Misunderstood Whiskey With J.D. Recobs & Chris Buglisi

Cocktails Distilled

Out of all the spirits categories, you wouldn't think that whiskey would be one that would need to be classified as misunderstood.

Yet, childhood friends, JD and Chris found that their favourite spirit was indeed much maligned by their friends who didn't find the spirit very approachable.

So the pair started Misunderstood in an attempt to try and bring their friends around with the perfect blend of complexity and drinkability.

Starting the brand with no more experience in the industry than what they had gained through drinking the spirit, they set themselves the ambitious task of appealing to those who experience 'whiskey-phobia'.

But how do you take a spirit that is hundreds of years old and make it more approachable?

We talked to Misunderstood’s co-founders J.D. Recobs and Chris Buglisi about blending infusing and of course making cocktails.
For more information on Misunderstood Whiskey, go to misunderstoodwhiskey.com

Kapitler

1. Misunderstood Whiskey With J.D. Recobs & Chris Buglisi (00:00:00)

2. So that we don't misunderstand, what exactly is Misunderstood Whiskey? (00:01:42)

3. Is whiskey-phobia, really a thing though? (00:02:35)

4. I suppose aroma is a big factor? (00:04:02)

5. Who is your whiskey aimed at? Could a connoisseur appreciated it as much as a novice? (00:04:43)

6. Now I mentioned earlier that you were seeking to find that perfect balance between complexity and drinkability. How difficult was that to actually do. (00:06:14)

7. And what you settled on was a blend between bourbon and American whiskey. (00:08:18)

8. So once you had the mesh bill and the blend sorted out. Why was it so important to take those further steps to add the flavour to the mix? (00:09:31)

9. Now, speaking of bartenders, I'm assuming that they've made a ton of drinks with the whiskey that you really didn't expect. (00:11:15)

10. Have most of those been riffs on classics or are some of them completely original drinks? (00:12:21)

11. Now, obviously ginger is the dominant flavour, but what other flavours can people expect to taste or aromas from Misunderstood? (00:15:16)

12. How difficult has it been to get your message across? (00:17:25)

13. Now the U S distribution system is complex, even for the most seasoned of players, how difficult have you found navigating these next steps? (00:20:06)

14. I imagine not knowing anything about the industry when you started this must have all been quite an intense learning curve. (00:22:14)

15. When you started, was this what you expected? (00:23:58)

16. What do you want people to take away from their experience with misunderstood? (00:26:28)

17. Could you say that Misunderstood is almost a gateway whiskey? (00:27:57)

18. Now you said that you've gotten into 17 markets across the U S. What's next for Misunderstood? (00:28:54)