578 - From Blackberry to Running Distillery Operations with Luis Gonzalez of Middle West Spirits
Bourbon PursuitShow Notes
What does it take to pivot from selling the hottest consumer tech of the early 2000s into leading, not one but two, distilleries? Today's guest is Luis Gonzalez. We've known Luis on our first trip out to Old Elk and he forever made an impression on us. If you've ever heard Ryan say "sanity over vanity" this the guy that shared that wisdom. Luis has an interesting journey of starting in mall kiosks selling BlackBerry before making his way to executive status at OtterBox and got the call to help build Old Elk from the ground up. His next big move is now stepping into the Chief Commercial Officer role at Middle West Spirits in Columbus, Ohio after the acquisition of Old Elk. For nearly two years, Middle West has been quietly operating in custom contract distilling, aging, and bottling behind the scenes. We talk about how Luis manages massive inventory networks, maintain transparency with customers, and how to avoid the race-to-the-bottom price wars. Plus, we get into how Middle West is already distilling Old Elk’s custom mash bills and what the future holds for all their brands. Show Notes: How a career-ending baseball injury led Luis from Baton Rouge to consumer tech sales at BlackBerry and OtterBox
Building Old Elk from the ground up and mastering the long-term lead times required in whiskey forecasting
Transitioning to Middle West Spirits as Chief Commercial Officer and managing commercial operations across multiple facilities
The hidden power of contract distilling and how Middle West has quietly served the industry for nearly two years
How Middle West manages inventory, warehouse operations, and custom mash bills while avoiding price wars
What the transition of Old Elk mash bills to Ohio means for transparency, blending, and future releases
Learn more about your ad choices. Visit megaphone.fm/adchoices
More from Bourbon Pursuit
It's This Week in Bourbon for October 23rd, 2026. As Uncle Nearest Comes to an End, Fawn is still appealing, Bourbon and Board Games Are hot this week, and Old Elk Distillery Folds of Honor Blended American Whiskey.Show Notes: Judge sets accelerated briefing schedule on Uncle Nearest asset sale appeal
Van Winkle announced the 2026 collection on September 11 with price increases. This lands in a year of a 16-million-barrel glut, craft sales down a third straight year, a distributor in liquidation, and a softening mid-tier secondary. Back on BCR #42 in 2020 this panel specifically praised Sazerac for not pricing Pappy at what the market would bear. Six years later they moved the number up in a down market. Was the restraint we praised always temporary? Look at October’s release calendar. Woodford’s 30th anniversary bundle is distillery-only at $225. New Riff’s six-year wheated went to whiskey club members with distillery pickup only. Pursuit’s own XS Double Oak to P. Club members before anyone else. Is thi the beginning of a much larger shift where allocation migrating out of retail? Show Notes: What does the Van Winkle price increase mean for demand
Four Roses Limited Edition Small Batch 2026 brings 14 to 23 year barrels together for a rich, balanced pour. Toasted vanilla, leather, cinnamon rolls, gooey frosting, and that classic sweet oak finish made this one stand out.DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly. Learn more about your ad choices. Visit megaphone.fm/adchoices
It's This Week in Bourbon for October 16th, 2026. Ummmm; Wes Henderson, Uncle Nearest Inc. is nearing a potential asset sale, and Pursuit Releases XS Double Oak.Show Notes: Glenns Creek Distillery fire destroys historic vacant structures without loss of spirits
Some stories are as old as time. A few friends get together, pick a few barrels, then all of a sudden it turns into full blown business. It kind of sounds familiar but I'm not talking about Pursuit, I'm talking about Shortbarrel. In this episode Clinton Dugan and Manny, co-founders at Shortbarrel talk about starting their company after selecting hundreds of barrels across the country. Clinton leveraged his marketing background and self-taught blending skills to focus on the consumer market rather than personal ego. They talk about how warehouse microclimates, high heat, and Kelvin Cooperage barrels shape core lineups like their toasted bourbon, rye, four-grain, Bee's Knees and Sapsquatch expressions. At the very end we talk about industry collaborations like our Found Footage that has now been sold out to our clubs plus scaling into major hubs like Atlanta airport tasting bars, and why staying authentic keeps Shortbarrel ahead of the curve. Show Notes: The team sits down with Short Barrel co-founder Clinton and sales head Manny to discuss the brand's evolution from barrel picks to a full-scale whiskey company.