Park Street Insider Podcast

Few spirits brands cater to the entrepreneurial spirit like the Bardstown Bourbon Company. In a category that generally requires a massive investment on the part of a founder to launch a brand, Bardstown's unique model has found a way to lower the barrier of entry into the whiskey for aspiring entrepreneurs. And while almost every spirits brand will claim to incorporate tradition and innovation, you'd be hard-pressed to find a company that balances these two principles like Bardstown Bourbon. The Park Street Insider Podcast welcomes Mark Erwin, the CEO of Bardstown Bourbon Company, for an in-depth conversation on the development of the Kentucky-based distillery. He and Andres Correa will discuss how the brand initially developed its collaborative distilling model and grew it into a platform that could support the needs of its partners while growing its own brand. The two map out the series of expansion plays the company made over its decade in business, including the investment from Constellation Brands and its acquisition of Green River Distillery. Key Topics From working closely with founders and distillers producing custom-made spirits to partnering with well-known beverage-alcohol brands to introduce unique products into their line of SKUs, Bardstown is a company that's success has been found by reaching into the community around them. Throughout its history, Bardstown has made several strategic moves that have allowed it to increase capacity and scale its business. Learn about how they leveraged their founder's initial investment into additional funding and why the purchase of Green River Distilling supported many sides of their business. From it's all-glass infrastructure to selling its competitor's spirits in their own retail shop, Bardstown;s investment in transparency has made them a compelling brand for consumers and industry members alike to engage with. Featured Guest: Mark Erwin, CEO, Bardstown Bourbon Company Mentioned in this episode: Bardstown Bourbon Company Green River Distilling Constellation Brands Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

E-commerce in beverage alcohol has historically lagged behind traditional CPG sectors, but thanks to the pandemic and the gradual loosening DTC shipping laws, we're seeing this channel assume a meaningful share of alcohol sales for the first time. In this episode, the Park Street Insider Podcast welcomes ReserveBar CEO, Derek Correia. He and Emily Pennington evaluate how bev-alc e-commerce has progressed to where it is today, how ReserveBar was able to scale its business to sit at the center of online bev-alc sales, and how brands can build e-commerce into their strategy. They also explore key insights regarding how consumers behave online and the spirits categories/price tiers that are currently trending. Key topics mentioned: What will the future of bev-alc e-commerce look like? Millennial and Gen-Z consumers have an increasing interest in buying alcohol online. Correia posits the concept of "e-commerce everywhere" and offers a profile of how the modern shopper behaves. Doing an on-site brand activation? Derek sees a world where the time between a consumer trying a product and subsequently purchasing it online shrinks to a matter of seconds. He and Emily discuss how e-commerce is set to influence industry dynamics down the road. What does Uber dissolving Drizly mean for bev-alc e-commerce? With Uber shutting down Drizly at the beginning of 2024, questions were raised about what the future of the sector would look like. Correia offers his thoughts on how this move alters the bev-alc e-commerce landscape. ReserveBar is attempting to fill the void for brands whose money was tied to the known depletions of Drizly. "Brands don't enjoy the same ability to influence purchase in that last mile digitally as all other CPG does, so platforms like ours have become very important" What strategies can brands use to implement e-commerce capabilities? Correia gives his best practices for using an online presence to leverage sales. He emphasizes the importance of building out a frictionless path to purchase across all online consumer touchpoints. He also offers his take on the mistakes he sees brands making when constructing their e-commerce presence. In this episode you'll hear from: Derek Correia, CEO, ReserveBar Mentioned in this episode: ReserveBar Minibar Delivery GetStocked Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Brand building in the spirits industry is always context dependent. What might drive sales in one market may have little relevance in another. The result is a necessity for brand's to understand the performance drivers, consumption habits and key trends in their target markets and channels. On this special crossover episode, Chris Maffeo, host of the Maffeo Drinks Podcast, joins the Park Street Insider Podcast's Emmett Strack for a wide ranging chat on the key consumer trends propping up the U.S. and EU markets in 2024. The two explore the categories in demand in both sectors, the consumer behaviors driving purchasing in 2024 and considerations with brands to align with them. In many ways, the compatibility between the U.S. and EU beverage-alcohol markets has never been stronger. With the U.S. on-premise at the frontier of the global cocktail scene, bars in major European cities are taking their cues from leading programs in New York, LA, and Miami. At the same time U.S. consumer's hunt for authenticity and new flavor profiles have made European spirits an object of desire. Emmett and Chris explore how key industry trends resonate with both the U.S. and EU markets. Key topics mentioned: The Intersection of Category and Flavor U.S. vs EU On-Premise Trends Categories on the Rise In this episode you'll hear from: Chris Maffeo, Founder, Maffeo Drinks Mentioned in this episode: The MAFFEO DRINKS Podcast Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Control states can feel like a weighty subject. They're one of the main reasons that the U.S. should be taken as fifty individual markets as opposed to a unified entity. But with the right context and know-how, making sales in these states won't seem like such a large hurdle. On this episode of the Park Street Insider Podcast, Ashley Glickman, Executive Vice President of National Sales at Westward Whiskey, offers a supplier perspective on making sales in control states. She’ll break down three models for how control states regulate retailers and describe how each impacts the selling dynamics for brands off-premise. She’ll go into listing criteria, product placement dynamics, and various sales approaches. In this episode you'll hear from: Ashley Glickman, Executive Vice President-National Sales, Westward Whiskey Mentioned in this episode: Alcohol and Tobacco Tax and Trade Bureau Westward Whiskey Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Going from founding a brand to selling it to a strategic acquirer in less than three years is an achievement worthy of celebrating. But for Mike Montgomery, founder of Blue Run Spirits, this milestone was only the start of the hard work. Now backed by Molson Coors, Montgomery is more motivated than ever to make waves in the trending bourbon category. On this episode of the Park Street Insider Podcast, Andres Correa is joined by Blue Run Spirits founder Mike Montgomery to unpack how his brand went from launching in 2019 to becoming the first spirits acquisition by multinational beer supplier Molson Coors in just three years. Key topics mentioned: Adjusting to Acquisition: Modern Marketing Methods: The Power of Team Building In this episode you'll hear from: Mike Montgomery, Founder, Blue Run Spirits Mentioned in this episode: Molson Coors Blue Run Spirits Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

As larger portions of Gen-Z reach legal drinking age, their impact on the alcohol industry is becoming more pronounced and the segment's preferences have come into full view. What's become increasingly clear is that how this demographic interacts with alcohol is dramatically different from each generation that's come before it. Strikingly, Gen-Z is more inclined to imbibe on-premise than any other age bracket in the current market. So as this demographic brings its shifting consumption patterns into bars, restaurants, and venues, in this Essential Talk, Charlie Mitchell, Research & Insights Director at Nielsen IQ Global, is taking a look at how brands can adapt to capture Gen-Z's attention on-premise. Key topics mentioned: Identifying Gen-Z: The importance of digital marketing: Occasion based drinking: In this episode you'll hear from: Charlie Mitchell, Research & Insights Director, Nielsen IQ Global Mentioned in this episode: NielsenIQ Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

In the early days of laying the groundwork for her brand, Buzzballz, Merrilee Kick received a call from a distributor who informed her that, despite having a contract in place, they would be canceling their order, asserting that ready-to-drink products were a "fad." In 2024 it's almost impossible to imagine that her now iconic brand was ever in such a position, but Kick's beverage-alcohol journey was non-linear and faced adversities known to many early-stage entrepreneurs. Kick joins Emmett Strack and the Park Street Insider Podcast to share her journey of building Buzzballz into one of the largest ready-to-drink suppliers in the world, operating across all 50 states and 27 countries. Key topics mentioned: Top-Down Alignment: Patience as a Virtue: In this episode you'll hear from: Merrilee Kick, CEO & Founder, Buzzballz / Southern Champion LLC Mentioned in this episode: Buzzballz The Beverage Alcohol Manual (BAM) Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

The impact of ready-to-drink beverages on the beverage alcohol landscape has been profound, and by all accounts, their influence is only set to increase. Over time, the category has gone from being on the fringes of drinking culture to guiding the core strategies of some of the world's largest beverage companies. So, what does this trend say about consumers in 2023 and beyond? And how will the industry react to its sustained success? The Park Street Insider Podcast welcomes Spiros Malandrakis, Industry Manager for Alcoholic Drinks at Euromonitor International, to the mic for a conversation with Emily Pennington on why RTDs resonate with consumers and what their widespread appeal means for the industry. They'll break down the different types of RTDs, unpack the market conditions that have led to their success in the U.S. and abroad, and consider how brands of all sizes can use this trend to their advantage. Key topics mentioned: Phases of Development RTDs: Not a Static Principle In this episode you'll hear from: Spiros Malandrakis, Industry Manager - Alcoholic Drinks, Euromonitor International Mentioned in this episode: Euromonitor International 5 Alcohol Trends Shaping the Industry Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

If you're new to running a business, getting your books in order for year-end can seem like a sizable hurdle. But with the right organizational tools and know-how brand owners can cut down on the stress of this process. Maria Pearman, a CPA specializing in beverage alcohol, joins the Park Street Insider Podcast to shed some valuable insights and strategies that will help streamline the process of year-end accounting. Accounting Housekeeping Tax Strategy 1099s & W2s In this episode you'll hear from: Maria Pearman, Principal, GHJ Mentioned in this episode: GHJ Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Few entrepreneurs have built a portfolio of brands quite like Alexandre Gabriel. His vision helped transform a once dormant cognac house into the leading global supplier that is Maison Ferrand today. Join Emily Pennington as she examines what it takes to build a leading global portfolio of alcohol brands through the eyes of one of its most beloved entrepreneurs. Gabriel will share key insights about: Balancing Priorities Industry Evolution The value of partnerships In this episode you'll hear from: Alexandre Gabriel, Owner & Master Blender, Maison Ferrand Mentioned in this episode: Maison Ferrand Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Very few categories have as much heritage and tradition as wine, and innovators in the space often fight an uphill battle. In this Essential Talk from Alison Luvera, Founder & CEO of Juliet Wine, she discusses the brand's journey to becoming an industry disruptor in boxed wine. She explains the brand's three pillars of marketing and how authenticity and intentionality lead to the brand's breakthrough success. Reversing Negative Stigmas- Culture, Community, Change- The Forefront of Premiumization- In this episode you'll hear from: Alison Luvera, Founder & CEO, Juliet Wine Mentioned in this episode: Juliet Wine Entrepreneurial Insights: Juliet's Modern Marketing Model Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Many of the Park Street podcast guests extoll the importance of vision to the brand-building process. But before a vision can materialize, an understanding needs to form around the actual cost of goods that will be incurred during the production process. With this Essential Talk from Paul Monahan of Matchbook Distilling, a contract distillery based in Long Island, we're taking a granular look at the financial implications and timelines for producing a spirit. To give founders an effective template for costing out production Paul covers: Production unit economics Glass economics Data analysis In this episode you'll hear from: Paul Monahan, COO, Matchbook Distilling Mentioned in this episode: Matchbook Distilling 2023 Craft Spirits Data Project - Distillers Survey Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Across the industry, beverage alcohol brands are looking to sure up their long-term prospects by investing along the lines of high-growth categories. So when cult favorite whiskey brand Ole Smoky decided it was time to invest in their future, they didn't have to look much further than high-flying tequila maker Tanteo Spirits. On this episode, Neil Grosscup, President of Tanteo Spirits, joins the Park Street Insider Podcast to share his experience in the spirits industry and the development of Tanteo up through the point of sale. Grosscup will share key insights about: Managing a Successful Career Arc How to Win Over Retail Accounts Overseeing A Sale and Merger In this episode you'll hear from: Neil Grosscup, President, Tanteo Spirits Mentioned in this episode: Tanteo Tequila Ole Smoky 2023 Craft Spirits Data Project - Distillers Survey Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Consumers aren’t all alcohol connoisseurs; many rely on labels to inform their in-store purchase decisions. In this Essential Talk, Cole Clark, President of AmygdaLaunch, wants to help brands optimize their approach to labeling to help drive purchase decisions. Clark discusses the implications of label data and how beverage alcohol brands can interpret the findings. In this episode, you'll hear from: Cole Clark, President, AmygdaLaunch You'll hear key insights about: Mentioned in this episode: AmygdaLaunch 2023 Craft Spirits Data Project - Distillers Survey Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

We're thrilled to release our Impact Investment seminar recorded at Bar Convent Brooklyn 2023. On the Park Street University stage, Emily Pennington sat down with some of the leading impact investors for a high-level discussion about what they're doing to make a positive social impact while boosting their bottom lines in the spirits industry. In this episode you'll hear from: Jomaree Pinkard, CEO & Managing Director, Pronghorn Kamuti Kiteme, Managing Director - Inclusive Investment Programs, Distill Ventures Maria Pearman, Principal, GHJ Andrew Merinoff, CEO, Chinola & DisPact Ventures Katie Dunn, Partner, Power to Pitch You'll hear critical insights from impact investors about: The intersection of impact investments and mentorship Balancing ROI and altruism Red flags for investment pitches Mentioned in this episode: Pronghorn Distill Ventures GHJ Dispact Ventures Chinola Power To Pitch 2023 Craft Spirits Data Project - Distillers Survey Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Not many alcohol brands can claim to have taken a nearly 30-year hiatus from producing their spirit, only to revive it and build their business into a category leader. However, Tequila Fortaleza is not your average brand. It entered the U.S. market during the early stages of tequila's popularity boom and rapidly became one of the most celebrated agave spirit brands in the industry. In this episode, Park Street's Jesse Cortes sits down with Billy Erickson, the Sales and Marketing Manager of Tequila Fortaleza to dive into the rise and development of his family's brand. Erickson will cover the history of the brand from front to back, recounting how he helped his father build and expand the business in its early days and what the duo sees for Fortaleza in the future. He explains how their patient approach to expansion in the U.S. market paid off in the long run. Having been at the heart of the business for over a decade, Billy offers insight into the operational aspects of Tequila Fortaleza. You'll get a sense of how Billy and his team achieved a positive cash flow for the brand in a relatively short window by generating traction in the on-premise. He also offers his best practices for hiring, how to pick a distribution partnership, and what they would have done differently if he could do it over again. Join us as the Park Street Insider Podcast explores what it took for Tequila Fortaleza to become a driving force in the hottest spirits category in beverage alcohol. Episode Breakdown: 0:00 - Introduction 5:26 - Erickson's background 6:40 - Erickson's key skillset for industry members 8:10 - Learning about the industry as a newcomer 10:40 - History of Fortaleza 14:40 - Key decisions when building Fortaleza 17:30 - The importance of trade shows 19:25- How the Tequila category landscape has evolved 22:00 - Fortaleza's current footprint 23:30 - Erickson's strategy for winning retail accounts 26:00 - Hiring and training practices 29:00 - Running industry engagement programs 33:15 - Best approach for picking out a distribution partner 35:10 - Advice for establishing a trademark 37:00 - Best tips for brands first getting started in beverage-alcohol 40:45 - Fortaleza's expansion plans 44:09 - Navigating acquisition conversations In this episode you'll hear from: Billy Erickson, Sales and Marketing Manager, Tequila Fortaleza Mentioned in this episode: Tequila Fortaleza Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

The popularity boom of agave spirits over the past decade needs no introduction. The category saw a volume increase of 13% between 2021 and 2022 alone, according to IWSR, and is poised to take an ever-increasing share of the total spirits market. In the latest Essential Talks episode from the Park Street Insider Podcast, you'll hear from Carlos Ochoa, the COO of Mezcal El Silencio. In this talk, Ochoa will give listeners insight into what it's like to produce an agave spirit in Mexico with a window into the brand's production process. He offers brand owners an understanding of how bottles are produced and eventually make their way to a point of sale. He also offers a cost-of-goods breakdown for each step, explaining how a bottle arrives at a certain price point. Ochoa also makes the case for marketing agave spirits brands in ways that honor Mexican culture. He shares how his brand brought its production capabilities in-house to flip the script on outdated representations of mezcal production. Episode Breakdown: 1:15 - The cost of buying finished goods 2:35 - The backward incentives for brokers 4:30 - Making the case for in-house production Key Quote: "I'm a true believer that optimization does not mean industrialization. By buying finished goods, you're incentivizing the producers and the broker to squeeze down every penny. What I'm trying to convince people of is to hire those people (producers) directly." In this episode you'll hear from: Carlos Ochoa, COO, Mezcal El Silencio Mentioned in this episode: El Silencio El Silencio’s Carlos Ochoa on Mezcal Production Costs & Innovation Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

Mergers and acquisition deals often make for good headlines, but to take a step back and look at the sum of these deals often reveals larger insights in the state of beverage alcohol. This perspective can prove useful in helping brands shape their own strategies. In this Essential Talk, Ryan Lake, Managing Director at Arlington Capital Advisors, provides an overview of the current trends driving M&A activity in beverage-alcohol. Lake closely examines the perspectives of strategic acquirers, offering insights into spirits categories, packaging types, and technologies driving the market. He highlights the types of deals that dominate investments, showcasing how some of the biggest deals in the past year fit into these different investment structures. Additionally, Lake examines one of the most dominant forces in the M&A landscape: industry and category convergence. He explains why it's suddenly become so attractive for major soda companies like Coca-Cola and Pepsi to enter the beverage-alcohol arena. You'll also hear about how major suppliers have broken category norms in recent months to align with consumer trends. Listeners will learn about the best ways to incorporate M&A trends into their own thinking. Lake offers brand owners his best practices for staying agile in an ever-changing market. Episode Breakdown: 1:50 - Trending spirits categories driving M&A 4:05 - Trending packaging types and occasions driving M&A 5:55 - New technologies and innovations driving M&A 7:17 - Most common types of investments 9:15 - Industry convergence 10:40 - How brands can take advantage of M&A trends Key Quote: "If you're not building your brand for where the consumer is going, you're already getting left behind. Make sure you're watching the trends: trends that go beyond spirits, beyond spirits-based RTDs, beyond beverage-alcohol even." In this episode you'll hear from: Ryan Lake, Managing Director, Arlington Capital Advisors Mentioned in this episode: Park Street’s 2022 Beverage Alcohol M&A Overview Arlington Capital Advisors Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

For years rum has been forecasted to be the next spirit category to undergo a major renaissance, and only in the last few years did that seem like it could be true thanks to a handful of innovative premium rum producers. Marc Farrell, the founder, and CEO of Ten To One Rum, is among those producers seeking to elevate the category. When he founded Ten To One Rum in 2019 he leaned into his Caribbean heritage and the rich tradition of the spirit to create a premium and authentic brand identity that could propel that category into an exciting future. On this episode of the Park Street Insider Podcast, Emily Pennington sits down with Farrell to trace his journey from a coffee executive to a leader in rum’s revival. In this episode, he breaks down the status quo of the category and shares his approach to helping shift consumer perception. He also explains why rum is a category that should be seen as synonymous with craft. Listeners will also get a sense of how Farrell's unique backstory made him a capable founder and hear about some of the key traits that have made him a successful entrepreneur. Episode Breakdown: 0:00 - Introduction 5:15 - Farrell's key skillsets for entrepreneurs' 7:20 - Before Ten To One Rum 13:40 - Why start a rum brand? 16:10 - Challenges facing the rum category 22:05 - Milestones when brand building 25:28 - How Farrell learned about the industry as an outsider 29:40 - Ten To One's footprint today 32:10 - The shifting perceptions of rum 38:10 - Celebrity partnership with Ciara Key Quote: "As a founder, I think it's important that you don't ask people to do anything that you're not willing to do yourself. I was the first salesperson: going to accounts, doing tastings, telling the story, and closing that sale. Having those first couple cases land and seeing them on that back bar was a major, major milestone." In this episode you'll hear from: Marc Farrell, Founder & CEO, Ten To One Rum Mentioned in this episode: Ten To One Rum Bar Convent Brooklyn 2023 Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram

When Charles Gordon tasked Lesley Gracie with creating the quintessential English gin in 1999, there were no constraints on the level of experimentation she could employ to get the job done. It was only with a true sense of curiosity that the brand's flagship gin came to market infused with cucumber and rose. Now a leader in the craft spirits movement, Hendrick's achieved its status by making this sense of curiosity and experimentation crucial to its brand identity. On this episode of Essential Talks from the Park Street Insider podcast, you'll hear from Muiris Ó Riada, Global Brand Director for Hendrick’s Gin at William Grant & Sons. Ó Riada will break down the steps Hendrick's has taken to activate the brand globally. For Hendrick's Gin, fostering a sense of curiosity and experimentation at every step of the brand's operations is crucial. From the curation of new products to holding activation events for bartenders, listeners will hear about how the brand utilizes the principle of experimentation at every level. Ó Riada also explains how everyone on the Hendrick’s team plays a critical role in the brand's strategy. He also delivers his golden rules for telling the brand's story. Episode Breakdown: 1:16 - Introduction to Hendrick's 2:07 - Golden Rules of brand activation 2:40 - History of Hendrick's 4:00 - How Hendrick's approaches innovation 6:30 - Engaging bartenders with new SKUs 7:45 - How Hendrick's uses its distillery to promote the brand Key Quote: "For us on the brand, we're very ruthless in keeping to what makes the brand different. That family company mindset, that backing, is critical to that sense of curiosity without compromise." In this episode you'll hear from: Muiris Ó Riada, Global Brand Director for Hendrick’s Gin at William Grant & Sons Mentioned in this episode: Hendrick's Gin William Grant & Sons Park Street at Bar Convent Berlin Learn More About Park Street Sign up for our Daily Industry Newsletter. Sign Up for our Monthly Newsletter. Check out Park Street's Guide to Getting Started in the U.S. Market Follow us for more industry insights on LinkedInFacebookTwitterInstagram