You know, I love your job. Your job looks like so much fun. You know, how do I be a brand ambassador?

And I always kind of tell them the same story. I'm like, it was very unorthodox, right?

The way I think you got to start stocking the shelves at Croker. Yeah, that's not the way in news, reviews, and interviews with people making the bourbon whiskey industry happen, and I'm one of your host, Kenyon Coleman.

So what does Bourbon Pursuit and Bob

Dillon have in common? Well, not much, except that we enjoy his whiskey and the brand that he's

aligned himself with. Now, we don't give Bob on the show, but we get to talk to somebody who

really knows their portfolio, and that's going to be their former national brand ambassador,

Adam Edwards.

Adam has now left Heaven's door and right now works for Heaven Hill, but I wanted to bring

this episode to you for anybody else that wants to know more about his past, but also what

does the role of a brand ambassador really look like? Now, from the outset, Adam brings humor

to his role, setting the tone about his journey

and going from a wine-offici-oenado to a bourbon ambassador.

He shares his development in the spirits industry beginning in Louisville before making a pivotal

move actually at Trader Joe's and then into a rabbit hole distillery.

Adam dives into the origins of Heaven's Door and where music legend Bob Dylan

really intertwines. We detail its strategic direction and include how they navigate pricing and

product offerings to stay competitive in today's market. With that, enjoy this week's episode.

And now here's Fred Minnick with Above the Char. I'm Fred Minnick, and this is Above the Char.

This week's idea comes from Colby Wagner, who writes me on Patreon and asks,

It seems whiskey influencing is at an all-time high while the market is slowing down.

What effect do influencers have to drive sales? I personally feel like the top accounts are usually just paid advertisements and I don't

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