Identifying With Our Name

Last week Andy Woehl of MAS Wine Company rolled into town and we spent the morning talking about wine in kegs and other matters of substance. At one point, Andy asked me what inspired the Bonehook name. It’s a question I expect to field regularly, so it was fun to explain to him some of the thinking that went into it.

I said in part it’s literal, in that a hook fashioned from bone is a tool we’ve relied on for thousands of years to catch our dinner. I said I want the company to “look and feel” like a Northwest guide service, because that’s what it is. A company comes knocking and we take them fishing for loyal customers, often in waters that require the expert skill of a local.

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