Hardware Podcasts

Uncle Nearest Premium Whiskey: Fawn Weaver

How I Built This · 4 Oct 2021 · 1h 16m

What this episode covers

Fawn Weaver, founder of Uncle Nearest Premium Whiskey, explains how she pivoted from planning a book to launching a whiskey brand after purchasing the 300-acre Dan Call farm in Lynchburg, Tennessee. She details the strategic decision to hire Sherry Moore, former head of whiskey operations at Jack Daniel's, and the legal maneuvering required to tell Nearest Green's story without infringing on Brown-Forman's trademarks. Weaver also describes overcoming industry gatekeeping by having her husband Keith pose as CEO to secure distributor callbacks, and leveraging scarcity marketing and award sweeps to drive rapid national growth.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Brown-Forman, Sony Pictures, Motown Records, Boston Beer Company, Diageo, William Grant, Bacardi, Pernod Ricard, U.S. Bank
Products
Uncle Nearest Premium Whiskey, Jack Daniel's, Happy Wives Club, Daddy Long Legs, Sam Adams, Budweiser, Coors, Miller, Chivas
Also
Sherry Moore, Dan Call Farm, Covenant House, Thomas Blacksher, G. Garvin's, Hollywood Bowl, New York Times, Jeffrey Wright, BevMo, Costco

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