When I saw it on the shelf – Pappyland spoke to me immediately. I knew Pappy Van Winkel was a brand of Bourbon! This book is the story behind a great American brand. A couple of years ago a European client asked us to do a deep dive into the American Craft Distillers’ industry. Like the the pet food business the distilled spirits industry is dominated by very few players and hundreds of brands. Seven companies control over 95% of the available capacity. Over 1,200+ companies

When doing research for a client and the target is too small to show up in data bases you may be forced to think outside the box. If you...