Our Whiskey Guardian program has always been our method to continue educating folks about whiskey—particularly ANGEL’S ENVY. We believe that there’s no better way to reach out to a city or state than through the people who live and serve there. Each of our (over 50) Whiskey Guardians are exceptional, and highly active in their bar and restaurant communities.
And we listen to them. Nearly every program decision we make comes from the field. If we’re hearing about a trend in Austin, we can act on it quickly if it makes sense for our brand. There are many benefits to being a small team, and when everyone has a seat at the table, you gain a lot of unique perspective and the ability to move faster than the bigger brands.