Steven Grasse Connects the Dots from Wild Ideas to Realistic Strategies for Selling Spirits

Steven Grasse has long enjoyed building brands that stand out—from his earlier days as an advertising exec to his time with William Grant & Sons to today, owning Tamworth Distilling in Tamworth, New Hampshire.

In this episode with host Molly Troupe, Grasse reflects on that path, the hard lessons learned from early failures, and why success still comes down to great liquid, intentional packaging, and strong storytelling. He also dives into the philosophy behind Tamworth’s famously unconventional releases—from Deer Slayer (yes, with venison) to Eau de Musk (featuring beaver castoreum)—and explains why differentiation matters more than ever in a tightening market.

Along the way, Troupe and Grasse also discuss:

• the rapidly shifting landscape for craft spirits, from RTDs and THC beverages to changing consumer expectations and the pressure of digital marketing
• practical advice on testing new products, scaling, and building a realistic go-to-market strategy
• strategies for standing out in today’s saturated market
• the impact of RTDs, THC products, and post-COVID market shifts
• how his agency, Quaker City Mercantile, supports brand development, including the fast-growing nonalcoholic spirit Pathfinder
  

And more.

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