How this investment banker became CEO of a Whiskey brand at 33 | WhistlePig CEO Alex Roberts

In this episode of The CEO Series, Will travels to Vermont to sit down with Alex Roberts, CEO of WhistlePig Whiskey, at the WhistlePig farm. Alex explains how he went from working as a 24-year-old investment banking analyst on a potential sale of WhistlePig to being offered the CFO job himself. He talks about entering the company with no operating experience, dealing with imposter syndrome and the blunt feedback from his CEO that forced him to rethink how he was adding value. Eight years later, Alex became CEO. He walks through the transition from CFO to CEO, why he restructured the company within his first weeks in the role and what he has learned about making difficult decisions, building an executive team and more. Alex also breaks down how WhistlePig grew roughly 5x during his time with the company, what it actually takes to grow a premium whiskey brand and why bartenders have played such an important role in WhistlePig's strategy.  They get into declining alcohol consumption, Gen Z, marijuana, affordability, AI eliminating jobs, tariffs and why Alex believes being a private company gives WhistlePig an advantage. After the conversation, Will tours the farm and distillery and meets the pigs and Highland cows.