What happens when you combine a shared passion, New York roots, and a bold dream between two colleagues? You get Upend Gin. Join co-founders Matthew McKee and Chris Lofrese as they share their journey from finance professionals to gin distillers, representing New York with their premium spirit.

With a focus on calculated risks and entrepreneurial reflection, Matthew and Chris discuss the importance of educating bartenders, experimenting with flavours, and the critical role of packaging and branding in delivering a premium experience.

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00:00 | Introduction and background

05:05 | Taking calculated risks

11:33 | Representing New York

18:25 | Educating bartenders

30:59 | Packaging and branding

39:41| Design and budget

41:55 | Focus on quality and brand

43:02 | Future plans: building a distillery