Trailblazer Spotlight
Eric Dominijanni
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CEO & Founder of FIOR Scotch, Use login from my institution
- Industry: Consumer Goods / Services
Business Founded: 2021
Phone: (760) 521-9710
Email: [email protected]
Address:
15051 southwest 62nd st
Miami, fl 33193
How long have you been in your industry?4 years
Why did you choose your industry?The industry chose me!!! I make my own beer, wine, ice cream, sausage, salami... It was inevitable after I got the scotch "bug" and learned about Infinity/Legacy Bottles that I was going to attempt to make my own "house blend". After a couple of failed attempts... I had a blend that I really liked and wanted to share with my friends who come over regularly for dinner parties. My friends (mostly Marines) liked the blend so much that they pushed me to market it and "get it out there".
Who are your typical clients?Scotch enthusiasts. The stereotype WAS 35+ y/o Caucasian male professionals. My Focus is to expose FIOR (and scotches in general) to 1. Those individuals who have recently been introduced to scotch yet have not developed a loyalty towards a specific distillery. 2. U.S. Active duty & Veteran and 3. Black communities
What do you like best about being in this industry?I love exposing a person who has never had scotch/bourbon/Whiskey etc to FIOR and to see the look on their face when they find the appreciation. Even moreso, I love finding that whisky enthusiast (usually a bourbon drinker) who is adamantly loyal to his specific "brand" and after giving him a sample of FIOR... to see him nod his head and smile (validation) even if he goes back to his bourbon.
What are common problems you see?Archaic, regional administrative legalities. Finding a distributor to get product to store. Finding a store/chain to get product to consumer. Finding BOTH distributor/stores AT THE SAME TIME to get product to consumer.
What advice/tips do you have for clients?Advice to consumers: We are all creatures of habit and scotch, whiskey/whisky, bourbon, rye... enthusiasts develop their initial loyalty base on what was available, popular, in our neighborhood, at that time, and within their price range. I loved vanilla ice cream UNTIL cookies n cream came to be. Expand your horizons. Try something new!!! FIOR is something new and it won't disappoint!!!
When is your busy season?Oct - Dec
What keeps you up at night?My investors are friends/family/Marines/Sailors etc, further, my NAME is on the back of every bottle. I have a responsibility that goes beyond profits/sales to my product/company/investors. I am always thinking about... HOW to get FIOR to the consumer, WHERE I should concentrate on next...
How do you market yourself to grow/expand your business?As the first and only U.S. Veteran and Black owned scotch I am trying to introduce FIOR to both communities. Liquid to Lips. Once our consumers taste our product we develop that initial loyalty base.
How involved are you in the community?We work with Veteran Causes such as Operation Gratitude. We are currently looking at supporting alumni event at HBCUs. We also support active duty and veteran events such as unit functions and the Marine Corps ball.
What is your favorite not for profit or charity?Operation Gratitude
What advice would you give to someone thinking of getting into this business?IF you are going to get into the alcohol industry... partner with someone who has extensive experience as every state, county, city, parrish, hamlet may have different laws governing the sale, acquisition, import, export, transportation of alcoholic beverages.
What do you enjoy doing in your free time?Cooking (I'm a trained chef)
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