Episodes
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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, the importance of building a brand that resonates with consumers, and the lessons learned from industry trends and guests. The conversation highlights the journey of entrepreneurship in the bourbon space and the significance of storytelling in connecting with audiences.
We hit on:
What was the inception point into whiskey deeper than the podcast?
How has 10-years in the industry affected how you continue to focus the brand, with what you’ve seen in trends coming and going and movement to the bourbon consumer?
As you are interviewing guests and hearing people talk about the industry for the last 10-years, what have some of the more recent guests continued to reveal or teach you about the industry, and how has that shaped how you think about Pursuit Spirts?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
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, and the need for innovative approaches to stand out in a crowded market.
We hit on:
As we wind down 2024, what are some goals you are focusing on for 2025 and beyond?
What are you thinking about doing in the downtown space to help people relate to the brand, and what is the breakdown of focus on Pursuit Spirits vs. Bourbon Pursuit?
What are the pros and cons of focusing on a DTC distribution model? What does scale look like for something like that vs. the existing distribution model?
Where have you found success in terms of marketing and how do you see that changing or staying the same in 2025?
How do you navigate the importance of being involved as much as possible but hands off as much as possible for healthy growth?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Missing episodes?
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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 market and the opportunities for independent bottlers. While a press release isn't out yet on these, we wanted to give you a peek behind the curtain of what to expect.
We hit on:
An overview of the Mellwood Distillery history and reasoning behind the Mellwood Legacy Collection
The new labels kicking off the Mellwood Legacy Collection
How the blending approached is different from Pursuit United
The estimated launch date of the Mellwood Legacy Collection
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
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 best expression of a whiskey?
What do you think consumers miss in the decision to proof a whiskey?
When will we see a cask strength expression of Pursuit United?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
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 intersection of bourbon culture with music festivals. We share insights on consumer behavior, sales performance, and the overall atmosphere at the events, emphasizing the excitement and community surrounding bourbon and whiskey tasting.
We hit on:
With this being the first year hosting the events on separate weeks, did you prefer that to when it was all on one weekend?
What did you look forward going into KBF this year? Did you do anything differently?
How does it feel that people aren’t asking your story anymore? How do you keep your story integrated but pivot to what’s more of the focus with consumers?
Was anything surprising about what people enjoyed during the tastings at the booth?
Did KBF feel bigger without sharing the stage with Bourbon & Beyond?
What role do you feel bourbon plays in a growing annual music festival?
What do the results of these last two weeks have you thinking about for next year?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
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 their own thing. Now, MGP brands are truly everywhere, the bourbon market is undergoing a correction, and bottles are sitting on the shelf for longer.
We hit on:
How do you feel looking back on your original decision to forge a different path? Did you feel you missed out on something by doing that?
Do you feel you are better positioned now for the current market, and for the future, than if you had bottled MGP?
Where do you think you'd be currently if you had gone with MGP instead of creating the Pursuit United brand as we know it?
What would you do differently if you could do it all over again? What would you tell the 2018 versions of Kenny & Ryan?
How do you continue to set the brand up for success with so many other brands continuing to develop around you?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
"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 Double Oaked Rye! In today's episode, we unpack a bunch of questions around the product ahead of it's release at the Warehouse & Distillery in Louisville, Kentucky on Thursday, August 29th.
We hit on:
What is different about Double Oaked Rye from it's base product vs the Double Oaked Bourbon from it's base product?
What has the process of making Double Oaked Rye taught you that making Double Oaked Bourbon didn’t?
Have you noticed the Double Oaked products help people go back into trying the other SKUs?
Out of all the experiments you did for Double Oaked Rye, were there any runner-ups that you went back and forth on moving forward with?
What does the inclusion of Double Oaked Rye in the Pursuit United Private Selection look like?
What does distribution look like for this product?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
“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 changes people’s minds on what they think about the rye category? Can using the “buzz” of double oaked, in both process and marketed terminology, reach a larger market of whiskey consumers?
We hit on:
Are there certain markets where rye seems to do well? Are there any where it out performs bourbon?
From your experience as consumers yourselves, have you noticed a time when rye was more prominent as a whole in the market?
Do you see the trajectory of rye sales overall gaining a larger slice of the market?
Were there any ryes that you think have helped drive the current success of the rye category?
What is it that prevents people from latching on to rye in the same way as other whiskeys or spirits?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
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 undergoing a correction, and bottles are sitting on the shelf for longer.
We hit on:
How do you feel looking back on your original decision to forge a different path? Did you feel you missed out on something by doing that?
Do you feel you are better positioned now for the current market, and for the future, than if you had bottled MGP?
Where do you think you'd be currently if you had gone with MGP instead of creating the Pursuit United brand as we know it?
What would you do differently if you could do it all over again? What would you tell the 2018 versions of Kenny & Ryan?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
We have a rare treat today. Not only is Ryan back, but he’s rocking a solo episode with Brian while Kenny is taking a staycation. With so many products in the works, we figured we’d talk about some of the projects currently cooking in the Pursuit lab. From old recipes to new SKUs, we have a lot to dive into with this one.
We hit on:
Mashbills presently available for blends
Different experimental oak finishing
New SKUs in the pipeline
Differentiating from other products on the market by taking chapters from the wine and Scotch worlds
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Our Pursuit Spirits Distillery here on Mellwood Ave sits on hallowed ground, being the original site of the Mellwood Distillery, and later, General Distillers Corporation of Kentucky. The Mellwood Distillery has a rich history dating back to 1865, and with the help of several folks in the industry, we've learned a bit about it and it's various ownership changes over the years. It produced brands like Mellwood Whisky, Kentucky Nectar, Derby Town, and Old Rampart, just to name a few. In today's episode, Kenny discusses the architecture, operations, and historical significance of the distillery, highlighting the importance of preserving and sharing bourbon history as we bring whiskey back to Mellwood Ave.
We hit on:
The origin of our site at 1700 Mellwood Ave
Uncovering the history, maps, & research
Mellwood Distillery and it's various labels
Preserving and sharing the bourbon history
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Another PursuitPalooza is in the books! Each year, the guys host a unique and immersive experience here in town for their listeners and fans. The event includes distillery tours, barrel picks, tastings, and social gatherings from relationships they’ve built over the years of running the podcast. This year, the event featured visits to Jim Beam, Four Roses, Copper & Kings, and Preservation distilleries. Participants had the opportunity to taste rare and limited-edition whiskies, learn about the distillation process, and connect with fellow bourbon enthusiasts. The event also included a live Q&A podcast recording during a special single barrel selection of Pursuit United Double Oaked. On today’s episode, we recap it all.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
How do you organize all your barrels? How do you know what is going to be going into bottling? How do you know how to prepare for dry goods? Finished goods? When you have 18 barrels lined up to bottle, how do you know you have enough materials to be able to cover it? For the longest time we’ve used a giant spreadsheet, but we’ve switched over to a solution called Whiskey Systems. Kenny puts on his big tech hat today and dives in to this distillery management software and how it works for Pursuit.
We hit on:
What’s the biggest strength you’ve noticed from using Whiskey Systems?
Can you use it for handling barrel forecasting?
Do a lot of brands use this or do they stick to their home built systems?
How could you utilize the software better than you are?
How difficult would it be to pivot to a different system if forced to again in the future?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
In this episode, Kenny discusses the challenges and frustrations faced by small brands and distilleries when it comes to building codes and regulations, especially here in Kentucky. He explains the different classifications for beverage/alcohol facilities and the high costs associated with meeting the requirements for H3 occupancy. Kenny also highlights the discrepancies between the international building codes and the interpretations, which can vary from state to state. Will we see Kentucky adopt the updated building codes, and what will that continue to mean for smaller brands either way?
We hit on:
Small distilleries face challenges and high costs when it comes to meeting building codes and regulations.
The classification of H3 occupancy requires significant investment in infrastructure, while F1 occupancy allows for more flexibility.
Kentucky is lagging behind in adopting the updated international building codes that provide more favorable conditions for distilleries.
Why would it matter to the Big 6 if other small local brands have an easier road to building codes if others in different states are already able to break into the local market?
Are there any additional benefits to which classification you fall under?
The interpretation of codes by local authorities can vary, leading to inconsistencies and frustrations for distilleries.
Why not just move the Pursuit HQ outside of the city limits?
Does drilling into or tasting through barrels make them included in your total volume quota?
There is a need for advocacy and collaboration within the industry to address the barriers faced by small distilleries.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Blending for the PUPS program has been incredibly insightful. Micro-blending 3-5 barrels at a time and then putting that blend back into the very barrels they came from seems to add a lot of interesting nuance from barrel to barrel, instead of just letting the blend rest in totes until bottling. So much so that Kenny and Ryan have decided to start from scratch and standardize this process for all blends moving forward. Today, we talk about how that will fold into the production of the core products.
We hit on:
The micro-blending process for PUPS
What marrying the blends in the casks offers versus marrying in a tote
Would this process have been feasible if you were still working out of BBC instead of your own facility?
Presumably this will make a better product moving forward, but do you think it will be noticeable?
Will this throw off the blend breakdown and balance we are used to in Pursuit United flagship?
Does this change anything about inventory allotment for PUPS vs flagship blends?
What do you think draws people to the PUPS program seemingly over the flagship?
Is this a sustainable direction to take?
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Will consumers become tired of Kentucky bourbon? With the rise of non-Kentucky brands gaining recognition for their quality whiskey, Kentucky bourbon still holds a strong position in the market due to its long-established reputation and consumer perception of safety and acceptance.
While Kentucky will likely continue to hold the cache of consumer preferences, today we debate whether consumers will move past the big six Kentucky brands, or Kentucky in general, and latch on or explore other options. We'd love to hear from you on this!
We hit on:
Non-Kentucky brands like Ben Holladay, JT Meleck, Still Austin and Frey Ranch gaining recognition for their quality whiskey.
Kentucky bourbon still holds a strong position in the market due to its long-established reputation and consumer perception of safety and acceptance
Consumers may be hesitant to move past the big six Kentucky brands due to familiarity and brand recognition
The cache of Kentucky will likely continue due to marketing and consumer preferences
Are there Kentucky Bourbons being made that are still riding the 'Kentucky Badge of Honor' that aren't very good?
As a blender, why does Kentucky matter as a point of inclusion if that isn’t a focus of the product (or even on the label)?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
You know what they say about all work and no play. Today, Kenny and Ryan are back in the studio after a week off. We break down their trips, discuss the access to bourbon outside of our Kentucky bubble, and the importance of stepping away from time to time.
We hit on:
Taking time off for vacation being important for mental and physical health
Bourbons popularity to other spirits at outside of Kentucky
The challenges of being a whiskey-focused company in a market dominated by mass-market liquors
Meeting demand and planning for future growth being ongoing challenges for the company
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
Everyone has seen it play out: there's a bottle you cant get, really want to get, or you see someone else get it... and now you gotta have it. We saw it ourselves with the positive reception to the Pursuit United Double Oaked release, but what made it more hyped than our other offerings? In today's episode, we talk about what drives hype for certain brands and bottles, and explore the playbook for building and maintaining it.
We hit on:
In a world of Double Oaked products, what was it about Pursuit United Double Oaked that has so many talking about it?
Hype in the whiskey industry being driven by factors such as scarcity, limited availability, and the desire for status.
The innate human condition that has us wanting to fit in with the masses.
Seeing hype play out involving a buzz through press releases, influencers, and social media.
Balancing the needs of the mass market and whiskey enthusiasts being important for brand success.
Is playing into the hype game really in the best interest of the consumer, or for the brand, or can it be both?
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
"As longtime fans of vintage whiskey, we wanted to craft something truly special that gives a nod to the best bottles we've been lucky enough to try over the years," said Ryan Cecil, Master Blender and Co-Founder of Pursuit Spirits. "This double oaked release encapsulates part of that nostalgic flavor profile but in a modern, premium bourbon experience."
In the works for nearly a year, the guys finally announced the release of Pursuit Spirits Double Oaked Bourbon. In today's episode, we unpack a bunch of questions around the product ahead of it's release at the Warehouse & Distillery in Louisville, Kentucky on Friday, March 15th.
We hit on:
Why did we decide to roll out a Double Oaked Bourbon?
What should people expect from the product?
Can you describe the secondary finishing and partnership with InnerStave?
How does this differ from the Oak Collection line?
Will there be a Double Oaked Rye?
What does the inclusion of Double Oaked in the Pursuit United Private Selection look like?
What does distribution look like for this product?
Details of the release weekend
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. -
In this episode, the boys discuss their recent trip to DC and Maryland to launch Pursuit Spirit in the new market. They share their experiences with visiting on-premise accounts, bottle signings, engaging with customers and store owners and standing in awe at the bourbon mecca - Jack Rose. The guys highlight the positive reception of their products and the success of their private selection program. They also mention unique liquor store experiences and the importance of building relationships to make sales. They also had the opportunity to meet with their ambassador team and conduct general sales meetings with the distributor. The trip highlighted the importance of distributor partnerships and the value of engaging with fans and customers, with no shortage of stories in this jam-packed visit. Thanks to everyone who came out and made this launch such a success, we really wouldn't be here without each and everyone one of you.
We hit on:
Building strong relationships with distributors being crucial for successful brand promotion.
Engaging with fans and customers in person helping create a personal connection and build brand loyalty.
Visiting different markets allowing for valuable insights and opportunities to tailor marketing strategies.
The support and positive reception from fans and customers being both humbling and encouraging for the brand's growth.
Takeaways the guys learned from this trip about the brand.
and much more.
Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected]. - Show more
