"People say that the artisanship is in the distilling, and I fundamentally disagree. My opinion is that the distillation is the easiest part. The further back you go in the process -- fermentation, grain handling and storage, growing -- the more artisanal it becomes." Joel Elder from Tuthilltown Spirits in New York.
When the total process of its creation is involved, the consumer should be able to see the product differently. Rather than in a commercial capacity as a product that is sold, it becomes a more serious product to consume but one that can still bring benefit.