My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.

Trep Talk

Why This Whiskey Entrepreneur Is Willing to Forgo Easy Cash

Senior Entrepreneurship Writer at CNBC
min read

Whiskey is hot right now. Really hot. And if you are sitting on a small, but growing, rye whiskey brand, it can be oh-so-tempting to get as much product to market as quickly as possible. After all, booms don’t last forever. Whiskey could lose its luster. 

But Raj Peter Bhakta, the founder of Shoreham, Vt.-based WhistlePig whiskey, is holding firm to his commitment to quality. And with whiskey, quality takes time. “We take a much more patient approach to putting our product to market. It starts at 10 years old. Now think about that. That’s 10 years that we have to wait before putting our product in a bottle,” Bhakta told  

While WhistlePig is maintaining its commitment to quality, that’s not to say Bhakta hasn’t felt the heat of temptation to produce more, lesser quality spirit. He could relatively easily flood the market with a younger, and therefore, less delicious whiskey. 

“In this boom, where there has never been this sort of boom in American whiskey in the last 50 years, there is a lot of pressure to launch younger, less expensive products just to meet demand. We are willing to let our competitors take that position while we focus on making sure that the whiskey we put in the bottle is the best,” says Bhakta. “There is a huge amount of opportunity cost in that view. The boom could come and go. You never know. You could be sitting on large reserves of old whiskey when people aren’t interested in it.”

But Bhakta is confident that his dedication to quality will support his brand for the decades and generations to come.


This Entrepreneur Almost Gave Up On Himself. Now, He Runs a Million-Dollar Brand.

Why This Entrepreneur Makes All New Hires Live With Him for a Month

All Successful Entrepreneurs Do These 3 Things

What Separates Entrepreneurs From Mere Mortals: The Ability to Take Risk

More from Entrepreneur

Jon Horowitz is dedicated to helping brands with grow their social footprint by aligning with influencers and creating innovative content.
In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Are you paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.

Latest on Entrepreneur