246 - Ezra, Rebel, and Blood Oath Pacts with Philip Lux of Lux Row Distillers

Mar 26, 2020

Philip Lux from Lux Row Distillers shares the family history behind brands like Ezra Brooks and Rebel Yell. Lux Row's transition to a distillery in Bardstown, KY, their future plans for growth, and special collaborations. An insightful discussion on bourbon production, Blood Oath blends, and the importance of location choice for distilleries.

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ANECDOTE

Philip Lux's Personal Bourbon Start

Philip Lux first engaged with bourbon personally only about three years ago while the company was building their distillery.
His family company has been in bourbon sourcing and branding for over 40 years, starting with private label bourbons.

INSIGHT

Local vs National Brand Recognition

Luxco's brands have major recognition in Kentucky but less nationally, requiring growth efforts.
The Bardstown distillery helps showcase their brands where bourbon enthusiasts frequently visit.

INSIGHT

Luxco's Extensive Family Spirit Portfolio

Luxco owns about 100 spirit brands including major bourbons like Ezra Brooks, Rebel Yell, and David Nicholson.
The family ownership spans generations with deep market experience dating back decades.

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Today’s episode features one of the largest spirits companies you might not know much about. You’ve heard of brands like Ezra Brooks, Rebel Yell, and Blood Oath, but there is a lot to discover about Luxco. We sit down with Philip Lux, Global Brand Ambassador at Lux Row Distillers and son of CEO Don Lux, as he guides us through the family history of the Lux’s along with their acquisitions of bourbon brands. Then we also get the inside scoop on what’s happening at Lux Row Distillers. After sourcing whiskey for many years, it became apparent they needed to build a distillery and they did it right in Bardstown, KY. We discuss the future of the brands and how they plan to grow and evolve. Don’t sleep on this location during your bourbon trail visit because the facility is incredible.

Show Notes:

Black Market Liquor Sales: https://www.forbes.com/sites/fredminnick/2020/03/19/wholesalers-warn-of-black-market-liquor-if-liquor-stores-close-amidst-coronavirus/#3b5445042e88
Supporting Spirits United: https://p2a.co/JRoHtT8
Bourbon Pursuit USBG Fundraiser: bourbonpursuit.com/usbg
Bourbon Crypto: https://www.coindesk.com/wave-financial-to-tokenize-20m-worth-of-bourbon-for-new-whiskey-fund
Pat Heist on TedX: https://www.youtube.com/watch?v=oSLWEnz-1mc
This week’s Above the Char with Fred Minnick talks about supporting craft distilleries.
What was your introduction to bourbon?
How did you get into the business?
What stands out about bourbon when you are traveling?
Talk about the difference between Luxco and Lux Row.
Did your dad ever tell you about how he had the foresight to acquire all these brands?
Tell us the story of David Nicholson.
Talk about Blood Oath.
Was Rebel Yell acquired the same time as David Nicholson?
Tell us about your bourbon portfolio.
When did you break ground on the facility?
Why did you decide to build in Bardstown and not St. Louis?
What is the difference between regular David Nicholson and the reserve?
Tell us about your still and capacity.
Any worries about your bourbon being ready in 4 years?
Are you trying to replicate the existing flavor profiles?
What is your storage capacity?
What is something that people might not know about your brands?
When is the Lux Bourbon coming?
Any plans to use this facility to support Luxco?
What issues have you had starting a distillery?

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