Mandate:

Build a premium bourbon from scratch inspired by the 9-time Tony® award nominated Broadway musical Shucked, where the lead character owns a distillery.

‍Execution (120 days):

• Finalized blend and 7-year positioning to support a $59.99 SRP
• Designed distinctive, theatrical-meets-artisanal packaging
• Used AI tools to test packaging concepts with targeted bourbon consumers prior to production
• Secured Tier One agency agreement providing direct access to all of their Tier one U.S. distributors, with optional global expansion
• Built website and compliant e-commerce infrastructure covering most U.S. states

Results

• Fully built, launch-ready brand in under four months, bottling by month 5.
• National distributor access secured pre-launch
• E-commerce live at launch
• Multiple Best of Show and Platinum medals for taste

Impact:

A cultural property translated into a commercially credible bourbon brand — built to operate within the real constraints of the U.S. three-tier system, not as a novelty extension.