Whiskey Business Daily
- Elizabeth Mack
- Nov 1
- 2 min read
From Barrel to Buzz — We Cover It All
Your Daily Shot of Spirits, Strategy, and Style
Hey there — I’m Lizzie, founder of My Whiskey Sherpa and co-founder of the Evel Spirits brand and American Icon Spirits Company, professional whiskey wrangler, spirits storyteller, and unapologetic neat drinker. You might know me from the book Whiskey Business which is releasing Christmas 2025 or my best-seller, Mission to Million$, or maybe you’ve heard of our gold medal-winning lineup we just released. Either way, welcome to Whiskey Business Daily — a blog that takes ALL spirits seriously… but not too seriously. My bestie and biz partner Lathan and I will share as we feel inspired on all things spirits and a little bit Evel ;o)
This is not your grandfather’s bourbon bulletin.
This is your daily shot of industry news, bold opinions, product deep-dives, behind-the-bar stories, and maybe the occasional rant about ice cubes that ruin a good rye....(I drink our Big Red Rye undiluted)...
So, What’s Evel Spirits?
We’re the little company that could — and did. Born out of obsession, Evel Spirits started with a simple goal: create unapologetically bold spirits with character, depth, and a hint of rebellion. We’ve picked up a few gold medals along the way, but the real win is seeing our bottles on back bars around the world in 2026.
You’ll hear a lot more about our journey here — the highs, the hangovers, and everything in between.
What You’ll Find on This Blog
Business News & Industry Trends – from startup struggles to M&A drama
Tasting Notes & Product Launches – both ours and others worth sipping
Interviews with Distillers, Mavericks & Makers – people changing the spirits game
Behind-the-Scenes at Evel Spirits – real talk, no PR fluff
Rants, Revelations & the Occasional Recipe – because it’s my blog, and I’ll spiral if I want to
Why This Blog?
Because too much of the spirits industry happens behind closed doors, in back rooms smelling of grain, and glossed over with velvet ropes. And because the best conversations usually happen after the third pour, not in boardrooms or trade shows.
I started Whiskey Business Daily to create a space for honesty, curiosity, and maybe even a little chaos. Whether you're a distiller, a bartender, a booze nerd, or just someone who likes a good story with their Spirits — you’re in the right place. I am Scottish so my predilection is the brown spirits and I promise to feature any business news that helps all spirits industries.
So pour yourself something neat, bookmark this page, and subscribe. Tomorrow, we’re talking about why so many “craft” brands are secretly corporate — and what that means for the future of spirits.
Cheers,
Lizzie
Founder, American Icon Spirits Company - Home of Evel Spirits
Author, Whiskey Business - How to Make It, How to Lose It, How to Come Back Stronger
Best-Selling Author, Mission to Million$ - Taking Big Ideas and Making Them a Reality
COO of Bar Tabs and Bad Puns (just kidding)
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