I mean, I always look back at a whiskey and I think to myself, like, where I had that whiskey

and I can tell you exactly who I was with where I was from, right? Because we're all tied to the

experience. Long gone are the days of paying for billboards, newspaper ads, and those bench ads

you usually see around bus stops.

Everyone has the capability to access a world of information right in the palm of their

hand.

And if you're like me, you're checking your email 50 times a day and getting

hit with notifications across multiple social platforms. And there's also a ton of other apps that

demand our attention. But as a bourbon brand, how do you capitalize on the digital space?

Brandon Smith joins the show to talk about how he is building a digital strategy at Bartstown

Bourbon Company. We talk about how to gather data and develop A-B testing to figure out which digital ads work

best. But we also talk about platforms and influencer engagement to encompass the whole realm

of digital trends. So if you're a bourbon brand, here's your chance to take a few notes.

Enjoy this week's episode. And now here's Fred

Minnick with Above the Char. I'm Fred Minnick and this is Above the Char. This week's idea

comes from Matthew Cosmeskis, uh, who writes, why do labels on rye bottles tend to be green or have green accents? No other category

seems to have this tendency towards one color. Why rye? Well, Matthew, thank you so much for asking

this question. I actually have done a great deal of research into this matter, and a lot of

people have various theories, and you are absolutely right. Everybody comes out with a green

label when it comes to Rye. And I have pinpointed one particular brand from the 1800s and early 1900s that was out and around and promoting

itself and touting its green label. And that was a brand called the Trimble Green Label

Rye Whiskey, and they would be around 10 years old.

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