Behind the Pursuit: From Bourbon to Brand
Take part in a journey to build a bourbon brand. Brian Beyke sits down with the founders of the top whiskey podcast, Kenny and Ryan of Bourbon Pursuit, to figure out what it takes to bring their whiskey label to life. Experience the highs, lows, and everything in between from investments, filling barrels, and shipping bottles. Special episodes will feature in-depth tasting notes for single barrel releases. It's your chance to have the first ever inside look into the bourbon business and learn about the whiskey industry with Pursuit Spirits.
Episodes
April 23, 2025 • 35 mins
As we’ve seen increased success with Double Oaked, the announcement Mellwood Collection rolling out, and downtown opening in sight - what does it look like when talking about how to distribute products best, especially products that need allocation? Today's episode highlights the challenges of maintaining relationships with distributors while ensuring sales across all products, the complexities of incentivizing sales in the whiskey...
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April 9, 2025 • 43 mins
Tariffs, the pull back of larger brands from International distribution to domestic distribution, shelf space, and the pricing of barrels all make this an interesting time for a brand like Pursuit that sits right in the middle. In this episode we dive into the impact of tariffs on the market, the challenges faced by new brands in a saturated market, the dynamics of barrel prices and consumer trends, the future of bourbon in interna...
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March 26, 2025 • 42 mins
In this episode we welcome Stace Stewart, the new General Manager of Pursuit Spirits, who shares her journey through the restaurant industry, her passion for bourbon, and her experiences in management roles. We dive into her background, the challenges of opening new establishments, the importance of transparency in bourbon branding, and the importance of training staff in spirits knowledge. Stace reflects on her time at various res...
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March 12, 2025 • 38 mins
With so many moving pieces it can be easy to miss the latest with all the things happening behind Pursuit. In today’s episode we run down a series of updates from P. Club to the Mellwood Collection to downtown and what comes next.
We hit on:
Transitioning to Full-Time Pursuit
P-Club Launch and Membership Growth
New Releases from Pursuit Spirits
Exploring Future Product Opportunities
Creative Outlets
Milestones and Celebrat...
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February 26, 2025 • 34 mins
Today on the podcast we introduce you to P.Club - the inner circle of Pursuit Spirits. Ryan has long romanticized about a bourbon version of his beloved Napa Valley wine clubs, and with countless hours behind the scenes he and Kenny have finally unveiled the ultimate all-access pass to all things Pursuit. No secret handshake, just great whiskey. Tune in as we dive into it all.
We hit on:
Why the name P.Club?
what exactly is P....
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February 12, 2025 • 35 mins
Building a team can be hard. Not just finding people who jive with the brand but also passing the baton on responsibilities. In this episode, we discuss the evolution of the team at Pursuit Spirits, the challenges of hiring in the whiskey industry, and the importance of building a strong team culture. We dive into the dynamics of communication within a startup, the significance of defining roles and responsibilities, and the need f...
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January 29, 2025 • 33 mins
How do you balance the 'lifestyle' that is usually portrayed in marketing strategies in the whiskey space and the 'authenticity' the current consumer wants to interact with? On today's episode we break free from some of our earlier conversations on brand strategy and communication that we talked about in Episode 029 and start to focus on narrowed efforts you may have seen in 2024 and ongoing in 2025. Specifically Ryan has been givi...
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January 15, 2025 • 39 mins
As we kick off the new year, we dove right into the topic: what do you think the biggest hurdles in the industry are that will affect the brand in 2025? Ryan & Kenny discuss the challenges and opportunities facing the bourbon industry in 2025. They reflect on the impact of larger distilleries on smaller brands, the shift towards online sales, and the importance of tourism in downtown Louisville. The conversation also touches on the...
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January 1, 2025 • 53 mins
Happy New Year everyone, and welcome to 2025! We are taking the week off for some travel and rest, but will be back at it next episode to talk our goals and predictions for the new year. It's hard to believe we've been doing Behind The Pursuit for almost three years now, so we are jumping back to our first Year End Review episode, Episode 027, where we wrapped up 2022 and look forward to 2023. I love being able to see which goals r...
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December 18, 2024 • 41 mins
While Kenny was out we sit down with Ryan and dive into current blending projects and inventory decisions that have to be made to keep up with current demand. We also reflect on the whiskey industry as a whole in 2024, what some of our favorite pours have been, and the landscape of what other producers are doing help form how he blends or thinks about whiskeys heading into 2025.
We hit on:
How has the PUPS program changed over th...
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December 4, 2024 • 41 mins
I'm gonna make a change… it's gonna feel real good, gonna make a difference, gonna make it right. No, MJ wasn’t singing about Pursuit Spirits, but on today’s episode the boys dive into the latest developments at Pursuit Spirits, including their recent bottling adventures, community engagement through the new Pursuit Parlor Facebook group, and significant changes in their packaging and product terminology. They explore the challenge...
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November 20, 2024 • 39 mins
2025 marks the 10-year mark for Bourbon Pursuit, and even longer of the guys having conversations about what they will do in the whiskey space together. Fresh off of their live Bourbon Community Roundtable event, In this episode of Behind the Pursuit Kenny and Ryan reflect on their experiences in the bourbon industry and the evolution of Pursuit Spirits. They discuss the challenges and successes they've faced over the past decade, ...
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November 6, 2024 • 40 mins
In this episode of Behind the Pursuit we reflect on the past year, focusing on both growth and challenges. Kenny and Ryan delve into their goals for 2025, including the opening of our new downtown location, the importance of connecting with consumers, and the strategies for direct-to-consumer sales. The conversation also touches on the emotional rollercoaster of entrepreneurship, the challenges of marketing in the spirits industry,...
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October 23, 2024 • 37 mins
Building on the history surrounding Mellwood that we dove into on Episode 66, today we are talking about the upcoming Mellwood Legacy Collection release which pays homage to the historic Mellwood Distillery. We recap a bit of the history of the distillery, the creative process behind the new labels, and the unique offerings of the Derby Town and Old Anvil labels. The conversation also touches on the current state of the whiskey mar...
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October 9, 2024 • 28 mins
It seems like today's whiskey drinker is set on cask strength and barrel proof expressions, but what is it exactly that draws them to the higher proof - and is a whiskey truly better for it? Today, we dive into the topic of cask strength whiskey, when they guys may do one for Pursuit United, and much more.
We hit on:
Why do you think whiskey consumers are so focused on cask strength expressions?
Do you think cask strength is the...
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September 25, 2024 • 38 mins
Another year, another festival recap! In today’s episode of Behind the Pursuit we reflect on our experiences at the recent Kentucky Bourbon Festival and Bourbon and Beyond Festival. We discuss the evolution of Pursuit Spirits over the last three years and how our presence at these festivals has changed over those years. The conversation highlights the importance of brand storytelling, the growing popularity of Double Oaked, and the...
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September 11, 2024 • 35 mins
Ryan tackled these questions back on Episode 068, and with the feedback we got from listeners, we wanted to give Kenny an opportunity to chime in as well. Today's question comes from listener Richard C. Richard had a series of questions looming from the recent Bourbon Roundtable Live Q&A during Pursuit Palooza. Kenny & Ryan used to joke that they should have gone the "easy route" to a brand and just bottled MGP instead of doing the...
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August 28, 2024 • 30 mins
"For this product, we wanted to push the boundaries of what rye whiskey can be and compete with the best older whiskeys out there. At 108 proof, it delivers a bold yet balanced experience that we believe will captivate both rye enthusiasts and those new to the category. This limited release truly embodies our pursuit of whiskey excellence."
Coming off the heels of Pursuit United Double Oaked Bourbon, it’s time for Pursuit United Do...
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August 14, 2024 • 39 mins
“You can create an amazing product but if it's not what the market wants, it doesn’t matter.” - Ryan Cecil
While Pursuit United Rye is our highest awarded product, it still doesn’t seem to perform the same way as the bourbon SKUs do. We don’t pretend that this is a trend only seen within our brand, as we see it with other brands in the industry as well. With the upcoming release of Pursuit United Double Oaked Rye, could it help cha...
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July 31, 2024 • 35 mins
Today's question comes from listener Richard C. Richard had a series of questions looming from the recent Bourbon Roundtable Live Q&A during Pursuit Palooza, and we thought they'd made for a great episode for Ryan while Kenny was out. Kenny & Ryan used to joke that they should have gone the "easy route" to a brand and just bottled MGP instead of doing their own thing. Now, MGP brands are truly everywhere, the bourbon market is unde...
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