The MAFFEO DRINKS Podcast
089 | Bridging Tequila & Scotch Occasions | Michael Ballantyne | Storywood Tequila
Jan 27, 2025
Michael Ballantyne, the founder of Storywood Tequila, is on a mission to change the game with the world's first single malt whisky barrel-aged tequila. He shares how pivoting to whisky bars helped him connect with consumers who appreciate the nuances of oak and char. Michael emphasizes selective distribution to build momentum and a diverse product line that caters to varying tastes. His journey is marked by personal engagement and storytelling, forging deep connections within the spirits community.
36:15
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Quick takeaways
- Michael Ballantyne's innovative approach of aging tequila in whiskey barrels successfully targets whiskey drinkers, bridging two distinct spirit categories.
- Strategic marketing pivots, such as engaging whiskey enthusiasts and changing serving presentations, have reshaped consumer perceptions of tequila as a sipping spirit.
Deep dives
Innovative Spirit Creation
The product Storywood is introduced as the world's first single malt whiskey barrel-aged tequila, uniquely designed to appeal to whiskey drinkers. By aging tequila in whiskey barrels, the brand seeks to bridge the gap between two distinct spirits, emphasizing the shared qualities and flavors that can entice whiskey enthusiasts. The founder highlights his background as a whiskey drinker and his passion for innovation, ultimately creating a new category that challenges traditional perceptions of tequila. This innovation not only captures attention but also serves a specific purpose: to educate consumers about sipping tequila and to change its often misunderstood reputation.
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