The article discusses the creation of Fords Gin, initiated by Sasha Petraske and crafted with detailed input from bartenders. It emphasizes the need for a modern gin that emphasizes traditional juniper flavors while catering to bartenders' requests for higher ABV and distinctive botanicals. The production process involved extensive collaboration, making the bottle practical for bartenders. It also chronicles the challenges faced by innovators in the spirits industry, detailing the experience of launching a brand and securing investment. Ultimately, the author stresses that passion for the craft is essential for success in this field.
Around 2008, Milk & Honey's Sasha Petraske proposed making a gin. I pushed back: We don't need more gins! But he convinced me.
I launched The 86 Company to make spirits with bartenders. We worked with Employees Only on a rum, Pravda on a vodka, Mayahuel on tequila.
Occasionally one just wants the biggest slice of pie, and when I'm desperate, I say yes. Not knowing how to write an investment deal proved costly.
My advice is don't do it for the money. Do it because you love it. The reason Fords still exists is love.
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