When I hit the streets for Maker’s Mark, I didn’t just talk about the brand — I lived it. I even rode a red wax-dipped bicycle (yes, really) across Manhattan, spreading the gospel of bourbon. I rode that bike until the chain literally wore out. That’s what it takes: showing up, listening, and staying connected to the people who move your product and your story forward.
One of my personal rules came out of that experience — always support the people in the sales trenches. They are the lifeblood of your brand.
And another rule I shared with Maker’s Mark President Bill Samuels, Jr. himself, as we rode together in a New York yellow cab making account rounds:
“Your word is all you have in this business — and your word on the street is your currency.”
Bill smiled. He got it. Because the best brand builders don’t just talk — they listen. Like Joe Pesci with a notepad.
