What I think really helps fuel some of this is the blind nature of it.

Right.

So if you are the person who wants to go, we say it's all the time. If you're the one who wants to go stand in line at the drop at a liquor store, if you're the one who wants to wait for a specific bottle to come out here and there, we're not the right club for you, right? You want someone to join this club who's open to trying new things, open to looking for the bottle that everyone doesn't

already have. And we spent a lot of time, right? My biggest job now is trying to work with partners

to find the bottle that, oh, I can find them the story down the street. Well, what else do you have?

When we go deeper into the portfolio, what else do you have that maybe we can't find everywhere

that people will be really excited to get on that and then

when they open that box.

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.

And I'm one of your hosts, Kenny Coleman.

Have you ever wondered if those whiskey subscriptions, those Bourbon in the Month clubs, are they the real deal?

Or is it another trend?

Or is it just a way for someone who owns a bunch of inventory to run through it faster?

Well, I wanted an expert to answer these questions, so I've invited Greg Cohen.

He's the guy behind Poor Moore to join the show.

We set the stage by pulling back the curtain on the rise of these models

that really happened during COVID and how Greg really transformed himself from more of a

marketer to being a crucial player in Poor Moore's journey. And I'm actually genuinely

curious about the business model, so we hit on things like operations and how he can sell

bottles through the power of great storytelling, and how landing

features and big-name publications for Poor Moore really put it on the map.

Greg breaks down really their dual audience.

...