MESH STORY
Hi. I’m Scott and thanks so much for coming here!
I was fortunate to spend the last 25 years working around the globe
discovering places, people and products, and I can truly say that we’re all a MESH of one courageous spirit
– all of us here in flesh and BONE.
I started this company to share this message with you!
Call or text me at 312-898-0951 or
scott@meshandbone.com.
I can’t wait to meet you!
I’ve always been amazed to see how simple products can serve as gateways to
understanding different cultures.
I saw this especially with food and drink, and my strongest connections with locals usually happened over a bottle of their native spirit.
It was surprising how many of these spirits were unknown to the outside world…even though they were incredible! I wanted to share these treasures, and more importantly, the amazing people and places behind them.
It never mattered if I spoke the
language
or not, I could
always
laugh with others
over a drink. All the
differences fade
away and all
you’re left with
is what really
matters..
I wanted to create a brand that everyone could join and share with each other…
Global products like vodka, whisky, rum,
tequila. prosecco—but find something
different, better..new…exciting..
Most of what I saw on shelf was all
the same….seemed like a
tired and stagnant industry.
I remembered my days in
venture capital in the Valley
listening to passionate
entrepreneurs wanting to
shake up big industry.
I knew it right there….what if I
could disrupt the big old alcohol
world…is that epic or what?!
hidden treasures.
I didn’t have any industry
contacts, so I just cold-called
and literally walked up to the
distiller front doors across the
globe. No clue.
Just a smile and a passport
Closing a deal with a 200-year old
Japanese Shochu maker was the most challenging. I was asking
them to let me brand their ancient
formula. It took me 3 years of
dinners and friendship before
they finally announced they would work with me.
My vision became clear. I wanted to
combine the elegance of Chanel, the
strength of Iron Maiden
with the mystery of the White Album
No story. No detail. No nothing.
I wanted the consumer to discover..
let them imagine…let them create..
just like I did.
I called my marketing friends and
showed them.
I excitedly asked
“What do you think!?”
They immediately replied.
“Worst idea ever”
I knew right then it was a winner
brands like Pepsi and Stoli Vodka.
He taught me all the fundamental
of creating successful brands; from
testing, audience segmentation, and
measuring. I remember calling him
and asking him about my new company.
Bill said…”Do everything I
taught you and comb your hair.”
I remember writing over my life savings
to order the first product. We had
tested the crap out the product and I
knew it would win. I wrote out the
check without a drip of sweat on my brow,
but I had to change my shorts.
create a logo that really spoke to our
mission. We had a lot of ideas, but
none of them felt right…
We fell into the marketing trap. We were
trying to create something cool for our
customers—something we thought they
would like.
My business partner Eduardo came to
visit me in Tokyo and I asked him about
the logo and bottle concept….
He said …”Stop using your brain. Let’s
take a walk”
We walked for 2 hours around the
Emperor’s Palace without saying much..
just enjoying the walk..
Out of the blue he said…
“Don’t say anything.
Let the consumer tell the story”
I knew this was the right answer.
Wine Festival in Chicago.
Out of 200 vendors,
we had the longest line to
sample our product and people
got angry when we were forced to
close our booth down. They had to call
security to get people to leave.
The next day I got a call from the head
buyer at Whole Foods.
They wanted us immediately.
Two days later Kroger called. Then Target
I remember taking this photo never to
forget what we had created.
When we first entered the market..
everyone said first build the brand in
bars & restaurants and then get
a sampling agency to taste in retail. I
thought that was ironic since 80% of
volume comes from retail.
We did the reverse of
the industry and focused on retail….
we didn’t outsource our tastings and we
outsold our peers 5 to 1 at a
fraction of the expense.
told us we’d be lucky to sell 500
cases in our 1st year.
We sold 5,000.
sounded panicked.
“Scott the store
manager is freaking out!
We sold out of their stock in 1 hour!” ”
I asked him how many bottles.
Jon said, “70.”
I asked how much do other
brands usually sell there?
Jon said, “2.”
could sell both cider and spirits.
They told us that just doesn’t happen
sell hidden treasures and our
fans responded with enthusiasm.
hard times come—and they always
do. My days in venture capital
taught me that most ventures fail,
but it’s never really because of the
product, it’s usually the people…
This company has tried me
financially, emotionally and
physically. My team has stood next
to me through thick and thin.
I’ve known most of the team for
over 10 years and we all respect
and love each other.
We are resilient and tough.
If I can leave you with one takeaway
this is it..
called my younger teammates to secure
our new office / my sleep space in Chicago.
I had two conditions. I needed a quiet room to sleep and I wanted close proximity to
the L (Chicago metro)
Seth called me eager to tell me about the
new place and I asked him,
“Is it close to the L?”
He said…”Super close!”
I didn’t know he meant attached to the
actual metro line.
Here is the view of my window –
from the tracks. You could literally step
into my apartment.
For those of you from Chicago,
Mesh & Bone headquarters was right above Stan’s Donuts—the busiest intersection
in town.
excitement when I first started this brand.