After a long absence, here’s a sauce review for you all!
Outside The Bottle
Like anyone looking at the shelves of BBQ Sauce in the grocery store, the first thing people see is the label and the bottle. The bottle is the salesman when you aren’t there. As people scan the bottle, their brains are processing so much information, so quickly, that their responses are almost at the subconscious level. These sauce shoppers typically fall into 3 categories:
- The value shopper: They are on a budget for their family or buying a large amount.
- The repeat buyer: People that know what they like – Kraft, Sweet Baby Ray’s, Bullseye, etc.
- The “try something new” buyer: Every now and then a shopper comes down the aisle who is looking for something different. Since you probably aren’t the cheapest and you are a well-established brand, this is the shopper you are looking to attract.
So I evaluated this sauce based on its ability to stand out on the shelf.
Birky Family Farms Country Gourmet sounds like a quaint, friendly business name and the sauce is simply named after it. The Original BBQ Sauce itself lacks it’s own identity, but if most people are buying it from your store of gift shop, then it seems like a sensible decision. In other places, where they haven’t heard of Birky Family Farms, it might make sense to have a different name.
The quality is high quality and professional – clearly not made at home on a printer.
The colors and fonts seem to work together OK, but there is a bit too much going on with the logo and the big BBQ Sauce letters and the “its what we feed our family” in white (on a light background, it’s hard to see unless you have good eyes).
Label Concept: Like above, there is a lot going on here: the oval-shaped logo, the pig holding the Original Big Bold Flavor sign, the floating text, and the farm barn and silo, with little kids jumping for joy. I’d say pick one of these main concepts and just go for it, instead of trying to put them all in there.
When we flip the label, what starts out as a great family story turns really religious really fast. I have nothing against this approach, and while I love a little backstory, the label forgets to tell us about the sauce contained within. Usually this is a great place to highlight what is special about your sauce – just a thought.
Inside the Bottle
The sauce looks great. It has a dark rusty red color with visible spices flailing around the bottle.
The consistency of this sauce is thick. Quite thick. If you flip it upside-down completely, it takes at least a second before the sauce changes sides. If you dip in a fork and then hold the fork straight out in front of you, it is likely nothing will fall from the fork for at least a minute or so.
Ingredients: Hard to tell, but from hear it looks like they used great ingredients versus cheaper short-cuts like HFCS, MSG, artificial colors, and artificial flavors. It looks to be “all natural” – why not call that out in some way on the front?
Uncooked: Uncooked I really enjoyed the flavor. It hits you up front with a sweet blast and then settles in with a complex assortment of spices and flavors hitting your tastebuds from all angles. At first I thought the dominant flavor was horseradish. Nah.. Then I thought it was garlic… No. Maybe ginger. No… You know, there really is no dominant flavor. They mix together nicely without anything overpowering one another. Very balanced and enjoyable.
Cooked: I found it equally enjoyable and the sauce maintained its flavor – maybe losing a little sweetness but overall not much difference.
The sauce itself is very good and the bottle is OK, and together I’d give that a 4.