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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:

058 - Double Oaked Bourbon Release Mar 15, 2024

Show notes

"As longtime fans of vintage whiskey, we wanted to craft something truly special that gives a nod to the best bottles we've been lucky enough to try over the years," said Ryan Cecil, Master Blender and Co-Founder of Pursuit Spirits. "This double oaked release encapsulates part of that nostalgic flavor profile but in a modern, premium bourbon experience."

In the works for nearly a year, the guys finally announced the release of Pursuit Spirits Double Oaked Bourbon. In today's episode, we unpack a bunch of questions around the product ahead of it's release at the Warehouse & Distillery in Louisville, Kentucky on Friday, March 15th.

We hit on:

Why did we decide to roll out a Double Oaked Bourbon?
What should people expect from the product?
Can you describe the secondary finishing and partnership with InnerStave?
How does this differ from the Oak Collection line?
Will there be a Double Oaked Rye?
What does the inclusion of Double Oaked in the Pursuit United Private Selection look like?
What does distribution look like for this product?
Details of the release weekend

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.

057 - Maryland/DC Launch Recap Feb 28, 2024

Show notes

In this episode, the boys discuss their recent trip to DC and Maryland to launch Pursuit Spirit in the new market. They share their experiences with visiting on-premise accounts, bottle signings, engaging with customers and store owners and standing in awe at the bourbon mecca - Jack Rose. The guys highlight the positive reception of their products and the success of their private selection program. They also mention unique liquor store experiences and the importance of building relationships to make sales. They also had the opportunity to meet with their ambassador team and conduct general sales meetings with the distributor. The trip highlighted the importance of distributor partnerships and the value of engaging with fans and customers, with no shortage of stories in this jam-packed visit. Thanks to everyone who came out and made this launch such a success, we really wouldn't be here without each and everyone one of you.

We hit on:

Building strong relationships with distributors being crucial for successful brand promotion.
Engaging with fans and customers in person helping create a personal connection and build brand loyalty.
Visiting different markets allowing for valuable insights and opportunities to tailor marketing strategies.
The support and positive reception from fans and customers being both humbling and encouraging for the brand's growth.
Takeaways the guys learned from this trip about the brand.

and much more.

056 - Choosing a Distributor Feb 15, 2024

Show notes

Stemming from the episode of the Bourbon Pursuit podcast with John Foster of Ragged Branch, today's episode comes from a few listeners of the show, Todd and David, as Kenny discusses the process of choosing distributors specifically for Pursuit Spirits. We touch on topics such as the three-tier distribution system, the role of distributors in the industry, and the challenges of market launches and incentives. We also share experiences with different distributors and the importance of building relationships in the industry. Kenny discusses the challenges of managing skew sprawl and UPCs in the bourbon industry. He explains how Pursuit Spirits aims to strike a balance between batch uniqueness and consumer familiarity. He also shares advice for those starting in the industry, emphasizing the importance of education and consulting. He explores different distribution models and the goals brands may have, whether it's long-term brand building or rapid expansion... but where is Pursuit in all of this?

We hit on:

Choosing the right distributor being crucial for a brand's success in the spirits industry.
The three-tier distribution system presenting both challenges and opportunities for brands.
Market launches, market support, and building relationships with distributors and retailers.
Different distributors strengths and capabilities, and the importance of finding the right one for each market.
Brand consideration of their goals and a distribution model that aligns with their long-term plans, whether it's slow brand building or rapid expansion.
Pursuit Spirits' own business model.

and much more.

055 - What is Left to Innovate? Jan 31, 2024

Show notes

On today’s show we discuss the topic of innovation in the bourbon industry and explore the different ways brands differentiate their products. We question whether there is anything left to innovate and the reasons consumers are drawn to finished whiskeys. The conversation touches on the marketing strategies of brands and the perception of American finished whiskeys compared to other products such as Scotch whisky. We also discuss the potential for future innovations and trends in the industry.

We hit on:

The bourbon industry has seen a proliferation of finished whiskeys as a way for brands to differentiate their products.
Consumers are drawn to finished whiskeys because they are marketed as unique and innovative.
Do you think brands see these as products missing in the market, or is it a way to grab new consumers?
There is still room for innovation in the use of different types of oak and wood influences in bourbon production.
The perception and marketing of finished whiskeys differ between bourbon and Scotch whisky.
Future innovations in the industry may involve exploring new flavors and blending techniques.

and much more.

054 - The Big Picture in 2024 Jan 17, 2024

Show notes

There are always small hurdles and goals we are continually going through here at the distillery, but we have to make sure we pull back a bit to look at some of the larger picture goals and projects for 2024, with the largest one being the space on Whiskey Row. From hiring to interior design to drink menus, there are so many moving pieces that need focus over the next 9-10 months and we dive into those today.

We hit on:

How do you forecast on hand stock for products/blends going into a full retail experience?
What is the current state of the building, and what architectural challenges are you facing?
What does it look like to analyze your label and packaging to ensure it communicates clearly to the most amount of consumers or potential consumers?
What is the current consumer even looking for in a bottle design?
What is the direction of the barrels and blends and products slated for 2024?

and much more.

053 - Metrics & Early Goals Jan 03, 2024

Show notes

From PUPS to Whiskey Row to new states of distribution, there are a lot of moving pieces as we roll into 2024. On today's episode, Kenny dives into some of the podcast stats from the last year and we begin focusing on a potential key area of growth for our ambassador program in the new year. All this and more, on episode 053: Metrics & Early Goals.

052 - Reflecting on 2023 Dec 20, 2023

Show notes

Throughout the year we’ve talked about all sorts of things going on with the brand, the guys, the company, the warehouse…everything. This time last year, where did we hope we’d be at the end of the year, and are we there yet? How are things different than we expected? Today on the podcast we reflect on 2023.

We hit on:

At this time in 2022 we didn’t know we’d be in the building we are now in. Do you still feel you made the right move on this location or what could you have pictured in a different location?
How big of an advantage do you have getting hands on time with some of the barrels daily, as opposed to the distance with them stored at Bardstown?
What are some hopes or expectations you had going into 2023, and have you met them or are you still working toward them?
With the new folks joining the team to help with the operations around the building, where does that turn your focus as we head into 2024?
The ambassador program is one of the things that began in 2023. Are there any metrics that show the impact of that for the brand in the markets we are in?
Are there more SKUs we are looking to turn on in 2024 or is that more forward thinking?
What would you say is your key takeaway or biggest learning point from 2023?

and much more.

051 - New Faces at Pursuit Spirits Dec 06, 2023

Show notes

We’ve talked for awhile now that as we’ve been bringing people in for tastings and experiences at the distillery, and it has been an amazing time to bring people in, that Kenny and Ryan have lead all those experiences. As fun as that is, it isn’t scalable to the business for that to always take place and we needed people to be an extension of Kenny and Ryan. People who can speak on their behalf, know the product, and can show folks a great time when they visit.

As a fan suggestion to the podcast, today we are going to meet the new additions to the crew: Joe, Sarah, and Tim. There are so many directions we went with this episode, so don’t miss a minute of it.

We hit on:

What is everyone’s back story?
How did everyone get into the industry?
What led you to bourbon specifically?
What does it look like to go through the University of Louisville’s Distilled Spirits program?
How does Joe feel about being the most advanced Cicerone in Kentucky?
Is there something about the brand, the guys, or the whiskey that surprised you about Pursuit Spirits?

and much more.

050 - Current Focus Nov 22, 2023

Show notes

The Bottle Your Own and Pursuit Breakdown Tastings are now live, and we’re bringing team members in to help run various operations to get the guys free to keep doing what they’ve always done: make awesome podcasts and make awesome whiskey. That said, the needs of the business keep growing, sometimes multiplying, and always have them pulled in one direction or the other. We sit down with Kenny in a laid back chat. Now that the distillery is bringing people regularly in, where does focus now shift? Does this allow for time to relax, to break away? What’s the next project to work through taking this business from bourbon to brand?

All this and more on today’s Stout Friday episode.

049 - The Good & Gather of the Bourbon Trail Nov 08, 2023

Show notes

We’ve been up and running at the distillery for several weeks now. We’ve processed barrels, worked on blends, we’ve had friends and family and Patreon members in to help us iron out the experience that will soon be open to the public. While we recently had Kenny talk with us about the process to getting the distillery open, now we want to talk the fun part: what we have to show everyone.

Join us today as we talk with the guys about what to expect from the soon-to-open bottle your own experience here at Pursuit HQ.

We hit on:

Will the experience always be led by Kenny and/or Ryan?
Will it be a walk up location, or reservation only?
What are you wanting guests to be able to experience here that may be unlike other distillery experiences?
How has the experience been shaped with early practice? What have you learned in those first pilot tours?
What has been the most common feedback you’ve received so far?

and much more.

For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.

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