Return on Reputation

In this episode of the Proof University Show, host Justin Obey sits down with Ann Marshall, co-founder of High Wire Distilling Co., a Charleston-based distillery known for its dedication to local ingredients and innovative craft spirits. Ann takes us on a journey from her and her husband Scott’s beginnings in craft brewing to founding a celebrated distillery in 2012.

Together, Ann and Justin explore High Wire's commitment to reviving the heritage Jimmy Red corn, working alongside renowned experts like master distiller Dave Pickerel, and balancing the demands of a family-run business. They also dive into the challenges of navigating e-commerce in the whiskey world, the importance of community engagement, and how High Wire blends tradition with a forward-thinking approach to craft distilling.

This episode offers a rich exploration of building a brand that respects Southern culture and history while staying at the cutting edge of the spirits industry. Ann also gives a sneak peek into their exciting upcoming whiskey releases and discusses the broader trends shaping the future of natural products.

Whether you're a whiskey aficionado, a fan of craft spirits, or curious about the business behind the bottle, this conversation is full of insights into the art and innovation of distilling.

Listen now to hear Ann’s inspiring story and learn more about High Wire Distilling Co., only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!

Key Takeaways:

The story of transitioning from craft brewing to distilling.

The importance of using local ingredients and reviving heirloom crops.

Challenges and rewards of running a family-owned business.

How staying true to your roots can lead to long-term success.

An exclusive look into High Wire’s upcoming whiskey releases and their exciting future.

00:00 Introduction and Guest Welcome

00:58 The Beginnings of High Wire Distilling

02:39 Transition from Brewing to Distilling

03:33 Choosing Craft Spirits Over Brewing

03:59 Establishing the Distillery in Charleston

06:12 Commitment to Craft and Local Sourcing

14:37 The Jimmy Red Corn Story

19:40 Building the Brand and Overcoming Challenges

23:12 The Long Journey to Success

25:56 The Power of Authenticity in Small Business

26:53 The Importance of Patience and Longevity

27:57 Navigating Economic Challenges

29:12 Creating a Community Experience

34:22 The Role of E-commerce in Growth

38:17 Building a Strong Brand Community

44:34 Balancing Business and Personal Life

50:10 Exciting New Developments

52:42 Reflecting on the Journey

55:23 Conclusion and Final Thoughts

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

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In this episode of the Proof University Show, host Justin Obey sits down with Finian Sedgwick, COO of BAXUS, a groundbreaking blockchain-based platform transforming how high-end collectible wines and spirits are traded. Finian shares his journey from the corporate world at Pernod Ricard to becoming a driving force behind BAXUS, offering a fresh perspective on combining cutting-edge technology with the rich traditions of the spirits industry.

Finian and Justin discuss how BAXUS is using blockchain to create transparency and accessibility in the collectible spirits market, making the process of buying, selling, and trading rare bottles more seamless than ever. They also explore the role of BoozApp, a powerful tool that empowers consumers by providing real-time price discovery and insights into fair market value across the world of alcoholic beverages.

This episode offers a deep dive into the challenges faced by independent brands, particularly within the complex three-tier distribution system of the United States, and how BAXUS is helping level the playing field for collectors and enthusiasts. Finian's insights shed light on the power of community in building a more connected spirits industry, where passionate consumers can access the bottles they love, from the everyday to the most exclusive vintages.

Whether you're a whiskey lover, a tech enthusiast, or curious about the future of the spirits industry, this conversation is packed with valuable insights on digital transformation and the evolving landscape of collectible spirits.

 Listen now to learn how blockchain is shaping the future of spirits trading, only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!

00:00 Introduction and Guest Welcome

01:12 Finian's Background and Career Journey

03:59 Discovering Blockchain and Joining Baxus

06:08 How Baxus Works and Its Unique Features

11:01 Challenges and Opportunities in the Spirits Market

18:23 BoozApp and Community Engagement

25:01 Technical Difficulties and Apologies

25:21 Introduction to Boozapp and Baxas

26:22 Whiskey Market Insights

28:32 Industry Challenges and Opportunities

32:40 Capital and Investment in Whiskey

37:23 Reconnecting and Final Thoughts

40:29 Balancing Work and Life

42:03 Favorite Books and Maintaining Balance

45:39 Closing Remarks and Future Plans

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Brand Advantage Blueprint. Within 60 days, you'll have the foundation necessary to build an iconic brand, boost sales, and build a community of fans!

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For an inside look at how he’s shaking up the ready-to-drink (RTD) cocktail industry, tune into this episode of the Proof University Show with Aaron Polsky, the founder and CEO of Livewire.

Launched in the thick of the COVID-19 pandemic, Aaron opens up about navigating those early challenges, the importance of killer branding that jumps off the shelf, and why Livewire is more than just another cocktail in a can.

From pricing and distribution strategies to the power of in-person demos and tastings, Aaron breaks down how he's built a brand that’s as creative as it is authentic.

Plus, hear his thoughts on the future of the spirits industry and why staying true to quality and profitability is the secret to long-term success.

Don’t miss it—listen now on Apple Podcasts, Spotify, and YouTube!

#ReadyToDrinkCocktails #CraftCocktails #BartenderCrafted #LivewireCocktails #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

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From corporate America to launching a premium spiked coffee, join us as we talk with Greg Howard, President and Co-Founder of Howie Spiked - Alc-A-Chino, as he takes us behind the scenes of building an innovative brand in the alcohol industry.

Greg breaks down the challenges of expanding to over 20 states, the power of tastings in creating brand evangelists, and how genuine personal engagement is key to building a loyal customer base.

You’ll also hear how consumer demand led to the creation of a non-dairy, oat milk-based spiked coffee, and get a sneak peek into exciting future plans for new spirits like tequila and barrel-aged whiskey.

Plus, Greg shares his strategy for staying true to the brand's ethos on social media, favoring authentic content over influencer hype.

Catch the full episode now on Apple Podcasts, Spotify, and YouTube!

#SpikedCoffee #AlcoholInnovation #RTDMarket #BrandBuilding #Entrepreneurship #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

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From managing music legends like Shaka Khan and Carlos Santana to becoming the co-founder of two standout mezcal brands, get ready for an exciting episode of the Proof University show with Jacqui Thompson, the powerhouse behind Revel Spirits and Las Melodias de la Luna Mezcal.

You’ll hear how Jacqui infuses her passion for music into every aspect of her mezcal creations, from the art of agave and terroir to crafting unique bottle designs that sing with authenticity. We dive deep into the rise of mezcal as a sophisticated spirit, and how Jacqui has positioned her brands at the forefront of this growing movement.

Plus, Jacqui shares her insider tips on branding, direct-to-consumer strategies, and what it takes to build an empire—while still finding balance as an entrepreneur.

Trust us, you don’t want to miss this conversation. Tune in now on Apple Podcasts, Spotify, and YouTube!

#MezcalMastery #AgaveJourney #WomenInSpirits #RevelSpirits #LasMelodiasDeLaLuna #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

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In this exciting episode, we take the Proof University show international with a conversation featuring Rohan Shah, founder of Amizi Rum. Rohan takes us deep into the origins of Amizi, an Afro botanical rum crafted from fresh sugarcane juice and six unique botanicals, all sourced from the vibrant and diverse landscapes of Rwanda.

From bootstrapping his business to blending his expertise in international development with his passion for premium spirits, Rohan shares the highs and lows of building a brand that’s rooted in storytelling and authenticity.

Discover the challenges of self-distribution in Rwanda, how the no and low alcohol trend is shaping the industry, and Rohan’s hard-earned lessons on entrepreneurship, delegation, and maintaining balance through it all.

Tune in now on Apple Podcasts, Spotify, or YouTube to hear the full conversation with Rohan Shah!

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price.

Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠

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Don't miss this episode with our special guest, Jon Lawson from Batiste Rhum, as we dive deep into sustainable rum production, the art of crafting fresh-pressed sugarcane rum, their carbon-negative process, and the journey of building a unique brand in the spirits industry. We’ll also explore the importance of community, branding, and Jon's insights for aspiring founders on patience, discipline, and navigating the challenges of entrepreneurship.

We delve into the challenges and rewards of growing a small, premium brand in a competitive market. Jon shares insights into how the brand navigates limited budgets, focusing on grassroots marketing efforts such as in-store tastings and local community events to build consumer awareness. His disciplined approach to brand-building, influenced by his background in finance, underscores the brand’s slow and steady growth, rooted in meaningful connections with both consumers and local retailers.

Additionally, it gives you a personal look into Lawson's philosophy on running a business, emphasizing the importance of patience, discipline, and balance. He discusses the value of controlling what you can and staying grounded in both personal health and business decisions. This narrative makes Batiste Rhum not just a product but part of a thoughtful lifestyle, appealing to customers who value both quality and sustainability in their spirits.

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

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Welcome to The Proof University Show! In this episode, we feature Todd K. Harris, a seasoned business strategist with 17 years of experience across broadcast, digital, SaaS, and digital agencies. Currently serving as the Senior Vice President of Global Strategic Alliances at Valtech, Todd is also the co-founder and CEO of Plift, a pioneering THC-infused beverage company.

Todd discusses the inception and growth of Plift, aimed at providing a predictable and enjoyable cannabis experience. He explains how the idea for Plift emerged during the COVID-19 pandemic to address the unpredictability of cannabis gummies and the rise in alcohol consumption for stress relief. The brand transitioned from its original name, Happy Hour, to Plift to better represent an anytime beverage that uPlift consumers.

The conversation covers navigating state-by-state regulations for hemp-derived THC, the impact of the 2018 Farm Bill, and the importance of compliance and community building through tastings, samplings, and localized events.

Todd emphasizes Plift's mission to be an accessible and affordable alternative to alcohol, aiming for competitive pricing and widespread availability in stores. He also highlights the importance of collaboration within the industry to grow the hemp beverage category and predicts significant growth in the market.

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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Instagram⁠

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#THCInfusedBeverages #CannabisCommunity #HempBeverages #CannabisCompliance #PliftBeverages #CannabisEducation #AlternativeToAlcohol #CannabisRegulations #CommunityBuilding #ToddHarris #TheProofUniversityShow #Spirits #SpiritsIndustry #Proof

Welcome to The Proof University Show! Join us in this roasty episode, as we chat with Spencer Mahoney, VP of Operations & Marketing at Atomic Coffee Roasters and co-founder of Atomic Black Spirits.

Discover how Atomic Coffee Roasters has become a standout specialty coffee brand and how Atomic Black Spirits crafts premium coffee liqueurs for espresso martinis using Atomic's expertly roasted beans.

In this engaging episode, Spencer reveals the challenges of expanding beyond Massachusetts, and the dynamics of running a family business, and shares powerful strategies for direct-to-consumer (DTC) marketing.

This episode is packed with insights into the unique positioning of both Atomic Coffee Roasters and Atomic Black Spirits, the power of family dynamics in business, and the complexities of marketing and selling in the adult beverage industry.

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

👉 ⁠Follow Justin Obey on Instagram⁠

👉 ⁠Follow Justin Obey on Youtube⁠

Keywords: Atomic Coffee Roasters, Atomic Black Spirits, espresso martinis, marketing strategies, brand community, family business, Massachusetts, beverage industry, direct-to-consumer, social media marketing, community building, coffee roasters, adult beverage, business expansion, brand refresh, operations management, fitness enthusiast, entrepreneurship, social media influencer, customer engagement, brand loyalty, product differentiation, cold brew coffee, specialty coffee, in-person events, digital marketing, distribution challenges, creative campaigns, family dynamics, hospitality industry.

Welcome to the Proof University Show! In this enlightening episode, we dive deep with Steve McGarry into the complexities of the branding and operations business.

Steve brings a rich history from his tenure at Pernod Ricard and offers invaluable insights from transitioning to a craft startup like Rosaluna.  McGarry's extensive experience shed light on contemporary challenges and opportunities in the industry. Here's a snapshot of what you can look forward to:

🎙 **Strategic Insights on Cost Control and Logistics**

Justin and Steve underscore the critical importance of managing costs and logistics, especially in these times of inflation-driven shipping expenses. Steve shares his tried-and-true strategies for maintaining financial stability while scaling a brand.

🌟 **Consumer Behavior and Gen Z Trends**

Steve McGarry imparts invaluable knowledge on adapting to shifting consumer trends, particularly focusing on Gen Z's preferences for sourcing information and engaging with brands. Learn how to stay ahead of the curve!

💰 **Maximizing ROI and Marketing Strategies**

Shift your mindset from the old norms of burning cash for brand awareness to a more intentional approach. Steve delves into aligning strategies with financial thresholds and highlights the essential metrics acquirers consider before making an investment.

🔍 **Authenticity and Vertical Integration**

Rosaluna’s commitment to authenticity shines through their vertically integrated model—owning the distillery, farm, and every step. 

🍹 **Innovating in the Mezcal Space**

Steve shares Rosaluna’s mission to introduce a lighter, less smoky mezcal to attract new consumers who might find traditional mezcal too intense. From unique roasting processes to perfecting flavor profiles, get a behind-the-scenes look at what sets Rosaluna apart.

🌿 **Sustainability and Community Building**

Building a brand that resonates with consumer values is key. Hear Steve discuss the importance of sustainability efforts and crafting a belief system that fosters community—illustrated by the success story of Tito's.

🗂 **Balancing Work, Life, and Organization**

Cocktail recipes aren't the only thing Steve masters. Discover his unique approach to staying organized and the importance of prioritizing tasks, all while ensuring quality family time.

It's a masterclass in entrepreneurship, strategy, and brand management that is bound to inspire and inform.

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

👉 ⁠Follow Justin Obey on Instagram⁠

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