Starting a new bourbon brand is tough, especially when you are in the backyard of the biggest dogs in the industry. However, Kaveh Zamanian saw a hole in the market where he could bring new mash bills and new experiences to bourbon drinkers. As the founder of Rabbit Hole Distillery, he has faced some criticism but is taking it head on in this episode. We talk about the startup hustle, contract distilling, pricing strategies, their 5 year roadmap and more. Show Notes: San Francisco World Spirits Competition - https://bourbonpursuit.com/2018/04/12/144-judging-san-francisco-world-spirits-competition-anthony-dias-blue/  “Bourbon & Thoroughbred Infused” Lean Management Training Certification Course from April 22-23, 2019. http://solarity.com/lean Pursuit Spirits on ModernThirst.com. https://modernthirst.com/2019/03/22/pursuit-spirits-video-tasting-with-kenny-of-bourbon-pursuit/ The week’s Above the Char with Fred Minnick talks about Bourbon BBQ potato chips. Let’s start from the beginning. Talk about your introduction to bourbon. When you first met your wife, were you intimidated? What made you want to go down the path of opening a distillery? What did you want to change when you got in the bourbon industry? How did you get the ball rolling? Did everyone think you were crazy? How do you outline expectations to investors? Do you think it is challenging for someone from outside of Kentucky to build a distillery in Kentucky? What was your motivation for building the distillery vs. sourcing? Can you disclose who was contract distilling for you? How did you come up with your recipe? Can you explain the difference between malted grain and a regular grain source? How do you know your mash bill will be good years down the road? Talk about being added to the official Kentucky Bourbon Trail. Do you think you are beyond being a craft distiller now? Do you want to see TTB define the term small batch? What are you all doing differently that would entice visitors to come check our Rabbit Hole? When people see the name Kaveh Zamanian, do you think the general public has an unfair bias? How hard is it to build a brand or story when you had no connection to the industry until recently? Since you have a psychology background, can you give us a breakdown of the bourbon consumer? Who are your early adopters? How do you deal with negative feedback? Talk about your pricing strategy? How old is most of your whiskey? What keeps you from putting the age statement on the bottle? How do your products stand out in a crowded market? Talk about your relationship with Death & Co. Do you think there is any confusion among whiskey geeks about your product being for cocktails vs. sipping neat? What story do you want consumer to know when they see your product? What are your long term goals for the brand? Any intentions of selling it off? Tell us about your roadmap. What is going to be happening with the brand in 5 years? What can visitors expect when they visit Rabbit Hole? What is your connection with cigars? How did you come up with the name Rabbit Hole? Learn more about your ad choices. Visit megaphone.fm/adchoices