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Below is our recent interview with Wes Henderson, Co-founder & Chief Innovation Officer at Angel’s Envy:
Q: Can you provide our readers with a brief introduction to Angel’s Envy?
A: Angel’s Envy is a handcrafted, small batch, finished whiskey produced by Louisville Distilling Company. In addition to our Kentucky Straight Bourbon Finished in Port Barrels, we offer Angel’s Envy Rye Finished in Rum Barrels and Angel’s Envy Cask Strength Bourbon Finished in Port Barrels. Each expression exhibits our passion for experimenting outside of the conventional, producing unique whiskey steeped in tradition, but with an unexpected finish.
I created Angel’s Envy with my dad, Lincoln Henderson, who was known for his work behind some of the industry’s most iconic whiskies – Woodford Reserve, Gentleman’s Jack and Jack Daniels Single Barrel. Angel’s Envy started as a family operation and is still run that way today. When we launched in 2006, we never anticipated the demand we would see, not only for our product, but for knowledge about Angel’s Envy, which is what led us to creating 500 Main.
Q: You’ve recently announced the launch of your consumer engagement platform, “500 Main”; can you tell us more about that?
A: 500 Main is a consumer engagement platform that enables fans to engage more directly with Angel’s Envy through a combination of on and offline experiences personalized to their location and interests. 500 Main is a first-of-its-kind experience, not just for Angel’s Envy, but across the spirits industry, bringing fans of the brand a click away from the distillery, no matter where they’re located.
500 Main was created in partnership with Angel’s Envy Whiskey Guardians and fans to ensure the experience is useful and engaging for consumers around the country, making it a platform built by, and for, those who engage with Angel’s Envy most.
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Q: What are some of the perks of becoming a member?
A: Membership perks include invitations to local private Angel’s Envy events, behind-the-scenes videos and Q&As with whiskey experts.
Q: How can Angel’s Envy fans join 500 Main?
A: To become a member, fans can visit the website: https://500main.angelsenvy.com. For those 21+, the sign-up process requires full name, email and address to ensure the experience is localized to each user and so that members can receive surprises directly from Angel’s Envy.
Q: What makes your distillery stand out? How is it unique?
A: Angel’s Envy is the only full production distillery on the Main Street corridor in downtown Louisville and, while I may be biased, it’s a remarkable and magical place. We’re a family operation, and there’s a good chance you’ll see me, Kyle or Andrew as you make your way through the distillery with one of our knowledgeable tour guides. Not only can you tour the distillery when you visit, but you can stop at our bar for a cocktail and also take a cocktail class from some of the best mixologists in the business.
Q: What is the biggest challenge you’ve faced in your business and how did you overcome it?
A: One of our biggest challenges we have right now is that there is such a high demand for Angel’s Envy. We have fans across the country who are always asking where they can buy our whiskey and when it will it be available in their area. Of course, we can only produce so much liquid at a time, so we needed to find a balance for connecting with these fans, even when we can’t get the liquid on their shelves right away. We challenged ourselves to bring a little of what makes our distillery at 500 Main Street in Louisville so special to consumers year-round, no matter where they’re located. We know that when people visit our distillery, meet our team, or engage with our Whiskey Guardians, they walk away with a greater appreciation and affinity for Angel’s Envy, and that’s exactly why we’re launching 500 Main. The platform lets us bring that feeling and those experiences to a larger audience of our fans around the country.
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Q: What are your plans for the future?
A: One thing I’m really excited about right now is our recent release of our 2018 Angel’s Envy Cask Strength – the Cask program has come such a long way since 2012, and we’re particularly excited about this year’s expression, as well the future of the program.
We’re always looking for ways to innovate and evolve, and we definitely have some things in the works. I’m not able to divulge too much at this time, but keep your on eye on us via 500 Main for the latest news.
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