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Spirits & Distilling Podcast47: Steven Grasse Connects the Dots from Wild Ideas to Realistic Strategies for Selling SpiritsSteven 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 tha...
2025-12-1054 min
It's Just Perfume19. The Master Perfumer: Talking With Oliver CrespIn this episode of It's Just Perfume, Steve sits down with legendary master perfumer Olivier Cresp. They talk about his distinctive style, which Cresp refers to as minimalist and figurative, valuing simplicity with key ingredients. They touch on Olivier's generational roots in the perfume industry and his upbringing in Grasse. He discusses the various steps of the creation of Thierry Mugler's Angel - an iconic perfume that forever changed the landscape of perfumery - and the various ideas that went into the formation of Akro, a brand Olivier started with his daughter Anais, celebrating life's guilty p...
2025-11-261h 06It's Just Perfume17. The Perfume Prince: A Conversation with Chris CollinsIn this episode of 'It's Just Perfume' Steve sits with Chris Collins and asks him about his background in fashion and his pivot into perfume, one of his lifelong passions. He remembers the fragrances his father wore and the scents that inspired him to start his own brand. From knocking on the door of Robertet in Grasse to channeling his admiration for Prince's music into a new perfume, Chris shares many stories that describe the rewards and challenges of founding and directing a perfume line.Fragrances mentioned in this episode:Old Spice by Shulton Co...
2025-10-301h 07
Beernet RadioEp. 306 Steven Grasse of Tamworth DistilleryToday the gang speaks with legendary spirits marketer Steven Grasse (creator of Hendrick's Gin, Sailor Jerry Rum, among many others) and founder of Tamworth Distillery of New Hampshire.=================================Our 3 Daily Bev-Alc Trade Publications: https://beernet.com/Watch on Youtube: https://www.youtube.com/@BeerNetRadio/videosPodcast feeds - Audio: https://creators.spotify.com/pod/beernetradio=================================About Us:Beer Business Daily / Wine & Spirits Daily publisher Harry Schuhmacher joins his editors and bev-alc industry guests once a week as they grok the beer and beverage business issues of the day. Like and subscribe; it's free.-Our Three...
2025-10-2554 min
Cocktails DistilledCrafting Wilderness: The Innovative Spirits of Tamworth DistillingYou might think that having created beloved brands like Hendricks and Sailor Jerry, Steven Grasse would easily feel justified resting on his laurels. Instead, he sought out land in one of the most remote areas of New Hampshire, where he, with the assistance of his Head Distiller, Matt Power, created Tamworth Distilling. Known for their choice of the unusual and the truly bizarre, Grasse has used what he terms as ‘creative grenades’ to push the brand’s sense of enchantment and mysticism. But are one-of-a-kind releases enough in the present climate?We talk t...
2025-02-1134 min
Business of Drinks42: How Mr Black Coffee Liqueur Fueled the Espresso Martini Craze with Founder Tom Baker - Business of DrinksIn this episode, we talk with Tom Baker, co-founder of Mr Black, America’s best-selling premium coffee liqueur. Tom shares the serendipitous beginnings of his company, the divine intervention of the "coffee gods" that led him to his co-founder, and how Mr Black carved an unexpected niche in the spirits industry.
We track the brand's rise from a small Australian startup to a multi-million dollar company, diving into the challenges Tom faced in the early days, launching a coffee liqueur as craft spirits and coffee culture were both emerging. We also explore how Mr Black differentiated itself fr...
2024-11-131h 10
Delicious City PhillyEp. 89: Beverage Branding Master Steven GrasseThis episode of Delicious City is fueled by whiskey with notes of crabs, canine and corpses… sounds wild, we know, and the stories behind each of those whiskeys are just as intoxicating as the spirits themselves. Steven Grasse is today's guest, and his agency Quaker City Mercantile has created brands like Hendrick's Gin and Sailor Jerry. Now, there's a few new beverages in the works, which we get to taste in the studio - and he brought some extra for you, DC fam, to potentially win! (00:00) A cucumber a day keeps the doctor away! (05:07) Steven Grasse of Art in...
2024-11-1159 minDelicious City PhillyEp. 89: Beverage Branding Master Steven GrasseThis episode of Delicious City is fueled by whiskey with notes of crabs, canine and corpses… sounds wild, we know, and the stories behind each of those whiskeys are just as intoxicating as the spirits themselves. Steven Grasse is today's guest, and his agency Quaker City Mercantile has created brands like Hendrick's Gin and Sailor Jerry. Now, there's a few new beverages in the works, which we get to taste in the studio - and he brought some extra for you, DC fam, to potentially win! (00:00) A cucumber a day keeps the doctor away! (05:07) Steven Grasse of Art in...
2024-11-1159 min
Fermented Adventure The PodcastThe Pathfinder- Kraig RovenskyThis episode features Kraig Rovensky of The Pathfinder.
The Pathfinder is a fermented and distilled non-alcoholic hemp seed based bitter elixir. Two years of development lead to receiving a patent for the process of production. The concept and idea for The Pathfinder was derived from a conversation between the current founders of the brand. "What if a cannabis derived product had a place on the back bar?" Today, the non-alcoholic market is booming. This wonderful concoction all comes together and pays homage to the golden age of cannabis.
www.DrinkThePathfinder.com - Instagram
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2024-08-1441 min
TaplinesSaving Narragansett, New England’s Beloved Legacy LagerAfter trading hands several times and closing its Rhode Island facility to contract brew, the Narragansett brand was eventually scooped up by a group of investors in 2005. With hands-on experience marketing beverage alcohol from creating Hendrick's Gin and Sailor Jerry Spiced Rum, Quaker City Mercantile founder and 'Gansett investor Steven Grasse set about rebranding the flagship legacy lager and the rest of the company's portfolio for a future befitting its storied past. This is the story of how that went. Don't forget to like, review, and subscribe! Hosted on Acast. See acast.com/privacy for more information.
2024-07-3050 min
Bartender at LargeHemp Based NA Spirits w Kraig Rovensky of Pathfinder | Bartender at Large ep 377Join us in a conversation with Kraig Rovensky, the Global Brand Ambassador for The Pathfinder, Non-Alcoholic Spirit. In this interview, Kraig shares insights into the innovative world of non-alcoholic beverages, discussing the craftsmanship and artistry behind The Pathfinder. Discover the inspiration behind this groundbreaking spirit and how it's redefining the experience of sophisticated and alcohol-free libations. It's more than just a drink – it's a pathway to a new era of mindful and delightful imbibing. The Mad Genius of Spirits Marketing w Steven Grasse: https://podcasts.apple.com/us/podcast/bartender-at-large/id1071755499?i=1000590675207 The Man Who Cr...
2024-01-0831 min
MAFFEO DRINKS: Built Bottom-up027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High LifeMerry Christmas & Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.Main Topics Discussed:0 to 1 Bottle:- D...
2023-09-261h 11
The MAFFEO DRINKS Podcast027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High LifeIn episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.Main Topics Discussed:0 to 1 Bottle:- Differentiating Liquid- Why Not to Chase Trends- Bridging Categories through Taste Profile
2023-09-261h 08
Bourbon PursuitBrand Mysticism with Aaron Goldfarb and Steven GrasseWhat attracts you to a brand? It's that unexplainable underpinning called Brand Mysticism. I'm joined by author, Aaron Goldfarb and brand icon builder Steve Grasse to talk about this very subject they happened to publish a book on called Brand Mysticism. Steve has a lot of feathers in his cap such as being the brains behind Hendrix gin and Sailor Jerry rum. These aren't typical brands like we see in bourbon but this book is how to brand almost anything. It's a teaser into figuring out how to transform an idea into a brand, evolve an existing brand, and...
2023-07-1355 min
Food Farms & Chefs Radio ShowCheesesteaks, baked goods, and Whiskey on Food Farms & Chefs!National cheesesteak day lands on March 24th, and we're celebrating the Philadelphia foodie favorite with Del Rossi's Cheesesteak Company's owner, Nish Patel. Nish, who acquired ownership of Del Rossi's Cheesesteak Co pre-pandemic, completely renovated the space and its menu. After bringing Chef Gregorio Fierro on as his confer, Chef Fierro implemented changes to the dough that inevitably enhanced the flavor & profiles of their menu. Included in some of the changes made were artisanal options as well as sourcing their ingredients from the freshest and highest-quality purveyors, which garnered the tastiest Pizzas, Cheesesteaks, and coming-soon: Calazones, around! W...
2023-03-2158 min
The Bizgnus PodcastMarketing mastermind distills creativity• Steven Grasse takes risks and is rewarded
• “The reason I like money, is it’s a tool to create more”
(TRT is 26:14)
It is said that to be creative you need to have lived an interesting life. But Steve Grasse says that with the
right awareness and attitude, anyone can hone their creativity and inspire change in their field and the world at large.
Mr. Grasse is the founder of Quaker City Mercantile in Philadelphia and creator of brands like Hendrick’s Gin,
Sailor Jerry Rum, and Pathfinder....
2023-02-0626 min
Enterprise Podcast Network – EPNInsights for Cultivating Creativity from a Marketing Mastermind Steven Grasse is the Founder of Quaker City Mercantile and the creator of Hendrick’s Gin, Sailor Jerry Rum, Art in the Age Spirits, and Tamworth Distilling, among many others joins Enterprise Radio. Steven Grasse and Aaron Goldfarb are co-authors of Brand Mysticism: and Intoxicate Your Audience. This episode of Enterprise Radio is on association with the Author Channel. Listen to host Eric Dye & guest Steven Grasse discuss the following: * How does original creation begin? * How does one cultivate their own inspiration, mine it, and then turn it into something truly unique and interesting? * How...
2023-01-2808 minBartender at LargeThe Mad Genius of Spirits Marketing Steven Grasse | Bartender at Large ep. 326 This week we are joined by spirits marketing guru Steven Grasse, Founder and CEO of Tamworth Distilling in New Hampshire to discuss his new book, Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience. For those that don't know, Grasse is the creator of some of the biggest brands in the world, such as Sailor Jerry Rum and Hendrick's Gin, so tune in as he shares his secrets as to how he is able to build such successful brands. Diageo Bar Academy:https://www.diageobaracademy.com/en_us/?utm_source=dba-afl-17&utm_medium=social&utm_campaign=Affiliate_Tracker&ut...
2022-12-1929 min
Ad Age Marketer's BriefLiquor marketing secrets from the creator of Hendrick's GinSteven Grasse, founder of Quaker City Mercantile agency, on his unique approach to making and marketing booze.
2022-12-1422 min
UnCapped PodcastEpisode 295 - Brand MysticismThis week I spoke to Steven Grasse about his brand new book coming out on November 8th, Brand Mysticism. In addition to discussing his book, we talked about several of the brands that his company Quaker City Mercantile has created and worked with, including Hendrick's Gin, Sailor Jerry, Guinness, Miller High Life, Puma, Tamworth Distillery, and many more. Lastly, we talked about his new whiskey brand, Dunce Whiskey.I highly recommend picking up Brand Mysticism, I found it informative and entertaining book.https://www.runningpress.com/titles/steven-grasse/brand-mysticism/9780762475810/ Subscribe to o...
2022-11-0458 min
Bourbon Lens198: Building "Brand Mysticism" - How to Launch a Viral Booze BrandOur guests this week are Steven Grasse and Aaron Goldfarb who are set to release their latest book: Brand Mysticism. The book releases on November 8th and is a must read for anyone looking to add creativity to their life and brand. This isn't your typical "booze book" and definitely will raise some eyebrows in the marketing world, but Steven Grasse doesn't mind that one bit. His portfolio speaks for itself; he's created some of the biggest brands including Hendrick's Gin and Sailor Jerry Rum and helped bring new life to some of the world's best brands including Guinness...
2022-10-3151 min
builders from business.comEP 8: Brand Mysticism, Marketing Booze & Pitching Journalists With Author And Libations Critic Aaron GoldfarbIn this episode, I talk to Aaron Goldfarb. He’s a novelist, cocktail writer and critic for Esquire, Food & Wine and other publications. His upcoming book, Brand Mysticism, is co-written with Steven Grasse, the marketing guru behind Hendrick’s Gin and Sailor Jerry Rum. We talk about:What makes a brand mysterious?How to get novels publishedThe right (and wrong) way to pitch a journalist your brandA few bourbon recommendationsThis episode’s got a little something for everyone. Cheers!If you like what you heard, pre-order Aaron’s book here: ht...
2022-05-1028 min
Track World NewsTrack Can't Mess This Race UpToday we discuss the much anticipated 100m of the Prefontaine Classis with Marcell Jacobs, Fred Kerley, Andre De Grasse, Marvin Bracy, Christian Coleman, Noah Lyles, Kenny Bednarek, and Ronnie Baker. We then go over the great weekends for women sprints with Cambrea Sturgis, Brittany Brown, and Favour Ofili. We close out with going over Steven Gardiner's impressive 6 year unbeaten streak.
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2022-04-2622 min
Film And WhiskeyMy Favorite Movie with Steven Grasse, Tamworth DistillingBob sits down to interview Steven Grasse of Tamworth Distilling, the company responsible for the turkey whiskey our hosts tried around Thanksgiving. Tamworth is doing much more than just experimental whiskey, though, and Steve brings along some of the distillery's award-winning aquavit for Bob to try. Meanwhile, they chat about two of Steve's favorite films: The Man Who Would Be King and Repo Man.
Film & Whiskey Podcast. New episodes every Monday.
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Theme music: "New Shoes" by Blue Wednesday
2022-01-2024 min
Full PreFrontal: Exposing the Mysteries of Executive FunctionEp. 171: Jonathan Gottschall - The Storytelling BrainSend us a textWhat is as ubiquitous as air, water, and earth, but possibly more potent than all three? It’s a story. The human brain, while swept up in the forcefield of stories, is enthralled, molded and shaped by it, but is also readily deceived by the artful embellishments by powerful story-tellers, including an unreliable narrator within. Our daily consumption of narratives presented in the form of news clips, Tiktok clips, social media posts, novella, novels, plays, or films capture our imagination while shaping our beliefs, ideas, and even our ideology. While stories may feel lik...
2021-11-2448 min
Small Bites RadioEpisode 158D and L Coffee Service Inc. presents Small Bites Radio the #1 listed “Food Radio show Philadelphia” and #1 listed “Food Radio show South Jersey”. Small Bites on Wildfire Radio returns this Sunday, November 21st at 635pm EST with a fantastic lineup! #SmallBitesRadio has been named #14 out of the Top 30 Best Hospitality Shows on the planet for 2020 and 2021 as well as being named #23 Top Philadelphia Lifestyle Influencer in 2021.
With #Thanksgiving right around the corner we figured who better to talk to then the Holiday and Hosting Guru himself Brian Theis author of ‘The Infinite Feast: How to Host the Ones You Love’ from Pelican...
2021-11-2259 minBartender at LargeThe Man Who Created Sailor Jerry & Hendrick's Gin: Steven Grasse | ep. 269This week we are joined by spirits marketing guru Steven Grasse, Founder and CEO of Tamworth Distilling in New Hampshire. Grasse is the creator of some of the biggest brands in the world, such as Sailor Jerry Rum and Hendrick's Gin. Years later he runs a team of 75 people and still lists iconic brands such as Guinness Beer, E&J Gallo and Miller High Life as clients. In many ways, he changed the spirits industry forever with his creativity and business acumen. So tune in this week and hear his story from the very beginning all the way to...
2021-10-1828 min
The Liquor Store PodcastQuaker City MercantileIn this episode, Matt talks to Steven Grasse, Founder of Quaker City Mercantile. Steven believes in creating brands and products with rich backstories that people can truly care about. He spent over two decades in the world of commercial advertising before cashing out and dedicating his career to working only with brands he can get behind or creating them himself. Quaker City Mercantile is a unique force in the drinks industry. They create world-famous spirit, beer and wine-based libations. Their expertise includes conceptual ideation, liquid development, manufacturing, distillery/brewery construction, brand building, on-and off-trade distribution. They own...
2021-07-1631 min
Poetry KoanEpisode 35: To Love life? To Love it? (Ellen Bass's The Thing Is)Accepting the mixed-bag Now of our lives. Hard.--THE THING ISto love life, to love it evenwhen you have no stomach for itand everything you’ve held dearcrumbles like burnt paper in your hands,your throat filled with the silt of it.When grief sits with you, its tropical heatthickening the air, heavy as watermore fit for gills than lungs;when grief weights you down like your own fleshonly more of it, an obesity of grief,
2021-06-201h 10
What We're Drinking with Dan Dunn131. Steven Grasse and Charlie HallWe take the show on the road to Dan's hometown of Philadelphia, and sample all sorts of cool stuff including whiskeys made with venison and beavers' anal glands... yum! Dan's drinking buddies are Steven Grasse and Charlie Hall. Food & Wine Magazine dubbed Steven “the punk-rock prince of small-batch spirits.” He has helped create several iconic booze brands including Hendrick’s Gin, Sailor Jerry Rum and Art in the Age Craft Spirits. He also wrote and directed the cult classic film, “Bikini Bandits.” Charlie's a cocktail aficionado and the drummer for Philly-based rockers the War on Drugs. Also on the show, Kyli...
2021-06-151h 21
Philly Who?Steven Grasse: Inventor of Hendrick’s Gin and Sailor Jerry RumSteven Grasse is the founder of Quaker City Mercantile, a Philly branding agency that focuses on spirits. He and his company have invented tons of products and brands, including Hendrick’s Gin, and Sailor Jerry Rum, Art in the Age of Mechanical Reproduction.In this episode, you’ll hear how before settling down in Philadelphia, Steve started out in the advertisement industry by creating ad campaigns while living all over the globe. Not long after that, he would create Gyro Worldwide, an ad agency that would quickly establish itself with in-your-face, controversial campaigns that garnered national attention.
2018-09-2733 min
The Bar Stool Historian PodcastGetting Into the Colonial Spirit(s)
Ed, John (suffering from a miserable cold), and Tim (hobbled by influenza), dive into the instructive and wildly entertaining book, Colonial Spirits: A Toast to Our Drunken History, and chat to its equally instructive and entertaining creators, author Steven Grasse and illustrator Michael Allen.
2017-01-311h 00
podcast – Simple Cocktails: recipes & reviews for home bartendersSimple Cocktails Podcast Episode 11
Greg gushes for quite a while about Steven Grasse. We do the world’s first podcast review of Spodee White…at least we think so. Here’s the old Spodee review (light switch included). Greg gushes some more about Steven. Lisa diverts us to Disneyland. “The tip of my tongue says whee!'” Kids and cocktails? “All of your inspiration is me.” We finish with another 1:1:1 cocktail, the first one Greg ever made.
http://www.podtrac.com/pts/redirect.mp3/simple-cocktails.com/wp-content/uploads/2014/08/Simple-Cocktails-Podcast-Episode-11.mp3
Download Episode 11.
If you enjoyed the show, please write a br...
2014-08-2700 minSimple Cocktails PodcastSimple Cocktails Podcast Episode 11
Greg gushes for quite a while about Steven Grasse. We do the world’s first podcast review of Spodee White…at least we think so. Here’s the old Spodee review (light switch included). Greg gushes some more about Steven. Lisa diverts us to Disneyland. “The tip of my tongue says whee!'” Kids and cocktails? “All of your inspiration is me.” We finish with another 1:1:1 cocktail, the first one Greg ever made.
http://www.podtrac.com/pts/redirect.mp3/simple-cocktails.com/wp-content/uploads/2014/08/Simple-Cocktails-Podcast-Episode-11.mp3
Download Episode 11.
If you enjoyed the show, please write a br...
2014-08-2700 min
Feedback CienciaNuestro viaje personal por Carl SaganSin ninguna razón concreta y sólo por el placer de hablar de la figura de Carl Sagan en general y de la serie Cosmos en particular, Pablo Vergel (sociólogo diletante y creador del criogenizado blog No en Portland), Raúl Cornejo (periodista y creador de Vivir Rodando) y una servidora nos reunimos para hacer este podcast.
Ciencia, carrera espacial, la novela-película Contact, ovnis o extraterrestres son sólo algunas de los temas a los que nos da pie Sagan gracias a su obra y capacidad de inspiración. Y por supuesto, la esperada nueva versión de Cosmo...
2013-08-101h 26