Episode 585: Exploring the Art of Distilling with Chand Harlow of Wonderbird Spirits

SummaryIn this episode, Wil speaks with Chand Harlow, co-creator and owner of Wonderbird Spirits, a distillery in Mississippi. They discuss Chand's journey from finance to the world of hospitality and distilling, emphasizing the importance of a grain to glass philosophy. Chand shares insights into the unique process of crafting gin using Jasmine rice, the challenges of starting a distillery, and the blend of art and science in creating high-quality spirits. In this conversation, the speakers delve into the intricate process of producing rice-based gin, discussing the unique methods and ingredients involved. They explore the challenges of funding and growing a distillery business, particularly during the COVID-19 pandemic. The conversation also highlights the competitive landscape of the spirits market and the importance of building a strong brand identity to educate consumers about their unique product. The speakers share insights on marketing strategies, distribution challenges, and the evolving preferences of consumers in the alcohol industry.Takeaways Chand Harlow's background in hospitality stems from his parents' love for entertaining. He transitioned from finance to distilling to pursue his passion for food and beverage. Wonderbird Spirits was founded in 2017, focusing on grain to glass production. The distillery uses Jasmine rice from a local Mississippi farm for its gin. Chand emphasizes the importance of controlling the entire distillation process. Grain to glass means producing alcohol from raw ingredients to finished product. Most distilleries use neutral grain spirits rather than producing their own alcohol. Chand's approach combines both art and science in crafting spirits. The entrepreneurial journey involves trial and error and learning from mistakes. Chand's unique gin is one of the few rice-based gins in the world. Rice-based gin production is more complex and costly than corn-based. Koji kin is essential for creating umami flavors in gin. The distillation process involves multiple stages to achieve desired alcohol content. Individual botanical distillation enhances flavor quality in gin. COVID-19 presented unique challenges for new alcohol brands. Hand sanitizer production became a temporary pivot during the pandemic. Expanding the distillery was necessary for meeting growing demand. Brand ambassadors play a crucial role in market education. Navigating state regulations is complex for alcohol distribution. Awards and recognition help validate the quality of the product.