Behind the Pursuit: From Bourbon to Brand

094 - Pursuit University Pt. 1


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Herb Heneman, now an instructor at the James B. Beam Institute for Kentucky Spirits at the University of Kentucky, teaches students about marketing and building a spirits brand from the ground up. Both Ryan and Kenny share a connection with Herb, and not long ago he invited Kenny to guest lecture for his class. The session covered a series of insightful questions about the industry, but unfortunately, it wasn’t recorded. In this two-part episode, we revisit those questions and the conversations they sparked from the inception of Bourbon Pursuit, through it’s now 10-year career, and how they’ve built a Spirits brand out of it. 


We hit on:

  • The numbers, and how BP has become “The Official Podcast of Bourbon”
  • How and when did you start the podcast?
  • Who have been some of your favorite guests? Any that were total disasters?
  • Where and how do you record and how has this evolved over the years
  • How do you decide topics for discussion? What makes a piece of content newsworthy for BP to talk about?
  • How did you grow BP’s reach and get paced across different platforms like Apple, Pandora, iHeart and Spotify?
  • and much more.


    P.club by Pursuit Spirits puts you in the inner circle. As a member, you’ll unlock exclusive distillery-only releases, VIP access to live virtual tastings with Q&As, 10% off all merch and special perks. Whether you choose free doorstep delivery or distillery pickup, you’ll always be first in line for our newest drops. With a flexible cart and priority access to limited barrels, P.Club isn’t just a membership—it’s your all-access pass to Pursuit. ⁠⁠⁠⁠⁠⁠⁠Sign up today⁠⁠⁠⁠⁠⁠⁠.


    Come and see us on Mellwood! 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]⁠⁠⁠⁠⁠⁠⁠.

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    Behind the Pursuit: From Bourbon to BrandBy C+C Pursuit Spirits

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