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:
426 - Insider Tips on Throwing a Bourbon Festival with Bourbon on the Banks and St. Louis Bourbon Festival
Whiskey Quickie: Traverse City Port Barrel Finish Bourbon Review
TWiB: Two Groups Create The Blending House, Four Roses, Old Forester, Parker's and More, Food and Booze Collabs
425 - Marianne Eaves Gets Real About Her New Bourbon
Whiskey Quickie: Michter's 10 Year Old Single Barrel Bourbon Review (2023) Review
Behind The Pursuit: Can New Whiskey Brands Become a Lifestyle Brand?
424 - Why Promote Bottom Shelf and Average Whiskey? on Bourbon Community Roundtable #84
Whiskey Quickie: Jack Daniel's Single Barrel Barrel Proof Rye Review
TWiB: Elijah Craig European Oak For the 2023 Ryder Cup, Pernod Launches the Mary Dowling Whiskey Company, Maker’s Mark Cellar Aged Bourbon
423 - Would Bourbon Be Popular Without Buffalo Trace?
Whiskey Quickie: Belfour Bourbon Finished in Texas Pecan Wood Review
TWiB: Molson Coors Acquires Blue Run Spirits, Marussia Beverages Acquires Watershed Distillery, Maker's Mark Puts Out A 10 Year Teaser
422 - Keeping it Super Premium with Mark and Sherri Carter of Old Carter
Whiskey Quickie: Whiskey JYPSI Legacy Batch 001 The Journey Review
TWiB: Heaven Hill Fills Its 10 Millionth Barrel, Charlois Group Acquires Kelvin Cooperage, Legent Yamazaki Cask Finish Blend
421 - The Growth of Bourbon Tourism By The Numbers with Sean Higgins of Mint Julep Tours
Whiskey Quickie: Dancing Goat Distillery #003 Review
TWiB: Pursuit Spirits Will Be On Whiskey Row, Kentucky Bourbon Trail Adds 4 New Distilleries, Milam & Greene's Latest Wildlife Collection
420 - What's a Cigar Batch? and Finished Whiskeys as Special Releases on Bourbon Community Roundtable #83
Whiskey Quickie: Bluebird Days Whiskey Review
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