How to Build a Brand Like Bel Air

Brad Goreski: How do you go about building a brand like Bel Air? In spirits to me, there's so much mythology and you're going head to head against things that have been around for quite frankly, fucking a hundred plus years. So how do you do that now is do you have a process like how do you build these things?" He says he always starts from the liquid because that's where it always starts. "If it if it doesn't taste good, they're not going to come back"