Let's say you want to start a new bourbon brand but you don't have generations of family heritage or an existing legacy to promote. So how do you get consumers to try something new instead of reverting to something like putting horses or barns on the labels? Branding today seems to require more storytelling than focusing just on the whiskey. One modern brand trying to break that mold is Frank August. I invited their CEO and Co-Founder, Johnathan Crocker on the show to talk about navigating this challenge and how they are reinventing branding in a crowded bourbon market without relying on a legacy. They're focused on creating an authentic modern brand that resonates with consumers. It's an interesting case study on building a bourbon brand from scratch in today's industry.
Show Notes:
TWiB: Four Roses Has Two New Bourbon Mash Bills, Ol’ New Riff, Bardstown Bourbon Company Amrut Collaboration
462 - The Unheralded Life of a Dad with Jim Gaffigan of Fathertime Bourbon
Whiskey Quickie: Whiskey JYPSI Explorer Bourbon Review
TWiB: Wild Turkey VIsitor Center is Open, Maker's Mark x TravisMathew New Golf Shoes, Prairie, American Solera, and Pursuit New Beer
461 - A Famous Name In Bourbon Takes on Rum with Turner Wathen of Rolling Fork
Whiskey Quickie: JT Meleck Distillers Louisiana Rice Whiskey Review
TWiB: Beam Suntory is Now Suntory Global Spirits, Blue Note Bourbon and Major League Pickleball, Whiskeyland Season 1 Premiers on May 14th
460 - What's the Value in Reviving Vintage Labels? with Bourbon Community Roundtable #93
Whiskey Quickie: Frey Ranch Single Grain Series 100% Wheat Whiskey Review
TWiB: Master Distiller Alex Castle Leaves Old Dominick, Bourbon Market Size to Reach $12 Billion by 2030, Raconteur Rye
459 - Are You A Whiskey Company or a Marketing Company?
Whiskey Quickie: High N' Wicked Kentucky Straight Rye Whiskey Review
TWiB: A New Knife Collaboration, 2024 SIP Scholarship Program, Keeneland and Maker’s Launch Greats of the Gate
458 - Are Sneakerheads Years Ahead of Bourbon Hunters? with Matt Kusek
Whiskey Quickie: Jack Daniel's 12 Year Batch 2 Tennessee Whiskey Review
TWiB: Derby Season With Lots of Events, Jeff Hopmayer Joins The Board for Staghorn, 18 Brand New Whiskey Releases!
457 - The Epic Hunt for Dusty Booze with Aaron Goldfarb
Whiskey Quickie: Heaven Hill Heritage Collection 18 Year Bourbon Review
Behind The Pursuit: How To Choose a Distributor
456 - Will Non Distilling Producers Survive 2024? And A Message From Barrell Bourbon on Bourbon Community Roundtable #92
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