Branding

While agave is native to the Americas and strongly associated with Mexico, the plant can thrive in similar environments around the world. Brands in Africa, India, and Australia are among those that aim to widen the reach of agave spirits with plants grown closer to home.

If you’ve built your distilling business to last, there will come a day to breathe new life into the brand and update its look. The first trick is in knowing when that day has come—then comes the soul-searching.

Never Say Die raced out of the gate to win a major prize. But how, exactly, does one make an “English” bourbon?