Bourbon Pursuit 525 - Behind the Pour: Unpacking Whiskey Subscriptions with Greg Cohen
Jul 31, 2025
Greg Cohen, a marketer and founder of Pour More, reveals the ins and outs of whiskey subscriptions. He discusses how COVID-19 spurred their growth and the importance of storytelling in marketing. Cohen shares insights into their dual customer base: whiskey connoisseurs and casual gift-givers. He also explores the complexities of alcohol distribution laws and balancing exclusivity with value. Tune in for a peek at how Pour More navigates these challenges while engaging with both consumers and distillers.
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Blind Packs Attract Explorers
- Blind, surprise deliveries attract explorers who want new bottles rather than chase drops and hype.
- Greg says clubs should target people open to discovery, not hunters who chase limited releases.
Marketer Joins Post‑COVID Growth
- Greg joined Pour More after COVID, bringing marketing skills to build brand and distiller relationships.
- He shifted focus from simply shipping bottles to storytelling, content, and custom bottlings.
Use Feedback Loops To Hone Clubs
- Collect monthly feedback and use it to refine clubs and match bottles to members' preferences.
- Greg recommends analyzing survey trends (they use AI) to adjust offerings across whiskey and scotch clubs.