The Ouk-rra-i-nah Story by Warren Metzler Table of Contents
17. A design for life
Now to continue describing my particular process:
Soon after I received my pre-import letters for Presidential Standard and the pepper vodka, Adam, my graphic artist, provided me with copies of the labels, and I then submitted my first label application. And I waited. And before long, in the mail came a rejection letter. Some requirement had not been met. I had Adam makes changes in the label to fit those requirements, and resubmitted both applications. A few weeks later another refusal came. Finally, after several attempts, I received approval for all four labels: Presidential Standard in a 750 ml and a 50 ml bottle; and Harr-a-sho! in a 750 ml and a 50 ml bottle.
*(A brief explanation of the 50 ml bottles. My research into selling vodka gave me the impression 50 ml bottles [called “miniatures”] would provide a way for certain people to discover my products. Certain people may be willing to purchase an unknown drink for the approximate $2.00 price of a miniature, but would not risk investing in a 750 ml bottle. In addition sales to hotels to place in their guest rooms, and to airlines, are all of the 50 ml size.)*
One of the rejections deserves description, to provide an example of how frustrating the process can feel at times. I personally have a strong interest in the aesthetic appearance of products; whether I sell that product or I purchase it. In regard to the Harr-a-sho! product, I thought it would be informative to have the label read “a blend of vodka and capsicum pepper”. My reasoning being that most Americans would think black pepper, instead of spicy pepper, when they saw the label “pepper flavored vodka”. Plus I sensed the former read better. So on my first label application was the subtitle “A blend of vodka and capsicum pepper”. Back came rejection letter, saying the label must have a subtitle of “Pepper Flavored Vodka”
While the label approval process was proceeding, I received a notice from the ATTTB regarding a seminar in Las Vegas, one that would cover all aspects of importing and distributing alcohol products. Naturally I went.
It was very informative. Then in the afternoon there was a speaker who focused on label approval. And one point she made was that the formulation and label approval divisions were considerate of requests. So I raised my hand and presented my pepper vodka situation; stating that I perceived “A blend of vodka and capsicum pepper” to be more informative to the consumer than “Pepper Flavored Vodka”. The speaker was puzzled, said she didn’t understand why my suggestion was refused, also stated “we are flexible”, and then gave me the name of a particular person to email in the formulation division in Washington, D.C. As soon as I returned from Las Vegas I emailed that person. I’ll refer to her as Ms. Smith.
A few days later I received a phone call from Mrs. Smith, who mentioned she was calling in reference to my email. I presented my position regarding the subtitle, and after some conversation she told me she would put me on hold and soon return. A few minutes latter she came back on the phone, and told me their division had switched the category for the pepper vodka from “Pepper Flavored Vodka” to “Specialty Vodka”. Further, I would soon receive a new pre-import letter in the mail directing the label to say “a blend of vodka and capsicum pepper”. And that phase is now on all the pepper vodka labels.
Once Adam provided me with an acceptable label design, I mailed a CD containing all the label files to Alexander at Scherzo in Zhitomir. I realized these were not approved labels. But I assumed the final approved labels would only contain text differences, which Alexander could easily implement in Zhitomir; and I wanted to allow as much time as possible for Alexander to communicate to me and solve any problems he noticed in the files. There were a number of issues that needed to be resolved, so I’m glad I acted in this manner.
After I received label approval, I wrote Alexander in Zhitomir describing all the final changes. And at the same time, I sent a fax to Vlad at the factory describing the details of my order. And more complications arose.
Soon Vlad sent me verification that my order had been accepted, after which I wired the entire purchase price to the factory’s bank account.
Then a bit later, Vlad notified me he would not use Scherzo to print the labels for my order, claiming they wanted too much money. He was going to use another company. Vlad also communicated he was sending me a PDF file of the labels, and he wanted me to fax back the images with a signature to show I approved.
I was perplexed and dismayed. I had visited Scherzo in Zhitomir and met Alexander. At that time I wondered how I would reimburse the company for the work done. I had communicated this concern to Igor. He talked to Vlad, and then informed me Vlad said I need not worry. Vlad had told the owner of Scherzo they would receive the contract to print all the labels, and their income from that printing job would pay for the design work they were going to do. But now they were not being given the printing assignment. I promptly emailed Alexander, and told him to inform me of Scherzo’s fee for the work they had done. He sent me a figure, and I wired the company that amount.
But there was a further complication.