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Brand Storytelling

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Brand storytelling is key to conveying a company's message and reaching consumers. This course focuses on specific case studies of different-sized brands with varying market goals. It will cover what those brands did to convey their story in a way that resonated with the market and encouraged sales growth.

Learning Outcomes:
1. Understand the key things that make a compelling brand story
2. Develop different strategies for how to tell your story and ways that story may vary depending on the audience, whether that's importers, distributors, retailers, and consumers
3. Track the success of implementing a specific brand story strategy


  • Matt Healy

    Matt Healy is currently the Global Export Sales Manager for Boann Distillery & the Whistler Irish Whiskey, but over the last eight years, Matt has a proven track record for spreading the good word of Irish whiskey across the world. Matt has been working in the Irish whiskey industry for some of the largest producers, both domestically and abroad.

    Matt is also an award winning Irish whiskey writer, promoting the whole category of Irish whiskey on his multimedia platform, He combines his technical know-how with his communication skills to give consumers greater understanding of the industry and an in-depth look at whiskey production. He delivers these in digestible formats, for new comers and seasoned whiskey professionals alike.

    This year, Matt co-authored the Edinburgh Whisky Academy's "Certificate in Irish whiskey", which gives participants a jargon free, in-depth look into all of the modern production practices of pot and grain distilleries from kernel to cork. This in-depth certificate course has been adopted as a new hire training manual for a number of Irish whiskey distilleries and international distribution companies.

    Matt is a young, yet experienced professional who is passionate about bringing the amazing world of Irish whiskey to the world.

  • Tom Maas

    Jedi Master in the liquor business with over 40 years of experience in global marketing, sales and production/innovation. Senior Executive level management for three of the top selling whisky brands in the world...Jack Daniel's, Canadian Club and Jim Beam, as well as new product development on some of the most successful innovations in the industry over the last 20 years...Small Batch Bourbon, the Appletini, and RumChata….as well as some of the not so successful intros.....which will remain nameless. Discovered over time that the best learnings many times come through failures. RumChata brand sold to E&J Gallo wine company in April 2021.

    Currently owns and operates, with his son Nick (distiller and blender), the Dancing Goat Distillery in Cambridge, WI. A craft distillery established in 2015 with featured brands, Limousin Rye whiskey and Deaths Door gin.

  • Monica Gray

    Monica Gray has over nine years of experience working within the spirits industry. Her passion for country music brought her to begin work for Blue Chair Bay Rum, and she has risen from campaign manager to the SVP of Marketing. During her tenure, she has helped grow Blue Chair Bay Rum and Creams into one of the fastest-growing premium brands in the country. Her creative and out-of-the-box thinking has propelled Blue Chair Bay Rum into a model for others to strive for as she continues to drive visibility to new and existing consumers.

  • Nicole Austin

    Cascade Hollow Distilling Co.

  • Chrissy Beaudette

    Chrissy Beaudette Tinelli is the Director of Client Development at MHW. She joined MHW shortly after graduating from Villanova in 2012 and has learned the industry from the ground up in various sales, marketing, and operational positions within the company. In her current hybrid role, she manages a team that handles client retention as well as new client development. She is also responsible for MHW’s robust trade show program which includes over 30 annual events and speaking engagements around the globe. Chrissy became passionate about craft brand development in the U.S. while working on a 2013 program that launched twelve independent Mezcal brands into the New York market in partnership with ProMexico and the state of Oaxaca. She has continued her pursuit of assisting new brands enter the market by offering route-to-market education in conjunction with various trade associations. A whisk(e)y lover herself, Chrissy recently completed a General Distillation course from the Institute of Brewing & Distilling (IBD) in the UK. When she’s not globe trotting on behalf of MHW, she can be found watching college basketball or searching for New York’s most delicious burger.

September 7, 2021
Tue 1:00 PM EDT

Duration 1H 0M

This live web event has ended.