A great whiskey tells a story, and a double barrel whiskey tells one with an unforgettable second act. The initial maturation in a new charred oak barrel builds the foundation—the familiar, comforting notes of caramel and vanilla. But the real transformation happens when the spirit is moved to a second barrel. This is where the distiller adds nuance and depth, much like our namesake, Mary Dowling, added a chapter of resilience and innovation to her own story. The double barrel aging process is about more than just flavor; it’s about building character, creating a spirit that is both balanced and bold, with a smooth, memorable finish.
Key Takeaways
- It’s a Method of Layering, Not Just Aging: Double barrel aging is a two-step process where a fully matured whiskey is finished in a second barrel. This technique is used to intentionally build complexity and create a smoother spirit.
- The Second Barrel Defines the Final Character: While the first barrel builds the classic bourbon foundation, the second barrel is what adds the unique nuance and signature finish, creating a deeper, more refined taste.
- Taste for the Two-Part Story: To fully appreciate a double barrel whiskey, first identify the core flavors from the initial aging. Then, notice how the nuanced layers from the second barrel’s finish evolve on your palate.
What is Double Barrel Aging?
If you’ve ever wondered what makes certain whiskeys so rich and layered, the secret often lies in how they’re aged. Double barrel aging is a fascinating technique where a whiskey matures in two separate barrels, one after the other. It’s a deliberate, two-step process designed to create a deeper, more interesting spirit. The journey begins in a primary barrel, typically a new charred oak barrel, where the whiskey develops its foundational character. Think of classic bourbon notes like vanilla, caramel, and a hint of spice.
After this initial maturation period, the distiller transfers the whiskey to a second, different barrel for a finishing period. This second barrel is where the magic really happens. It could be another new charred oak barrel to intensify the flavors, or it might be a barrel that previously held something else, like sherry, port, or even tequila. This finishing step introduces a whole new set of aromas and tastes, adding a unique signature to the final product. It’s this thoughtful craftsmanship that transforms a good whiskey into a great one, like our own Mary Dowling Tequila Barrel Finish Bourbon.
How It Differs from Single Barrel Aging
It’s easy to get “double barrel” and “single barrel” mixed up, but they describe very different processes. A single-barrel whiskey is exactly what it sounds like: the entire contents of the bottle come from one individual barrel. This means each bottle can have a unique flavor profile, reflecting the specific characteristics of that single cask. Double-barrel whiskey, on the other hand, isn’t just a mix of two barrels. It’s a sequential journey. The spirit is fully aged in one barrel and then moved to a second barrel for a finishing period. This method is all about layering flavors intentionally, rather than capturing the singular expression of one cask.
The Science of Dual Maturation
So, why go to all the trouble of using two barrels? It’s all about building complexity. The first barrel lays down the whiskey’s foundation, imparting those familiar, comforting notes of oak and sweet caramel from the charred wood. But the second maturation is where a distiller can add nuance and finesse. By moving a fully matured spirit into a second barrel, they can introduce complementary or contrasting flavors. This process is how distillers build a truly complex flavor profile, creating a smoother, more refined whiskey. It’s a testament to the idea that great things take time—and sometimes, a change of scenery.
Why Does Double Barrel Aging Make Better Whiskey?
This technique is more than just a trend; it’s a deliberate method distillers use to craft exceptional spirits. By introducing a fully matured whiskey to a second, new barrel, we can guide its character in a new direction. This second aging period isn’t about starting over—it’s about adding layers of nuance and refinement that a single barrel simply can’t provide. The result is a whiskey that feels more complete, with a depth and balance that speaks to the patience and intention behind its creation. It’s how a good whiskey becomes a truly great one.
Creates Deeper, More Complex Flavors
Think of the first barrel as laying the foundation—it gives the whiskey its core identity. The second barrel is where the artistry comes in. Transferring the spirit into a new barrel introduces it to a fresh set of wood sugars and compounds, adding layers of flavor that weren’t there before. This process allows distillers to build a specific, complex flavor profile with incredible intention. Instead of a single note, you get a symphony of tastes—perhaps hints of vanilla from the first barrel mingling with rich caramel or toasted spice from the second. It’s this interaction that makes the final product so much more interesting to explore.
Achieves a Smoother Finish
One of the most noticeable benefits of double barrel aging is the remarkably smooth finish it produces. The second maturation period does a wonderful job of softening any harsh edges the spirit might have, rounding out the mouthfeel without sacrificing character. While some aging processes can leave a bourbon tasting bitter or overly dry, the double barrel method creates a distinctively warm and velvety texture. This added layer of rich complexity makes the whiskey incredibly approachable and perfect for sipping, allowing you to appreciate every subtle note without any aggressive burn. It’s a smoothness that feels earned, not manufactured.
The Benefits of Extended Maturation
It’s important to understand that double barreling isn’t just about aging a whiskey for a longer time. It’s about giving it a second, distinct maturation phase. A distiller doesn’t just leave the whiskey in one barrel for twice as long; they move a fully matured spirit into a brand-new barrel to continue its development. This is a critical distinction. The first aging cycle does its job, and then the second one begins, building upon that foundation. The longer the whiskey rests in that second barrel, the more it absorbs those new characteristics, creating a spirit with a truly unique and well-developed personality. This dedication to process is what defines the legacy of trailblazers like Mary Dowling.
How Barrel Selection Shapes a Whiskey’s Character
The barrel is so much more than a container; it’s an active ingredient that shapes a whiskey’s soul. The type of wood, its history, and how it’s treated all contribute to the final spirit, transforming it from a raw distillate into the complex, flavorful drink you enjoy. In double barrel aging, this influence is magnified, as the whiskey gets to know not one, but two distinct barrels. Each barrel leaves its own unique signature, layering flavors and textures to create a truly remarkable profile. This careful selection process is where distillers showcase their artistry, guiding the spirit toward its final, delicious expression. It’s a testament to the idea that patience and the right environment can create something extraordinary, a philosophy Mary Dowling herself embodied.
The First Barrel: Laying the Foundation
Think of the first barrel as the one that builds the whiskey’s core identity. For bourbon, this is almost always a new, charred American oak barrel. During this initial aging period, the spirit draws out foundational flavors from the wood—notes of vanilla, caramel, and a hint of spice. The char on the inside of the barrel acts as a filter, smoothing out the raw spirit while encouraging the chemical reactions that create deep, rich character. This first maturation sets the stage, giving the whiskey its classic bourbon backbone and structure before it moves on to the next phase of its journey.
The Second Barrel: Adding Nuance and Finish
After its initial aging, the whiskey is moved to a second barrel to acquire more complexity and a refined finish. This is where distillers can get creative. A classic double barrel bourbon might move into a second new charred oak barrel to intensify those foundational flavors, resulting in a richer, deeper spirit. Alternatively, the second barrel could be a “finishing” cask that previously held another spirit like sherry, port, or tequila. This second maturation allows the whiskey to pick up subtle, complementary notes from the barrel’s previous life, adding layers of fruit, spice, or sweetness that make the final product truly unique.
How Wood Type Influences Flavor
The magic of barrel aging lies in the wood itself. Charring the inside of the barrels is a crucial step that caramelizes the wood sugars, breaking down compounds to make them accessible to the spirit. This process is what unlocks those desirable sweet flavors of vanilla, toffee, and brown sugar. It’s a common misconception that charring makes whiskey smoky; instead, it smooths the spirit and deepens its color and character. Different levels of char can be used to achieve different results, giving distillers precise control over the barrel aging process and the final flavor profile of their whiskey.
The Impact of a Barrel’s Past Life
When a distiller chooses a second barrel that once held another liquid, they are intentionally layering history and flavor into the whiskey. A barrel that aged sherry, for example, will impart notes of dried fruit and nuts, while a former port cask might add hints of dark berries and chocolate. This technique is how distillers build a truly complex flavor profile, creating a conversation between the original bourbon and the ghost of the barrel’s former occupant. It’s a thoughtful process that results in some of the most innovative and memorable Mary Dowling whiskeys, each telling a story of its unique journey.
What Happens at Each Stage of Double Barrel Aging?
The double barrel process is a deliberate, two-part journey that transforms a good bourbon into something exceptional. It’s not just about aging the whiskey longer; it’s about introducing it to a new environment to shape its character in a specific way. Each stage plays a critical role in building the layers of flavor and aroma that define the final spirit. Think of it as a story in two acts: the first builds the foundation, and the second adds the unforgettable plot twist. This meticulous method is where distillers showcase their true artistry, carefully guiding the whiskey from one phase to the next to achieve a perfectly balanced and complex profile.
The First Aging Phase
The journey of a double barrel bourbon starts just like any other: it’s aged in a brand-new, charred oak barrel. This initial maturation is where the whiskey gets its classic bourbon characteristics. As the spirit rests in the barrel, it seeps into the wood, interacting with the charred interior and drawing out foundational flavors of vanilla, caramel, and a hint of spice. This first barrel is also responsible for giving the whiskey its rich, amber color. It’s a crucial period that sets the stage for everything to come, creating a solid, flavorful base before the next step of its evolution begins. This is the process that gives all of our whiskeys their initial character.
When and How to Transfer
After its initial aging, the distiller decides the time is right to move the bourbon to a second vessel for a finishing period. This isn’t a decision based on a simple calendar date; it’s an art form guided by taste and experience. The distiller is looking for a specific flavor profile to develop in the first barrel before introducing the whiskey to its second home. The transfer itself is straightforward: the bourbon is emptied from the first barrel and put into the second. This moment is the turning point in the process, marking the transition from traditional aging to the nuanced finishing that gives double barrel whiskeys their signature complexity.
How the Second Aging Transforms the Spirit
This final stage is where the real magic happens. The second barrel introduces an entirely new set of flavors and aromas, transforming the spirit into something richer and more refined. Depending on the barrel chosen—perhaps one made from a different type of wood or one that previously held sherry, port, or even tequila—it can add layers of fruity, nutty, or spicy notes. This process softens the spirit while adding a layer of rich complexity that makes it perfect for sipping. It’s a story of transformation, much like Mary Dowling’s own journey, where a second chapter adds depth and resilience, creating a smoother, more memorable character.
How Long Does Double Barrel Aging Take?
If you’re looking for a simple answer, you won’t find one—and that’s the beauty of it. The duration of double barrel aging is less about following a rigid timeline and more about artistry and intuition. A distiller’s goal is to achieve a specific flavor profile, and that process can’t be rushed. The journey of a double barrel bourbon starts like any other, with an initial aging period in a brand-new, charred oak barrel. After that, it’s moved to a second barrel for a finishing period that can last anywhere from a few months to several years. It’s this second maturation that adds layers of complexity and character, and the timing is dictated by the whiskey itself.
How Long in Each Barrel?
The first aging period typically lasts for several years, establishing the foundational bourbon character. The magic really happens during the second aging. This finishing period is where the distiller’s expertise shines, as they decide exactly how long the whiskey needs to interact with the second barrel. A classic double barrel bourbon is often finished in a second new charred oak barrel, which imparts even deeper notes of vanilla, caramel, and spice. The distiller regularly tastes the spirit, waiting for that perfect moment when the flavors have married beautifully without one overpowering the other. It’s a delicate balance that requires patience and a deep understanding of how the spirit evolves.
The Role of Climate and Storage
Where a whiskey ages is just as important as for how long. The climate and specific conditions inside the rickhouse play a huge role in maturation. Temperature fluctuations cause the whiskey to expand and contract, pushing it deeper into the barrel’s wood staves and then pulling it back out. This “breathing” process extracts flavors, colors, and aromas from the oak. A barrel stored on a warmer upper floor of a rickhouse will age much faster than one resting on the cooler lower floor. Even the proof of the bourbon when it first enters the barrel affects its final taste, influencing which compounds are extracted from the wood over time.
How Time Shapes the Final Taste
The longer a whiskey spends in its second barrel, the more pronounced the flavors from that barrel will become. The goal isn’t just to age the whiskey longer, but to add specific, complementary notes that enhance its original character. A shorter finishing period might add a subtle hint of toasted oak or dark fruit, while a longer stay could introduce rich, complex layers of leather, tobacco, or dark chocolate. The distiller acts as the final judge, deciding when the whiskey has reached its peak. This careful process ensures that each of our whiskeys tells a unique and delicious story, a testament to both time and craft.
A Brief History of Double Barrel Aging
Like many great innovations, double barrel aging started as a happy accident. What began as a practical solution for transporting spirits centuries ago has evolved into a signature technique for creating some of the world’s most complex and flavorful whiskeys. The journey from a logistical necessity to an art form is a fascinating one, reflecting a deep understanding of how wood, time, and spirit interact. It’s a story of observation and refinement, where distillers learned to harness the power of a second barrel to create something truly exceptional. This history sets the stage for how modern producers, inspired by pioneers like Mary Dowling, continue to push the boundaries of flavor.
From Practical Transport to Premium Technique
The concept of using a second barrel wasn’t born in a modern distillery lab. It traces its roots back to the 1700s, when whiskey was shipped on long journeys. Spirits were often transferred to new barrels for transport, and people began to notice something remarkable: the whiskey that spent time in a second cask tasted better. It was smoother, richer, and more complex. This practical necessity revealed the profound impact a fresh barrel could have on a spirit, even after its initial maturation. What started as a way to move liquid from one place to another became the foundation for a premium finishing technique.
How Modern Distillers Refined the Process
Today, double barrel aging is a deliberate and artful process. It involves fully maturing a whiskey in one barrel—typically a new, charred American oak barrel for bourbon—and then moving it into a second, distinct barrel for a finishing period. This second barrel is where the magic happens. It might be another new charred oak barrel to intensify classic notes, or a cask that previously held another spirit like sherry or port. This secondary aging period allows the whiskey to develop new layers of flavor and character, creating a depth that a single barrel simply can’t achieve.
Mary Dowling’s Trailblazing Approach
At Mary Dowling Whiskey Co., we honor our namesake’s resilient and innovative spirit by taking a meticulous approach to double barrel aging. Our Double Oak Barrel Bourbon isn’t just aged longer; it’s strategically finished. We take a fully matured Kentucky Straight Bourbon and transfer it to a second, lightly toasted and charred new oak barrel. This isn’t about rushing the process—it’s about building a truly complex flavor profile. This second maturation imparts deep notes of vanilla, caramel, and warm spice, creating a rich, layered whiskey that is both bold and exceptionally smooth.
What to Expect When Tasting Double Barrel Whiskeys
Tasting a double barrel whiskey is like listening to a story with a fantastic plot twist. It’s a multi-layered experience that unfolds on your palate, revealing different characteristics from each stage of its journey. Unlike a single barrel spirit, which presents a singular, powerful profile, a double barrel expression offers a conversation between two different barrels. The result is a spirit with remarkable depth, balance, and a character you won’t find anywhere else. It’s less about a single, loud note and more about a beautiful harmony of flavors working together.
When you pour a glass, you’re not just tasting a whiskey; you’re experiencing the outcome of a patient and deliberate process. The first barrel sets the stage, and the second adds the nuance and intrigue that makes the spirit truly memorable. This careful, two-step maturation is what gives our whiskeys their signature complexity and pays tribute to a legacy of resilience and refinement. Taking the time to appreciate each layer is the best way to honor the craftsmanship that went into the bottle. It invites you to slow down and savor the journey, from the initial aroma to the lingering finish.
Tasting Notes from the First Barrel
Think of the first barrel as the whiskey’s foundation. This initial aging period, typically in a new charred oak barrel, establishes the spirit’s core personality. Here is where you’ll find those classic, comforting bourbon notes that we all know and love. Expect to identify a strong base of rich caramel, sweet vanilla, and a pleasant warmth from the oak. These flavors form the backbone of the whiskey, creating a familiar and solid starting point before the second maturation introduces its unique character. This first step provides the canvas upon which the distiller will add the finishing touches.
Tasting Notes from the Second Barrel
This is where the magic really happens. The second barrel is all about adding layers of complexity and a smoother, more refined finish. Depending on the type of wood and its treatment, this finishing period can introduce a wide spectrum of new flavors. You might discover fruity or nutty notes, hints of baking spices, or even a touch of dark chocolate. This second maturation softens any harsh edges and integrates new aromas and tastes, creating a beautifully cohesive and intricate spirit. It’s this final step that transforms a great whiskey into an exceptional one.
How to Taste for Complexity
To fully appreciate a double barrel whiskey, take your time and pay attention to how the flavors evolve. When you take your first sip, try to identify the core notes from the initial aging—that familiar caramel and vanilla. Let the whiskey rest on your palate for a moment. As you do, you’ll start to notice the subtle layers added by the second barrel. Look for those secondary notes of spice, fruit, or rich chocolate, and observe how they interact with the foundational flavors. Pay attention to the finish, too. A well-made double barrel whiskey often leaves a long, smooth, and wonderfully complex aftertaste. This thoughtful approach allows you to appreciate the skill and patience that went into crafting it, whether you enjoy it neat or in a classic cocktail recipe.
Common Myths About Double Barrel Aging
The world of whiskey is full of traditions and techniques, and double barrel aging is one that often gets misunderstood. Because it requires extra steps and careful attention, a few myths have popped up around the process. Let’s clear up some of the most common misconceptions so you can appreciate what’s really happening inside the barrel and in your glass. Understanding the craft behind the spirit makes every sip more rewarding.
Myth: It’s the Same as Single Barrel
It’s an easy mistake to make, but double barrel and single barrel aging are fundamentally different processes. A single barrel whiskey is exactly what it sounds like: the spirit is aged in one barrel and then bottled directly from it, capturing the unique character of that specific cask. Double barrel aging, on the other hand, is a two-step journey. The whiskey spends its initial maturation period in a traditional charred oak barrel, and once it’s fully matured, it’s transferred to a second, distinct barrel for a finishing period. This second barrel is what introduces a whole new layer of complexity, creating a flavor profile that simply isn’t possible with a single cask. It’s a method of deliberate flavor construction, not just aging.
Myth: Double Barrel Always Means Better
While double barreling can create some truly exceptional whiskeys, the technique itself isn’t a magic wand. The final quality depends entirely on the skill of the distiller. Simply putting a spirit in a second barrel doesn’t guarantee a better product; in fact, if done poorly, it can throw a whiskey off balance, making it bitter or overly dry. The real art lies in selecting the perfect second barrel and knowing exactly when to make the transfer. For instance, the toasted barrels used for Mary Dowling’s whiskeys are chosen to create a uniquely warm and smooth taste, a testament to meticulous craftsmanship. It’s the thoughtful intention behind the process that makes the difference.
Myth: More Time is the Only Thing That Matters
This might be the biggest myth of all. Double barreling isn’t just a trick to age whiskey longer. The process is about moving a fully matured spirit into a second barrel to build a more complex flavor profile. The first aging phase establishes the whiskey’s foundational character. The second phase is all about refinement and finishing. This finishing period is often much shorter than the initial maturation, as its purpose is to add specific notes and nuances from the new wood. It’s a story of transformation, not just time. This dedication to a visionary process is part of what makes Mary’s legacy so compelling—it’s about defying convention to create something extraordinary.
How Double Barrel Compares to Other Finishes
The world of whiskey has a lot of specific terms. Double barrel, single barrel, cask finished—they all sound impressive, but what do they actually mean for the spirit in your glass? Understanding these key differences helps you appreciate the craft behind each bottle and find the exact flavor profile you’re looking for. Each technique is a deliberate choice by the distiller to shape the final product. They all create distinct experiences, so let’s break down how double barreling stands apart from the rest.
Double Barrel vs. Cask Finishing
Cask finishing is all about adding a final, distinct layer of flavor. After its initial maturation, the whiskey is moved to a barrel that previously held another spirit, like sherry, port, or rum. This process lets the whiskey soak up the unique notes left behind in the wood. A classic double barrel bourbon, on the other hand, is typically finished in a second new charred oak barrel. Instead of adding flavors from a different spirit, this second new barrel intensifies the rich, traditional bourbon notes of caramel, vanilla, and spice. It’s about deepening the core character of the whiskey, not just adding a finishing touch.
Double Barrel vs. Single Barrel
The names give you a pretty good clue here. A single-barrel whiskey means every drop in that bottle came from one individual barrel. Because no two barrels are exactly alike, each bottle can offer a unique taste that reflects its specific journey in the rickhouse. It’s a snapshot of a particular moment in time. Double barreling is a more intentional process of layering flavors. It involves moving a fully matured spirit into a second barrel to build a specific, complex, and consistent profile. While single barrel celebrates the beautiful unpredictability of one cask, double barrel is about the art of creating a deeper, more curated experience.
How It Differs from Special Barrel Treatments
“Special barrel treatments” is a broad term that often overlaps with cask finishing. The key difference comes down to the second barrel’s history. While a traditional double barrel process uses a second new charred oak barrel, special treatments rely on a second barrel that has a unique past. This is where distillers get creative, using casks that once held tequila, brandy, or different types of wine to impart distinct characteristics. Think of it this way: classic double barreling amplifies the bourbon’s inherent qualities. Special barrel treatments introduce new, complementary flavors to create something entirely different, like our own Mary Dowling Tequila Barrel Finished Bourbon.
How to Choose a Double Barrel Whiskey
Picking the right double barrel whiskey is an exciting part of exploring the spirit. It’s about more than just grabbing a nice-looking bottle off the shelf; it’s about understanding the story and craftsmanship behind the liquid. When you know what to look for, you can find a whiskey that truly speaks to your palate. Think of it as a treasure hunt where the prize is an exceptionally complex and rewarding dram. Here’s how you can confidently select your next favorite bottle.
Read the Label Like a Pro
The label is your roadmap to what’s inside the bottle. The defining feature of a double barrel bourbon is its unique aging journey. The whiskey matures first in a traditional barrel and is then moved to a second. Look for terms like “Double Barrel,” “Double Oaked,” or “Finished In…” which all point to this dual maturation process. The best labels will tell you about the barrels themselves—was the first a new charred American oak? Was the second a toasted French oak cask or maybe a former port wine barrel? Each detail gives you a clue about the final flavor profile. Learning to read these details helps you anticipate the rich character of our whiskeys and others you discover.
Understand Price and Value
You might notice that double barrel whiskeys often come with a higher price tag, and there’s a good reason for that. This process is a significant investment of time, labor, and resources for the distillery. Double barrel aging means whiskey is aged in two different barrels instead of just one. It starts in a first barrel, then moves to a second for more aging. This intensive process adds many new and complex flavors to the whiskey, making it taste richer and more interesting. You aren’t just paying for a name; you’re paying for the extra step, the second barrel, and the additional years of maturation that create a deeper, more nuanced spirit.
Build Your Double Barrel Collection
Starting a collection is a fantastic way to explore the nuances of this style. To fully appreciate a double barrel bourbon, first identify the core flavors from the initial aging—like caramel and vanilla—and then notice the layers added by the second barrel, which often appear as dark chocolate, baking spices, or a richer texture in the finish. A great way to start is by choosing a benchmark bottle to get familiar with the style. From there, you can branch out to different expressions to compare how various finishing barrels influence the taste. As your collection grows, you’ll develop a sharper palate for the artistry involved and might even find inspiration for new whiskey recipes.
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Frequently Asked Questions
Is double barrel aging just a way to make whiskey taste older? Not at all. Think of it less about adding age and more about adding a second, distinct chapter to the whiskey’s story. The spirit is already fully matured after its time in the first barrel. The second barrel is for finishing, where it develops a new layer of flavor and a smoother texture. It’s a deliberate process of building complexity, not just running up the clock.
What’s the difference between “double barrel” and “cask finished”? This is a great question because the terms can be confusing. A classic double barrel bourbon is typically moved into a second new charred oak barrel. This deepens and intensifies those traditional bourbon notes of caramel and vanilla. Cask finishing, on the other hand, usually means the whiskey is moved to a barrel that previously held something else, like sherry, port, or tequila, to add a completely new set of flavors to the spirit.
Why do double barrel whiskeys usually cost more? The higher price reflects the extra resources and craftsmanship involved. The process requires a second barrel, more time aging in the warehouse, and the physical labor of transferring the spirit from one cask to another. You’re investing in a more intensive, hands-on method that creates a spirit with exceptional depth and character.
Does the second barrel have to be a new one? It really depends on the distiller’s goal. Using a second new charred oak barrel creates what’s often called a “double oaked” profile, which makes the whiskey richer and enhances its core bourbon character. Using a barrel that previously held another spirit, like tequila or wine, is a finishing technique designed to layer in complementary notes from the barrel’s past life, creating a truly unique expression.
How can I best appreciate the flavors in a double barrel whiskey? The best way is to take your time with it. On your first sip, try to identify the foundational flavors from the first barrel—those familiar vanilla and caramel notes. Then, let the whiskey sit on your palate for a moment. You’ll start to notice the more subtle, complex notes from the second barrel emerge, like toasted spice or dark fruit. Pay attention to the finish, which is often remarkably smooth and long-lasting.
Justin Pakdaman is the Marketing Director for Mary Dowling Whiskey Co., where he leads brand storytelling, digital strategy, and consumer engagement. Justin has years of experience building premium spirits brands.