Blue Run Spirits Is Sneakerizing The Bourbon Industry
Blue Run Spirits Is Sneakerizing The Bourbon Industry
Blue Run Spirits is Sneakerizing the Bourbon Industry
Since its inception less than two years ago, Blue Run Spirits has made a striking impression in the bourbon world, akin to a pair of vintage Air Jordans III’s in a crowd. Their distinctive presence among bourbon bottles has captivated consumers, propelling them towards an anticipated 50,000 cases sold and $15 million in sales this year—a remarkable feat for a company born during the pandemic and founded by an eclectic group of bourbon enthusiasts.
Interestingly,
none of the founders—comprising a Nike designer, a Facebook veteran, a hospitality executive, a political advisor, and a philanthropist—had any prior experience in the alcohol industry. This lack of conventional background allowed them to innovate beyond traditional bourbon frameworks, drawing inspiration from the high-end sneaker industry known for its ability to capture public attention.
“There’s immense excitement around new premium sneaker drops,
with people lining up for hours to get a pair. We thought, why not bring some of that excitement to bourbon and help evolve the industry,” says Mike Montgomery, CEO and Co-Founder of Blue Run, and the group’s political advisor. “Our strategy revolves around product drop theories that resonate with a wide audience, from the young to the old. We call it sneakerizing, and it’s working well.”
The first crucial step was to ensure each product release had authenticity and standout appeal,
much like the iconic Air Jordans that ignited the modern sneaker craze. For credibility, they partnered with bourbon legend Jim Rutledge, the former master distiller for Four Roses, who serves as their liquid advisor. Rutledge, known for his expertise in crafting smooth, full-flavored bourbons, selects barrels and oversees blending and proofing processes, adding an essential layer of authenticity.
To make their bottles visually striking,
they enlisted Devon McKinney, a co-founder and a leading lifestyle designer at Nike. He designed a unique bottle featuring clean lines and a prominent butterfly logo, symbolizing their commitment to evolution and change.
Blue Run also adopted a key strategy from sneaker drops:
generating buzz through limited releases. Instead of continuous mainline products, they implemented a quarterly release schedule with additional holiday drops, each offering a one-time-only product. Once sold out, it was gone for good. Each release featured a different color butterfly logo, similar to unique sneaker designs. Their first release, a 14-year-old Kentucky Straight bourbon priced at $169, sold 2,600 bottles in two weeks, even before being named best bourbon at the San Francisco World Spirits Competition.
By selling half of their initial release online,
they reached consumers nationwide while maintaining a presence in select luxury retailers. Subsequent releases followed this model, announced via social media, with limited online availability in timed tranches. Their 13.5-year-old Single Barrel Bourbon, priced at $229, sold out faster with each release, culminating in the final barrel selling out in less than ten seconds online. This phenomenon mirrors the high demand and scarcity of premium sneakers like Adidas YEEZY Foam Runners and New Balance 550 “Conversations Amongst Us.”
“We wanted to create a product that people would line up for and proudly share with friends,” Montgomery explains. “Bourbon can be exciting and approachable; it doesn’t have to be stuffy. That’s why we strive to connect with our fans.”
Building strong consumer relationships is another cornerstone of Blue Run’s strategy. Montgomery has handwritten over 15,000 notes included with purchases from their site, alongside actively engaging with fans on social media. These efforts have positioned them three years ahead of their initial business plan. Their latest release, Reflection I, priced at $99.99, is their largest yet at 72,000 bottles and is performing exceptionally well, likely to sell out before their second anniversary in October.
Whatever Blue Run Spirits introduces next is sure to capture attention, much like a crisp pair of white sneakers in a crowd.
