July 09, 2024

10: Andy Nelson, Cofounder of Nelson’s Green Brier Distillery and Belle Meade Bourbon, on the Life Cycle of a Modern Distillery

59 minutes

The last decade and a half have been a whirlwind for Andy Nelson, as the discovery of a family distilling legacy led his brother Charlie and him to pursue and launch the Nelson's Green Brier Distillery to make Tennessee Whiskey the way his great-great-great grandfather did (with a few accomodations for modernity, of course). Along the way, they also launched Belle Meade Bourbon, sourcing and blending, with the requisite learning that that entailed. Now, after selling the majority stake in the distillery to Constellation Brands, Nelson has set an independent course, consulting and helping other would-be distillery founders and operators navigate the same go-to-market maze.

In this episode, host Molly Troupe and Nelson discuss:

Building a brand story from family history

Developing and honing a solid base of blending skills before distilling and barreling whiskey

Moving past assumptions and expectations to focus on the reality of flavor in the blending process

The common misconception that smaller barrels age whiskey faster

Tennessee whiskey history and terminology, and the charcoal mellowing process

Updating a historic family recipe and process

Striking the balance between founder/owner and maker

Gaining confidence as a distiller without a background in science

Leveling up on less natural skills like sales

Bringing on a strategic distribution partner with all the benefits and challenges that entails

And more.

Brought to you by:

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