Scaling Whiskey: Fawn Weaver's Billion-Dollar Journey

Strategic use of media can attract attention and validate a business.

The press. I give all credit to the press. Because even before we began winning the awards, they just allowed me to come in to share the story.

• Fawn used media coverage to build credibility and attract distributors.
• Sharing her story helped overcome funding and growth obstacles.
• Founders can leverage press to amplify their message and support growth.

Innovative approaches can navigate complex distribution systems.

We built the entire thing out without having the distributors in mind, other than saying, drop off the product... we will do the work.

• Fawn took on marketing and sales responsibilities herself.
• She lessened reliance on traditional distribution channels.
• Founders can find alternative ways to reach customers despite regulatory hurdles.

Acknowledging risks and having strategies to mitigate them is crucial.

We leaned into it and said, Listen, this could happen, but the greatest rewards always come from the greatest risks.

• Fawn openly discussed potential threats from big competitors.
• She developed plans to handle possible challenges.
• Founders should prepare for competitive risks and not shy away from them.

Compelling narratives can differentiate a brand and engage customers.

I think a lot of people are not very good about bragging about their brands... you have to brag, because that's what consumers care about.

• Fawn leveraged her brand's unique story to gain attention.
• She proactively shared her brand's achievements.
• Founders should confidently share their stories to attract customers.

Elevating others as you succeed fosters inclusivity and broader impact.

That means that we cannot do this by ourselves. It's not any good if we succeed and everybody else is still left behind.

• Fawn emphasizes lifting others while growing her business.
• She focuses on creating opportunities for underrepresented groups.
• Founders can build diverse teams and contribute to industry change.

Intentional hiring and clear principles preserve culture amid scaling.

We don't just have guiding principles... I wrote out also 10 hiring principles... If that person is interviewing and they can't check every single box, that person doesn't make it to me.

• Fawn established clear hiring principles aligned with company values.
• She ensured new hires fit the culture by rigorous standards.
• Founders should formalize values to maintain culture during growth.

Creative strategies can overcome industry barriers to distribution.

I told them, I didn't expect them to do anything but drop off the product. We would sell the brand. We would do the work.

• Fawn assured distributors she'd handle the marketing and sales efforts.
• She reduced their burden, making it easier for them to accept her product.
• Founders can find innovative ways to work with reluctant partners.

Building credibility before product launch can enhance marketing success.

So my thought process was, well, maybe people don't care about winning an award. But if we became the most awarded bourbon in the world, out the gate, they would care.

• Fawn submitted her product to competitions before launch.
• Winning awards built brand credibility and attracted press.
• Founders can leverage accolades to enhance marketing.

Rapid scaling in traditional industries demands innovative strategies that defy norms.

In my instance, I thought there's never been a woman or a person of color to ever succeed in this industry... So I said, I want to get into all 50 states in less than 2 years.

• Fawn Weaver bypassed the traditional slow-growth model.
• She aimed for nationwide distribution to gain media attention.
• Founders can challenge industry norms to achieve fast growth.

Starting a capital-intensive business brings significant financial risks when costs are immediate but profits are delayed.

There were absolutely times where account is overdrawn. It is so close to zero. We had nothing that we could call our own.

• Fawn Weaver invested heavily upfront, waiting years for revenue.
• She faced cash flow challenges but persevered.
• Founders must plan for financial strains and secure adequate funding.