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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.
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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 History, The Good Reverend's Guide to Infused Spirits, Evil 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.
Adam Erace is a food and travel writer and co-author of the cookbooks Laurel: Modern American Flavors in Philadelphia, Dinner at the Club: 100 Years of Stories and Recipes from South Philly's Palizzi Social Club, and the IACP-nominated The Cocktail Workshop. He contributes to many publications, including Travel + Leisure, Fortune, and Food & Wine, and his work has been recognized with awards from the International Association of Culinary Professionals and the Association of Food Journalists. He lives in South Philly with his wife, Charlotte, and three maniacal rescue dogs.
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.