How a Lifetime Becomes a Brand

Overview

Husband-and-wife team Brad and Jess embody what it means to be purpose-driven. Both in active service at the time of meeting Thoroughbred, they came with a passion and a dream of sharing the story of service and gratitude. As with any business, and especially in the spirits industry, a dream must make financial and long-term sense, and that’s where Thoroughbred stepped in.

Challenges

• Self-funded
• Defining audience
• No experience in the spirits industry

Results

• Two world-class brands
• Thriving distillery open to the public
• Laying down their own spirits

Assisting Brad and Jess in making their Go/No-Go decision, Thoroughbred developed a comprehensive financial model and helped them solidify their concept. Brad and Jess’s stories of a lifetime of service are awe-inspiring, but the vision for the brands and what they represent is greater than them or any one individual. Capturing it in the right way to reach the appropriate audience was a crucial task, resulting in two unique brands with their own distinct stories. Thoroughbred collaborated with Brad and Jess on brand development and packaging design, ensuring that even the smallest details were executed with perfection, including a custom bottle design and custom artwork for the brands. Route-to-market and General Advisory services followed to assist with raising capital, hiring vendors, and executing their plan.

Today, BHAWK is a thriving distillery open to the public. People reach out and travel from all over the country to visit the distillery and excitedly meet Brad and Jess. They are now laying down their own new-make and, through charitable efforts tied to their distillery, continue their life’s work by giving of themselves to help others.