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: Maker's Mark Fills Certified Regenified Barrel, Blue Run 12 Days of Bourbon Series, Pursuit United Bourbon Batch 11CD
439 - Celebrating 10 Years of Barrell Craft Spirits with Joe Beatrice and Tripp Stimson
Whiskey Quickie: Bardstown Bourbon Company Discovery Series #11 Bourbon Review
TWiB: Potential Bourbon Complex Hits The Market, Frazier History Museum Exhibits Spirited Design, Fall 2023 Edition of Old Fitzgerald
438 - What is Over, Under, and Properly Rated?
Whiskey Quickie: King of Kentucky 2023 Bourbon Review
Behind The Pursuit: The Good & Gather of the Bourbon Trail
Whiskey Quickie: 2023 Buffalo Trace Antique Collection (BTAC) Review
TWiB: Bourbon Stolen From Glenmore Distillery, Gem of Kentucky, Michter’s Drops a 25 Year Old Bourbon
436 - Is Big Bourbon Just Better? on Bourbon Community Roundtable #87
Whiskey Quickie: Still Austin Red Corn Bourbon Whiskey Review
Behind The Pursuit: Pursuit United Private Select
435 - Sourcing Exotic Barrels with Jessica Ann of H&A Barrel Management
Whiskey Quickie: Dragon's Milk Origin Bourbon Review
TWiB: New Distillery Will Age Barrels in Coal Mines, Rabbit Hole Releases Seasong, Buffalo Trace Distillery Releases Eagle Rare 25
434 - Creating Legal and Sustainable Bourbon Charity Raffles with Give270
Whiskey Quickie: Thirteenth Colony Southern Bourbon Review
TWiB: Bardstown Bourbon's New Spot In Louisville, Frank August Has Two New Releases, Knob Creek Releases A Skillet Collaboration
433 - Lessons in Building an E-Commerce Bourbon Business with Blake Riber of Seelbach's
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