Episode Summary
Summary In this episode, Wil speaks with Chand Harlow, co-creator and owner of Wonderbird Spirits, a distillery in Mississippi. They discuss Chand's journey from finance to the world of hospitality and distilling, emphasizing the importance of a grain to glass philosophy. Chand shares insights into the unique process of crafting gin using Jasmine rice, the challenges of starting a distillery, and the blend of art and science in creating high-quality spirits. In this conversation, the speakers delve into the intricate process of producing rice-based gin, discussing the unique methods and ingredients involved. They explore the challenges of funding and growing a distillery business, particularly during the COVID-19 pandemic. The conversation also highlights the competitive landscape of the spirits market and the importance of building a strong brand identity to educate consumers about their unique product. The speakers share insights on marketing strategies, distribution challenges, and the evolving preferences of consumers in the alcohol industry. Takeaways • Chand Harlow's background in hospitality stems from his parents' love for entertaining. • He transitioned from finance to distilling to pursue his passion for food and beverage. • Wonderbird Spirits was founded in 2017, focusing on grain to glass production. • The distillery uses Jasmine rice from a local Mississippi farm for its gin. • Chand emphasizes the importance of controlling the entire distillation process. • Grain to glass means producing alcohol from raw ingredients to finished product. • Most distilleries use neutral grain spirits rather than producing their own alcohol. • Chand's approach combines both art and science in crafting spirits. • The entrepreneurial journey involves trial and error and learning from mistakes. • Chand's unique gin is one of the few rice-based gins in the world. Rice-based gin production is more complex and costly than corn-based. • Koji kin is essential for creating umami flavors in gin. • The distillation process involves multiple stages to achieve desired alcohol content. • Individual botanical distillation enhances flavor quality in gin. • COVID-19 presented unique challenges for new alcohol brands. • Hand sanitizer production became a temporary pivot during the pandemic. • Expanding the distillery was necessary for meeting growing demand. • Brand ambassadors play a crucial role in market education. • Navigating state regulations is complex for alcohol distribution. • Awards and recognition help validate the quality of the product.