What do we have in common with Bob Dylan? Not much except that we enjoy the whiskey brand he's aligned himself with. We're not getting Bob on the show but we wanted to talk to someone who really knows their portfolio and that's going to be Adam Edwards, the National Brand Ambassador for Heaven's Door Whiskey. From the outset, Adam brings humor to his role, setting the tone about his journey from wine aficionado to bourbon ambassador. He shares his development in the spirits industry, beginning in Louisville before making pivotal moves at Trader Joe's and Rabbit Hole Distillery. Adam dives into the origins of Heaven's Door and where music legend Bob Dylan intertwines, detailing its strategic direction, including how they’ve navigated pricing and product offerings to stay competitive.

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