Breaking Barriers in Bourbon: Paige Parker on building Happenstance

In this episode of More Than the Hype, host Kristin Taylor sits down with Paige Parker, founder and CEO of Happenstance Whiskey, to talk about building Nashville’s only 100% woman-owned whiskey brand. From her early days in marketing at Anheuser-Busch to hand-blending a cabernet-style bourbon that’s now award-winning, Paige opens up about the grit, vision, and unshakable belief it takes to carve a space in a male-dominated industry.If you’re a founder, beverage industry hopeful, or someone building a premium CPG brand from scratch, this episode is packed with lessons on branding, fundraising, flavor development, and how to make every drop count in a complex three-tier system.What You’ll Learn:- Why 40% of bourbon drinkers are women—and still wildly underserved- How Paige identified a market gap and used it to launch Happenstance- The story behind developing a premium flavor profile from scratch- What “liquid to lips” marketing really means (and why it works)- The realities of funding, licensing, and scaling in the alcohol industry- How to build community and brand loyalty from day oneGuest Bio:Paige Parker is the founder and CEO of Happenstance Whiskey, Nashville’s only 100% woman-owned whiskey company. With a background in marketing, a sommelier certification, and a passion for spirits, Paige has created a bourbon brand that’s modern, approachable, and built for today's whiskey drinker—especially women who’ve been overlooked in the space for too long.Follow Her Work:Instagram: @happenstancewhiskeyWebsite: happenstancewhiskey.comSubscribe + ShareLoved this episode? Don’t forget to rate, review, and subscribe to More Than the Hype wherever you listen. Share it with a founder friend, CPG builder, or whiskey lover who’s ready to build something bold.Stay in the LoopJoin our newsletter to get the latest episodes, founder tips, and CPG trends straight to your inbox.