Inside Spirits Innovation with Maurice Doyle & Morten Stengaard— Expert Talks

04/02/25 • 20 min

In today's spirits market, crowded with endless options, meaningful innovation has become essential for brands seeking to establish their identity amid evolving consumer tastes. Yet mere novelty rarely drives success in an industry where everyone claims to be doing something new. The most effective innovations—whether introducing distinctive flavor profiles, highlighting unique production methods, or unveiling striking packaging—connect authentically with drinkers' genuine interests and desires. The critical question remains: How can brands create innovations that genuinely resonate with consumers rather than simply adding to the noise?

The Park Street Insider Podcast welcomes two innovative experts to the show: former Compass Box Whisky CEO Maurice Doyle and Bemakers Co-founder Morten Stengaard. First, Doyle will draw on his decades of experience leading marketing efforts for global portfolios and developing brands for Bacardi to help redefine what innovation should actually look like in the modern market. Then, Stengaard will deliver a case study with his key criteria for innovation when launching a new product in any category.

Featured Guests:
Maurice Doyle, CEO, Compass Box

Morten Stengaard, Co-founder & CEO, Bemakers

Connect with the Experts:

Compass Box Whisky

Bemakers

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Featured Guests:
Maurice Doyle, CEO, Compass Box

Morten Stengaard, Co-founder & CEO, Bemakers

Connect with the Experts:

Compass Box Whisky

Bemakers

Previous Episode

Simon Ford on Growing Fords Gin from Startup to Brown-Forman Acquisition— What It Takes

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Over the 2010s, Fords Gin transformed from a bartender-driven startup to a cocktail culture staple, securing a key position in Brown-Forman's prestigious portfolio. Co-founder Simon Ford built his career immersed in the cocktail scene that his brand would later come to represent.

In this episode of the Park Street Insider Podcast, Simon Ford discusses his journey working alongside major spirits industry brands before founding Fords Gin—a company now synonymous with premium gin. He reveals how he combined marketing expertise with his extensive bar world relationships to create a brand that caught Brown-Forman's attention, leading to a successful acquisition by one of America's top spirits portfolios.

Featured Guests:
Simon Ford, Co-Founder, Fords Gin

Connect with Fords Gin:

Fords Gin

Brown Forman

Simon Ford on Instagram

Next Episode

Brother's Bond Bourbon CEO & Co-Founder Vincent Hanna— What it Takes

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When Vincent Hanna and his co-founders, Ian Somerhalder and Paul Wesley, launched Brother’s Bond Bourbon, they didn’t just introduce another celebrity whiskey—they found a new way to build a modern whiskey brand based on passion and authenticity. In the process, Brother's Bond has become one of the fastest-growing premium bourbon brands while building the largest social media following in the spirits industry. Find out how Hanna's career in beverage alcohol and a keen eye for market trends helped Brother's Bond establish itself as a respected player in the competitive American whiskey market.

In this episode, co-founder Vincent Hanna joins the podcast to talk about how he leveraged industry expertise and authentic storytelling to transform Brother's Bond from an ambitious concept into a bourbon phenomenon embraced by whiskey enthusiasts and casual drinkers alike. This in-depth conversation explores the brand's distinctive approach to bourbon craftsmanship, the evolving dynamics of the American whiskey category, and how Brother's Bond harnessed its massive social media presence to build genuine connections with consumers.

Featured Guests:
Vincent Hanna, CEO & Co-founder, Brother’s Bond Distilling

Mentioned in the Episode:

Brother's Bond Bourbon