story: KYLE SWARTZ
The fish tank at Barrow’s Intense Ginger Liqueur distillery contains two metaphors.
The first is a Red Pacu fish named Red. “He was originally 1-inch long, but is not tank-constrained, so he’ll keep growing as much as you feed him. We like to think that we need to grow the business to keep up with Red,” Josh Morton, Barrow’s co-owner/Founder, told me during a June 2 tasting and distillery tour in Brooklyn.
But business is not so simple. Thus the second metaphor, a Sunny fish called Speedy.
“Speedy was supposed to be Red’s lunch,” Morton told me. “Speedy wasn’t the toughest or biggest of the fish we feed Red, but he was the one who survived. Sometimes to compete you just need to be nimbler than the other guys.”