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The last decade and a half have been a whirlwind for Andy Nelson, as the discovery of a family distilling legacy led him and his brother Charlie to pursue and launch Nelson's Green Brier Distillery, aiming to make Tennessee whiskey the way their great-great-great grandfather did—with a few accomodations for modernity, of course. Along the way, they also launched Belle Meade Bourbon, sourcing and blending and getting a deep education along the way. Now, after selling a majority stake in the distillery to Constellation Brands, Nelson is setting an independent course, consulting and helping other would-be distillery founders and operators navigate the same go-to-market maze.
In this episode, host Molly Troupe and Nelson discuss:
- building a brand story from family history
- developing and honing a solid base of blending skills before distilling and barreling whiskey
- moving past assumptions and expectations to focus on the reality of flavor in the blending process
- the common misconception that smaller barrels age whiskey faster
- the history and terminology of Tennessee whiskey, including the charcoal mellowing process
- updating a historic family recipe and process
- striking the balance between owner-founder and maker
- gaining confidence as a distiller without a background in science
- leveling up on less natural skills, such as sales
- bringing on a strategic distribution partner, with all the associated benefits and challenges
And more.
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