Behind the Pursuit: From Bourbon to Brand

We are continuing in our Pursuit University discussion we began in Episode 094. Herb Heneman, now an instructor at the James B. Beam Institute for Kentucky Spirits at the University of Kentucky, teaches students about marketing and building a spirits brand from the ground up. Both Ryan and Kenny share a connection with Herb, and not long ago he invited Kenny to guest lecture for his class. The session covered a series of insightful questions about the industry, but unfortunately, it wasn’t recorded. In this two-part episode, we revisit those questions and the conversations they sparked from the inception of Bourbon Pursuit, through it’s now 10-year career, and how they’ve built a Spirits brand out of it. We hit on: What advice would you have for someone starting a bourbon brand who is seeking to garner ‘earned’ media attention and PR? Does a new spirits brand need to be on every platform of social media or would they be better off focusing on one or two? You all are such an active part of the bourbon and spirits community. Talk about the importance and benefits of building such a strong network to a new brand. How did you decide to leverage the Pursuit platform to launch the brand? What the heck were you thinking? What were the biggest challenges in launching United? Did it save you a ton of money being both a media property AND an actual brand? How do you use this combination to sell? How critical are events like Pursuit Palooza, KBF, or Bourbon & Beyond to build a new brand? What is your take on awards and medals and how has it changed over the years? How focused should a new brand be on chasing these and how should they use them to drive sales? and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Sign up today⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Come and see us at 722 W. Main Street! 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 ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠[email protected]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

“It’s been a whirlwind.” After three years of talking about it, we’re finally settling into our new home at 722 W. Main Street in downtown Louisville, Kentucky. Today, we’re taking you back to that first walk-through in August of 2022, and reflecting on the journey that’s brought us here. From unforgettable experiences to limited releases, and yes, even our own little basement bar for when our wives kick us to the couch, there’s a lot to share at The Official Home of Bourbon. We hit on: 00:00 A Welcome to the New Pursuit Spirits Studio 02:41 The Journey of Opening 722 & Trial & Error Bar 05:31 Creating a Unique Bourbon Experience 08:44 The Vision Behind the Space 11:31 Navigating the Cocktail Bar Concept 14:35 Engaging with Tourists and Locals 17:32 Product Development and Future Releases 20:34 The Importance of Unique Offerings 23:43 Future Directions and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠⁠⁠⁠⁠⁠⁠Sign up today⁠⁠⁠⁠⁠⁠⁠⁠. Come and see us at 722 W. Main Street! 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 ⁠⁠⁠⁠⁠⁠⁠⁠[email protected]⁠⁠⁠⁠⁠⁠⁠⁠.

With the launch of Pursuit Spirits' new Cognac Rye, we're taking a step back to explore the product’s development and the broader journey of experimentation at Pursuit Spirits. From the early days of P.Club to the upcoming gift shop exclusives, we dive into how the brand approaches innovation in a world where opinions on finished whiskeys still vary widely. How do you know when a small-batch test is ready to scale? And in an industry where “nothing is new under the sun,” how do you continue to create something that feels fresh and exciting? In this episode, we unpack what it takes to move beyond experimentation and consistently deliver a great whiskey experience. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠⁠⁠⁠⁠Sign up today⁠⁠⁠⁠⁠⁠. Come and see us on Mellwood! Be sure to visit⁠⁠⁠⁠⁠⁠ pursuitspirits.com⁠⁠⁠⁠⁠⁠ and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at ⁠⁠⁠⁠⁠⁠[email protected]⁠⁠⁠⁠⁠⁠.

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 Angel's Envy, Lux Row, and the new Heaven Hill Springs Distillery. 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 whole lot of Shebanging at the Pursuit HQ, as well as guests having their own Whiskey Quickie for Bourbon Pursuit from blind samples in the building. On today’s episode, we recap it all. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠⁠⁠Sign up today⁠⁠⁠⁠. Come and see us on Mellwood! Be sure to visit⁠⁠⁠⁠ pursuitspirits.com⁠⁠⁠⁠ and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at ⁠⁠⁠⁠[email protected]⁠⁠⁠⁠.

It's another solo episode today with Ryan, and we dive into the complexities of entrepreneurship, discussing the entrepreneurial mindset, the challenges anxiety can bring, and even the balance between content creation and business realities. We dig into the current state of the whiskey industry, financial stability, and navigating the ups and downs of business ownership. From maintaining a positive mindset to setting achievable goals, we end on the balance between personal fulfillment and family responsibilities, highlighting the challenges and rewards of entrepreneurship. We hit on: Navigating anxiety in entrepreneurship The power of positive mindset Setting goals: small wins vs. big dreams Strategic planning in the whiskey industry The entrepreneurial drive and personal fulfillment Balancing family and business responsibilities and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠Sign up today⁠⁠. Come and see us on Mellwood! Be sure to visit⁠⁠ pursuitspirits.com⁠⁠ and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at ⁠⁠[email protected]⁠⁠.

As we’ve seen increased success with Double Oaked, the announcement Mellwood Collection rolling out, and downtown opening in sight - what does it look like when talking about how to distribute products best, especially products that need allocation? Today's episode highlights the challenges of maintaining relationships with distributors while ensuring sales across all products, the complexities of incentivizing sales in the whiskey market, navigating distribution, and the importance of consumer education. Plus, how to make these decisions while weighing out relationships with distributors that have been crucial to their success. We hit on: Packaging Changes and New Product Launches Simplifying Product Names for Consumer Clarity Product Allocation and Market Demand Strategizing Product Distribution and Market Relationships Balancing Single Barrels and Batch Products Understanding Market Dynamics and Sales Strategies Incentivizing Sales and Market Dynamics Building Strong Distributor Relationships and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected].

In this episode we welcome Stace Stewart, the new General Manager of Pursuit Spirits, who shares her journey through the restaurant industry, her passion for bourbon, and her experiences in management roles. We dive into her background, the challenges of opening new establishments, the importance of transparency in bourbon branding, and the importance of training staff in spirits knowledge. Stace reflects on her time at various restaurants, including Milkwood and NAMI, and discusses her transition to Pursuit Spirits, emphasizing the significance of hospitality and teamwork in the industry. We hit on: Stace's Journey in the Restaurant Industry The Evolution of Management Roles The Ongoing Relationship with Spirits Training and Knowledge in Bourbon Opening a Restaurant During Derby Season Transitioning to Pursuit Spirits The Role of a General Manager Bridging Retail and Bar Operations Challenges in the Whiskey Space Building a Strong Team and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected].

Today on the podcast we introduce you to P.Club - the inner circle of Pursuit Spirits. Ryan has long romanticized about a bourbon version of his beloved Napa Valley wine clubs, and with countless hours behind the scenes he and Kenny have finally unveiled the ultimate all-access pass to all things Pursuit. No secret handshake, just great whiskey. Tune in as we dive into it all. We hit on: Why the name P.Club? what exactly is P.Club? What does P.Club look like from a selection standpoint? In additional to preparations for the doors downtown opening, how do you forecast inventory for both in-person as well as for P.club members? and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected].

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 [email protected].

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 [email protected].

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 [email protected].

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 [email protected].