The origin story of Spiritless begins deep in Kentucky Bourbon country, where the trio of co-founders initially bought large quantities of Old Forester at their local Total Wine, while enlisting the services of a sump pump to help power their early experiments. Alongside her two other co-founders, Lauren Chitwood's brand journey dates back to before the pandemic, and in those early days they sought to craft a brand and liquid that would come to resonate with those seeking moderation.

In this episode we talk with Lauren on a variety of topics, including:

• The company's role in the evolving landscape of drinking habits, and how they’ve always focused on appealing to those moderating, not just abstaining.
• The "full circle" moment of seeing the product on Total Wine shelves after the initial Old Forester experiments purchased from the same store.
• How Lauren and her co-founders are grappling with whether to enter the THC-infused beverage space, which brings with it many regulatory and distribution considerations.
• The experience of being a female-founded brand in a male-dominated spirits industry, and why they would much rather talk about being data-driven entrepreneurs.

Mentioned in this episode:

Spiritless

Total Wine & More

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