Our mission statement

It says on our home page at www.prestigewhisky.com that our mission statement is : -

"We deliver a quality range of fine, rare and exclusive malt whiskies and blends.
Provide personal service for all of our customers.
"Quality whisky without compromise”."

This set of 'statements' is a legacy dating from when the website first launched and we (quite quickly) wrote a tranche of copy to go on the new site which we thought might attract and interest customers. Since then we haven't really reviewed much if any of the copy except to correct errors and typos etc
To be totally honest looking back at it now some of the copy seems a little pompous and overblown and of course as a new entrant in to the market I think it's also safe to categorise us a bit naive as well.

This morning I've been involved in a few admin type things and also been replying to potential marketing/business partner about some things and then my morning began get a little involved so I deliberately stopped what I was doing and happened to send out a tweet mentioning that if you wanted to get a feel for PW and our mission you should visit our blog.

This got me thinking about our mission as it is represented on our website (above) and is this really 'fit for purpose' now we're up and running fully with some understanding of where we find ourselves?

So looking at our mission statement - is it correct ? Well yes in terms of factual content. We do indeed deliver a range of good whiskies and we do provide a personal service for customers. I was never that sure what 'quality without compromise' actually was, but in so far as it sounds good and is probably impossible to actually achieve I like to think we give it a shot.

But sitting behind those statements is what we really, actually do wit this business - Yep, we sell good whisky and I think we do it well. In addition though, we want to entertain, educate, really do everything with a smile on our faces - not just when we're counting the cash but at every stage of the customer journey. Even when perhaps when we aren't able to do everything we'd like to do for people. (We specialise in rare expressions and because they are rare they run out. It's awful having to tell a customer we don't have the whisky they want especially as given the nature of on-line trading they have already paid us. However, it's a fact of our business and we have to take it on the chin - it also really hurts refunding the money - but that's life).

So although for now the mission statement is going to stay on the website, I more often think about our business in terms of the elevator pitch - when people ask me what my business is and how it looks this is what I say :

We're an on-line retailer of whisky. More than that we specialise in rare and exclusive whiskies for connoisseur, new drinker and gift purchaser alike. Our website is new and cool plus we use as much new media as possible to promote ourselves. Sitting behind everything is a genuine love for what we do and a desire to make whisky and the craftsmanship that it embodies a part of as many peoples lives as we can.

It's not very catchy but I think it covers some of the key themes.

By the way high there if you did follow the link from Twitter on our mission - sorry it's a bit more of an involved post than you were perhaps expecting but welcome to Prestige Whisky - please subscribe and feel free to comment on anything about us.

Email us at info@prestigewhisky.com