Brand Mysticism

Cultivate Creativity and Intoxicate Your Audience


By Steven Grasse

By Aaron Goldfarb

Formats and Prices




$19.99 CAD



  1. ebook $14.99 $19.99 CAD
  2. Hardcover $28.00 $35.00 CAD

This item is a preorder. Your payment method will be charged immediately, and the product is expected to ship on or around November 8, 2022. This date is subject to change due to shipping delays beyond our control.

An irreverent and wide-ranging treatise on building and maintaining a standout brand in business or in life, from the marketing mastermind behind countless iconic booze labels.
Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.” 
So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.

On Sale
Nov 8, 2022
Page Count
208 pages
Running Press

Steven Grasse

About the Author

Steven Grasse is an entrepreneur equally influenced by punk rock and New England transcendentalism. After creating some of the most outrageous booze brands of the twenty-first century seemingly out of thin air (Hendrick’s Gin, Sailor Jerry Rum, Art in the Age Craft Spirits), he opened the award-winning Tamworth Distilling & Mercantile in the White Mountains of New Hampshire in 2015. Steven is also the author of Colonial Spirits: A Toast To Our Drunken HistoryThe Good Reverend’s Guide to Infused SpiritsEvil Empire, the IACP-nominated The Cocktail Workshop, and Brand Mysticism. He lives and works in Philadelphia, but his heart is always at his farmhouse in the White Mountains.

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Aaron Goldfarb

About the Author

Aaron Goldfarb is a novelist, author, and journalist, who frequently writes about the spirits industry and drinking culture for Esquire, Playboy, PUNCH, and VinePair. His two most recent books are Hacking Whiskey: Smoking, Blending, Fat-Washing, and Other Whiskey Experiments and Gather Around Cocktails: Drinks to Celebrate Usual and Unusual Holidays. His 2018 VinePair article on Grasse, “How Do You Make a Booze Brand Go Viral?,” fittingly, went viral itself and has since been shared online hundreds of thousands of times.

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