Brad Neathery, Oak and Eden, joins to discuss using past wisdom learned with his print publication Modern Huntsman to tell novel stories. Positioning and perception is crucial to whether or not a brand succeeds, particularly in the whiskey industry. It’s a combination of a quality product and unique branding, with an emphasis on functionality not just aesthetics. In addition, he talks of how a 1/1 bottle idea led to a test kitchen in Texas, and a customer driven portfolio.