Mr Black
How We Made the Espresso Martini Cool Again
From Forgotten to U.S. Cocktail Culture Staple
1. A Relentless Obsession with Quality
The foundation of Mr Black’s success? Uncompromising quality. Before we built a movement, before we scaled distribution, before we dominated the Espresso Martini, we ensured that our liquid, packaging, and branding were world-class.
How We Set a New Standard:
The Liquid: No artificial flavors, no shortcuts—just real coffee, sourced and crafted obsessively. The best coffee liqueur, period.
The Bottle: Our bespoke glass bottle became an icon. Every detail—from the artwork to the embossing—was designed to feel premium and coveted.
The Brand: We built a world, not just a product. Every touchpoint—social, retail, on-premise—was executed with precision, reinforcing Mr Black as the coffee liqueur.
“At Mr Black, we obsessed over everything that came within three feet of our bottle—liquid, packaging, branding, everything. If we couldn’t be proud of it, we didn’t do it.”
2. Owning the U.S. Market: From Test Phase to National Domination
Winning in the U.S. spirits market isn’t easy. We played the long game—starting small, learning fast, and scaling aggressively.
How We Did It:
Test & Learn in NYC: Controlled our distribution early, getting real-time insights before expanding.
Focused on High-Impact Cities: New York, LA, Chicago, San Francisco—winning the cocktail capitals first.
Locked in Key Distributors: Partnered with Southern Wine & Spirits and Breakthru Beverage to drive national expansion.
3. Momentum & Execution: Turning One Win Into the Next
Breaking into the market was just the start. The real challenge? Keeping momentum—turning every small win into a bigger one without losing focus.
Key Learnings & Takeaways:
Work fast and be decisive. Move fast, test fast, and double down on what works.
Consistency > Virality. Sustainable momentum comes from repeatable actions, not one-off wins.
Gatekeepers make or break you. Whether it’s buyers, bartenders, or distributors—win them over first.
Real traction is measurable. Momentum isn’t hype; it’s growth you can track and scale.
Relentless Prioritization & Execution: We combined 4DX, agile sprints, and a disciplined focus—because momentum dies when you spread too thin or pivot too soon.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world.