Producer Entertainment is a very successful talent management agency representing the most famous drag queens in the world. They know practically every gay bar owner in America and came up with the idea to not only offer them top tier entertainment but also a top tier spirit to enjoy alongside it. The pandemic gave them the breathing room needed to make that dream a reality. SERV Vodka was launched in the fall of 2021. They’ve been growing steadily since then. MHW’s Marketing Coordinator, Cassidy Poe, got the latest from Jacob Slane, Partner/Talent Manager at Producer Entertainment.

• What differentiates your products in the market?

For one thing, we are marketing to an LGBTQ audience and we are actually LGBTQ owned ourselves, not just pandering during Pride season. We are also equity partners with five of the most famous drag queens on the planet, which are the main attractions at the venues we are selling to. There is a symbiotic and organic relationship between our brand and the spaces we market to. That’s for on premise. But even off premise, it’s rare and refreshing for LGBTQ people to walk into a liquor store and see something that is for us and by us. We add that extra sparkle and wink when you are walking down a long aisle of virtually identical bottles.

• Is your brand doing anything new and exciting? If so, what is it?

We think so! For one thing, being authentic in our marketing. It takes queer people to speak to other queer people authentically. For another, we are disrupting a very tight space (vodka), controlled by a few mega brands, and we are actually having success at it. For being less than three years old we are expanding at a fast pace and struggling to keep up with interest.

• Why did you start working with MHW?

We met some of your execs at WSWA last year. We were impressed by the conversation and knew MHW had the right expertise for this stage of our business, where we are still learning so much about expansion, regulation and distribution. We feel fortunate to have MHW’s expertise at our fingertips in so many areas.

• What is your favorite thing about your relationship with MHW?

The people. Always accessible and ready to help. Also: so many companies in this industry seem like they want your money first, and perhaps they might help you later. MHW did the leg work to earn our business and it didn’t feel like it was motivated by greed, which was refreshing.

• What is your advice for other entrepreneurial brands coming to the market in the US?

It’s going to be a lot more expensive and take more time than you think. No matter how smart you are or how good your idea. Celebrity brands are also a bit over saturated at this moment. However if you are willing to get into it and work hard, and be patient, you’ll likely survive.

 

Jacob Slane, Partner/Talent Manager, Producer Entertainment