Success Story Podcast Episode Summary

Episode Title: Lessons - How Unconventional Marketing Built Multiple Billion-Dollar Alcohol Brands | Brett Berish - Spirits Industry Disruptor
Host: Scott D. Clary
Guest: Brad Berish, Founder of Bumbu
Release Date: April 8, 2025

Introduction to Brand Building and Storytelling

In this episode, Scott Clary engages in an insightful conversation with Brad Berish, the visionary behind Bumbu, a premium rum brand that has successfully disrupted the spirits industry. The discussion delves into the foundational elements of building a compelling brand through authentic storytelling and steadfast commitment.

Scott (00:00): "Discover how to build a compelling brand that transcends trends with authentic storytelling and unwavering commitment."

Brad emphasizes the importance of creating a brand that not only stands out in the market but also resonates deeply with consumers by sharing its unique story.

The Genesis of Bumbu: Challenging Industry Norms

Brad recounts the inception of Bumbu, launched five to six years prior, with the ambitious goal of elevating rum to a new level of premium quality—a sector he believes is often underestimated.

Brad (00:48): "The goal wasn't to create a new level of rum premium. I think rum is unappreciated."

Contrary to prevailing industry trends favoring tequila, Brad identified an opportunity to revive rum by offering a superior-tasting, more premium product. This strategic move aimed to differentiate Bumbu from established giants like Captain Morgan and Bacardi.

Leveraging History and Storytelling

A pivotal strategy for Bumbu’s success was integrating history into its brand narrative. Brad shares the fascinating backstory of Bumbu rum, tracing its roots to the 16th century West Indies.

Brad (01:13): "Back in the 16th century, merchants who traveled the West Indies, the Caribbean, didn't like the taste of rum, which they called grog. They crafted their own out of it and called it Bumbu."

By reviving this historical narrative, Bumbu not only honors tradition but also creates a distinctive identity that appeals to modern consumers seeking authenticity.

Market Penetration and Global Success

Despite initial market challenges, Bumbu has achieved impressive global reach, now available in 80 countries. Brad highlights Canada's significance as their largest market outside the United States, a surprising success given that the company had not previously engaged with Canadian consumers.

Brad (02:31): "I'm in 80 countries today, and there's only one market in the world... France. We do well everywhere in the world and all these markets are not premium rum markets or they're not even rum markets. And we crush it."

This global expansion underscores the universal appeal of a well-crafted brand, capable of crossing cultural and market boundaries.

Commitment to Brand Building Over Quick Exits

Scott probes Brad’s philosophy on brand longevity versus pursuing immediate financial exits. Brad candidly shares his past mistake of focusing on an exit strategy from the outset, advocating instead for prioritizing brand development.

Brad (05:14): "If you have a healthy brand and you're growing, you're going to get there no matter what."

He stresses that genuine passion for the brand and a commitment to its growth naturally lead to success, without the need for aggressive exit plans.

Navigating Challenges and Personal Resilience

Brad recounts a particularly challenging moment when investors wanted to wind up the company. Drawing strength from his personal resolve and support from his mother, he reaffirmed his dedication to Bumbu.

Brad (06:15): "I love what I'm doing because the exit may not ever happen. That's not the goal."

This narrative highlights the importance of resilience and personal fulfillment over external pressures and financial incentives.

Defining Success on Personal Terms

Scott and Brad discuss the subjective nature of success. Brad emphasizes that success should be measured relative to one’s own expectations and goals, rather than against others.

Brad (09:07): "Success is relative. So this is already successful. This is doing more than I ever could imagine or anybody else could ever imagine."

He illustrates this with the example of Bumbu's recent launch reaching 60 countries, reinforcing that personal satisfaction and steady growth are key indicators of success.

Staying True to the North Star

Maintaining a clear vision, or "North Star," is central to Brad’s approach. This unwavering focus ensures that the brand remains aligned with its core values and long-term objectives, fostering sustainability and loyalty.

Scott (10:15): "If you know your North Star, you know it would make you happy, and then you can stay in the game long enough."

This principle underscores the importance of long-term vision over short-term gains, enabling entrepreneurs to navigate challenges while staying true to their mission.

Conclusion: Lessons in Sustainable Growth

The episode wraps up with key takeaways on building a sustainable, globally recognized brand through authentic storytelling, resilience, and a steadfast commitment to long-term goals. Brad’s journey with Bumbu serves as an inspiring blueprint for entrepreneurs aiming to create impactful and enduring brands.

Notable Quotes:

• Brad Berish (00:48): "The goal wasn't to create a new level of rum premium. I think rum is unappreciated."
• Brad Berish (01:13): "Back in the 16th century, merchants who traveled the West Indies, the Caribbean, didn't like the taste of rum, which they called grog. They crafted their own out of it and called it Bumbu."
• Brad Berish (05:14): "If you have a healthy brand and you're growing, you're going to get there no matter what."
• Brad Berish (09:07): "Success is relative. So this is already successful. This is doing more than I ever could imagine or anybody else could ever imagine."
• Scott Clary (10:15): "If you know your North Star, you know it would make you happy, and then you can stay in the game long enough."

Final Thoughts:

This episode of the Success Story Podcast offers invaluable insights into brand building, emphasizing the significance of authentic storytelling, resilience, and a long-term vision. Brad Berish’s experience with Bumbu illustrates how unconventional marketing strategies and a deep commitment to quality can establish a brand that not only competes but thrives in a saturated market. Entrepreneurs and business professionals will find Brad’s approach both inspiring and instructive as they navigate their own paths to success.