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: Yellowstone American Single Malt Whiskey Review
TWiB: Former Peerless Execs Start Eastern Light, Woodford Reserve and Emirates Plane Bottles, Wild Turkey Announces Master’s Keep Voyage
417 - Is Collectible Whiskey on the Decline?
Whiskey Quickie: Maker’s Mark BEP Bourbon Review
TWiB: Premiumization Is Losing Steam, 2023 Kentucky Bourbon Hall of Fame New Inductees, Booker’s Bourbon Apprentice Batch
416 - Who Needs $500 Bottles and Distillery Tasting Kits on Bourbon Community Roundtable #82
Whiskey Quickie: Jefferson's Marian McLain Whiskey Review
TWiB: Refunds on Duties and Taxes For Export Bourbons, Four Roses To Sell Limited 10 Recipe Tasting Kit, Heaven's Door Releases The Next Decade Series
415 - The Story Behind Wyoming Whiskey with David DeFazio
Whiskey Quickie: New Riff Yellow Leaming Bourbon Review
TWiB: Jack Daniel's Wins in Court Decision vs Dog Toy, A New Documentary Featuring Empire Rye, Buffalo Trace Launches Daniel Weller
414 - The Problem with Bourbon Taxes and Law with Chad McCoy
Whiskey Quickie: Wolves Lot One Single Malt Whiskey Review
TWiB: Virginia ABC Makes Changes to Lottery Process, 3rd Release of Russell's Reserve 13 Year, Launch of Hardin’s Creek The Kentucky Series
413 - How To Make a Whiskey RTD with Flavorman
Whiskey Quickie: Old Forester Bourbon 117 Series Warehouse H Review
Behind The Pursuit: The Effects of Big Bourbon
412 - Will Penelope's Acquisition Lead to More MGP Buyouts? Could Ezra Brooks Work Today? on Bourbon Community Roundtable #81
Whiskey Quickie: Still Austin The Artist Straight Rye Whiskey Review
TWiB: Airbnb Picks Louisville As Top U.S. Destination, Virginia ABC Lottery Isn't So Random, Rabbit Hole’s Tenniel Double Oak Bourbon
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