The MAFFEO DRINKS Podcast
088 | Bringing Luxury to The American Whiskey Category | Andrew Borenzweig | The Beverly High Rye
Jan 20, 2025
Andrew Borenzweig, founder of Beverly High Rye, shares his journey of revolutionizing American whiskey with a modern, luxury twist. Inspired by Beverly Hills, he combines bold rye flavors with the smoothness of bourbon in elegant decanter-style bottles. He discusses his strategic focus on securing placements in prestigious venues like Nobu and Mastro’s, emphasizing brand authenticity and a California-centric rollout. Andrew also touches on potential international expansion and the significance of premium partnerships in enhancing brand visibility and guest experiences.
32:30
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Quick takeaways
- Beverly High Rye embodies a luxurious brand identity by merging rye's boldness with bourbon's smoothness, appealing to modern whiskey drinkers.
- Andrew Borenzweig emphasizes the significance of strategic partnerships with prestigious venues to establish credibility and foster brand loyalty.
Deep dives
Luxury Meets American Whiskey
The creation of Beverly High Rye whiskey reflects a desire to infuse luxury into American whiskey while providing a modern twist. The founder aimed to step away from the traditional frontier ethos commonly associated with American whiskeys, introducing an aspirational lifestyle angle. The bottle design draws inspiration from Art Deco and old Hollywood aesthetics, creating a visual appeal reminiscent of glamorous settings like the Beverly Hills Hotel. This luxurious branding aims to position the whiskey as an elite choice while remaining approachable for a broader audience.
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