F E AT U R E
“I am struck by what
Bomb Sauce is doing
here. They have not
only developed their
own unique marketing
strategy, they have
also expanded their
own capabilities such
that they can enact
that whole strategy all
on their own..”
a year and a half, stopping at
home every few weeks to relax
and load their Suburban up with
starter boxes.
Chances are good that if you’re
in a store that sells Bomb Sauce
anywhere in the country, Trey
and Drew have been there,
in person, giving the owners
and patrons a chance to ask
questions about Bomb Sauce
and to try it for themselves. And
it seems to be working. I was
with them on their third day in
and around Seattle, and for
every store that they hit with
the whole sales pitch, there
seemed to be just as many
that would cheerfully exclaim
“Hey! It’s the Bomb Sauce guys!”
as soon as we walked in. It appears that
in an industry reliant on cold calls and
conferences to make sales, a personal
meeting makes a
big impact.
For Drew and Trey, being on the road
so much has given them a unique time
lapse perspective on the growth of the
industry, as well as their own company.
They told me stories of coming home to
find a newly constructed clean room, or
twice as many employees, or, on one
memorable occasion, they came back
to a new address and an extra 10,000
square feet of space.
That space is now the Bomb Sauce
manufacturing and distribution
center -- 12,500 square feet of
offices, clean rooms, packing lines, and
warehouse shelving. I’m told it was a
nearly empty shell when they moved
in, but it’s hard to get that picture now.
The place is buzzing with activity,
and it seems as though the effort is
not directed solely toward e-liquid
manufacturing. There are custom t-shirts
and hats, 3D printers, cameras, green
screens, vinyl cutters, and what looks
like a tiny machine shop in the back. On
the day I was there, the centerpiece of
activity in the front office was a fellow
(Quinn the IT guy, I’m told) sitting
in front of a poster sized image of a
Bomb Sauce label with a camera and
a paintbrush aimed at his face.
When I stood in front of Quinn’s
multicolored face and upper torso,
he seemed to blend into the image
behind him.
I am struck by what Bomb Sauce
is doing here. They have not only
developed their own unique marketing
strategy, they have also expanded their
own capabilities such that they can enact
that whole strategy all on their own. In an
industry that could potentially find itself
beset by difficult regulations, this kind
of diversification seems like an effective
way to add eggs to some more baskets.
That being said, Bomb Sauce is clearly
still intensely focused on what they do
best: Making and selling e-liquid. I would
wager that if your local store doesn’t
already carry Bomb Sauce’s flavors, it’s
only a matter of time before they get a
visit from Trey and Drew.
VAPOUROUND MAGAZINE USA 83