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: 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
411 - The Most Traveled Man in Whiskey with Drew Hannush of Whiskey Lore
Whiskey Quickie: Hirsch The Cask Strength Bourbon Finished in Cognac Casks Review
TWiB: Justins' House of Bourbon Charges Dropped, Log Still Launches Their Single Barrel Program, Jim Beam's American Single Malt Clermont Steep
410 - Lessons Learned From Building The Biggest Bourbon Bar with Josh Howes and Tommy Craggs of Watch Hill Proper
Whiskey Quickie: Chicken Cock Double Oak Whiskey Review
TWiB: MGP Acquires Penelope Bourbon for $215M, Elijah Craig Barrel Proof Changes Age Statement, Mark Brown Steps Down as CEO of Sazerac
409 - Are Cask Finishes Going to Follow The Craft Beer Craze?
Whiskey Quickie: Kentucky Owl Bourbon Batch 12 Review
TWiB: New Riff's Two New Heirloom Bourbons, Buffalo Trace Experimental Peated Bourbon, Blue Run Spirits First Single Barrel Rye Whiskey
408 - Single Rickhouse Bottlings and Fixing Single Barrel Saturation on Bourbon Community Roundtable #80
Whiskey Quickie: Bernheim Barrel Proof Wheat Whiskey Review
TWiB: Heaven’s Door To Open A New Distillery, Buzzard’s Roost Whiskey Row Experience Opens, Barrell Adds Rye to Private Releases
407 - More Mind Blowing Stave Science on Bourbon Aging with Andrew Wiehebrink of ISC
Whiskey Quickie: New Riff Malted Rye Whiskey 6 Year Old Review
TWiB: Bardstown Fights Back At Distillery Construction, Old Elk Announces 2023 Single Barrel Program, Booker’s Releases First Batch of 2023
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