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Behind the Pursuit: From Bourbon to Brand

Take part in a journey to build a bourbon brand. Brian Beyke sits down with the founders of the top whiskey podcast, Kenny and Ryan of Bourbon Pursuit, to figure out what it takes to bring their whiskey label to life. Experience the highs, lows, and everything in between from investments, filling barrels, and shipping bottles. Special episodes will feature in-depth tasting notes for single barrel releases. It’s your chance to have the first ever inside look into the bourbon business and learn about the whiskey industry with Pursuit Spirits.

Latest Episodes:

088 - The Year of Pursuit May 07, 2025

Show notes

Six months ago (back on Episode 077) we mentioned an upcoming packaging update, one that not only helps us stand out against other brands on the retails shelves but also simplifies the language we use in an effort to help consumers understand our product better. Today we launch that new packaging, and with it comes new 88 proof and cask strength offerings of our classic United Bourbon and Rye. On today's podcast the guys talk about some of the struggles with the design over the last 18 months, the new products in the collection, and the broader audience we hope the brand may reach with the changes and additions.

We hit on:

Overview of the New Packaging and Design Launch
The Journey of Custom Glass and Cork Design
Label Language and Consumer Clarity
Bottling Process Challenges and Innovations
New Flagship Products and Market Strategy
Looking Ahead: Future of Pursuit Spirits

and much more.

P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠Sign up today⁠.

Come and see us on Mellwood! Be sure to visit⁠ pursuitspirits.com⁠ and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at ⁠podcast@pursuitspirits.com⁠.

087 - Allocation Apr 23, 2025

Show notes

As we’ve seen increased success with Double Oaked, the announcement Mellwood Collection rolling out, and downtown opening in sight - what does it look like when talking about how to distribute products best, especially products that need allocation? Today's episode highlights the challenges of maintaining relationships with distributors while ensuring sales across all products, the complexities of incentivizing sales in the whiskey market, navigating distribution, and the importance of consumer education. Plus, how to make these decisions while weighing out relationships with distributors that have been crucial to their success.

We hit on:

Packaging Changes and New Product Launches
Simplifying Product Names for Consumer Clarity
Product Allocation and Market Demand
Strategizing Product Distribution and Market Relationships
Balancing Single Barrels and Batch Products
Understanding Market Dynamics and Sales Strategies
Incentivizing Sales and Market Dynamics
Building Strong Distributor Relationships

and much more.

Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.

086 - The Squeeze Apr 09, 2025

Show notes

Tariffs, the pull back of larger brands from International distribution to domestic distribution, shelf space, and the pricing of barrels all make this an interesting time for a brand like Pursuit that sits right in the middle. In this episode we dive into the impact of tariffs on the market, the challenges faced by new brands in a saturated market, the dynamics of barrel prices and consumer trends, the future of bourbon in international markets, and the evolving landscape of the whiskey enthusiast and the strategies needed to succeed in a competitive market during the squeeze.

We hit on:

Impact of Tariffs on the Bourbon Industry
Market Dynamics: Barrel Prices and Consumer
Challenges for New Brands in a Saturated Market
International Markets and Brand Strategies
The State of the Whiskey Market
Building a New Brand Today
Consumer Behavior and Brand Loyalty
Navigating Economic Challenges in Whiskey

and much more.

085 - Meet Stace Mar 26, 2025

Show notes

In this episode we welcome Stace Stewart, the new General Manager of Pursuit Spirits, who shares her journey through the restaurant industry, her passion for bourbon, and her experiences in management roles. We dive into her background, the challenges of opening new establishments, the importance of transparency in bourbon branding, and the importance of training staff in spirits knowledge. Stace reflects on her time at various restaurants, including Milkwood and NAMI, and discusses her transition to Pursuit Spirits, emphasizing the significance of hospitality and teamwork in the industry.

We hit on:

Stace's Journey in the Restaurant Industry
The Evolution of Management Roles
The Ongoing Relationship with Spirits
Training and Knowledge in Bourbon
Opening a Restaurant During Derby Season
Transitioning to Pursuit Spirits
The Role of a General Manager
Bridging Retail and Bar Operations
Challenges in the Whiskey Space
Building a Strong Team

and much more.

084 - Updates! Updates! Updates! Mar 12, 2025

Show notes

With so many moving pieces it can be easy to miss the latest with all the things happening behind Pursuit. In today’s episode we run down a series of updates from P. Club to the Mellwood Collection to downtown and what comes next.

We hit on:

Transitioning to Full-Time Pursuit
P-Club Launch and Membership Growth
New Releases from Pursuit Spirits
Exploring Future Product Opportunities
Creative Outlets
Milestones and Celebrations
Updates on Downtown Development
Foot Traffic and Visitor Expectations
Operational Efficiencies and Future Planning
Challenges in Production and Bottling

and much more.

083 - The Launch of P.Club Feb 26, 2025

Show notes

Today on the podcast we introduce you to P.Club - the inner circle of Pursuit Spirits. Ryan has long romanticized about a bourbon version of his beloved Napa Valley wine clubs, and with countless hours behind the scenes he and Kenny have finally unveiled the ultimate all-access pass to all things Pursuit. No secret handshake, just great whiskey. Tune in as we dive into it all.

We hit on:

Why the name P.Club?
what exactly is P.Club?
What does P.Club look like from a selection standpoint?
In additional to preparations for the doors downtown opening, how do you forecast inventory for both in-person as well as for P.club members?

and much more.

082 - Building a Team Feb 12, 2025

Show notes

Building a team can be hard. Not just finding people who jive with the brand but also passing the baton on responsibilities. In this episode, we discuss the evolution of the team at Pursuit Spirits, the challenges of hiring in the whiskey industry, and the importance of building a strong team culture. We dive into the dynamics of communication within a startup, the significance of defining roles and responsibilities, and the need for adaptability as the company grows to push the vision of the brand forward.

We hit on:

What unique challenges exist coming from a larger brand to Pursuit?
What have you learned from your first hires to what you are looking for in your new hires?
Kenny what responsibilities are you wanting to pass off, and in turn move on to focus on?
Ryan do you see yourself beginning to start passing off responsibilities, and what would you pass off?

and much more.

Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.

081 - Social Media & Marketing Strategies Jan 29, 2025

Show notes

How do you balance the 'lifestyle' that is usually portrayed in marketing strategies in the whiskey space and the 'authenticity' the current consumer wants to interact with? On today's episode we break free from some of our earlier conversations on brand strategy and communication that we talked about in Episode 029 and start to focus on narrowed efforts you may have seen in 2024 and ongoing in 2025. Specifically Ryan has been giving direction on how we engage our growing audience and stay true to the personality being built for Pursuit Spirits, while also trying to keep from being stagnant.

We hit on:

Marketing strategies for Pursuit Spirits are evolving to focus on engagement.
Content creation must balance entertainment and product promotion.
Social media platforms require tailored content strategies for success.
Authenticity and relatability are key in modern branding.
TikTok has proven to be a powerful tool for small businesses.
Content should be adapted for different platforms to maximize reach.
Engagement with the audience is crucial for brand growth.

and much more.

080 - The Biggest Hurdles in 2025 Jan 15, 2025

Show notes

As we kick off the new year, we dove right into the topic: what do you think the biggest hurdles in the industry are that will affect the brand in 2025? Ryan & Kenny discuss the challenges and opportunities facing the bourbon industry in 2025. They reflect on the impact of larger distilleries on smaller brands, the shift towards online sales, and the importance of tourism in downtown Louisville. The conversation also touches on the development of their new space and the need for continuous innovation to stay relevant in a competitive market.

We hit on:

The bourbon industry is facing increased competition from larger distilleries.
Online sales present both opportunities and challenges for smaller brands.
Tourism is crucial for the growth of downtown Louisville and the bourbon industry.
The market is becoming more crowded with limited-time offerings from big brands.
There is a need for smaller brands to innovate and differentiate themselves.
Consumer behavior is shifting towards higher-priced items in the bourbon market.
The development of new spaces can enhance the consumer experience and drive sales.
Building strong distributor relationships is essential for growth.
Economic uncertainty may impact consumer spending in 2025.

and much more.

Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.

079 - ARCHIVE - 2022 In Review Jan 01, 2025

Show notes

Happy New Year everyone, and welcome to 2025! We are taking the week off for some travel and rest, but will be back at it next episode to talk our goals and predictions for the new year. It's hard to believe we've been doing Behind The Pursuit for almost three years now, so we are jumping back to our first Year End Review episode, Episode 027, where we wrapped up 2022 and look forward to 2023. I love being able to see which goals remain the same, and where we've grown over the last two years.

2022 was a wild ride for us. We began Behind the Pursuit for starters, so thank you for a successful first year as we go behind the scenes starting this whiskey brand. Not only that, but there was a lot of learning and pivoting for the guys through the year. Today we recap 2022, some things we learned through the months, and what we look forward in as the company continues the momentum in 2023 and beyond.

We hit on:

Do you feel more pressure or more difficulty solidifying your position in the market with other brands or products that have come on-line?
Has the target demographic for the brand changed?
What were the biggest learning moments in 2022?
What brings you the most optimism for 2023 and beyond?

and much more.

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