More Than an Icon

What comes to mind when you see a hummingbird? Beauty? Agility? Springtime?

Here at St. Johnsbury Distillery, we use the Ruby-throated Hummingbird as more than just an icon. To us, it is a statement of who we are and what we believe in.

The Ruby-throated Hummingbird is the only hummingbird native to our part of the world, and it is easily identifiable by the male’s beautiful red and emerald-green throat. We take four characteristics of this remarkable bird and use them as a reflection of our mission: agility, hard work, accomplishing great things, and protecting our home.

Agility

The Ruby-throated Hummingbird is incredibly agile. This small bird can change direction in an instant and even fly backward. In the distilling world, we see this as the ability to stay agile in a constantly changing market. We focus on research and development, creating new products, and adapting to the industry around us. We strive to be just as quick and responsive as the hummingbird.

Hard Work

The Ruby-throated Hummingbird has to constantly eat throughout the day because of its incredibly high metabolism. It flies from flower to feeder, consuming the calories it needs to survive.

For us, this is a reminder that hard work has to remain at the forefront of everything we do. We constantly work, support one another, and push forward to make sure our company doesn’t just survive, but thrives.

Accomplishing Great Things

During its winter migration, the Ruby-throated Hummingbird can travel more than 1,300 miles south.

We may be a small company, but we believe that being small doesn’t mean we can’t accomplish great things.

Protecting Our Home

Lastly, the Ruby-throated Hummingbird is a highly territorial bird. Males protect an area rich in the resources they need to survive and thrive.

For us, this represents our commitment to the town that gives us our name. We are determined to support, invest in, and help improve our hometown and the region we call home.

As you can see, our Ruby-throated Hummingbird is more than just a complement to our logo. It is who we are.

We are a bunch of hardworking, agile protectors of our community who believe in dreaming big, accomplishing great things, and always doing our part to make our hometown a better place.

That’s what the Ruby-throated Hummingbird means to us.

Written by Brendan Hughes