Brand Mysticism

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.

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.