BRAND MYSTICISM
In 2022, Steven Grasse, spirits genius and originator of the Hendrick’s Gin and Sailor Jerry Rum brands, and Aaron Goldfarb, author and journalist known for his expertise in spirits and drinking culture, published Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience, a how-to on developing resilient brands.
The book is an antidote to the rising “unbranding” trends, with Brand Mysticism offering a uniquely complex guide to building brands that become cult classics.
In it, Grasse and Goldfarb denounce the increasingly “fake” whiskey category – as more and more brands flood the market with utterly uninspired celebrity endorsements and sourced whiskeys based on bogus stories. In an effort to call out this phoniness, Grasse punked the industry with his own sourced whiskey with an absurd backstory:
Dunce Whiskey.
Dunce Whiskey is a spirit built on a foundation of transparency, science, metaphysical excellence, divine belief, and damn good bourbon.
BRAND MYSTICISM
In 2022, Steven Grasse, spirits genius and originator of the Hendrick’s Gin and Sailor Jerry Rum brands, and Aaron Goldfarb, author and journalist known for his expertise in spirits and drinking culture, published Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience, a how-to on developing resilient brands.
The book is an antidote to the rising “unbranding” trends, with Brand Mysticism offering a uniquely complex guide to building brands that become cult classics.
In it, Grasse and Goldfarb denounce the increasingly “fake” whiskey category – as more and more brands flood the market with utterly uninspired celebrity endorsements and sourced whiskeys based on bogus stories. In an effort to call out this phoniness, Grasse punked the industry with his own sourced whiskey with an absurd backstory:
Dunce Whiskey.
Dunce Whiskey is a spirit built on a foundation of transparency, science, metaphysical excellence, divine belief, and damn good bourbon.
ORIGINS OF DUNCE WHISKEY
Steven Grasse, with his vast experience in the spirits industry, took the theory of Pyramid Power and conical energy and thought— How can this be applied to whiskey? After consulting with various distillers, a biochemist, historians, and even a wiccan, Dunce Whiskey was born.
Dunce Whiskey is a product of conical energy, activated by placing dunce caps on the barrels of our bourbon. The cone-shaped cap channels energy from above through its center axis, imparting an enlightened sense of being into the object below.
IS DUNCE A JOKE?
IT'S JUST NOT LIKE OTHER
WHISKEY BRANDS
Nowadays, fake and celebrity-endorsed whiskey brands are everywhere, and they lack more than just authenticity!
If anything, Dunce is for anyone fed up with the phoniness of the Spirits Industry, or anyone open to the divine. Dunce Whiskey aims to poke fun at these inauthentic spirits brands, placing a dunce cap on the uninspired head of each one of them.
