Starting a whiskey company is no easy task. And making youself stand out from everyone else, it's even harder. There are a handful of companies that supply most of the bourbon we see on the shelves and many of us fall into the trap of buying based off the packaging. However, with this show, we're able to go and find brands who are finding new fans based off their whiskey. Broken Barrel is one of those companies that is forging a new path and finishing their whiskey in such a unique way by rebuilding barrels that we needed to have them on the show. Today we get to talk to Seth Banheim who is the Founder and their Global Brand Manager, Nick Roady about how to stand out in a crowded market. As a brand we have to find new ways to be different and find a way to capture the mindshare of consumers on a whole new level. We also talk about brand education hurdles and how far can you go until you've completely lost a customer. There's a lot to unpack here, especially for those budding whiskey brands who are looking to make a name for themselves. Show Notes: Above the Char with Fred Minnick (@fredminnick) talks about eliminating toasted barrels for finishing. What were you doing with a vodka brand and how did it get into whiskey? Where did you see the opportunity to find new types of staves? Do you hate making money? Why was is so important to have a differentiator compared to what has been done already? How does the conversation change when talking to retailers and distributors on being different? What did you learn from Ol Smokey and what they did different? How far can you go before you lose a consumer with brand education? Is there something to a model like yours that can capture consumers of all levels? At what point does differentiation go too far? Support this podcast on Patreon