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Market Innovation : Secondary Barrel Finishing, Expanding Beyond Distilled Spirits, and More

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Crafting innovative products and distinct spirits expressions is critical to advancing your brands in the highly competitive distilled spirits marketplace. Pushing boundaries and responding to industry trends is one part of this equation, while fitting your new product innovation into the existing regulatory structure is another. This course details some of the core product innovation trends, such as barrel finishings and hard seltzers. You'll learn how to navigate current regulatory issues with these products and push the regulatory structure to chart a course for future innovation.


  • Scott Schiller

    A fifth-generation distiller, Scott has over 25 years of experience in multiple aspects of the spirits business, ranging from business and product development to sales and marketing. Scott is an expert in creating strategies to mitigate risks in startup and emerging spirits businesses and managing brand portfolios of all sizes, including long-established, internationally distributed brands.

    Throughout his career, Scott has worked with companies and brands such as; Burnt Church Distillery, Castle & Key, Catoctin Creek, Distillery of Modern Art, Few Spirits, Hangar One Vodka, Jeptha Creed Distillery, Journeyman Distillery, Leiper's Fork Distillery, Log Still Distillery, Old Dominick Distillery, O'Shaughnessy Distilling Co., Park Distillery, Proximo Spirits, Republic Restoratives, Sagamore Spirit, Sonoma Distilling, and St. George Spirits.
    Scott learned the distilling business from his grandfather, Joseph D'Anna, who owned the world-famous Bucket O' Suds in Chicago, Illinois. "The Bucket" offered over 80 proprietary spirits that Joe made by hand from personal creations and recipes handed down or improved over five generations. Scott has owned several distilling companies throughout his career, including J. D'Anna Distilling, a manufacturer of cacha├ža and cognacs with facilities in Brazil, France, and the United States. Scott spearheaded the sale of J. D'Anna's brands in 2008.

    An entrepreneur at heart, Scott started Thoroughbred in 2009, which was an original concept he developed as an incubator for Brown-Forman Corporation (an original suitor for J. D'Anna Distilling). Also, Scott assisted in the conception and operational design behind the Distilled Spirits Epicenter, the United States' only institution dedicated to the education of the distilling industry. While working with Proximo Spirits, Scott oversaw new brand development and was on the team that purchased Hangar One Vodka and Stranahan's Colorado Whiskey.

    Today, Thoroughbred has personally assisted in constructing and managing 40 new distilleries and over 75 new spirits brands and has brought three companies to exit. Scott also serves as a guest speaker and mentor for the Entrepreneurship Department at his alma mater, Miami University, the Distilled Spirits Epicenter, the American Distilling Institute, American Craft Spirits Association, Scottish Craft Distillers Association, and the London Craft Beverage Expo, and is a contributing writer to Artisan Spirit Magazine.

July 21, 2022
Thu 1:00 PM EDT

Duration 1H 0M

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