Behind the Pursuit: From Bourbon to Brand

082 - Building a Team Feb 12, 2025

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

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.

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.

080 - The Biggest Hurdles in 2025 Jan 15, 2025

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

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.

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.

078 - 2024 Reflections With Ryan Dec 18, 2024

While Kenny was out we sit down with Ryan and dive into current blending projects and inventory decisions that have to be made to keep up with current demand. We also reflect on the whiskey industry as a whole in 2024, what some of our favorite pours have been, and the landscape of what other producers are doing help form how he blends or thinks about whiskeys heading into 2025.

We hit on:

How has the PUPS program changed over the course of the year?
How have you kept up with held inventory for 2025 and beyond when there is so much demand as we close out 2024?
What trends in your Double Oaked finishes have been the most popular, and why do you think that is?
With the growing demand for some of the SKUs, have you had to go back to your distilling partners to increase your barrels on hand from your original forecasts?
Are you still anchored to your original scale points based on what you’ve seen in the industry?
What have some of your favorite releases been in 2024, and how do they shape your perspective on blending for Pursuit going into 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.

077 - Packaging Update Dec 04, 2024

I'm gonna make a change… it's gonna feel real good, gonna make a difference, gonna make it right. No, MJ wasn’t singing about Pursuit Spirits, but on today’s episode the boys dive into the latest developments at Pursuit Spirits, including their recent bottling adventures, community engagement through the new Pursuit Parlor Facebook group, and significant changes in their packaging and product terminology. They explore the challenges and strategies involved in evolving their brand and products to better connect with consumers and adapt to market trends.

We hit on:

The Pursuit Spirits brand evolving with new packaging designs and the reasoning for the changes.
Simplifying product terminology can help consumers understand offerings better.
The new packaging aims to stand out on shelves and attract attention.
Managing product volumes with continually changing target dates.
Future product strategies include diversifying proof offerings.
More future developments coming 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.

076 - 10 Years In The Making Nov 20, 2024

2025 marks the 10-year mark for Bourbon Pursuit, and even longer of the guys having conversations about what they will do in the whiskey space together. Fresh off of their live Bourbon Community Roundtable event, In this episode of Behind the Pursuit Kenny and Ryan reflect on their experiences in the bourbon industry and the evolution of Pursuit Spirits. They discuss the challenges and successes they've faced over the past decade, the importance of building a brand that resonates with consumers, and the lessons learned from industry trends and guests. The conversation highlights the journey of entrepreneurship in the bourbon space and the significance of storytelling in connecting with audiences.

We hit on:

What was the inception point into whiskey deeper than the podcast?
How has 10-years in the industry affected how you continue to focus the brand, with what you’ve seen in trends coming and going and movement to the bourbon consumer?
As you are interviewing guests and hearing people talk about the industry for the last 10-years, what have some of the more recent guests continued to reveal or teach you about the industry, and how has that shaped how you think about Pursuit Spirts?

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.

075 - Early Goals For 2025 Nov 06, 2024

In this episode of Behind the Pursuit we reflect on the past year, focusing on both growth and challenges. Kenny and Ryan delve into their goals for 2025, including the opening of our new downtown location, the importance of connecting with consumers, and the strategies for direct-to-consumer sales. The conversation also touches on the emotional rollercoaster of entrepreneurship, the challenges of marketing in the spirits industry, and the need for innovative approaches to stand out in a crowded market.

We hit on:

As we wind down 2024, what are some goals you are focusing on for 2025 and beyond?
What are you thinking about doing in the downtown space to help people relate to the brand, and what is the breakdown of focus on Pursuit Spirits vs. Bourbon Pursuit?
What are the pros and cons of focusing on a DTC distribution model? What does scale look like for something like that vs. the existing distribution model?
Where have you found success in terms of marketing and how do you see that changing or staying the same in 2025?
How do you navigate the importance of being involved as much as possible but hands off as much as possible for healthy growth?

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.

074 - The Mellwood Legacy Collection Oct 23, 2024

Building on the history surrounding Mellwood that we dove into on Episode 66, today we are talking about the upcoming Mellwood Legacy Collection release which pays homage to the historic Mellwood Distillery. We recap a bit of the history of the distillery, the creative process behind the new labels, and the unique offerings of the Derby Town and Old Anvil labels. The conversation also touches on the current state of the whiskey market and the opportunities for independent bottlers. While a press release isn't out yet on these, we wanted to give you a peek behind the curtain of what to expect.

We hit on:

An overview of the Mellwood Distillery history and reasoning behind the Mellwood Legacy Collection
The new labels kicking off the Mellwood Legacy Collection
How the blending approached is different from Pursuit United
The estimated launch date of the Mellwood Legacy Collection

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.

073 - Cask Strength Oct 09, 2024

It seems like today's whiskey drinker is set on cask strength and barrel proof expressions, but what is it exactly that draws them to the higher proof - and is a whiskey truly better for it? Today, we dive into the topic of cask strength whiskey, when they guys may do one for Pursuit United, and much more.

We hit on:

Why do you think whiskey consumers are so focused on cask strength expressions?
Do you think cask strength is the best expression of a whiskey?
What do you think consumers miss in the decision to proof a whiskey?
When will we see a cask strength expression of Pursuit United?

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.

072 - Kentucky Bourbon Festival & Bourbon & Beyond Recap 2024 Sep 25, 2024

Another year, another festival recap! In today’s episode of Behind the Pursuit we reflect on our experiences at the recent Kentucky Bourbon Festival and Bourbon and Beyond Festival. We discuss the evolution of Pursuit Spirits over the last three years and how our presence at these festivals has changed over those years. The conversation highlights the importance of brand storytelling, the growing popularity of Double Oaked, and the intersection of bourbon culture with music festivals. We share insights on consumer behavior, sales performance, and the overall atmosphere at the events, emphasizing the excitement and community surrounding bourbon and whiskey tasting.

We hit on:

With this being the first year hosting the events on separate weeks, did you prefer that to when it was all on one weekend?
What did you look forward going into KBF this year? Did you do anything differently?
How does it feel that people aren’t asking your story anymore? How do you keep your story integrated but pivot to what’s more of the focus with consumers?
Was anything surprising about what people enjoyed during the tastings at the booth?
Did KBF feel bigger without sharing the stage with Bourbon & Beyond?
What role do you feel bourbon plays in a growing annual music festival?
What do the results of these last two weeks have you thinking about for next year?

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.

071 - The Easy Button Pt. 2 Sep 11, 2024

Ryan tackled these questions back on Episode 068, and with the feedback we got from listeners, we wanted to give Kenny an opportunity to chime in as well. Today's question comes from listener Richard C. Richard had a series of questions looming from the recent Bourbon Roundtable Live Q&A during Pursuit Palooza. Kenny & Ryan used to joke that they should have gone the "easy route" to a brand and just bottled MGP instead of doing their own thing. Now, MGP brands are truly everywhere, the bourbon market is undergoing a correction, and bottles are sitting on the shelf for longer.

We hit on:

How do you feel looking back on your original decision to forge a different path? Did you feel you missed out on something by doing that?
Do you feel you are better positioned now for the current market, and for the future, than if you had bottled MGP?
Where do you think you'd be currently if you had gone with MGP instead of creating the Pursuit United brand as we know it?
What would you do differently if you could do it all over again? What would you tell the 2018 versions of Kenny & Ryan?
How do you continue to set the brand up for success with so many other brands continuing to develop around you?

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.

070 - Double Oaked Rye Release Aug 28, 2024

"For this product, we wanted to push the boundaries of what rye whiskey can be and compete with the best older whiskeys out there. At 108 proof, it delivers a bold yet balanced experience that we believe will captivate both rye enthusiasts and those new to the category. This limited release truly embodies our pursuit of whiskey excellence."

Coming off the heels of Pursuit United Double Oaked Bourbon, it’s time for Pursuit United Double Oaked Rye! 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 Thursday, August 29th.

We hit on:

What is different about Double Oaked Rye from it's base product vs the Double Oaked Bourbon from it's base product?
What has the process of making Double Oaked Rye taught you that making Double Oaked Bourbon didn’t?
Have you noticed the Double Oaked products help people go back into trying the other SKUs?
Out of all the experiments you did for Double Oaked Rye, were there any runner-ups that you went back and forth on moving forward with?
What does the inclusion of Double Oaked Rye in the Pursuit United Private Selection look like?
What does distribution look like for this product?

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.

069 - The Rye vs Bourbon Debate Aug 14, 2024

“You can create an amazing product but if it's not what the market wants, it doesn’t matter.” - Ryan Cecil

While Pursuit United Rye is our highest awarded product, it still doesn’t seem to perform the same way as the bourbon SKUs do. We don’t pretend that this is a trend only seen within our brand, as we see it with other brands in the industry as well. With the upcoming release of Pursuit United Double Oaked Rye, could it help changes people’s minds on what they think about the rye category? Can using the “buzz” of double oaked, in both process and marketed terminology, reach a larger market of whiskey consumers?

We hit on:

Are there certain markets where rye seems to do well? Are there any where it out performs bourbon?
From your experience as consumers yourselves, have you noticed a time when rye was more prominent as a whole in the market?
Do you see the trajectory of rye sales overall gaining a larger slice of the market?
Were there any ryes that you think have helped drive the current success of the rye category?
What is it that prevents people from latching on to rye in the same way as other whiskeys or spirits?

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.

068 - The Easy Button Jul 31, 2024

Today's question comes from listener Richard C. Richard had a series of questions looming from the recent Bourbon Roundtable Live Q&A during Pursuit Palooza, and we thought they'd made for a great episode for Ryan while Kenny was out. Kenny & Ryan used to joke that they should have gone the "easy route" to a brand and just bottled MGP instead of doing their own thing. Now, MGP brands are truly everywhere, the bourbon market is undergoing a correction, and bottles are sitting on the shelf for longer.

We hit on:

How do you feel looking back on your original decision to forge a different path? Did you feel you missed out on something by doing that?
Do you feel you are better positioned now for the current market, and for the future, than if you had bottled MGP?
Where do you think you'd be currently if you had gone with MGP instead of creating the Pursuit United brand as we know it?
What would you do differently if you could do it all over again? What would you tell the 2018 versions of Kenny & Ryan?

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.

067 - New & Old Jul 17, 2024

We have a rare treat today. Not only is Ryan back, but he’s rocking a solo episode with Brian while Kenny is taking a staycation. With so many products in the works, we figured we’d talk about some of the projects currently cooking in the Pursuit lab. From old recipes to new SKUs, we have a lot to dive into with this one.

We hit on:

Mashbills presently available for blends
Different experimental oak finishing
New SKUs in the pipeline
Differentiating from other products on the market by taking chapters from the wine and Scotch worlds

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.

066 - The History of Mellwood Jul 03, 2024

Our Pursuit Spirits Distillery here on Mellwood Ave sits on hallowed ground, being the original site of the Mellwood Distillery, and later, General Distillers Corporation of Kentucky. The Mellwood Distillery has a rich history dating back to 1865, and with the help of several folks in the industry, we've learned a bit about it and it's various ownership changes over the years. It produced brands like Mellwood Whisky, Kentucky Nectar, Derby Town, and Old Rampart, just to name a few. In today's episode, Kenny discusses the architecture, operations, and historical significance of the distillery, highlighting the importance of preserving and sharing bourbon history as we bring whiskey back to Mellwood Ave.

We hit on:

The origin of our site at 1700 Mellwood Ave
Uncovering the history, maps, & research
Mellwood Distillery and it's various labels
Preserving and sharing the bourbon history

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.

065 - PursuitPalooza Recap 2024 Jun 19, 2024

Another PursuitPalooza is in the books! Each year, the guys host a unique and immersive experience here in town for their listeners and fans. The event includes distillery tours, barrel picks, tastings, and social gatherings from relationships they’ve built over the years of running the podcast. This year, the event featured visits to Jim Beam, Four Roses, Copper & Kings, and Preservation distilleries. Participants had the opportunity to taste rare and limited-edition whiskies, learn about the distillation process, and connect with fellow bourbon enthusiasts. The event also included a live Q&A podcast recording during a special single barrel selection of Pursuit United Double Oaked. On today’s episode, we recap it all.

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.

064 - Distillery Management Systems Jun 05, 2024

How do you organize all your barrels? How do you know what is going to be going into bottling? How do you know how to prepare for dry goods? Finished goods? When you have 18 barrels lined up to bottle, how do you know you have enough materials to be able to cover it? For the longest time we’ve used a giant spreadsheet, but we’ve switched over to a solution called Whiskey Systems. Kenny puts on his big tech hat today and dives in to this distillery management software and how it works for Pursuit.

We hit on:

What’s the biggest strength you’ve noticed from using Whiskey Systems?
Can you use it for handling barrel forecasting?
Do a lot of brands use this or do they stick to their home built systems?
How could you utilize the software better than you are?
How difficult would it be to pivot to a different system if forced to again in the future?

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.

063 - Inconsistencies and Frustrations of Code Interpretations May 22, 2024

In this episode, Kenny discusses the challenges and frustrations faced by small brands and distilleries when it comes to building codes and regulations, especially here in Kentucky. He explains the different classifications for beverage/alcohol facilities and the high costs associated with meeting the requirements for H3 occupancy. Kenny also highlights the discrepancies between the international building codes and the interpretations, which can vary from state to state. Will we see Kentucky adopt the updated building codes, and what will that continue to mean for smaller brands either way?

We hit on:

Small distilleries face challenges and high costs when it comes to meeting building codes and regulations.
The classification of H3 occupancy requires significant investment in infrastructure, while F1 occupancy allows for more flexibility.
Kentucky is lagging behind in adopting the updated international building codes that provide more favorable conditions for distilleries.
Why would it matter to the Big 6 if other small local brands have an easier road to building codes if others in different states are already able to break into the local market?
Are there any additional benefits to which classification you fall under?
The interpretation of codes by local authorities can vary, leading to inconsistencies and frustrations for distilleries.
Why not just move the Pursuit HQ outside of the city limits?
Does drilling into or tasting through barrels make them included in your total volume quota?
There is a need for advocacy and collaboration within the industry to address the barriers faced by small distilleries.

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.

062 - Starting from Scratch May 08, 2024

Blending for the PUPS program has been incredibly insightful. Micro-blending 3-5 barrels at a time and then putting that blend back into the very barrels they came from seems to add a lot of interesting nuance from barrel to barrel, instead of just letting the blend rest in totes until bottling. So much so that Kenny and Ryan have decided to start from scratch and standardize this process for all blends moving forward. Today, we talk about how that will fold into the production of the core products.

We hit on:

The micro-blending process for PUPS
What marrying the blends in the casks offers versus marrying in a tote
Would this process have been feasible if you were still working out of BBC instead of your own facility?
Presumably this will make a better product moving forward, but do you think it will be noticeable?
Will this throw off the blend breakdown and balance we are used to in Pursuit United flagship?
Does this change anything about inventory allotment for PUPS vs flagship blends?
What do you think draws people to the PUPS program seemingly over the flagship?
Is this a sustainable direction to take?

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.

061 - Will People Get Tired of Kentucky Bourbon? Apr 26, 2024

Will consumers become tired of Kentucky bourbon? With the rise of non-Kentucky brands gaining recognition for their quality whiskey, Kentucky bourbon still holds a strong position in the market due to its long-established reputation and consumer perception of safety and acceptance.

While Kentucky will likely continue to hold the cache of consumer preferences, today we debate whether consumers will move past the big six Kentucky brands, or Kentucky in general, and latch on or explore other options. We'd love to hear from you on this!

We hit on:

Non-Kentucky brands like Ben Holladay, JT Meleck, Still Austin and Frey Ranch gaining recognition for their quality whiskey.
Kentucky bourbon still holds a strong position in the market due to its long-established reputation and consumer perception of safety and acceptance
Consumers may be hesitant to move past the big six Kentucky brands due to familiarity and brand recognition
The cache of Kentucky will likely continue due to marketing and consumer preferences
Are there Kentucky Bourbons being made that are still riding the 'Kentucky Badge of Honor' that aren't very good?
As a blender, why does Kentucky matter as a point of inclusion if that isn’t a focus of the product (or even on the label)?

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.

060 - Taking Time Away Apr 10, 2024

You know what they say about all work and no play. Today, Kenny and Ryan are back in the studio after a week off. We break down their trips, discuss the access to bourbon outside of our Kentucky bubble, and the importance of stepping away from time to time.

We hit on:

Taking time off for vacation being important for mental and physical health
Bourbons popularity to other spirits at outside of Kentucky
The challenges of being a whiskey-focused company in a market dominated by mass-market liquors
Meeting demand and planning for future growth being ongoing challenges for the company

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.

059 - The Hype Factor Mar 28, 2024

Everyone has seen it play out: there's a bottle you cant get, really want to get, or you see someone else get it... and now you gotta have it. We saw it ourselves with the positive reception to the Pursuit United Double Oaked release, but what made it more hyped than our other offerings? In today's episode, we talk about what drives hype for certain brands and bottles, and explore the playbook for building and maintaining it.

We hit on:

In a world of Double Oaked products, what was it about Pursuit United Double Oaked that has so many talking about it?
Hype in the whiskey industry being driven by factors such as scarcity, limited availability, and the desire for status.
The innate human condition that has us wanting to fit in with the masses.
Seeing hype play out involving a buzz through press releases, influencers, and social media.
Balancing the needs of the mass market and whiskey enthusiasts being important for brand success.
Is playing into the hype game really in the best interest of the consumer, or for the brand, or can it be both?

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.

058 - Double Oaked Bourbon Release Mar 15, 2024

"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

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.

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.

056 - Choosing a Distributor Feb 15, 2024

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.

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.

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

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.

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.

054 - The Big Picture in 2024 Jan 17, 2024

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.

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.

053 - Metrics & Early Goals Jan 03, 2024

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.

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.

052 - Reflecting on 2023 Dec 20, 2023

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.

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.

051 - New Faces at Pursuit Spirits Dec 06, 2023

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.

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.

050 - Current Focus Nov 22, 2023

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.

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.

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

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.

048 - Pursuit United Private Selection Oct 25, 2023

Pursuit United Private Selection is here. We previously talked with Kenny about turning the warehouse into a functioning distillery, but now that we’re up and running it is time to get liquid to lips. On today’s episode both Kenny and Ryan are on discussing what the PUPS program looks like for stores and groups as well as in-person experiences and what you may expect.

We hit on:

What was the genesis in how you started thinking about a private selection process?
With your model of sourcing for Pursuit United with the different states and mash bills, how did that fold into the PUPS concept?
We initially talked about doing a micro batch program for barrel selection, what were some of the flaws in this system which made you pivot to something different?
Will there be offerings for both full barrel selection as well as a bottle-your-own experience?
After your first in-person selection/tasting, did you identify things that you know you’ll need to change or do differently in the future?

and much more.

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

047 - The Road to Licensing (or a $50,000 Learning Experience) Oct 11, 2023

Ryan is out living la vida loca again, so Brian sits down with Kenny to discuss the warehouse/studio now being a licensed distillery, and the road it took to get the permitting and licenses over the last year.

We hit on:

What were the reasons for having the licensed distillery/bottling location, as an NDP, outside of solely the downtown location we previously announced?
What did it take to engineer and architect a distillery in the location that you all found?
What hurdles did you have to go through that took longer than expected?
What hurdles did you have to go through that you didn't expect?
What does this mean for the future of Pursuit Spirits, and the downtown location?

and much more.

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

046 - Kentucky Bourbon Festival and Bourbon & Beyond Recap Sep 27, 2023

Fresh off the Kentucky Bourbon Festival in Bardstown, Kentucky and Bourbon & Beyond in Louisville, Kentucky, Ryan and Kenny break down their experiences at the shows this year, what was different about last year, and what they hope for in 2024.

We hit on:

In what ways did you see brands stand out from the crowd at Kentucky Bourbon Festival?
How was the reception at the festival this year compared to last year?
What was the reception like of the first private selections done from Pursuit Spirits?
Was there a significant difference being able to sell bottles at the show now that you all have your DSP?
What was the most well-received product from Pursuit at the festival?
Knowing what you know from last year, and now this year, what would you do differently going into 2024?
At Bourbon & Beyond, how does the 'bourbon' presence fit into what is primarily a music festival?

and much more.

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

045 - Breaking Down The Batch: Four Roses 135th Anniversary Limited Edition Small Batch Sep 13, 2023

While we are usually talking all things Pursuit Spirits or the backstage of the business, today we are taking a rare opportunity to taste through this year’s Four Roses Limited Edition Small Batch, and each of the 4 components that make it up, to see if we can peel back a bit of Brent Elliott’s brain on how he put together this year’s annual bottling. Aged 12-25 years old, and bottled at 108 proof, we taste through a 12-year-old and a 16-year-old OESV recipe, which features notes of delicate fruit and caramel; a 14- year-old OESK recipe, with notes of baking spice; and a 25-year-old OBSV recipe that boasts delicate fruit and rye flavors.

Did you enjoy this episode? Would be interested in us doing more like it? Let us know!

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

Learn more about the Four Roses recipes at the link below.

https://www.fourrosesbourbon.com/our-recipes

Is there anything better than sitting next to a campfire with a bourbon in your hand? Absolutely not.

Here's your chance to win a Solo Stove Bonfire 2.0 to accompany that bottle of Pursuit United. Sip on Pursuit United, roast some marshmallows, and enjoy the evening.

https://brbn.at/win

044 - Non-Distilling Producers Vs Contract Distilling Aug 30, 2023

There can be a lot of confusion when it comes to the term 'NDP' or Non-Distilling Producer and a producer who makes contract distilling purchases. Both are, in essence, buying whiskey instead of making whiskey, but what other factors are at play to separate these two?

We hit on:

What does the sourced market inventory pool generally look like?
What is the largest hurdle for brands at the mercy of the sourced market?
What does it look like for a brand to use either model long-term?
What has it looked like for brands that have started in the sourced market and pivoted to their own distilling or contract distilling?
For someone who does rely on contract distillation, are there concerns with expansions, buyouts, brands going in different directions etc. from those who are producing whiskey for them and those implications to your brand?
How do you differentiate your brand from others when so many have access to, essentially, the same base product?

and much more.

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

043 - Taxi Cab Confessions on Whiskey Row Aug 16, 2023

Our most recent press release revealed to the public the plans to put a physical location and experience for Bourbon Pursuit and Pursuit Spirits in the heart of downtown Louisville, Kentucky. Today, the guys open up about the plans for the location, some of the challenges so far, and challenges coming up in the foreseeable future.

We hit on:

What led to the opportunity for a physical space for Pursuit downtown?
What does it mean to be a passion project of the industry instead of a legacy-driven name like other bourbon experiences people have been able to go to thus far?
What do you hope people can experience in the Pursuit space that is unlike other bourbon experiences?
What are some of the hurdles you’ve had to go through so far in getting the space to where it is now?
What are some of the future challenges or fears you see still in the way?

and much more.

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

042 - Blending Philosophy Aug 02, 2023

As Kenny takes the night off, we take the opportunity to pick Ryan's brain about blending. Where has the industry focused historically, and where is it now? How does Ryan's own philosophy fit into that?

We hit on:

Ryan's perception as a consumer of the historical way others thought about blending.
What is the perceived philosophy of blending in our current state of whiskey?
Are small-batch blends just a more acceptable, slightly less limited version of what single barrels were? Are they still too romanticized?
Ryan's philosophy on blending for Pursuit Spirits.
How has the blending approach for Pursuit changed from your first blend to today?

and much more.

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

041 - Can New Whiskey Brands Become a Lifestyle Brand? Jul 19, 2023

Ryan is back from Redneck Riviera and his mind is burning wondering how or if whiskey brands can break into a lifestyle brand like we’ve seen brands like Yeti, High Noon, Stanley, etc. Is there still a place today for newer brands to break into that, or has Jack Daniels taken the only spot there is?

We hit on:

How do brands today make people feel?
Is Pappy simply a status symbol, or a lifestyle?
Does accessibility of a product come in to play to whether or not a brand could become a lifestyle brand?
What pushes the current brands into a lifestyle?
Does the effect of premiumization stunt the ability to be a lifestyle brand, or catapult it?

and much more.

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

040 - Learnings From the Ambassadors We Didn't Know Jul 05, 2023

Do people really care if you have the #1 bourbon podcast in the world, or do they just want a really good bourbon?

There is no denying that after months of the ambassador program it is still a great tool to spread the word of the brand. The blueprint, however, is maybe a bit different than it initially was in our heads. Through various ambassador welcome calls, emails, and sessions, we and the ambassador team have identified several things about the messaging for the brand to really hit the widest audience. Today, Brian and Kenny sit down and talk about some of those things learned.

We hit on:

What is the best product the ambassadors have found to lead off the tasting with and why?
Do you feel like you have a similar or different experience leading tastings as the ambassadors do? Even being the owners of the company, are there things you are going to change or adapt from your approach moving forward to more quickly reach the consumer?
If the ambassadors trim out some of the story or the wax poetic about the details of the bourbon, what are the buzzwords they need to quickly emphasize things about you all accurately?
What are some unique ways to reach people who may say they don't like whiskey?

and much more.

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

039 - How To Divide The Time Jun 21, 2023

As both the Bourbon Pursuit Podcast and Pursuit Spirits continue to grow in their own ways as brands, surely it would come at a crossroads of time management. While there is only one Kenny and one Ryan, how do you balance all the requirements for the two growing paths and still manage other work and family?

We hit on:

While the Bourbon Pursuit Podcast becomes more well oiled in the processes or systems, how do you maintain the growing demand for time devoted to Pursuit Spirits?
Is it difficult to find neutrality both as a general ambassador for the industry as Bourbon Pursuit but more specific ambassador for your own brand in the same circles of conversation?

and much more.

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

038 - A Wrinkle in (Sell-Through) Time Jun 07, 2023

What exactly does sell-through look like, what’s the entire process chain? We hear often that anything you want to do you need to do at least a year in advance, but why exactly is that? Today on the episode we dive into the process.

We hit on:

What does the timeline look like post product development?
What does being on focus mean and what does it do for you?
Does the timeline chain change if you move more into a model of higher B2C sales, be it direct online sales or through on premise sales?

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

037 - Digital Content and the Funnel to Sales May 24, 2023

Digital content for spirit brands can be tricky - with the three tier system it can be difficult to funnel people through to a conversion in the same way other industries can. Are we stuck in the top of the funnel? Are we in an echo chamber of content creation? In the end - are brands' main goal to lead to sales or to grow reach from the brand, and by nature of growth, bring more attention (thus hopefully sales) to the brand? Today we dive into digital content and the funnel to sales.

We hit on:

Where and/or when did you first start dabbling in the content creation trends and how they could be adapted to bourbon?
When you saw the initial viral growth on TikTok for Bourbon Pursuit, was there any measurable conversion to your various social channels or listeners of the Bourbon Pursuit podcast?
How do you track conversion of sales through digital marketing when the industries system often prohibits the ability for brands to directly link to purchasable product?
Is there a way to attribute for localized foot traffic into local retailers from digital content funnels?
What type of content from a brand really keeps you wanting to remain engaged?

and much more.

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

036 - The Pursuit Concept Follow-Up May 10, 2023

We had so many of you respond to the last episode "Does The Pursuit Concept Matter?" and while it was fresh in our minds we wanted to put out a sincere thank you and follow up to some of the feedback and responses that came in.

We hit on:

What were some of the larger takeaways from the feedback after the previous episode?
Did any of the responses challenge you all?
As the brand grows and gets some legs, how do you balance the story of the brand with the story of the Bourbon Pursuit Podcast?
Where does Pursuit Spirits go from here?

and much more.

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

035 - Does The Pursuit Concept Matter? Apr 26, 2023

"Your price is too high." "No one knows who you are." "The story doesn’t align." These are just a few lines often brought up when trying to convey the concept of Pursuit Spirits. The process of “uniting” is anything but inexpensive, and today on the show we dive deeper into if the concept as it was initially conceived matters to the consumer, or if we put too much thought into the concept when it comes to what people are looking for in their whiskey.

We hit on:

Why are distributers saying the product is too expensive when plenty of other bottles and brands on the shelves are equally or more expensive?
Thoughts surrounding not if the concept matters, but what makes the concept matter.
Is the affirmation from people saying "this is the right move" more important than believing that the concept itself is the right move?

and much more.

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

034 - Beyond the Bottle Experience Apr 12, 2023

How do brands keep growing customers as fans, or connect them deeper to the brand after the point of sale? Today we talk about how some other brands have found successful touch points, but with the advances in technology are there more outlets at our disposal to tap into?

We hit on:

In-person and zoom tastings have been fantastic, but not widely scalable. Is there a way to use AI, the Metaverse, QR codes, or any other tech features to reach people asynchronously?
Are there specific brands, or certain qualities about specific brands that naturally draw more customer engagement?
Are customers looking for access to unique events or immersive experiences to keep them continually engaged?

and much more.

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

033 - The Effects of Big Bourbon Mar 29, 2023

The bourbon industry has this fascinating thing where “The Big Six” can hold such a monopoly of the industry - regardless of price category, and regardless of consumer profile. Is there room for other players to continue to penetrate the market, and how do they break the standard “value” scale that is so often set by Big Bourbon?

We hit on:

What draws a consumer to Big Bourbon over a similar cost smaller brand?
How does the consumer deal with a value scale that is constantly changing?
Do the flavor profiles of smaller brands hit the flavor profiles of the larger brands?

and much more.

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

032 - Ambassador Program Mar 15, 2023

We all know what it's like - you walk into a store and see something you are curious about, but without a glowing recommendation from a trusted source or the ability to try it first you likely aren't going to make the blind purchase. On today's topic we dive into the recently launched ambassador program. With so many folks who know the Pursuit story over the last few years of the Bourbon Pursuit Podcast, there is a great opportunity for them to tell that story in their own way in the markets they are in.

Don’t miss Ryan on Meat Church for a great episode on BBQ & Bourbon Pairing.

https://www.youtube.com/watch?v=0Vdi358vMRM&t

We hit on:

What is the reason for the ambassador program?
What feedback have you heard most, from the ambassadors themselves or the customers or stores they interact with?
Have there been any markets more surprising than others?
How do you prevent regions from being over saturated?
With the increased distribution for places like seelbachs.com, what does the conversation look like for ambassadors in regions that don't currently have Pursuit Spirits in their brick-and-mortars?

and much more.

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

031 - Expanding the Brand's Portfolio Mar 01, 2023

Having a variety of SKUs or choices in a brand’s portfolio is a great thing, right? You can reach a multitude of customers with multiple entry points or stepping blocks for them to learn more about you. However, the biggest challenges folks don’t really see come after the product development: continuously communicating with distributors why a new SKU should be carried, shelf space competition, ongoing marketing material about the new SKUs. The behind-the-scenes work can really add up, and is it worth it?

Today, we dive in to the topic of expanding the portfolio.

We hit on:

Is there a life cycle or cadence to how long to carry a set of SKUs before adding new ones?
Does having too many SKUs dilute the attention for your core products?
Are there certain SKU expansions that are necessary to reach more mass consumption?
How has the reception been in markets since the release of Oak Collection?
Do distributors give you more attention because you have more products in your lineup?

and much more.

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

030 - Learning to Distill Feb 15, 2023

Fresh off of his graduation from Moonshine U, Ryan walks us through some of his thoughts on what he learned about the distillation process. We open up the dialogue on still types, craft distilleries, and in an era where anyone can seemingly make anything how you actually determine what you like.

We hit on:

Is the Moonshine University program industry focused, or can general consumers able to go through the program to learn more about to process as well?
Did going through the class re-open the thoughts of variability in the process versus consistency and straight lanes as it pertains to the future of Pursuit Spirits?
Would you have done anything different as you got Pursuit United off the ground had you had this type of information sooner?
How does one process the current wave of craft producers and all the avenues of flavor one can decide to take?

and much more.

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

029 - Brand Strategy & Communication Feb 01, 2023

What does it mean to develop and find your brand strategy and communication? Not just telling the story of your brand, while important and very much connected, but the development and execution of how you talk and look.

We hit on:

How do you get the essence of who is behind the label, into the label? Into the story? Into the marketing?
How do you overcome the hurdles of existing in limited markets and digital space and continue to grow the presence without a physical location consumers can visit?
How do you wrestle with tying together and, at the same time, differentiating the identity of the podcast brand with the identity of the spirits brand?
If you polled consumers of your brand, would they be able to articulate your story based on the decisions made in how you look or how you communicate be it in-person or digitally?

and much more.

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

028 - Pricing of Bourbon Jan 18, 2023

We are all well aware of how legacy brands get 'budget' bourbons on the shelves seemingly easily, but we are simultaneously seeing the effects of premiumization all across the board. As it gets more costly to actually get a bottle into the consumer's hands, how does a company decide where to enter the market? Once they are in the market, at what point to you have to back out? On today's episode we dive into the pricing of bourbon.

We hit on:

Overall strategy and analysis of cost of goods and forecast of growth for pricing out the United product.
What all goes into a well-valued product? Are there other products out there that are as conscious of price and the relation to good value?
How long can bottles priced over $100 be sustained or do we see the industry trending this way regardless?
Would a move to a 700ml size be an aid to the overall price point, and in turn, the end consumer?

and much more.

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

027 - 2022 In Review Jan 04, 2023

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.

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

026 - Oak Collection Bourbon & Rye Dec 07, 2022

We are proud to announce the addition of the Oak Collection to the Pursuit Spirits lineup - an ongoing series of curated whiskey blends and barrel finishes that provide an exploration of taste and constant innovation. We talked back on Episode 13 about finished whiskey as we began the R&D process, and here we are with the first iteration of Bourbon Oak Collection and Rye Oak Collection. Today, we talk about the process from concept to bottling.

We hit on:

Did the initial blend components and finishing styles tested in R&D carry through to the end product?
From the small-scale trials of this type of finishing, were you happy with the way it translated to larger scale batches?
Could we possibly see smaller batches of these finished projects that explore the unique distillates you have at your disposal?
What does the distribution plan look like for the Oak Collection compared to a typical Pursuit United Bourbon or Rye release?

and much more.

We'd love to hear from you! What do you think the future of the Oak Collection should be? Should it feature regular mainstays or should it continue to experiment with more unique flavors and distillate?

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

025 - Commercial Investment Funding Nov 23, 2022

Pursuit Spirits recently developed a $6 million dollar financial plan for the next five years of bourbon and rye whiskey barrel purchases, but what exactly does that mean and how exactly does that play out? While we've previously talked about financial modeling, scale, and the constraints on inventory, today we dive into exactly what this financial plan allows the team to do, and focus on over the next 5-6 years.

We hit on:

Does this plan for purchasing allow you immediately lay down and begin aging all at once, or will this continue to slowly build over time?
Through this, what exactly does it mean for you all that you maintain full control and equity of the company?
How do you see other companies doing this? What are the strengths if you all did bring in other shareholders?
What area of financial focus do you see next in line with a plan in place now for future barrel purchases?

and much more.

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

024 - Road Trip Recap 2022 Nov 09, 2022

We're back in the Bluegrass State, and reflecting on all the stops from the 2022 Pursuit Road Trip. How was the reception, what were the key takeaways for the guys, and how do we improve going into 2023?

We hit on:

In what ways did you see brands stand out from the crowd at Kentucky Bourbon Festival?
During the store visits, was a large part of the draw due to Bourbon Pursuit or general intrigue of Pursuit Spirits?
What was the reception like during the debut week in Ohio?
How was the response to the in-store tastings compared to the private Pursuit breakdown tastings?
What events had the best turnouts?
What was the most unexpected thing that happened on the tour?
What was your biggest takeaway from the tour experience that you can take back and apply to the brand?

and much more.

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

023 - Media Samples & Content Creators Oct 26, 2022

Should people be tasting for a story, or tasting for the value? Today on the show we dive into an interesting topic on the teetering of media samples and content creators/influencers who receive them, both on the Bourbon Pursuit side as well as the Pursuit Spirits side.

We hit on:

How did you decide you wanted to present reviews of media samples to your audience?
What are the ethics of reviewing something sent to you?
How do you (or any content creator who gets multiple samples) decide on what to review?
Is private feedback for samples you don’t enjoy helpful?
How do you decide who to send samples to?
Should someone rate a whiskey purely on taste, or does the context matter?
How do you streamline the context of a brand or product easily for consumers to understand?

and much more.

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

022 - Brand Loyalty Oct 12, 2022

How do companies create and maintain brand loyalty? A great question from listener and supporter Steve built off the topic a few episodes back on Brand Recognition, what does the relationship today look like between consumers and brands? Are there ways to build brand loyalty, and are there ways to lose it?

We hit on:

How do companies (bourbon and otherwise) create and maintain brand loyalty?
What bourbon brands are you loyal to and why?
What other brands are you loyal to and why?
What brands (bourbon or otherwise) do you respect how they built their following?
What lessons can be applied to Pursuit Spirits?

and much more.

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

021 - Reviewing Whiskey with Jay West Sep 28, 2022

“I think the best way to learn about something is to think about it and write about it and try and tell other people about it because it kind of helps you gauge your own understanding.”

We are in for a treat with today's guest. Some of you know him as T8ke, some of you know him from his work at Whiskeyraiders.com or the Weekly Whiskey show on Youtube - others know him from the popular /r/bourbon on Reddit and the internet's largest single barrel program. Today, we talk with the one and only Jay West all about reviewing whiskey.

We hit on:

Episode 230 of Bourbon Pursuit - The /r/bourbon Community of Reddit with T8ke (https://bourbonpursuit.com/2019/12/05/230-the-r-bourbon-community-of-reddit-with-t8ke/)
When did you first meet the Pursuit guys and/or how has your relationship grown since you all first interacted?
Immediately after the Bourbon Pursuit episode we saw the Pandemic hit - where have you seen the whiskey community go from that time? Did you see a rise in people looking for reviews on whiskey?
Can you talk through your personal whiskey rating scale and maybe why it has become so widely used? (https://whiskeyraiders.com/about-t8ke/)
With the abundance of reviews you see in /r/bourbon, do you find more people looking for the hyped bottles or what do you see people really excited to write about or read about?
While it is true that tasting in a lot of ways is closely tied to personal experiences, and personal palates - what do you think is the importance of people who review whiskey?
How do you think the general demographic of whiskey drinkers currently differ from, perhaps, the past generation whiskey drinker? What opinions do you have for the continued future?
Do you think brands understand well what consumers want - and do you think they can describe the consumers expectations well?
Being very active in the Bourbon Pursuit Discord - from your perspective, how have you seen that community respond as Pursuit Spirits has taken off and grown?
What things, if any, would you say people need to keep in mind when they approach a whiskey review?
We also taste through Pursuit Series Episode 048 - selected for /r/bourbon (https://pursuitspirits.com/pursuit-series/episode-048/)

and much more.

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

020 - Technology & Tradition Sep 14, 2022

Much like the last episode with Ryan, today we sit down with Kenny and discuss his background in tech, his passion for data-logging, and how he sees those primary functions play out and the value they hold in both Bourbon Pursuit and Pursuit Spirits.

We hit on:

The Pursuit Road Trip is on! Check out our social feeds or website for our stop locations.
What does a week in the life of Kenny look like?
How did your love for tech and data become so important to how you operate?
Do you ever think your data-driven nature takes away from the in-person experience?
Do you think data and technology are moving faster than your understanding of it? Do you find yourself having to try and keep up with where things are headed? Meta, cryptocurrency, etc… how do you see this converging with the traditions we’ve long had in the spirit industry?
What other sort of things do you find valuable?
What do you appreciate about working with Ryan on this brand?

and much more.

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

019 - Juggling Multiple Jobs Aug 31, 2022

We have a refreshing episode today where we sit down with Ryan and discuss juggling multiple jobs, what you gain or learn in the process of doing so, and balancing it all with life’s rhythms.

Today we also tasted Pursuit Series 051 - available now at https://seelbachs.com/search?q=pursuit+series

We hit on:

What does a week in the life of Ryan look like?
Do you find it common with others you know in the industry to work both a “day-to-day” and also balance their industry role?
What sorts of things did you learn from your other business that shape how you work on Pursuit?
What things have you learned from your other business that have made you pivot how you work on Pursuit?
What aspect of the process from barrels to distillate to mash to ingredients to blend…. interest you the most in the hobby as a whole?
What is your personal end goal?

and much more.

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

018 - Does Knowing the Source Matter? Aug 17, 2022

Does knowing the source matter? Where the product in the bottle is distilled, the mashbills, the percentages of this grain and that grain, this component or that component… why is the whiskey industry always clamoring for all the details? Can we be over-transparent? Is this the natural evolution?

We hit on:

Does knowing the source today matter as much as knowing the source 5 years ago? 10 years ago?
What is the biggest factor that has people caring? Is it price? Is it elusiveness? Is it because someone says it should be sought after?
What makes some brands desirable sourced brands and others slept on?
In what ways does knowing the source inaccurately shape our buying decisions?

and much more.

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

017 - Branding Buzzwords and Terminology Aug 03, 2022

Here we are in 2022. Are customers as swayed by the wording on the bottle as they are by the complete package of design, brand notoriety, accolades, if it’s in the “top shelf” section of a store, or other factors at play when making a decision of what to buy?

We hit on:

The gravitation towards non-Kentucky, state-specific Straight Bourbon Whiskies
Stigma dissipating around blended products
Demographics and can you easily market to different segments
Breaking down things such as extra-aged or defining sweet vs sour mash on the label
Is price more of a factor than what is on the bottle?

and much more.

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

016 - The Visitor Experience Jul 20, 2022

Bourbon Tourism is alive and active, but what is the next great generation of tourism? Today on the podcast we quickly go over the evolution we’ve seen and discuss hypotheticals to the future or what exactly we think it is that draws people in.

We’d love to hear from you! What visitor experiences have you enjoyed, or what things do you wish were more readily available for a more immersive experience?

Email us at podcast@pursuitspirits.com and let us know.

015 - Pre-Bottling Updates Jul 06, 2022

We’re on the onset of our next bottling date, and today we’re talking about the current status of cash flow needs, bottling partners, moving into new markets and more. In a constantly moving world, how do you pivot in real-time to the constant changes?

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

014 - PursuitPalooza Recap Jun 22, 2022

Fresh off the heels of the first Pursuit Palooza weekend, we are recapping the experience and what it was like to start building up brand loyalty in a very tangible form.

We hit on:

What does it mean for you to host an event like this for the people who have supported you?
What were people's impressions of being able to break down the components of United individually and how they work together to create the blended product?
What do you think it shows, as a brand, to those who do follow and support you that you would host an event in this way?
Did you learn anything new about the brand this weekend?
Is an event like this doable for another year?

and much more.

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

013 - Finished Whiskey Jun 08, 2022

What does it look like to R&D for a finished whiskey? In this episode, we dive into the minds of Kenny and Ryan as they comb through their barrel stock options and discuss their possible entry in finished whiskey experimentations.

We hit on:

As a small company, how do you create a product that compliments, not take away, from your base products?
How do you manage stock to try something new for the portfolio?
What are the pros and cons of Innerstave versus traditional finishing routes?
What is the scalability of finishing experiments from initial, smaller, test batches?
What are customers looking for in a toasted or finished product, and what do brands think customers are looking for?

and much more.

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

012 - Spirits Competitions May 25, 2022

Not every brand is in the position to be on every shelf in every store in every market. The marketing that comes from spirits competitions can be one of those things that can catch the right eyes to give your brand a chance - be it the whiskey media, whiskey stores around new markets, or distributors.

In today’s episode we discuss the marketing engine that is: spirits competitions.

We hit on:

What is the overall purpose of these competitions?
Are there any noticeable trends for what scores high over the last few years?
are competitions worthwhile to those new to the market?
Would a bit more transparency in the judging of competitions make for a better, more trusting awards process?

and much more.

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

011 - What's Happening With Glass? May 11, 2022

‘You’re at the mercy of so many moving points you just don’t realize - I’m not a control freak, but there’s so much out of your control you just can’t wrap your head around.’

Today we have a fascinating conversation with the guys about their recent experiences with glass and bottling for their products.

We hit on:

Digging from multiple suppliers to find quantities needed.
Supply chain issues faced and logistics delays.
Custom mold costs.
Overseas vs US production costs.
Hitting bottling timelines.

and much more.

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

010 - Favorite Pursuit Series Single Barrels Apr 27, 2022

Today we take a walk down memory lane while Kenny and Ryan recount their first Pursuit Series single barrel, some of their favorite ones, and special moments along the way.

We hit on:

What are the Pursuit Series Episodes?
001 - The start of it all - can it beat Henry McKenna 10?
002 - Where Kenny got his ‘sweet oak’ nickname.
010 - The first venture outside the broker and its impact on the future of the Pursuit brand.
014 - The learning experience with Justin’s House of Bourbon being their first store pick.
017 - A dream come true.

and much more.

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

009 - Brand Recognition Apr 13, 2022

How do you grow when you have limited reach or distribution? What avenues do you pursue with your marketing dollars? How do you pivot from one customer base to a different one? Today, we talk all about brand recognition.

We hit on:

How do you get in front of an audience and extend marketing reach?
Do you still see the importance of localized liquor stores and word-of-mouth marketing?
Do you physically get to those stores to meet with people on the ground in your markets?
With volumes being what they are while waiting to grow, do you find that limited distribution limits your ability to grow the brand or how do you offset it?
What are some first steps for folks who may not have 'pull' from an existing brand, like Bourbon Pursuit, to begin growing recognition?

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

008 - Financial Modeling Mar 30, 2022

“You need money for today, but you also need money for tomorrow, and tomorrow, and tomorrow… and tomorrow… for the next 10 years.”

In this episode, we discuss what has it taken to get the brand to where it is today, and what is forecasted to take the brand even further.

We hit on:

Figuring out the level of scale you are going after
The conversations to reach the next scale point
Constraints on inventory that is ready when you need it
The process of investments and cost-benefit analysis of potential outcomes
The unique factor of appreciating assets

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

007 - Where is the Industry Going? Mar 16, 2022

There is a lot of money passing hands in the whiskey industry these days - contract distiller schedules are filling up, sourced barrels are drying up, expansion is booming - so what does that mean for the direction of the industry as we see it today?

We hit on:

Where do you think the industry is going?
Lack of available older stock
Premiumization
Over-saturation of investor barrels and brand position established in the market
Creating a brand with market penetration
Are some of the trends we are seeing just cyclical trends, or are we facing issues that are new to us today?
Today’s entry point into the industry: what do you think about how people experience bourbon?

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

Check out TWIB from Jan. 7 2022 where the guys talk about Beverage Dynamics 11 American Whiskey Trends to Watch in 2022: https://podcasts.apple.com/us/podcast/twib-11-american-whiskey-trends-to-watch-in-2022-tennessee/id975392298?i=1000547189062

Check out TWIB from Dec. 31 2021 where the guys discuss 7 Drink Trends to Watch in 2022: https://podcasts.apple.com/us/podcast/twib-11-american-whiskey-trends-to-watch-in-2022-tennessee/id975392298?i=1000547189062

006 - Managing Single Barrel Selections Mar 02, 2022

“I think that’s probably one of the most perplexing things that perhaps people that are new to bourbon just don’t realize… and that’s what creates a lot of variability, it creates some excitement for enthusiasts as well because you get a chance to try a lot of different things.”

Humans love stories, there’s a connection. Everything that drives our behavior is stories and the stories we tell ourselves. It’s no different from paw patrol to bourbon. Today, we talk about managing single barrel selections for Pursuit and what it is that makes us latch on to single barrel offerings.

What is the deal with people going after single barrel selections?
bourbon is the perfect product and the modern-day unicorn
What is the current state of the Pursuit Series single barrel program?
What’s the frequency going to be for the immediate future?
What are you hoping the experience will look like for folks?
What are you looking for when it comes to barrels going to the single program? Did the distilleries you work with for United give you any indication of what percentage of barrels would “deviate” from the blend profile?
What do folks need to do to get in line for a single barrel selection?

005 - Appreciation Feb 16, 2022

We all know that people and events have an impact on us and help shape the trajectory to where we are today. Today on the podcast, we break down this topic with the guys and see what has influenced them.

Who played a role in who you are today?
Who has worked behind the scenes, a bit less on the Bourbon Pursuit side but more in pursuing Pursuit Spirits forward?
Has anything been said to you or are there any nuggets of information that have stuck with you and/or motivated you?
Down the road, aside from where Pursuit Spirits go as a brand, what type of legacy are you hoping to leave behind?

004 - Pursuit United Rye Feb 02, 2022

“In this new modern era of whiskey, I think we’re maybe one of the only ones that have come out with a blend that’s going to be like this.”

Today's episode is a deep dive into the recently released Pursuit United Rye, and what pieces were learned from the past product releases that aided in its success.

What made you all decide to roll out a rye whiskey?
What is the inception of the partners you’ve landed on with the rye?
What were the conversations like when starting with Sagamore?
What was the process of blending together this Pursuit United Rye, and how was it similar or different to your approach with the Pursuit United Bourbon?
Do you both look to achieve the same flavors in the finished product?
What would you say defines what Pursuit United products are?

003 - Insider Woes The Public Doesn’t Hear About Feb 02, 2022

Every detail along the way has a trickle-down effect, and today the guys are unpacking some of the frustrations they’ve worked through from early on to day-to-day today.

Budgeting for the entering the industry - and the risk involved
The tiny issues in the little details from licensing to packaging
Growing pains in the early stages of shipping and fulfillment
What does the reach do each time batch sizes change, and what frustrations circle specifically on the size and availability of each run?
Is the finished product you see today the finished product you envisioned?
Supply chain issues and where this has made a direct impact
Now that you know what all goes into packaging and bottling, does it open your eyes to other products you see on the shelves in the market?
As you build up your deposit of barrels you have available, dealing with the sourced market, what agility do you have to have in avenues for them to go?
In the markets you’ve been in, have you had headaches the public doesn’t see?

002 - Distilling Partners and Laying Down New Make Feb 02, 2022

“It’s cool to put down and put out 10,000 bottles, but how do you do 100,000? How do you scale that and how do you make it economically feasible for yourself?”

Today the guys dive into their decision to find distilling partners, what went into landing on who they worked with, and the struggles that others in similar shoes face when it comes to market availability.

What are you looking for when deciding on partners to work with?
What does the tasting process look like, be it when deciding on the partners you currently work with or within the offerings from the partners you work with?
What do you see as the greatest benefits from laying down new make in the way you have decided?
What do see as the biggest drawbacks from laying down in the way you have decided?
What concerns do you all have for unexpected bumps or hiccups in your relationships or storage?
Are there things you wished you do have control of in the process that you don’t?
How do you ensure that Pursuit Spirits stays different?

001 - Balancing The Brand and the Hobby Feb 02, 2022

We are excited to kick off Behind the Pursuit, a show where we pull back the curtain on what it takes to go from bourbon drinker, to bourbon media, to bourbon brand. Today, we start from the beginning.

Introduction of Ryan and Kenny and the inception of Bourbon Pursuit
The beginnings of the Pursuit Episodes
How do the single barrel experiences differ from Bourbon Pursuit single barrel picks and selecting barrels for Pursuit?
What are the biggest setbacks you’ve had as a hobbyist?
What leg-ups have you had from being a hobbyist first?
Has your enjoyment of bourbon changed during this journey?

This is Behind the Pursuit Jan 23, 2022

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.

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