Drunken Unicorn
The Perfect PourFor Brands & Partners
Your whiskey, understood as deeply as it’s made.
Bring us in to teach what your customers actually need: how to read what’s in their glass.
Educated customers buy more, return more, and tell their friends.
Appreciation is what keeps a customer coming back — to the bottle, the bar, the brand — and appreciation is built the way educators build it. We teach your customer to read your label: what’s in the bottle, why it’s made that way, and what that means in the glass. Once the bottle stops being a guess, it sells itself.
Three ways we add value.
Staff Training
Your team learns the language of bourbon — what to taste for, how to articulate it, how to talk about your bottles in a way customers remember. John spent a decade of his civilian career training sales teams; this is that craft, aimed at whiskey.
Customer Engagement
Sensory tasting events that turn a tasting into a story. Bar nights, in-store demos, pop-ups — guests come for the pour and leave with a story worth repeating.
Brand Storytelling
Why this bottle matters — the people, the process, the choices behind the proof. We turn your brand’s story into curriculum customers keep.
Three things you’re booking.
Educators in the room.
Your event is run by career educators — between us, twelve years on the faculty at West Point and the Command and General Staff College, twenty-six years leading and training in uniform, and both of us Certified Executive Bourbon Stewards. The method is sensory-first: your customer tastes, finds the words for what they’re tasting, and leaves with a vocabulary they’ll use every time they shop. That lesson earns trust, trust keeps them buying, and the teaching is what makes your story land.
Travelers by trade.
We come to you — store, bar, distillery, festival, private venue. The road is part of the method: more than twenty distillery floors, tasting rooms across the country, and every stop feeds the next event. When we walk into your room, your audience gets everything the road has taught us — the process, the people, and the context that makes your bottle make sense.
Experience creators.
Every event is built as a moment worth retelling. We run all five senses — sight, nose, palate, finish, and the share, where the room turns strangers into people trading favorite pours. Your guests remember how it felt to learn, they retell the story with your bottle in it, and they come back — to your store, your bar, your brand.
Executive Bourbon Stewards. Stave & Thief Society.
The Executive Bourbon Steward credential is the bourbon-industry equivalent of a sommelier — formal training in tasting, production, history, and hospitality.
For brand partners, this matters because it changes who’s in the room. When we walk into your tasting event, your customers are learning from credentialed practitioners — and the room can feel the difference.
Let’s bring your brand to life.
Tell us about the tasting event, the venue, the audience. We’ll tell you what we’d do.
Curriculum your team can use. The five-class Find Your Unicorn series adapts cleanly into staff training and customer-education events. Same framework, sized for your team.
See the series