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Starting the Old Elk distillery in 2013, Richardson needed talent and had the foresight to know he needed to scale the business if people were going to take the brand seriously. Metze knew his whiskey and he knew had to make good stuff at highvolumes.
You need an element that is high-volume. It’s like, how can we provide a concept — two concepts that are great — and one is like a showroom and the other one is potentially high-volume.” But you can also do Vodka Soda, Vodka Soda, Vodka Soda. In the latter, Harrison adds, the atmosphere is more fun.
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