#162 Jim Kanter knows a thing or two about selling and marketing beer and spirits. That’s because he started off driving a beer truck as a summer job. Tell me, does a summer job get any better?   From there, Kanter went on an 18-year tear at MillerCoors moving all the way up to General Manager.    Then, he went in a different direction. Kanter pivots and joins a small but growing distillery called Central Standard.    Today, Central Standard is one of the fastest-growing spirits brands in the Midwest!    ✅ How did Kanter and the team do it?  ✅ What’s it like marketing a spirits brand?  ✅ How do you stand out in a crowded space?    All of these questions and more – answered here. Have a listen   Show highlights:   00:00–00:04 – Intro & Jim’s early start: from beer truck summers to PR with the Milwaukee Brewers. 00:04–00:13 – 18 years at MillerCoors: navigating roles, M&A chaos, and unifying sales/marketing ops. 00:13–00:18 – Jumping into Central Standard: the startup leap and learning curve. 00:18–00:21 – What is Central Standard? Overview of the distillery and key product lineup. 00:21–00:26 – What a Chief Commercial Officer actually does in a small spirits brand. 00:26–00:30 – Big company vs. small startup: “You think you know... then the bottle caps run out.” 00:30–00:36 – Breaking into retail: the hard truth about shelf space, distributors, and awareness. 00:36–00:41 – The power of product focus: “You can’t launch 30 SKUs. Pick your winners.” 00:41–00:46 – Branding that works: the origin of Central Standard’s rugged Midwestern visual identity. 00:46–00:51 – Marketing consistency: “We get bored way before the customer does.” 00:51–00:55 – Spirits market overview: who’s growing, who’s hurting, and why brandy’s having a moment. 00:55–01:03 – Canned cocktail origin story: a shuttle ride, a few beers, and a big bet with Liney’s. 01:03–01:10 – Marketing strategy on a budget: event play, influencer work, scarcity as a tool. 01:10–01:14 – Cracking into events like Summerfest: strategy, speed, and solving event organizer problems. 01:14–01:18 – Jim on networking: authenticity, saying yes, and getting uncomfortable on purpose. 01:18–01:20 – Final thoughts: Central Standard’s growth, airport bar launch, and what’s next. Connect with Jim: https://www.linkedin.com/in/jim-kanter-726930b7/    Check out Central Standard here: https://thecentralstandard.com/   For God's sake, try one of these: RTD or Pour Ready Cocktails: https://thecentralstandard.com/our-spirits/ Connect with Pat at: [email protected]   Before you go, please do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker!  Thanks, you’re the best! Want more marketing insights? Take a look at our full lineup. This podcast is sponsored by Ascedia. A web development and digital strategy agency helping clients win in the digital space.

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