Interview: Blue Run Spirits with Mike Montgomery
Summary
Mike Montgomery, CEO of Blue Run Spirits, discusses his transition from politics to founding the bourbon brand, highlighting his strategy to modernize the industry with a distinctive butterfly logo and sneaker-inspired marketing. The conversation covers the challenges of post-pandemic life, the importance of handwritten personal engagement with customers, and the unique stories behind their Emerald Rye, High Rye, and Reflection releases, all featuring Jim Rutledge distillate.
Topics discussed
Sponsor: Bourbon and Beyond Festival
Introduction and catching up after a year
Reflections on 2020-2021 and lifestyle changes
Blue Run's launch strategy during the pandemic
Mike's background: Journalism, Radio, and Tech
Transition from politics to public affairs consulting
Frustrations with agency work and seeking independence
Failed ventures: Dine and Dack and patent attempts
The origin story: Jesse McKnight and barrel acquisition
Comparing bourbon barrel buying to 90s street sales
Brand thesis: Modernizing bourbon for a diverse audience
Packaging design and the iconic butterfly logo
Direct-to-consumer marketing and handwritten notes
Target demographics and expanding the bourbon world
Secondary market dynamics and sneaker culture parallels
Release strategies and consumer appreciation
Building community through personal engagement
Competitive landscape and Jim Rutledge's influence
Tasting notes: Emerald Rye and High Rye profiles
The story behind Reflection: Blending and proofing
Rye flavor profiles and personal drinking preferences
Future releases and the Reflection series
Upcoming products and the 12 Days of Bourbon
Plans for the new Blue Run distillery facility
Distillery hospitality, food, and guest experience
Fun banter: Roller coasters and dad jokes
Closing remarks and social media shoutouts
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