422 – Keeping it Super Premium with Mark and Sherri Carter of Old Carter

Every once in a while you run across a brand that has captured lightening in a bottle. For me, I see that as Old Carter. Mark and Sherri Carter join the show to talk about their extensive background in the wine industry, but how bourbon eventually captured his interest and became a new passion. Though he knew how to build a highly-rated wine brand, entering the bourbon world brought fresh challenges. Mark and Sherri connected with Dixon Dedman and launched Kentucky Owl until it sold. After the sale, they stayed focused on super premium bourbons to target whiskey aficionados. If a barrel didn’t suit their ideal flavor profile, they would put it back in the rick rather than compromise quality. But it’s not a complete story without a bit of legal trouble and the Carter name has been no stranger to lawsuits so stick around to hear that one.

Show Notes:

  • Above the Char with Fred Minnick (@fredminnick) talks about infinity blends
  • You had a big background in wine but when did bourbon come into your life?
  • Did you know how to build a wine brand and what attributes to a 100 point wine?
  • How did you end up getting connected with Dixon Dedman?
  • How do you compete in the wine world?
  • What happens when you have a bad vintage?
  • After Kentucky Owl sold to Stoli, when did you want to start your own brand?
  • Why did you continue going with the super premium route?
  • If a barrel doesn’t fit your profile and blend, what do you do with it?
  • What was your marketing approach and how did you capture the whiskey geek?
  • What’s your sweet spot for your releases and how you choose your whiskeys?
  • How many times have you been sued with the Carter name?
  • @oldcarterwhiskeyco @oldsherricarter @markcarter52
  • Support this podcast on Patreon

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