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One small example of Innovation Engineering effectiveness is Brain Brew Custom Whisk(e)y. It’s a collaboration between my Eureka! Ranch team and Edrington Distillers of Scotland (distillers of the Macallan, Highland Park, and other super luxury spirits).

Using the Innovation Engineering system, we have invented and patented a Time Compression technology that crafts amazing whiskies and bourbons in 40 minutes (not years or decades).

The technology enables such richness of flavor with easy drinking smoothness that our products win 2 to 1 and 3 to 1 in head-to-head taste tests versus luxury scotches and bourbons. Two of our bourbons won top honors—double gold medals—at the North American Bourbon and Whiskey Competition, and one was a unanimous choice Double Gold at the San Francisco World Spirits Competition.

Even more exciting, the new technology enables the creation of custom whiskey. As we say, “The world doesn’t need another whiskey, but everyone needs their own whiskey.” Time Compression technology makes it possible for everyone to create their own unique mash bill and then apply a blend of Old World, New World, and craft aging styles for a one-of-a-kind original taste. To learn more, visit brainbrewwhiskey.com.

We understand that traditionalists may see Brain Brew Custom Whisk(e)y as being disrespectful to “the way it’s always been done.” However, the target audience for our innovations consists of forward-thinking craft spirits enthusiasts who are more interested in taste than tradition. Brain Brew is the ultimate demonstration of the Innovation Engineering mindset—traveling from invention and through development to test market in 10 months and winning top honors in international whiskey competitions in 18 months. Our marketing slogan is a variation of the famous Apple commercial: “Some call us the crazy ones . . .” It articulates our courage and commitment to our mission.

Some call us the crazy ones . . . and we’re OK with that.