Today’s episode is a doozy. We’re featuring Mike Watson: technologist, marketer, entrepreneur. The man was on the team that invented Bluetooth, of all things. Now he’s turning his acumen to the spirits category as president of Lonerider Spirits, which is new on the scene of spirits but sure to make noise with Mike in charge.

00:18 - Mike Intro

01:22 - How does a Tech and Bluetooth background lead to Spirits

03:54 - Origin of Lonerider Spirits

05:01 - Decision to move from beer to spirits

07:51 - How do you make your brand stand out on the shelf

12:31 - What are the challenges for being known for the Lonerider Brewery

12:58 - Beer only drinkers vs Spirits only drinkers

16:09 - How did you gain the expertise to make whiskey

17:28 - Lonerider sub-brands

21:22 - Driving penetration

24:22 - Tone of Voice

25:36 - How do you use measurements

27:48 - Marketing specific cocktails and using influencers

29:42 - How did Covid affect Lonerider

31:25 - Sober curious movement

39:16 - What's next for Lonerider

https://loneriderspirits.com/