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What's the Story of a Great Whisky?
"We need for the first african american master distiller, his name to be forever known and honored," he says. "Not one bottle on any shelf represented someone who was not whitemailed." The story is so compelling, it's clear that that was going to be enough, in some cases, to get it on the shelves, right? But it's still not enough to connect it to the consumer, right? Because once your sales leave, they've told the story to the liquor store owner or the bartender,. He asks: How did you go from being on the shelves to actually buying it?