In a world obsessed with the next cocktail trend, Mr Black filled a simple but powerful need: a truly great coffee liqueur made for modern drinkers. The product was exceptional — but exceptional doesn’t sell itself. It takes hustle, storytelling, and boots on the ground to turn a niche spirit into a household name.
The Approach: Espresso-Quick Lessons in Brand Building
When I think of Mr. Black, I think of speed with purpose. Here’s what powered the brand’s rise:
Fill a need – Great brands start by solving a real problem.
Quality is king – If it isn’t excellent, it isn’t worth selling.
Design matters – A great bottle gets noticed before the first pour.
Leadership drives everything – Founder Tom Baker’s passion and commitment didn’t just inspire; they ignited the team.
I had the chance to travel to Australia right before the 2020 pandemic to see the roots of Mr Black firsthand — its production, its people, its purpose. There’s nothing like that kind of in-person immersion to forge a brand story in Superman-strength steel.
The Street-Level Work
How did we build the brand? One tasting at a time. Tastings. Tastings. Tastings.
That was our mantra — and our method. Even in New Jersey, the beating heart of espresso martini culture, it took persistence, patience, and time to win over both trade and consumers. Building brand loyalty isn’t a sprint; it’s a daily grind (pun fully intended).
The Legacy
Today, I still smile when I see distributor trucks wrapped in full Mr Black branding rolling across The Garden State. That’s the payoff for all the groundwork.
In 2022, Diageo acquired Mr Black, recognizing the power of what had been built. They’ve since woven it into a global movement — promoting Ketel One Espresso Martinis and even launching an annual Espresso Martini Week.
That’s how you know the work stuck: when a brand you helped grow becomes the standard for an entire category.
Schedule a 33 minute consultation and street brand stress test with John today.
Special introductory rate of $66.00 for new clients (can be applied to future tasting, brand bootcamps, and any street work contracts).
