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: Rare Hare Lucky Bastard Whiskey Review
TWiB: The Whiskey House Announces Its Opening Date, American Whiskey Exports Could Face a 50% Tariff, King of Kentucky Returns With a 16YR Release
432 - Is the Daily Drinker Dead? on Bourbon Community Roundtable #86
Whiskey Quickie: Elijah Craig Ryder Cup Toasted Barrel Bourbon Review
TWiB: The Buffalo Trace Antique Collection Details, New World Record Set for Most Bourbon Bottles, Spend The Night in a Bourbon Barrel
431 - Grain and Grit with Jay Erisman of New Riff
Whiskey Quickie: Very Olde St. Nick Immaculata Ancient Cask Bourbon Review
Behind The Pursuit: Non-Distilling Producers Vs Contract Distilling
430 - Has the Bourbon Glut Arrived? with Jeremy Dever
Whiskey Quickie: Old Forester 2023 Birthday Bourbon Review
TWiB: Buffalo Trace's Prohibition Collection, Wyoming Whiskey Has Two New Releases, Chattanooga Releases Another Bottled in Bond
429 - Demystifying Labels and Standing Out in a Crowded Market with Kris Hart
Whiskey Quickie: Four Roses 135th Anniversary Limited Edition Small Batch Bourbon Review
TWiB: Rare Character Finds Itself In A Legal Battle, Buffalo Trace Opens AnExperience in London, Russell's Reserve Single Rickhouse Camp Nelson F
428 - When Is It Too Much of One Bottle? on Bourbon Community Roundtable #85
Whiskey Quickie: Parker’s Heritage Collection 17th Edition (2023) Review
TWiB: Kentucky Owl Gets a New Master Blender, Pursuit United Private Select Program, And More Bourbon Releases Than You Can Handle
427 - The Lifecycle of Bourbon Trends
Whiskey Quickie: Wilderness Trail 8 Year Wheated Bourbon Review
TWiB: $1M Bourbon Bottle Goes Up for Auction, Lawrenceburg Bourbon Announces New Distillery, Pursuit Spirits Unleashes Batch 8CD
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