LQD Assets, LLC

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IT’S BOURBON HERITAGE MONTH!!People always look at me funny when I say bourbon is part of my heritage, but growing up in...
09/01/2026

IT’S BOURBON HERITAGE MONTH!!

People always look at me funny when I say bourbon is part of my heritage, but growing up in Bardstown, Kentucky, it truly is!

“Bardstown, Kentucky, The Bourbon Capital of the World”

My grandpa spent a portion of his career at Barton 1792 as a bottling manager. My mother was involved with local tourism and helping develop the Kentucky Bourbon Festival. Other family members constructed tanks and did renovations for local distilleries. It was part of the local economy, part of family conversations, and part of everyday life.

Rickhouses and rolling hills are a part of the skyline, instead of skyscrapers. I didn’t fully appreciate how unique that experience was until I moved away.

Today, I have the opportunity to build businesses in the same industry that built the community I grew up in. Looking back, it’s hard not to see how much my hometown influenced the path I ended up taking.

So yes, bourbon is part of my heritage.

Not because I drink it, but because I was raised in the community that helped build the multi-billion dollar, world renowned, industry we know and love today.

Happy Bourbon Heritage Month to all who celebrate!!

The Kentucky Bourbon Festival is September 10-13 in Bardstown. It is the 35th anniversary this year!If you’re heading to...
08/31/2026

The Kentucky Bourbon Festival is September 10-13 in Bardstown. It is the 35th anniversary this year!

If you’re heading to Kentucky with a group of bourbon lovers and want to do something more memorable than another tasting flight, I do private single barrel picks. You taste through a lineup, pick the barrel as a group, and walk away with something genuinely exclusive that is not available anywhere else!

Spots fill up fast around festival week. If you’re interested, reach out and let’s get something on the calendar.

The Kentucky Bourbon Festival is September 10-13 in Bardstown. It is the 35th anniversary this year!If you're heading to...
08/31/2026

The Kentucky Bourbon Festival is September 10-13 in Bardstown. It is the 35th anniversary this year!

If you're heading to Kentucky with a group of bourbon lovers and want to do something more memorable than another tasting flight, I do private single barrel picks. You taste through a lineup, pick the barrel as a group, and walk away with something genuinely exclusive that is not available anywhere else!

Spots fill up fast around festival week. If you're interested, reach out and let's get something on the calendar.

Every three-tier distribution rule you deal with today traces back to one law that was enacted on August 29th, 1935.Two ...
08/29/2026

Every three-tier distribution rule you deal with today traces back to one law that was enacted on August 29th, 1935.

Two years after Prohibition’s repeal, the industry was being regulated only by an executive order from President Franklin D. Roosevelt with no actual statutory backing. That changed with the Federal Alcohol Administration Act, which:

→ Established permitting requirements for producers, importers, and wholesalers
→ Created the three-tier distribution system still in place today
→ Gave the federal government real authority to police labeling, advertising, and trade practices
→ Laid the legal foundation now administered by the TTB

Nearly a century later, every bottle you see on a shelf, and every barrel we evaluate as an asset, exists inside the framework this act built.

Everyone talks about barrel counts. Here is what owning 13,000+ of them actually looks like.People see a number like tha...
08/28/2026

Everyone talks about barrel counts. Here is what owning 13,000+ of them actually looks like.

People see a number like that and think of one big pool of whiskey. The reality is closer to a math problem, and the math is where the value lives.

Our barrels range from 8 months old all the way up to 7 years old. Across that inventory, we are working with 12 different mashbills from 4 producers, spread across 23 unique lot types when you factor in age.

So when you start thinking about what you can actually do with that inventory, the optionality gets interesting fast…
Take a 10-barrel blend as an example. You are selecting across age, mashbill, flavor profile, and warehouse location. From our current inventory, that creates over 1 million unique 10-barrel blend combinations.

That is a real number. That is the menu of options we can put in front of a buyer or brand partner on any given day.

Scale in the barrel business means blend optionality. The range of ages, the diversity of mashbills, and the number of distinct products you can create from what you have on hand.

The companies that will win in this next phase of the industry are the ones that can offer variety, consistency, and flexibility at the same time. That requires inventory depth and inventory volume working together.

At LQD Assets, we are building for exactly that!

Before LQD Assets, I was a civil engineer. On paper, that has nothing to do with bourbon investing. In practice, it shap...
08/27/2026

Before LQD Assets, I was a civil engineer. On paper, that has nothing to do with bourbon investing. In practice, it shaped almost everything about how I run this business.

Here are three things engineering teaches you that I use every day:

An analytical approach. Break a problem into its components before you try to solve it. When something in the business underperforms, whether it's a warehouse, a partner, or a process, I default to isolating exactly which piece is causing it instead of reacting to the whole picture at once. Engineers replace the failing part, the whole system doesn't necessarily need to change.

Solution-oriented thinking. Engineers are trained to move straight to "what fixes this," and that habit saves a lot of time. The focus is on how to accomplish, and how to fix first. Say "yes" and figure it out. You can always give up later if there is truly not an answer, but this approach often leads to some solution. Then build solutions to repeat and prevent hiccups.

Stress testing. Before you trust a system, you model what happens under conditions it wasn't designed for. I do the same thing with the business: what happens if prices decrease or increase, or if demand doubles overnight, or a client leaves. Planning for the edge cases before they happen is what keeps the business steady when they do.

Most people don't expect an engineering background to translate into running an alternative investment company. But some of the best operators I know came from technical fields!

Your background doesn't have to match your industry to be useful in it.

I bought my first bourbon barrel at 21. I was still in school, and I certainly had no idea this would become a business....
08/25/2026

I bought my first bourbon barrel at 21. I was still in school, and I certainly had no idea this would become a business.

It started because I was close to the industry and proud of where I am from, not because I had a background in finance or investing. I could see that demand for aged bourbon was outpacing supply at the time, and that almost nobody outside the industry had a way to participate in that gap. Many didn’t even know about it!

We started as a small group of family and friends who wanted to participate in the growth of our local economy, so we pooled together some money and bought a couple hundred barrels. No fund, no institutional money. Just people who trusted the idea enough to try it.

That first barrel is the reason LQD Assets exists at scale today. Have to start somewhere!

Our first barrel is hidden among these pictures…which one do you think it is?? 👀

I get asked all the time how I came up with my business idea. People also talk about failed businesses all the time, and...
08/24/2026

I get asked all the time how I came up with my business idea. People also talk about failed businesses all the time, and I think some assume I haven’t had those.
Trust me… I have.

I’ve had multiple ventures that never made it to market. One of the more recent was a project called Varia-D. The idea was to create a stick pack with mood-boosting ingredients like saffron, vitamin D, ashwagandha, and electrolytes to bring people some ~good vibes~.

(If you know me, I swear by this combo for anxiety and stress relief).

We went through product development, tested samples, and kept refining it, but we never got to a product we truly loved.
Once we realized we weren’t passionate about it anymore, we let it go.

We knew we weren’t going to put the energy behind building a brand if we didn’t genuinely believe in what we were producing.

Not every idea is meant to become a business, and that’s okay. Sometimes the win is recognizing when to move on before you sink years into something that doesn’t excite you.

Just one of many side quests with my good friends at Blacklight Group Ander Sevilla and Ben Peters

One term you hear all the time in consumer products is “LTO.”It stands for Limited Time Offer.This is where a product is...
08/21/2026

One term you hear all the time in consumer products is “LTO.”

It stands for Limited Time Offer.

This is where a product is only available for a defined period instead of adding it to your permanent lineup.

Companies use LTOs for a few reasons:
• Test new flavors or products without making a long-term commitment.
• Create urgency. Customers know the product will not be around forever.
• Generate buzz and give people a reason to come back.
• Gather real sales data before deciding whether a product deserves a permanent spot.

In the whiskey industry, we even sometimes use this strategy because a set of barrels are so good, or so unique they deserve their own platform.

Limited releases, seasonal finishes, special barrel picks, and anniversary bottlings all create excitement while allowing producers to experiment with new ideas.

Some disappear after one release, and others perform so well that they earn a place in the core lineup.

Sometimes the best market research is simply putting a product in front of customers and seeing what happens!

Any LTO’s that have really stood out to you?

Had the opportunity to presenton one of my favorite topics to the Spirits Industry Professionals network: Whiskey barrel...
08/19/2026

Had the opportunity to present
on one of my favorite topics to the Spirits Industry Professionals network: Whiskey barrels as an alternative asset class.

I covered what actually creates value in a barrel, why time can increase the value of inventory, how barrel economics work, and where whiskey barrels fit within the broader alternative investment landscape.

We also explored how barrel programs can help brands secure inventory without giving up equity and the role storage, consulting, and long-term planning play in the industry.

I’m always grateful for opportunities to share what we’ve learned while building LQD Assets and BRBN Storage. It’s rewarding to help more people understand the economics behind whiskey barrels and the role they can play in the spirits industry.

Thank you, Gretchen Jones, for having me!

See link in the comments below to watch 👇

Address

Bardstown, KY
40004

Telephone

+15028278089

Website

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