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208 Carlie Lane
CEO, Partner, master blender
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Milam & Greene
Heather Greene is a long-time whiskey writer and educator turned CEO and Master Blender of Milam and Greene Whiskey. Having worked on the tasting panel for the Scotch Malt Whiskey Society in Edinburgh, Scotland (the first female), to judging and writing about whiskey, Heather Greene is able to bring her vast knowledge on whiskey to customize an event specifically for The Whiskey Library. Heather is a world-leading spirits expert, and the author of Whiskey Distilled, A Populist Guide to the Water of Life. She was The Director of Whiskey Education and sommelier at The Flatiron Room in Manhattan from 2012-2014 where her classes sold out regularly. By 2019, she was inducted into Kentucky’s esteemed Order of the Writ as a keeper of Bourbon Whiskey, and as someone who upholds honesty and authenticity in the industry. She serves as a judge on many panels, including the IWSC in London the San Francisco Wine and Spirits Competition, and the American Craft Spirits Association. Her biggest passion today is running Provision Spirits, developing their whiskey program, and building the business nationally.
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Jennifer Holm – email@example.com
Marsha Milam – firstname.lastname@example.org
Marlene Holmes – email@example.com
How Milam & Greene Thrived in 2020 by Expanding its Footprint
2020 was an unprecedented challenge for beverage alcohol brand owners and many had to adapt their business model on the fly to compensate for the widespread closures on-premise, supply chain disruptions, and consumers who were largely homebound. One brand that found success by drastically adapting its plans for 2020 was Milam & Greene. Not only did its new digital platform provide Milam & Greene the ability to reach more customers directly, but also gave it data about retention, conversion, and more information about the target audience. One of the key digital strategies Milam & Green employed was to geo-target customers and retailers, and then align its e-commerce and digital campaigns to more effectively communicate.
Texas-based Milam & Greene was set to focus solely on the Texas market, but the pandemic forced them to look beyond their home state.
Milam & Greene leadership felt expanding beyond Texas was a necessity as it was no longer able to focus its sales efforts on-premise as it had originally planned. So Milam & Greene expanded its off-premise sales capabilities to a total of 10 states and built an online store-locator for its website.
Milam & Green additionally waded into the e-commerce space and was able to expand its DTC capabilities to 41 total states.
The company launched a “massive effort to share our product, share our story, and make sure people knew we were here,” said Greene. “We know people want to buy nice premium spirits from a small craft brand. We just knew that we had to get that out there.”
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Interactive and engaging
Power Up Your Business (grow existing business track)
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To the Point — 20 min presentation with 10 min Q&A sessions — Live or Pre-Recorded, Learn With Me (limited to 10 attendees) 30 min interactive sessions with limited presentation time, Workshops — In depth 45 min presentation with 15 min Q&A sessions