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Narrative Creation, sales/marketing consulting: The Bard of Brands
Sales Training and Spirits Mastery: Spirit-Gnosis
The fun of whiskey: Whiskey-Tainment!

Welcome.   A few years ago, it became evident that the transformation of the whiskey industry, and spirits as a whole, would occur via the burgeoning craft distilling movement.  Today, we see the transformation has begun and the small, craft-spirit movement is creating an impact on all the tiers of production, distribution and consumption.   It has overflowed out of the United States and has increased spirits production in countries on practically every continent. It may well define how we think about spirits for at least the next generation.


Why I started this company:

  1. For the small brand: First to create a narrative that elevates their position by exposing their unique ethos to grow market share; then, to activate it at all 3 levels of the supply chain so that it can compete and endure.

  2. For the small sales organization, training them in hand-sell techniques to elevate their game in the competitive world of spirits and turn them into trusted advisors, consultants, not product pushers;

  3. for consumers, to bring them the fun and knowledge of the whiskey and spirits industry without the market blather;

 with 3 objectives in mind, Its what I call a

"Unified Vision of Knowledge": 

The Bard of Brands

to serve the needs of the small production spirit brand, whether distillery, blender or merchant bottler, faced with the next step in market growth.  From narrative creation that connects sales strategy and execution, to activation techniques on the street, I will collaborate with you to create a systematic approach that creates a unique experience for your brand that results in sales. My goal is to be your partner in the struggle and evolution of your growth.  

“The most powerful person in the world is the storyteller.
The storyteller sets the vision, values and agenda of an entire generation that is to come.”
— Steve Jobs


Spirit-Gnosis and Build a Better Brand Ambassador

dedicated to creating a culture of knowledge in sales organizations with training in all spirit categories;
and turning Brand Ambassadors into the most important person you'll ever hire.

We turn product pushers into trusted consultants.



Starting in 2017, continued in 2018 through 2019: The Story of Whisk(e)y!  Billed as "60 minutes of bad stand-up comedy punctuated by drinking", The Story of Whiskey has played packed rooms at whiskey events around the US: WhiskeyLive to Whiskies of the World, from Minneapolis to Houston.  This year, we're adding more dates, TBD.  Read more about it here: The Story of Whiskey

Book the Story of Whiskey at your favorite venue:  Click here

Book the Story of Whiskey at your favorite venue: Click here

In August, 2018, I had the privilege of being a spirits judge for the Concours Mondial de Bruxelles Spirits Selection (The United Nations of Free Spirits) in Plovdiv, Bulgaria. Seventy-three judges from 23 nationalities tasting over 1300 spirits from around the world. A great experience and a well organized and fair competition. A few thoughts (click on each link):

Video interview

Thoughts on the competition (and on competitions in general)

A video teaser of the Plovdiv experience

Spirits Selection: 2019. I’ll be heading to Lvliang, China for the 19th Annual Spirits Selection in August. More information here: http://spiritsselection.com/en/

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