Follow Steve on Instagram and check out Quaker City Mercantile.

Brands mentioned: Hendrick's Gin, Sailor Jerry Rum, and Fistful of Bourbon, which are owned by William Grant & Sons. He's also worked with existing brands like Miller High Life and Guinness (see Open Gate Brewery).

Steve and Aaron Goldfarb co-authored Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience. Steve's distillery Tamworth created a whiskey for the book called Dunce Whiskey, commemorating John Duns Scotus.

Influences: As If by Michael Saler, Jules Verne, Malcolm McLaren, and J. R. R. Tolkien, Starbucks has ties to Moby Dick, Disney, Star Wars, The Simpsons, Hermés, Doug Aitken