Fed up with the flood of phony whiskies and uninspired celebrity endorsed brands, two iconic Dunces decided to take matters into their own hands. Putting their caps together, they wrote the book, Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience.

The authors, Steven Grasse, the mastermind behind Hendrick’s Gin and Sailor Jerry Rum, and Aaron Goldfarb, a renowned writer in the spirits and drinking scene, created Brand Mysticism as a detailed guide to building brands that become cult classics.

In the book, Grasse and Goldfarb denounce the increasingly “fake” whiskey category, and with a “f*ck it” energy, Grasse decided to punk the industry with his own sourced whiskey: Dunce Whiskey.

Although Dunce Whiskey began as a conceptual joke, it’s since evolved into something much greater. Dunce has made its mission to keep drinking simple and keep it fun — you shouldn’t need a college degree to make a cocktail. By being honest about how we make our liquid and its
ingredients, we can focus on what really matters—seizing the day! Or what we call, Carpe Drink’em!