137 Why Whiskey Brand Lost Lantern Builds Demand Before Distribution With Nora Ganley-Roper

Lost Lantern just hit $1 million in revenue over the trailing 12 months, and its velocity is increasing. After growing sales 10% in 2025, the whiskey brand forecasts doubling them in 2026. Its approach to expansion starts with evidence that consumers already want its bottles. In this episode, Nora Ganley-Roper, co-founder, general manager, and head of blending at Lost Lantern, joins Scott Rosenbaum to explain how the company builds that demand -- and uses it to make better decisions about distribution. An independent bottler, Lost Lantern buys mature whiskey from distilleries across the U.S., then selects and blends distinctive releases. It has launched more than 100 SKUs, some totaling just 200 bottles. For its first three years, e-commerce did much of the heavy lifting, and its newsletter became a testing ground for which products and stories inspired purchases. That feedback strengthened the retail pitch. The team could explain who would buy a bottle, why it fit a particular store, and how Lost Lantern would help drive sales. When releases sold out online, the newsletter could send customers to retailers that still had them. Nora explains the three things Lost Lantern needs before expanding: consumer demand, the right stores, and a distributor that fits the brand. With a team of six, the company also has to weigh whether it can provide the support a new market requires. Its latest project, the United States of Bourbon, shows how a broader product can accelerate growth. The blend of straight bourbon from all 50 states generated online sales at about 3x forecast, while wholesale’s share of company sales rose from 40% in Q1 to 55% in Q2. We dig into: How e-commerce reveals what customers will buy. What makes a retail pitch compelling. Why distributor interest alone doesn’t justify expansion. How limited releases build an audience for broader growth. What it takes to support placements once you’ve won them. For anyone weighing a launch or expansion, Nora offers a practical look at how consumer demand can guide where -- and how -- a drinks brand grows. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube Business of Drinks LinkedIn Instagram @bizofdrinks Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. Erica Duecy LinkedIn Instagram @ericaduecy Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum LinkedIn Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!