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Your barrel price is not the same as your cost to get in front of the consumer.I see people make this mistake all the ti...
10/12/2026

Your barrel price is not the same as your cost to get in front of the consumer.

I see people make this mistake all the time.

Buying the liquid is only the beginning.

Before a bottle gets into a consumer’s hands, you still have to account for:

• Storage
• Insurance and taxes
• Bottling
• Glass
• Closures
• Labels
• Cases
• Freight
• Design
• Distributor margin
• Retailer margin
• Marketing

And more.

A barrel that looks cheap on paper can become expensive by the time the finished product reaches a shelf. Especially at low volumes.

If you’re building a spirits brand, start with the price you want the consumer to pay and work backward.

The question isn’t “What does this barrel cost?”

It’s “Does this barrel work inside the economics of the finished bottle?”

10/09/2026

I’ve never been offended by a “no” from an investor or investment group.

You should understand what you’re investing in, and the bourbon industry is complex.

I’d rather someone ask the hard questions, do the research, and decide an investment isn’t for them than invest in something they don’t fully understand.

Be educated about where you put your money! It gives you confidence to continue growing and experimenting.

What actually makes a wh***ey “premium”?We throw around terms like premium, super-premium, ultra-premium, and luxury con...
10/01/2026

What actually makes a wh***ey “premium”?

We throw around terms like premium, super-premium, ultra-premium, and luxury constantly in the spirits industry, but where do the lines actually fall?

A simple way to think about wh***ey by retail price:

🥃 Value: Under $25
🥃 Standard: $25–$40
🥃 Premium: $40–$60
🥃 Super-Premium: $60–$100
🥃 Ultra-Premium: $100–$250
🥃 Luxury / Prestige: $250+

Of course, price doesn’t necessarily equal quality.

Age, scarcity, proof, production costs, packaging, brand equity, and secondary-market demand can all influence where a bottle ultimately lands.

As wh***ey prices have increased over the last decade, the definition of “premium” has moved with them.

So I’m curious: Where do you draw the line between premium, super-premium, and luxury wh***ey today?

A unique thing about the bourbon business is how long you are outlaying capital before you have something to sell.You b...
09/29/2026

A unique thing about the bourbon business is how long you are outlaying capital before you have something to sell.

You buy grain.
You distill.
You buy a barrel.
You pay for labor.
You pay for storage.
You pay insurance and taxes.
Then you wait.
And wait.

For a premium aged product, years pass before the first bottle generates revenue.

Most businesses want to shorten the time between spending $1 and getting (more than) $1 back.

Bourbon intentionally stretches it across years.

That makes bourbon as much of a capital allocation business as a spirits business.

This is where buy-back programs add value for brands.

By partnering with programs like ours, brands get cash back into their business throughout the aging process, while still securing access to mature inventory when they need it.

It creates liquidity during a period when a significant amount of capital would otherwise sit in aging barrels.

A lot of investors treat illiquidity as a dealbreaker. I think that instinct is often misplaced.Liquid assets are easy t...
09/25/2026

A lot of investors treat illiquidity as a dealbreaker. I think that instinct is often misplaced.

Liquid assets are easy to sell, which also means they're easy to sell in a panic. Some of the worst investing decisions happen because people could exit quickly, so they did, right at the bottom.

Illiquid assets, bourbon barrels included, force a longer time horizon by design. You can't check the price daily and you can't sell on a bad news cycle. That constraint, uncomfortable as it feels, often protects investors from their own worst instincts.

Illiquidity isn't automatically a flaw. Sometimes it's the feature doing the most work.

What's your actual time horizon for the money you're investing? Be honest with yourself about it before you decide how much liquidity you actually need.

There has been a shake out of brands the last two years, which is the market doing exactly what it's supposed to do duri...
09/16/2026

There has been a shake out of brands the last two years, which is the market doing exactly what it's supposed to do during a reset.

What's really interesting though is that real brands are getting rescued, not just liquidated:

→ House Spirits (Westward Wh***ey) filed Chapter 11 in April 2025. By late 2025, a group of original investors had bought the assets back and the brand is operating independently again.
→ Boston Harbor Distillery filed Chapter 11 in March 2025. It sold under new ownership, founding CEO Thomas Mooney stayed on, and sales grew in 2025.
→ Garrard County Distilling burned through $250M in 14 months before landing in receivership. Sazerac (via Tom Collins Distilling) bought the Garrard County site for $20M at auction in June, after buying out Truist's $26M loan in March.
→ Luca Mariano filed Chapter 11 in 2025, just months after opening its Danville, KY facility. Nevada's Apogee 21 stepped up to buy the 529-acre campus, the brand, and roughly 6,600 aging bourbon barrels for $19.5M.
→ Uncle Nearest, valued north of $1B a year ago, landed in receivership after a $108M default suit. The receiver now has a letter of intent to sell it to a new ownership group.
→ Casey Jones Distillery, a Kentucky Bourbon Trail stop since 2014, sold to Pennsylvania's B3 Beverage Company for $5.37M in January 2026.
→ Chicken C**k Wh***ey, a brand dating back to 1856, was picked up by Next Century Spirits from Grain & Barrel Spirits in August 2026, along with its Bardstown and Louisville tasting rooms.

This is what a healthy reset looks like: the best projects may change hands but they keep moving forward, and the rest get weeded out.

So where does this land? Fewer, stronger owners. Disciplined capital picking up great liquid and real brand equity at prices that make sense. A category that comes out of this smaller but sturdier than the one that went in.

Where do you think this settles?

MGP is officially putting its own name on the bottle.Last week, MGP announced the launch of its first-ever namesake bran...
09/15/2026

MGP is officially putting its own name on the bottle.

Last week, MGP announced the launch of its first-ever namesake brand: MGP Chapter One: Out of the Shadows, beginning with a limited-edition 10-year-old straight bourbon wh***ey.

For decades, MGP has been one of the most important producers behind American wh***ey. They’ve distilled for hundreds of brands, and anyone who works in bulk wh***ey knows how much weight the words “MGP wh***ey” can carry.

Now, for the first time, they’re putting the MGP name directly on the bottle and creating a direct path to the consumer.
I think this is something to pay attention to for the bulk wh***ey market.

MGP has historically created a tremendous amount of value by supplying other brands. When a producer with that kind of scale, inventory and reputation decides there is also value in taking its own aged wh***ey all the way to the consumer, it says something about where they believe the opportunity is.

MGP isn’t abandoning sourcing, though. Their Distilling Solutions business still supplies wh***ey to third-party brands, and the company has specifically said it wants to maximize the value of its aged inventory through customer partnerships, but now MGP itself is becoming another destination for that inventory.

They’re entering the market with a 10-year-old bourbon at a time when we’ve spent years talking about an oversupplied wh***ey market. But production has slowed across the industry, older inventory continues to be consumed, and the supply of truly aged wh***ey can’t simply be replaced when it’s gone.

A 10-year-old barrel being bottled today was distilled in 2016. You can’t speed up that aging process.

So when one of the largest suppliers in the industry chooses to take some of that aged inventory directly to the consumer rather than only selling it into the bulk market, I think it’s worth watching.
The broader market may still have plenty of wh***ey, but that doesn’t mean it has plenty of old wh***ey.

One of the largest suppliers in the industry just chose to introduce itself directly to consumers with a 10-year-old bourbon. 🥃

How did we get here? 🇺🇸🇨🇦🥃With the latest escalation in the U.S.–Canada alcohol trade dispute, I revisited the timeline....
09/14/2026

How did we get here? 🇺🇸🇨🇦🥃

With the latest escalation in the U.S.–Canada alcohol trade dispute, I revisited the timeline. Alcohol has gone from one of many products caught in a broader trade war to a major point of retaliation.

→ November 25, 2024: Trump announces plans to impose a 25% tariff on imports from Canada and Mexico.

→ February 1, 2025: Trump formally orders a 25% tariff on most Canadian goods and 10% on Canadian energy. Canada announces retaliatory tariffs, including U.S. w**e, b**r and spirits.

→ March 4, 2025: U.S. tariffs take effect. Canada responds with 25% tariffs on $30 billion of U.S. goods, including American wh***ey, w**e and b**r.

Canadian provinces and territories also begin halting the purchase and sale of American alcohol. Ontario’s LCBO stops purchasing U.S. products, cancels orders and removes them from stores and its wholesale system. Quebec takes similar action. Eventually, all provinces and territories halt U.S. alcohol purchases or sales.

→ June 2025: Alberta and Saskatchewan lift their bans, becoming the only two provinces to reopen to U.S. alcohol.

→ September 1, 2025: Canada removes many of its 25% retaliatory tariffs on U.S. goods, including the March 4 package. Importantly, most provincial restrictions on purchasing and selling U.S. alcohol remain.

→ March 2025–February 2026: Canadian imports of U.S. alcoholic beverages fall approximately 81%, from $718 million to $137 million compared with the prior-year period.

→ July 20, 2026: The U.S. announces an additional 50% tariff on certain Canadian products, citing Canada’s treatment of U.S. alcoholic beverages.

→ August 18, 2026: One day before the tariffs are scheduled to take effect, the U.S. pauses them for three days as negotiations continue.

→ August 22, 2026: Negotiations fail and the pause expires. The additional 50% U.S. tariffs take effect.

→ August 27, 2026: Saskatchewan, which had reopened to U.S. alcohol, announces an additional 50% levy on U.S. alcoholic beverages effective September 8.

→ September 8, 2026: The U.S. announces certain Canadian alcoholic beverages will be prohibited from importation beginning September 29.

In less than 2 years, we’ve gone from a proposed 25% tariff → retaliatory tariffs → American alcohol pulled from Canadian shelves → an 81% decline in Canadian imports of U.S. alcohol → 50% U.S. tariffs → additional Canadian retaliation → and now a U.S. import ban on certain Canadian alcohol.

Hopefully, continued advocacy from the KDA and other industry partners helps bring this dispute to a resolution and American wh***ey back to Canadian shelves.

Big development in the U.S.–Canada trade dispute this week, particularly for the alcohol industry.Beginning September 29...
09/10/2026

Big development in the U.S.–Canada trade dispute this week, particularly for the alcohol industry.

Beginning September 29, certain Canadian w**e, b**r and spirits will be prohibited from entering the U.S.

This is the latest escalation in a trade dispute that has increasingly put the alcohol industry in the middle.

Since March 2025, most Canadian provinces have restricted or stopped purchasing U.S. alcohol, contributing to a dramatic decline in U.S. spirits exports to Canada.

Now, the U.S. is responding by restricting Canadian alcohol from entering the American market.

Alcohol has become one of the clearest pressure points in the U.S.–Canada trade dispute, and as of September 29, the restrictions will be going both ways.

For American wh***ey producers, this likely adds time to the clock for getting products back on Canadian shelves. With restrictions now going both ways, a near-term resolution for the alcohol industry feels like it is getting further away.

It's International Women's day! Why does International Women's Day even exist?Nearly half the planet is women. So why do...
09/08/2026

It's International Women's day!

Why does International Women's Day even exist?

Nearly half the planet is women. So why does one day get singled out?

Because "half the population" and "half the power" have never been the same number. Women make up close to 50% of humanity, but that parity doesn't show up in who runs companies, who writes laws, who gets paid what for the same work, or whose labor at home even gets counted as labor.

International Women's Day is a yearly checkpoint on a gap that's closing too slowly to ignore and too unevenly to declare finished.

Women's role in society was never actually in question. Women have always been doing the work — running households, running companies, running countries, holding communities together in ways that rarely make the history books. The question we actually ask on this day is different: does the structure around that work reflect what it's worth?

That's why it exists. Not to hand out recognition, but to keep the gap visible until it isn't one anymore.

To all the women out there making an impact in their workplace, their home, and their community, keep on doing the Lord's work. I see you!

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Bardstown, KY
40004

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+15028278089

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