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: https://www.linkedin.com/in/don-short-72235024/

Episode: https://henryharrison.com/new-artisan-distillery-don-short/

Key Topics:

1. Career at Coca-Cola:

Don's entry-level starts and rises 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.

A 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."