Weaver: Uncle Nearest was the world's most awarded bourbon from 2019-2023
Fawn Weaver · Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey · Apr 25, 2024 · at 18:10
Fawn Weaver, founder of Uncle Nearest Premium Whiskey, explains why her advertising strategy leads with product accolades rather than the brand's origin story.
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“What you will see is we're the most awarded bourbon in the world for 2019, 20 20, 2021, 2022, and 2023. Every year we update those ads, and all we do is add a new year on it every time we're the most awarded.”
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More from Fawn Weaver
Suppliers ignored Weaver's female team but answered her husband immediately
“Keith called every single person on our collective list, and he got through either immediately when calling, or they called him back by the end of the day. He didn't have to wait 24 hours to get in touch with any of those people that we had been trying to reac…”
Before Uncle Nearest, 100% of American whiskey brands represented white males
“White males represent 30% of this country and a hundred percent Of the whiskeys up until uncle nearest, 100%.”
Suppliers immediately called Weaver's husband after ignoring her all-female team
“Keith called every single person on our collective list, and he got through either immediately when calling, or they called him back by the end of the day. He didn't have to wait 24 hours to get in touch with any of those people that we had been trying to reac…”
Weaver secured Uncle Nearest trademarks before informing Jack Daniel's
“I had already, I already had the trademarks. So by the time I shared with them what I would be doing, I made sure I had the trademarks.”
Uncle Nearest spent $1M on ads while completely sold out nationwide
“I spent a million dollars in commercial ads when we were out of stock everywhere in the country.”
Major liquor conglomerates squeezed craft distillers' shelf space in 2020
“No independent saw big years last year because the big guys, once the pandemic happened, they've got to keep those shares up. Right. And so they took over the shelf space. There was very little shelf space that remained for craft distillers.”