I started this “little thing” to get free whiskey, plain and simple. The idea was to gather a bunch of small influencers and convince whiskey distillers to send us free product.
And it worked.
I met people from all over the country. Made friends without ever actually meeting in person. Some I actually did get to meet in person to go on whiskey hunts, or to distill whiskey at my house.
I met industry titans like Luis Gonzalez, CEO of Old Elk Distillery; Heath Schneider, CEO of Iowa Legendary Rye; Carey Bringle, BBQ legend and founder of Peg Leg Porker; Bill McBrayer of the Judge McBrayer family, and the list goes on.
I made new friends.
Held a badass fundraiser.
Lost one of these “virtual” friends to Covid…
And to be honest, that killed my motivation. You can’t do this “thing” called influencer marketing without motivation. Motivation is the foundation of authenticity. You can quote me on that.
But if was more than the lack of motivation to be on TikTok; life just happened. I have an amazing wife, two beautiful daughters, great friends, a start-up, and all the other things that make me drink whiskey. (partially kidding!)
Anyway, I am not saying the Whiskey Army is dead; it isn’t. Mainly because it’s not something you can kill. It’s an idea – a sense of community – a thing that could only happen because total strangers came together and took a chance.
And that’s why I am saying, thank you.
So the Whiskey Army is going into hibernation. But I, Soak Line, will still be on TikTok making moonshine, talking about whiskey, and maybe some new stuff.