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 podcast@pursuitspirits.com.
Another year, another festival recap! In this episode of Behind the Pursuit, we share our takeaways from the 2025 Kentucky Bourbon Festival. We dive into how our booth placement shaped the weekend, the activations we brought to the event (and a few others that caught our eye), and the trends we noticed across the festival floor. We also talk about the reception to our expanding lineup, from Cognac Rye to the Mellwood Collection, plus where we see room to keep pushing limited expressions to meet growing demand. All that and more in this year’s festival wrap-up! We hit on: 00:00 Welcome and Festival Recap 03:24 Kentucky Bourbon Festival Highlights 10:21 Sales and Community Engagement 17:31 Brand Observations and Future Trends 24:07 Exploring Craft Bourbon and Flagship Expressions 27:54 Consumer Experience and VIP Access at Bourbon Fest 30:45 Festival Layout and Vendor Interaction 34:20 New Releases and Trends in Bourbon 39:02 Accessibility and Consumer Preferences in Bourbon 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 podcast@pursuitspirits.com.
“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 podcast@pursuitspirits.com.
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: The numbers, and how BP has become “The Official Podcast of Bourbon” How and when did you start the podcast? Who have been some of your favorite guests? Any that were total disasters? Where and how do you record and how has this evolved over the years How do you decide topics for discussion? What makes a piece of content newsworthy for BP to talk about? How did you grow BP’s reach and get paced across different platforms like Apple, Pandora, iHeart and Spotify? and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
Why do whiskey drinkers chase after marketed checkboxes - like age statements, mash bills, or bottle rarity - that don’t always guarantee quality, while overlooking great-tasting whiskey that may lack the same level of hype? Is the playbook always used? Are there products that break the cycle? What started as a casual conversation turned into today’s episode: a deep dive into the psychology of the whiskey consumer, and whether a bottle can truly "walk the walk" without the constant buzz of online enthusiasts. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
We know - Whiskey Row still isn’t open. But don’t worry, we’re just a “soft 30 days out.” Delays in buildouts are pretty much inevitable, but what does that really mean for the team, the experience, and the products at Pursuit Spirits? In this episode, we dig into how shifting timelines affect more than just the grand opening. We hit on: The Current Status of Downtown Challenges and Delays in the Project Impact of Delays on Business Operations Employee Management and Training Financial Projections and Revenue Loss Looking Ahead: Future Plans and Expectations and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
Six months ago (back on Episode 077) we mentioned an upcoming packaging update, one that not only helps us stand out against other brands on the retails shelves but also simplifies the language we use in an effort to help consumers understand our product better. Today we launch that new packaging, and with it comes new 88 proof and cask strength offerings of our classic United Bourbon and Rye. On today's podcast the guys talk about some of the struggles with the design over the last 18 months, the new products in the collection, and the broader audience we hope the brand may reach with the changes and additions. We hit on: Overview of the New Packaging and Design Launch The Journey of Custom Glass and Cork Design Label Language and Consumer Clarity Bottling Process Challenges and Innovations New Flagship Products and Market Strategy Looking Ahead: Future of Pursuit Spirits and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
Tariffs, the pull back of larger brands from International distribution to domestic distribution, shelf space, and the pricing of barrels all make this an interesting time for a brand like Pursuit that sits right in the middle. In this episode we dive into the impact of tariffs on the market, the challenges faced by new brands in a saturated market, the dynamics of barrel prices and consumer trends, the future of bourbon in international markets, and the evolving landscape of the whiskey enthusiast and the strategies needed to succeed in a competitive market during the squeeze. We hit on: Impact of Tariffs on the Bourbon Industry Market Dynamics: Barrel Prices and Consumer Challenges for New Brands in a Saturated Market International Markets and Brand Strategies The State of the Whiskey Market Building a New Brand Today Consumer Behavior and Brand Loyalty Navigating Economic Challenges in Whiskey and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
With so many moving pieces it can be easy to miss the latest with all the things happening behind Pursuit. In today’s episode we run down a series of updates from P. Club to the Mellwood Collection to downtown and what comes next. We hit on: Transitioning to Full-Time Pursuit P-Club Launch and Membership Growth New Releases from Pursuit Spirits Exploring Future Product Opportunities Creative Outlets Milestones and Celebrations Updates on Downtown Development Foot Traffic and Visitor Expectations Operational Efficiencies and Future Planning Challenges in Production and Bottling and much more. P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. Sign up today. Come and see us on Mellwood! Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at podcast@pursuitspirits.com.
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 podcast@pursuitspirits.com.
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.
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.
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.
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.
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.