A Sobering Moment
Seir Hill's First Consumer Review
When we first launched Seir Hill Mashville, our non-alcoholic whiskey, I was equal parts exhilarated and terrified. Nine months of painstaking work had gone into the product. I’d collaborated with consultants, flavor houses, and sommeliers to craft an authentic whiskey experience—minus the alcohol. By the time we began shipping Mashville on a Wednesday, I was brimming with pride, anticipation, and a fair bit of nerves.
By Friday night, the moment of truth arrived. An email pinged into my inbox, and there it was: our first customer review. Heart pounding, I clicked it open, ready to bask in the glow of affirmation. Instead, I was greeted with this:
“This stuff tastes like turpentine filtered through cat litter.”
Ouch.
Turning Devastation Into Determination
I won’t sugarcoat it—reading that review was gut-wrenching. Nine months of meticulous effort reduced to a stinging, 1-star punchline. I questioned everything: the product, my process, even my decision to start this journey in the first place.
But after a night of reflection, I found clarity in the chaos. That scathing review, though far from kind, taught me two important lessons:
Customer feedback is invaluable. Even brutal honesty beats indifference. At least this person cared enough to share their thoughts, however sharp their words.
Subjectivity is part of the game. I thought back to being 17, sneaking a sip of Maker’s Mark from my parents’ liquor cabinet. Back then, I’d have described it in equally unflattering terms. Whiskey is supposed to have punch, complexity, and a little edge—and maybe Mashville had nailed that.
Whiskey is supposed to have punch, complexity, and a little edge—and maybe Mashville had nailed that.
This wasn’t a compliment, to be sure, but it hinted at something deeper: we were making a bold product, and boldness always polarizes.
The Key to Customer Reviews: Spotting Trends
As more reviews came in, they ranged from glowing 5-star accolades to the occasional 1-star takedown. What I learned quickly is that reacting emotionally to individual reviews is a mistake. Instead, the real value lies in identifying patterns over time.
About six months in, a curious trend began emerging. A number of reviews mentioned a “bubble gum” note in Mashville’s flavor profile. Over and over again, the term appeared. While some customers loved it, others were less enthusiastic.
We decided to dig into the feedback. After an internal review of our formula, we traced the issue to a subtle banana note—a deliberate choice inspired by whiskey’s natural flavor complexities. However, for many customers, that banana note was translating into bubble gum.
The solution? We quietly removed the banana from our formula. Once we did, the bubble gum references disappeared. That was the only time we’ve altered our recipe, and it was based on consistent, recurring feedback—not the knee-jerk reaction to a single review.
The Power of Perspective: Learning to Appreciate the Critics
Beverage flavors, like most subjective experiences, are a mixed bag. Not everyone will love your product. And that’s okay.
Here’s what I’ve learned about handling reviews:
Don’t let the highs or lows define you. A glowing 5-star review can be just as misleading as a scathing 1-star critique. Neither tells the full story.
Look for actionable insights. It’s not about pleasing everyone; it’s about creating the best possible experience for your target audience.
Be grateful for engagement. The opposite of love isn’t hate—it’s indifference. Even critical feedback means people care enough to have an opinion.
Celebrating Success: The Bigger Picture
Fast forward to today, and our philosophy on customer feedback has paid off in spades. Our rum has won the gold medal at the LA Spirits Awards three years in a row, beating out much larger, well-funded brands like Ritual, Lyre’s, and Free Spirits. That’s validation we couldn’t have dreamed of during those early days of turpentine comparisons.
Our rum has won the gold medal at the LA Spirits Awards three years in a row, beating out much larger, well-funded brands like Ritual, Lyre’s, and Free Spirits.
And yet, I still value that first review. It set the tone for how we’d approach our relationship with customers—not as a vanity metric, but as a vital source of learning and growth.
Lessons for Founders: Navigating the Review Maze
For any founder, reviews are inevitable. They’re the pulse of your business and the voice of your customers. Here are my key takeaways from this journey:
Zoom Out: Don’t get lost in individual reviews. Focus on the bigger picture and long-term trends.
Stay Curious: View criticism as a learning opportunity, not a personal attack.
Know Your Audience: You’ll never please everyone, so focus on your core customers and their needs.
At Seir Hill, every review—good, bad, or ugly—has shaped us into the brand we are today. For that, I’ll always be grateful.
Because at the end of the day, whether it’s a 5-star rave or a 1-star takedown, one thing remains true: the only thing worse than being talked about is not being talked about at all.
If you’ve tried Mashville or any of our other non-alcoholic spirits, I’d love to hear your thoughts. Leave a review, shoot me an email, or connect with me on social media (@soberfounder). Every word helps us improve and grow. Cheers to the journey—together.
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