In this revealing episode, Shawn Soole sits down with Alexandre Gabriel, visionary founder of Maison Ferrand and one of the most influential thinkers in the global spirits world. From reviving historic brand identities to steering cocktail culture toward authenticity and craftsmanship, Alexandre shares his perspective on creativity, entrepreneurship, and what it takes to lead in an ever-evolving industry.

Whether you’re a bartender, distiller, brand builder, or producer, this conversation bridges deep heritage with modern innovation — unpacking not just how spirits are made, but how ideas endure.

🧠 What You’ll Learn

• Alexandre’s journey from early curiosity to building Maison Ferrand into a global spirits icon

• The balance of heritage and innovation — how tradition informs creativity without constraining it

• Lessons on product development, storytelling, and leadership in a crowded market

• Why craft, quality, and intuition still matter — even when trends shift

• Live Q&A: real talk on flavor, brand identity, market dynamics, and legacy thinking

⏱ Timestamp Highlights (Approximate)

• 00:02:30 – Alexandre’s beginnings and the intuition that led him to spirits

• 00:14:45 – Building Maison Ferrand: philosophy, process, and purpose

• 00:29:10 – Craft and context: balancing tradition with creative freedom

• 00:42:50 – Live Q&A: spirits trends, mentorship, and sustaining relevance

• 00:58:00+ – What’s next: innovation pipelines, community engagement, and industry vision

🎯 Who It’s For

Distillers, bartenders, beverage directors, brand builders, and anyone passionate about the intersection of craftsmanship, culture, and creative leadership in the spirits world.

✅ If You Loved This Episode

• Hit Like

• Subscribe and ring the 🔔 for more conversations with leaders shaping drinks and culture

• Share your favourite Alexandre insight or question in the comments

• Forward this to your team, partners, or anyone building in the world of spirits or hospitality