111. The New Online Premise

On this episode, we enter mid-conversation with Noah Tracht of Pernod Ricard and Chris Blatner - The Urban Bourbonist about the on-trade’s dissipating relevance in the whiskey industry, and how the online-premise is supplanting bars. This spirited discussion centers on the importance of the emerging virtual space and if whiskey distilleries will recalibrate their energy towards online and off-premise when building a brand. We also create a hypothetical distillery and develop how we’d approach building a brand in 2020. Lastly, we debate the importance of brands not abandoning the connections they’ve made during 2020, and how they should only expand on those relationships.