A great hot sauce makes a difference.
Makes a difference to various dishes you cook.
If used properly it enhances flavours and tastes.
And there are a lot of hot sauces to choose from.
But there is one – that beats all the others.
How the company that makes Sriracha got started is more than fascinating.
And how it conducts its business is equally fascinating.
Here are, but a few examples.
The company was founded 33 years ago.
To this day it does no advertising.
Instead it relies on word-of-mouth recommendations from customers who love and tell their friends about it.
Last year it sold 20 million bottles reaching sales of $66 million.
Each year sales increase in the double digits.
There is a kind of cult following among Sriracha users.
There are cook books totally devoted Sriracha.
There are T-shirts, iPhone covers and other swag.
There is a documentary being made.
And, of course, there are lots of imitators.