520 - What does it take to build a Bourbon brand today? on Bourbon Community Roundtable #107

Bourbon Pursuit

Hobbies, Food, Arts, Leisure

4.9 • 866 Ratings

🗓️ 26 June 2025

⏱️ 80 minutes

🔗️ Recording | iTunes | RSS

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Summary

On this dynamic episode of Bourbon Pursuit, we're pulling up a few extra chairs to the table for a killer panel discussion! Your host Kenny Coleman is wrangling some serious bourbon brains: Fred Minnick, Blake Seelbach, Eric from Breaking Bourbon, and Brian Sipp from Sip and Corn. We kick things off with a little banter about those inevitable tech glitches and distillation woes before diving deep into the real meat and potatoes: what does it really take to launch a bourbon brand today versus five years ago? Blake points out that while getting started might seem easier with more resources available, the true test of survival for any new brand hinges on smart distribution strategies in an ever-consolidating market. The crew digs into critical topics like consumer education, the art of storytelling, and how to even compete against the established giants out there. Fred brings his signature insight, emphasizing that today's consumers have evolving expectations – new brands have to deliver on both quality and effective marketing. The panel also explores how whiskey marketing itself is changing, agreeing that a compelling narrative is absolutely essential to stand out in this saturated market. We chew on the pros and cons of the direct-to-consumer model and even debate whether contract distillation is the smartest play for newcomers. As we wind down, Kenny leaves us with an encouraging thought: building a brand is tough, no doubt, but with the right approach, it can be incredibly rewarding. This episode is packed with insightful discussion, plenty of laughs, and is a must-listen for anyone who loves bourbon or dreams of launching their own brand. Show Notes: Who are the panelists that joined Kenny? Tips for improving tech setups for podcasts. Current challenges and opportunities in starting a bourbon brand. The importance of consumer education in the bourbon space. How to navigate distributor and retailer dynamics. The significance of storytelling for new whiskey brands. The benefits and pitfalls of a strong online presence. Insights on contract distillation as a pathway for newcomers. Future trends and predictions for the bourbon industry. Support this podcast on Patreon Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	The internet is by far the best way to reach an audience nowadays.
0:04.5	And you didn't have that even when like Bullet was starting, right?
0:08.9	Like Bullet had to do it the old-fashioned way.
0:11.3	So the internet has definitely changed the game when it does come to being able to build a brand.
0:37.8	Yeah. This is Bourbon Pursuit, the official podcast of Bourbon, bringing to you the best in news, reviews, and interviews with people making the bourbon whiskey industry happen,
0:43.2	and I'm one of your hosts, Kenny Coleman. Well, today's episode is Burbank Community Roundtable Number 107, and we talk about timing. Timing is really the essence of anything that can be
0:49.2	successful or a detriment, but really we talk about timing of starting a bourbon brand. Is it better to start
0:55.6	now or would have been better to start about five years ago? And we touch on all kinds of things,
1:00.9	such as barrel prices and fluctuations in the market. It might be the best time ever to start
1:05.8	a brand because of barrel prices being so low. However, maybe it's not because dealing with
1:10.6	distributors and retailers
1:11.8	is probably one of the most inopportune times of any time in the history of bourbon. Plus,
1:18.6	we talk about the opportunity that it lies because of the advent of the internet. That wasn't around
1:24.2	even when bigger brands were born, but we see a lot more coming around today because they can find communities online.
1:31.1	We talk about all these different angles and we touch on a lot more as well.
1:35.4	But with that, enjoy this week's episode.
1:37.5	And now here's Fred Minnick with Above the Char.
1:40.7	I'm Fred Minnick and this is Above the Char.
1:47.7	This week's idea comes from Ryan, who writes me on fredminic.com.
1:52.8	Hey, Fred.
1:53.8	Thank you for the history knowledge you bring.
1:55.9	It's one of the reasons I fell in love with bourbon.
	...

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