One of the things you always say is like, well, I think we're ready. We're big enough to start marketing now. And the answer is, oh, hold on. You've been marketing since day one. Like the moment one of you sent an invoice to a customer, you started marketing. The question is, what are you saying? When someone emails you, how are you replying? What's the soul of this company? When your text goes out and knocks on a door,

you're marketing. Marketing isn't advertising. Advertising is message delivery. Marketing is,

who are you? Why should anyone care? What are you here to do? 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. Do you feel that the whiskey industry needs more experts, or maybe it just

needs better storytellers? So today, we're joined by Daniel Whittington. He's the Chancellor of the

Wizard Academy, and also co-founder of the Whiskey Marketing School, and of course, of all YouTube fame. And we talk about

how narrative and community are the real drivers behind your favorite bottles. He shares his

transition from the wine world into how he had a secret whiskey group that eventually evolved

into a mission to change how we educate our palettes. But there's more to the poor here.

And it's the technical and psychological side of the whiskey that I honestly really enjoy when

I watch Daniel's videos on his channel.

And as one of the OGs of the YouTube world, he built an incredible community with the

Whiskey Tribe.

Now things had a little bit of a stopping point with his co-host, and we talk about that.

He gets really candid and how that impacts relationships and friendships, but ultimately

it's how the public perceives it, and he puts it in a very, very great light.

But he's also championing some other kind of cool things, like independent

bottlers. And it's a whole new look on transparency. And he thinks this is why these kinds of

bottles deserve to be something that you should be looking for in a spot on your shelf.

But with that, cheers everybody. I hope you enjoy this week's episode. And now here's Fred Minnick

with Above the Char. I'm Fred Min's Fred Minnick with Above the Char.

I'm Fred Minnick, and this is Above the Char.

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