Libsyn Directory

198: Building "Brand Mysticism" - How to Launch a Viral Booze Brand

Release Date: 10/30/2022

330: Unpacking Joseph Magnus with Master Blender Nancy Fraley and CEO Ali Anderson

Bourbon Lens

In this week’s episode of the Bourbon Lens, Jake sits down with one of the original ultra premium bourbons: Joseph A Magnus. We are joined by CEO of Craft Co Ali Anderson and world renowned blender Nancy Fraley. You won’t want to miss this episode as we unpack the history of Joseph Magnus, Murray Hill Club and the original Cigar Blend. We are thankful for your support over the last 6 years. We must give the biggest shoutout to our amazing community of Patreon supporters! As always, we'd appreciate it if you would take a few minutes time to give us feedback on Bourbon Lens...

329: Exploring 3 Unique New Tequila Cask-Finished Whiskeys

Bourbon Lens

In this episode of the Bourbon Lens Podcast, Jake and Scott dive into the . The conversation highlights three standout new bottles: Angel’s Envy Cellar Collection Vol. 5 Tequila Cask Finish, Blood Oath Pact 11, and Woodinville Tequila Finished Bourbon. It's the perfect podcast to celebrate Cinco de Mayo. The hosts explore how finishing bourbon in tequila barrels affects aroma, flavor, and overall complexity—bringing out vibrant citrus, vegetal agave notes, and a unique sweetness not typically found in traditional bourbon and rye. They also discuss the influence American Whiskey has...

328: Blood Oath Pact 11 and Lux Row's Journey with John Rempe

Bourbon Lens

In our latest episode of the Bourbon Lens, Jake travels to Bardstown to sit down with John Rempe, Master Distiller of Lux Row. During the interview the distillery was electric as their Front Row members were awaiting some of the first sips of the new . Our conversation centered around the new bourbon finished in anejo Tequila barrels. However, there is a lot happening at the distillery as they continue to become a household name across the world. Sit back and buckle in for the latest episode of the Bourbon Lens. We are thankful for your support over the last 6 years. We must...

327: A Conversation with Tripp Stimson of Barrell Craft Spirits

Bourbon Lens

In this week’s episode of the Bourbon Lens Podcast, Jake sits down one-on-one with Tripp Stimson, Chief Whiskey Scientist at Barrell Craft Spirits. This in-depth conversation takes listeners behind the scenes of one of the most innovative non-distilling producers (NDPs) in American whiskey. The Art of Blending at Barrell Craft Spirits Tripp unpacks what sets Barrell apart in a crowded whiskey market, especially its blender-first approach to crafting high-quality, small batch and single barrel releases. Listeners will get an insider’s view of how Barrell sources and blends its whiskey,...

326: Crafting a Unique Whiskey Blend at J. Mattingly 1845

Bourbon Lens

In this week’s episode of the Bourbon Lens Podcast, Jake and Scott take you inside their exclusive in Frankfort, Kentucky. From hands-on barrel sampling to creating custom bourbon blends, this immersive experience is a must for any whiskey enthusiast. A special thanks goes out to Amy Preske for arranging this memorable day, and to Dakota and the entire J. Mattingly team for the warm hospitality and deep knowledge of bourbon blending. The episode also touches on the recent severe weather in Kentucky, including destructive tornadoes, historic flooding, and other storms that have deeply...

325: Building The MACKLOWE Whiskey Brand with Julie Macklowe

Bourbon Lens

In this latest episode of the Bourbon Lens Podcast, Jake sits down with Julie Macklowe, the founder of The MACKLOWE, known as the first luxury American Single Malt Whiskey. During the episode, they taste both the American Single Malt and Kentucky Straight Rye Whiskey releases from The MACKLOWE, discussing the unique qualities that set these spirits apart in the world of whiskey. Julie shares her insights on building a successful whiskey brand, her deep passion for high-quality spirits, and how The MACKLOWE stands out in an increasingly competitive market. They also dive into the current state...

324: Augusta Distillery and Its Future with Master Distiller Alex Castle

Bourbon Lens

In this episode of Bourbon Lens, hosts Jake and Scott sit down with Augusta Distillery’s master distiller, Alex Castle. Alex shares the story of her journey to Augusta after her time at Old Dominick Distillery in Tennessee, offering a behind-the-scenes look at her transition and the innovative direction she's taking Augusta Distillery. During the conversation, we dive into Augusta's approach to sourced whiskey, their unique commitment to producing single cask and cask strength bourbons, and the philosophy that drives their craft. Alex also shares insights into their future plans as...

323: The Origin Story of Bourbon Lore with Mason Walker & Clay Risen

Bourbon Lens

In this episode of the Bourbon Lens Podcast, host Jake sits down with Mason Walker and Clay Risen from Bourbon Lore®, a unique community of bourbon enthusiasts, collectors, and connoisseurs built around a shared love for the best American whiskey has to offer. Together, they discuss the history of bourbon, delving into its origins, the iconic figures behind its rise, and the enduring legacy that has made it one of America’s most celebrated spirits. Tune in and discover the origin story of Bourbon Lore! If you’re ultra-passionate about bourbon or want to learn more about its most legendary...

322: Exploring Whiskey Thief Distilling Co.'s New Location with Walter Zausch

Bourbon Lens

In this episode of the Bourbon Lens podcast, hosts Jake and Scott take a trip to the . We sit down with Walter Zausch to learn about the distillery’s exciting new space and what visitors can expect when they visit either of their locations. From the one-of-a-kind experience of thieving unique whiskies directly from the barrel to the vibrant atmosphere of NuLu, this episode dives into the distinct experience Whiskey Thief offers its guests. Walter shares behind-the-scenes insights into the distillery's growth, the evolving bourbon scene in Louisville, and what makes their approach to bourbon...

321: Bottled in Bond with Heaven Hill’s Bernie Lubbers & Adam Edwards

Bourbon Lens

In this episode of Bourbon Lens, we take a trip to the Evan Williams Bourbon Experience on Whisky Row, located in the heart of Louisville, Kentucky. We sit down with two of Heaven Hill’s finest, Bernie Lubbers and Adam Edwards, to dive deep into the world of Bottled in Bond. As one of the most significant designations in the bourbon industry, Bottled in Bond holds a special place at Heaven Hill. Bernie and Adam provide invaluable insight into its history, its meaning to both bourbon enthusiasts and consumers, and why this category is still thriving in today’s bourbon landscape. Tune in as...

More Episodes

Our guests this week are Steven Grasse and Aaron Goldfarb who are set to release their latest book: Brand Mysticism. The book releases on November 8th and is a must read for anyone looking to add creativity to their life and brand. This isn't your typical "booze book" and definitely will raise some eyebrows in the marketing world, but Steven Grasse doesn't mind that one bit. His portfolio speaks for itself; he's created some of the biggest brands including Hendrick's Gin and Sailor Jerry Rum and helped bring new life to some of the world's best brands including Guinness and Miller High Life. Steven Grasse is an authority on building an authentic, enduring, and deeply beloved (viral) brands. And Aaron Goldfarb, he's the novelist, author, and journalist responsible for wrangling all these ideas and creativity into one cohesive book. Bourbon Lens has followed Aaron's work for a long while and were honored to pick his brain for this episode. A huge thank you to Steven, Aaron, and Punch Media for making this episode happen. We hope you enjoy it and grab a copy of the book for yourself!

Pre-order or purchase your copy of the book via Amazon or buy wherever you find books locally.

Stream this episode on your favorite podcast app and be sure to drop us a review while you’re there.

We are thankful for everyone who has supported us. A huge shoutout goes to our growing Patreon Community as well! We'd appreciate it if you can take the time to give us feedback on our podcast. If you enjoy our content, consider giving us a 5 star rating on your favorite podcast app, leave us a review, and tell a fellow bourbon lover about our show.

Follow us @BourbonLens on Instagram, Facebook, & Twitter. And please check out our Patreon to learn how you can support our endeavors, earn Bourbon Lens swag, be part of future barrel picks, and more. If you have any comments, questions, or suggestions, please email us at [email protected].

Check out our freshly redesigned website BourbonLens.com to check out our blog posts, whiskey news, and details on our upcoming single barrel picks.

Cheers,
Scott and Jake
Bourbon Len

About the Book: BRAND MYSTICISM: CULTIVATE CREATIVITY AND INTOXICATE YOUR AUDIENCE

Written By Steven Grasse & Aaron Goldfarb;
Illustrated by Ron Short

From the marketing mastermind behind countless iconic booze brands comes an irreverent and wide-ranging treatise on building and maintaining a standout brand in business and life: BRAND MYSTICISM.

Steven Grasse made a name for himself as not only an offbeat distillery owner but also the brains behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.”

“Think of me as the Ben Franklin of hooch, the Thomas Edison of booze. Or just think of me as a crazy middle-aged man who is going to tell you some really funny sometimes slightly fucked-up stories that will hopefully make you laugh and maybe realize there’s quite a bit of merit to having fun trolling people doing art for art’s sake, simply trying shit and not really giving a rat’s ass,” said Steven Grasse. “You might wonder how I became such a Big Cheese in the world of booze. I sometimes wonder the same thing, and while everything you read in my new book is true, it is also total bullshit.”

So how did he do it? Through irreverent tips (why being a troll can be so vital), case studies (when marketing cigarettes taught him about virality) and magical ingredients (who knew beaver anus would change his fortunes), BRAND MYSTICISM guides you through the steps it takes to channel your own entrepreneurial spirit into a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.

About the Authors:

Steven Grasse is an entrepreneur equally influenced by punk rock and New England transcendentalism. Steven has created some of the most outrageous booze brands of the twenty-first century: Hendrick's Gin, Sailor Jerry Rum, Art in the Age Craft Spirits—all seemingly out of thin air. He is the part-owner and creative mastermind behind Narragansett beer, and his agency, Quaker City Mercantile, has brought similar success to beer icons Pilsner Urquell, Guinness, and, most recently, Miller High Life. His first distillery, Tamworth Distilling & Mercantile, opened in 2015 and gained international press and awards within its first year. Steven is also the author of The Cocktail Workshop, Colonial Spirits: A Toast to Our Drunken History, The Good Reverend's Guide to Infused Spirits, and Evil Empire. He lives and works in Philadelphia.

Aaron Goldfarb is a novelist, author, and journalist, who frequently writes about the spirits industry and drinking culture for Esquire, Playboy, PUNCH, and VinePair. His two most recent books are Hacking Whiskey: Smoking, Blending, Fat-Washing, and Other Whiskey Experiments and Gather Around Cocktails: Drinks to Celebrate Usual and Unusual Holidays. His 2018 VinePair article on Grasse, “How Do You Make a Booze Brand Go Viral?,” fittingly, went viral itself and has since been shared online hundreds of thousands of times.

Press and ‘In The News’:

Check out Aaron’s Work:

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