In this episode of the Entrepreneurs, Business & Finance podcast, host Henry Harrison sits down with Don Short, the founder and co-owner of New Artisan Distillery, to discuss his fascinating career journey. Don shares his transition from a successful executive career at Coca-Cola, where he held senior roles in Japan, India, and Africa, to becoming a passionate entrepreneur in the craft spirits industry.

Resources:

If you're in Dallas, be sure to visit New Artisan Distillery to experience their unique craft spirits and meet Don Short. For more information, visit their website at: https://www.newartisanspirits.com/

LInkedin:   / don-short-72235024  

Episode: https://henryharrison.com/new-artisan...

Key Topics:

1. Career at Coca-Cola:

Don's entry-level start and rise to Vice President.
Managing territories and navigating the "Cola Wars."
International assignments in Japan, India, and Africa.
Significant contributions to Coca-Cola's market presence and employment impact.

2. Transition to Entrepreneurship:

Post-retirement plans and founding New Artisan Distillery.
Collaboration with James Beard awarded chef and PhD biochemist, Robert Del Grande.
Strategic focus on craft spirits, particularly gin and bourbon.
Unique approach using real plants and custom-designed bottles.

3. Challenges and Rewards:

Navigating the complex distribution system for spirits.
Overcoming logistical challenges during COVID-19.
Building a differentiated brand and achieving consumer recognition.

4. Advice for Aspiring Entrepreneurs:

Embrace international opportunities to gain diverse perspectives.
Take calculated risks and pursue passion projects.
The importance of resilience and adaptability in business.

Notable Quotes:

"Becoming a minority in a marketplace is good for you. It helps you understand yourself better and see the world through another person's eyes."

"It's harder than I thought, but maybe it's more rewarding because our fingerprints are all over the package, the recipe, and everything."