BURST
Jaime Landry’s appearance on Dragons’ Den was a dream come true for the founder of Black Harbour Distillery.
“I was excited to turn a childhood dream into reality,” said Landry on Friday. “I used to force my sister and my best friend to play Dragons’ Den with me, so it was crazy to be there.”
The Dragons’ Den episode that aired on Thursday night highlighted Black Harbour’s rise from small-batch beginnings to becoming an award-winning craft spirits producer.
Landry was 18 years old when she founded Black Harbour Distillery in 2018. The idea was conceived for a business project in her freshman year at Dalhousie University.
Landry, now 25, said it was surreal to walk into the Den with Dragons Manjit Minhas, Brian Scudamore, Michele Romanow, Arlene Dickinson, Wes Hall and Drew Scott.
“I had this vision in my head from watching it for so many years of what I thought it was going to be like,” she said. “But, I don’t think anything could have prepared me for walking out, the shiny black floor, all the lights and all six of the Dragons sitting on the chairs. It’s a memory I don’t ever want to forget.”
Landry, who asked the Dragons for $500,000 for a 33 per cent share of her company, regaled the potential investors with her family history. She told them her great-grandfather was a moonshiner and her grandfather was a rum-runner and that distilling was ‘in her blood.’
She touted two of Black Harbour’s more popular products, Lobster and Moon Mist vodka, as honoured Maritime flavours.
Black Harbour Distillery, located in Hubbards, has become a thriving business for Landry. The distillery highlights the process of slow charcoal filtering, refining and polishing spirits and features a hospitality room.
WALKING INTO THE DEN
Landry said she was with the Dragons for an hour in the episode taped on May 11, but only seven minutes were shown in the broadcast that aired on Thursday evening.
“I was very surprised and overwhelmed that it wasn’t a yes, no deal,” she said. “It was a really cool environment. They really wanted to hear the story, look at the labels and hear more about it, not just numbers, but the inspiration behind the brand. I was surprised by that and I really enjoyed it.
“They provided a lot of positive feedback on how to continue to grow my business. The advice and tips they gave me to continue to move forward were invaluable.”
WATCH PARTY
As viewers across the country watched the third episode in the 20th season of the popular CBC show, Landry was at a watch party at Black Harbour.
“I didn’t want to do a watch party because I just thought it was a Thursday night and people would watch it from home,” she said. “I thought only my family would be the ones to show up and maybe a couple of my very loyal customers. I walked into the distillery and it was a complete full house.
“I should have known that because I have been in the Hubbards’ community for six years now and the support has been insane. It left me speechless yesterday with the amount of people who showed up to watch it with me. It was inspiring and it made me realize that I chose the right community to be in.”
FINAL VERDICT
The Dragons were impressed by Landry’s drive and passion for the distilling industry, but in the end, didn’t find Landry’s pitch a fit for them.
An emotional Romanov, who recounted her own start in business, told Landry that her journey was far from over.
“Do not lose your sparkle, you have a special energy about you and that is what always makes founders win,” said Romanov. “I have sat on the pitcher’s bar my whole life, having people say no.
“This is going to be a hard day for you because it’s no’s, but remember it’s part of the journey. I didn’t get 10 no’s, 100 no’s, I got thousands of no’s. You’re going to have to play Dragons’ Den for the next 10 years of your life.”
Landry appreciates Romanov’s heartfelt words as she navigates the liquor industry.
“It was hard to be in the room because they were so genuine, I mean she really teared up and shared what I thought was a really personal, genuine advice that she could relate to,” said Landry. “It was hard not to start crying when she got emotional there.
“She solidified that entrepreneurship is a journey and to keep going. I am going to hit roadblocks again. It felt really good that they believed in my personality.”
The win for Landry was having seven minutes to sell the story of Black Harbour to a nationwide audience.
“I went in there to share the story and the brand of Black Harbour,” she said. “Arlene (Dickinson) said that she believes I can continue on my own without a partner. For me, it was really positive feedback. It felt good to know I was on the right track.
“I know the advice I got was more valuable than any dollar amount, so I am very happy with how it went.”