laws that will shape the future of my industry. During COVID-19, My team worked around the clock to help people all over the country through the production of sanitizer. Most of all, I am most proud of the charitable impacts we have made and the money we raise in memory of those who have fallen. This industry has given me the opportunity to Do Good.

Image: Members of the New York Distillers Guild; Source: NYDG

Conclusion:

Brian Facquet’s journey with Do Good Spirits and the New York State Distillers Guild speaks of an unfaltering dedication to both his craft and the broader community of distillers. From navigating the complexities of legislation to advocating for opportunities for small producers, his work has reshaped the landscape for craft spirits in New York. As he continues to be the voice for his fellow distillers, Brian embodies the spirit of resilience and passion driving the craft movement forward. His commitment to service, whether through his award-winning spirits or his advocacy work, is undoubtedly shaping a future of distilling in the state, proving that doing good is at the heart of great distilling.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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