When I sat down with Eric Dominijanni, the founder of FIOR Scotch, I knew this was going to be more than a conversation about spirits; it was going to be about reinvention. 

Eric’s background in beverage alcohol and his vision to bring a new type of scotch to a new kind of drinker made this a compelling deep dive into brand building, innovation, and identity.

FIOR isn’t trying to be your grandfather’s scotch. It’s a bold, flavorful, and inclusive brand crafted for those who might have never considered sipping scotch before. Eric shares how he’s breaking category conventions, embracing American culture while honoring Scotch tradition, and creating a brand that welcomes the “new wave” consumer. 

Whether you’re a spirits enthusiast, a founder, or someone fascinated by modern brand storytelling, you’ll find something inspiring in Eric’s journey.

Here are a few highlights from our conversation:

* Why Eric calls FIOR a “cultural remix” of old-world Scotch and modern American vibes

 

* The branding decisions that make FIOR feel more like streetwear than traditional spirits

 

 * How flavor, accessibility, and breaking rules are central to winning over a younger, more diverse audience

 

 * What Eric learned launching a premium alcohol brand without relying on the “usual suspects” of Scotch marketing

 

 * His candid reflections on risk, resilience, and trusting your gut as a first-time founder

 

Join me, Ramon Vela, in listening to the episode and hear how Eric is shaking up one of the most traditional categories in spirits—and why the future of Scotch might just look a little different than the past.

For more on FIOR Scotch, visit:  https://www.fiorscotch.com/

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