Is the creation and branding of a super-premium spirit any different from marketing potato chips, chocolate chip cookies or nutritional supplements? Gary Shansby, who spent his career developing brands, didn’t think so, and he turned out to be correct. The result was Tequila Partida, one of the finest spirits on the market. Mark explores Gary’s thought processes in an extended conversation, and discusses the steps he took to make his tequila a success. In Bizarre Beverage News, Mark looks at the darker side of branding—the recent decision by Maker’s Mark to water down their bourbon, followed by their public apology, and the effects of the entire debacle on their reputation.

LINKS:
Marker’s Mark Bourbon—Link to: http://www.makersmark.com

Tequila Partida—Link to: http://www.partidatequila.com

Iconic Spritis: An Intoxicating History—Link to: http://www.iconicspirits.net