351 - How Marketing On The Road Built Brands Like Booker's with Kathleen DiBenedetto of Beam Suntory - Part 2

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4.9 • 866 Ratings

🗓️ 31 March 2022

⏱️ 47 minutes

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Summary

Welcome back to Part 2 of my interview with Kathleen DiBenedetto. In part 1, Kathleen shared some of her greatest memories with Booker as she learned the business inside and out from him. In part 2, Kathleen talks about her own successes in the industry from going on the road and leading the bourbon tastings herself to eventually have her own batch of Booker's named after her. Kathleen oversaw the brands of Booker's, Baker's, and Knob Creek for many years and we talk about how marketing strategies changed when you enter the digital revolution. Show Notes: Above the Char with Fred Minnick (@fredminnick) talks steel and flasks. Were you there when Booker's began introducing different batch numbers? Do remember when you received a phone call to come create your own batch of Booker's? When you started building brands can you talk about those early marketing tactics? When you were on the road, was there ever a moment of shock? Were you confident when you led your first tastings on the road? Were you still taking care of the Booker's, Baker's, and Knob Creek brands when you get into the digital revolution? What are the next brands people should be looking at? @jimbeamofficial @knobcreek @knobcreekbourbon Support this podcast on Patreon

Transcript

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0:00.0	We were coming out of a tasting.
0:01.6	Now, Booker always signed bottles after the tasting.
0:04.5	And we were leaving the tasting, and his pants fell down.
0:09.2	And he stood there and he said, Kathleen, pull my pants up.
0:33.5	This This is Bourbon Pursuit, the official podcast of Bourbon, bringing to you the best in news, reviews, and interviews, with people making the bourbon industry happen.
0:42.1	And I'm one of your host, Kenny Coleman. So welcome back to part two of my interview with Kathleen D. Benedetto. In part one, Kathleen shared some of her greatest memories when she worked alongside Booker and learned the business inside and out from him. And in part
0:47.4	two, Kathleen shares about her own successes in the industry, from going on the road and now
0:52.2	leading the bourbon tastings by herself and to eventually
0:55.0	have her own batch of bookers named after her. Kathleen oversaw the brands of bookers,
1:00.2	bakers, and Knop Creek for many years. And we talked about the marketing strategies and how those
1:04.8	changed once you enter the digital revolution. With that, cheers everybody. And now here's
1:10.3	Fred Minnick with Above the Char.
1:14.2	I'm Fred Minnick and this is Above the Char. This week's idea comes from Jim Kelly, who writes me on
1:20.7	Fredminic.com. That's Fredminic.com. I drink a lot of my bourbon outside and often while
1:26.2	walking. As a result, I use a Yeti highball as my go-to vessel of choice.
1:32.2	Am I impacting the bourbon flavor with the stainless steel makeup of the Yeti compared to a glass?
1:38.1	Hmm.
1:39.0	Note that nothing else touches this Yeti.
1:41.5	It's only used for bourbon and an occasional rye. Enjoy your shows.
1:45.9	Cheers. Well, Jim, that's a great question, one that I have touched on before about the quality of steel used in and flas.
1:59.6	So inferior steel can often have like repercussions on the whiskey and when you
2:07.0	put you leave it in there for a long period of time like I left a whiskey and a cheap flask for a long
	...

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