KENTWOOD, Mich. (WOOD) — Kentwood-based Wise Men Distillery was once on the brink of cutting staff but now is adding a second business, thanks to a cold call from Amazon.
Wise Men Distillery like many other West Michigan businesses took a hit in sales when state orders forced its bar to close to prevent the spread of COVID-19.
Then came a new venture for the distillery: producing hand sanitizer by temporarily easing licensing rules.
Wise Men Distillery Manager Tom Borisch said he hadn’t thought of it until his phone rang. Brent Hagen, the assistant general manager of Amazon’s Gaines Township fulfillment center, was on the other line with a proposal to help his 3,000 employees.
Borisch said Hagen asked ‘You guys make sanitizer? I was reading about another place down South, it’s a distillery making sanitizer. Have you guys thought about that?’” Borisch recounted.
“Tom was one of the first ones to respond back with a short answer of ‘No,’ but a long answer of, ‘We would love to help figure it out with you,’” said Hagen.
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