Case Study: Penelope Bourbon – Built on Friendship, Fueled by Hustle
The Challenge
Penelope Bourbon was born out of friendship and family. Founders Mike Paladini and Danny Polisi, childhood friends, set out with their wives to create something rare in the whiskey world — a bourbon that was approachable from day one.
But the goal wasn’t just to make a great bourbon; it was to build a movement around it. That meant bringing the story — and the spirit — straight to the people who would love it most.
The Approach: Lessons from the Street
When I joined the rollout team in Connecticut and New York, we took Penelope to the streets — literally. Store by store, bar by bar, pour by pour. That’s where the brand came alive.
Here’s what we learned along the way:
One for all and all for one – When the team believes in the mission, the message sells itself.
Everyone is a salesperson – From founders to field reps, every conversation matters.
Sales is king – Marketing, PR, and promotions can amplify the story, but the real growth happens face to face.
The Creative Spark
I’ll never forget the moment inspiration struck. I was setting up shelf talkers under bottles when it hit me: a red, white, and blue campaign — a nod to Penelope’s all-American story.
That’s the kind of insight you can’t get from a boardroom. The best brand ideas don’t come from brainstorming decks; they come from the frontlines, out on the street, where real consumers live and buy.
The Legacy
That grassroots hustle paid off — big time. Luxco/MGP, the company behind Penelope’s production, acquired the brand in a deal valued at up to a quarter-billion dollars, contingent on long-term sales goals.
It’s proof that when you build a brand with authenticity, passion, and persistence, the market takes notice.
Schedule a 33 minute consultation and street brand stress test with John today.
Special introductory rate of $66.00 for new clients (can be applied to future tasting, brand bootcamps, and any street work contracts).
