In this episode, Pete Marino, President of Lofted Spirits, shares an inside look at his unconventional career path—from PR and consulting to Molson Coors and ultimately leading one of the most influential operations in American whiskey. Pete talks candidly about what surprised him most when he entered the whiskey world, how he balances building brands like Bardstown Bourbon Company and Green River while supporting custom distillation partners behind the scenes, and where the category must protect tradition while still evolving.

The conversation explores how Lofted has continued to grow in a shifting market, the evolution of tasting room experiences in Louisville, Bardstown, and Owensboro, and what today’s whiskey drinker looks like compared to a decade ago. Drawing on lessons from emerging categories like non-alcoholic and cannabis beverages, Pete also shares his perspective on smart growth, what excites—and concerns—him about the future of American whiskey, and what newcomers often misunderstand about how the whiskey business really works.