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:
Whiskey Quickie: New Riff Bohemian Wheat Bourbon Review
TWiB: National Buzzard's Day Is a Thing, Old Forester High Angel's Share, Pursuit Releases United Double Oaked Bourbon
452 - Is the Bourbon Boom Over? on Bourbon Community Roundtable #91
Whiskey Quickie: Fireside Hazmat Proof Bourbon Review
TWiB: Brown‑Forman Sells Its Jack Daniel Cooperage, WSWA Says Premiumization is Dead, Lost Lantern Releases the Spring 2024 Collection
451 - Is There a Real White Oak Shortage? with Danna Baxley of The Nature Conservancy
Whiskey Quickie: Jack Daniel's Distillery Series #12 Review
Behind The Pursuit: What is Left to Innovate?
450 - Is American Single Malt On The Rise? with Steve Hawley, President of American Single Malt Whiskey Commission
Whiskey Quickie: Hemingway Rye Signature Edition Review
TWiB: Bulleit and Redemption Are Back in Court, MGP Sues the Town of Williamstown, Kentucky, Woodford Reserve Batch Proof Announced
449 - Ed Bley is Back with Old Stubborn Whiskey
Whiskey Quickie: Heart of Mystic Bourbon Review
TWiB: 2023 Bourbon Economic Impact Study, Bardstown Bourbon Company's “House of Bardstown", Heaven Hill Heritage Collection 18 Year
448 - When Does An Age Statement Matter? on Bourbon Community Roundtable #90
Whiskey Quickie: Nelson Brothers Rye Review
TWiB: Elijah Craig and AT&T Pebble Beach Pro-Am, Southern Glazer’s Sued By Provi, Buzzard’s Roost American Whiskey
447 - The Economics of the Used Barrel Market with Ben and Jess Loseke of Midwest Barrel Company
Whiskey Quickie: Old Man Winter Bourbon Review
TWiB: 2023 Craft Spirits Data Project, New Riff Appoints a Master Distiller, Green River Kentucky Straight Rye Whiskey
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