We’re excited to introduce you to the always interesting and insightful TK Burtin-Johnson. We hope you’ll enjoy our conversation with TK below.

TK, appreciate you joining us today. How did you find your key vendor or vendors? Maybe you can share the backstory and share some context and the relevant details to help us understand why you chose them, why they chose you, etc.

When we first launched Red Hazel in 2020, we actually started as an online-only brand. We released our first batch direct-to-consumer and it sold out quickly, which gave us early proof that people were excited about what we were building. But moving from that early traction to real distribution was a challenge. As a small, new whiskey brand without a massive marketing budget, it wasn’t easy getting distributors to take meetings with us.

We submitted to a number of distributors across Georgia and faced quite a few rejections before finally securing a meeting with Savannah Distributing. That meeting ended up being a turning point for us, and they’re still our distribution partner today. What made that relationship work was alignment. They saw the potential in the brand and the story behind it, and we demonstrated that we were serious about building something long-term, not just launching another label.

On the production side, we had a similar learning curve. We started with a co-packer and distillery that was a good partner for getting the brand off the ground. They helped us launch, and that was incredibly important at the time. But as the vision for Red Hazel grew, we realized we needed a production partner that could grow with us in terms of scale, consistency, and long-term strategy.

Before we secured our angel investment, I actually traveled across several states in the Southeast meeting with different distilleries and production partners. I wanted to see the operations firsthand, understand their capabilities, and find a partner who believed in where we wanted to take the brand. Eventually we met with our current production partner, and it was clear they were the right fit for the next stage of our growth.

Looking back, there are very few things I would change about the process. It wasn’t always easy, but every step taught me something about the industry, negotiations, and how to build the right partnerships. If anything, I might have started relationship-building with distributors and production partners even earlier, because in this industry trust and credibility take time to develop.

I also believe our partners chose to work with us not just because of the product, but because they believed in the people behind it. My brother and I have always been very clear about our vision for Red Hazel and the type of brand we want to build. When partners see that level of commitment and long-term thinking, it gives them confidence that they’re investing their time and resources in something that has real potential.

TK, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My background is in hospitality management, nightlife, and experiential marketing. I’ve always been passionate about creating memorable experiences for people — whether it was through managing venues, designing events, or building a connection between people and a brand. That same drive to craft meaningful experiences is what led me into the spirits industry and eventually to creating Red Hazel Whiskey.

Red Hazel is a whiskey brand built on the idea of balance and contrast. The name itself reflects that philosophy: “Red” represents passion, boldness, and the fire that fuels creativity and ambition, while “Hazel” represents calm, clarity, and precision. Together, they create a whiskey that is both vibrant and approachable, complex yet smooth, designed to be enjoyed in a variety of ways whether neat, in a classic cocktail, or as part of a shared moment with friends.

I started Red Hazel because I saw a gap in the market for a whiskey brand that felt modern, bold, and inclusive, but still rooted in quality craftsmanship. Many spirits brands focus either on tradition or trend, but few truly bring both together in a way that invites new audiences while still honoring the craft. Our mission is to create a whiskey that people don’t just drink, they experience each sip connecting to a memorable moment.

What sets us apart is that every aspect of Red Hazel is intentional, from the storytelling and branding to the tasting profile itself. My brother and I are deeply involved in the process, and we prioritize building authentic relationships whether with distributors, bartenders, or fans of the brand. We believe that the people behind the brand matter just as much as the product.

I’m most proud of how far we’ve come since our launch in 2020, going from an online-only release that sold out quickly to securing strong distribution partnerships and building a community of fans who resonate with our story. What I want people to know is that Red Hazel isn’t just a whiskey, it’s a reflection of passion, creativity, and thoughtful craftsmanship. It’s about creating moments, sharing stories, and enjoying something together.

How did you put together the initial capital you needed to start your business?

From the very beginning, Red Hazel Whiskey has been a bootstrapped venture. My brother and I used our personal savings and were fortunate to receive support from friends and family who believed in our vision. That early capital allowed us to get the brand off the ground to develop the initial batches, handle packaging, and launch our first online release.

In 2023, we took a major step forward by securing an angel investment, which we used strategically for marketing and rebranding efforts. That investment allowed us to elevate the brand, reach a wider audience, and position Red Hazel for growth while maintaining the authenticity and quality that set us apart.

Even with outside investment, we’ve continued to bootstrap the business, carefully managing resources to maximize impact and ensure sustainable growth. Looking ahead, we’re preparing for another round of fundraising this year to scale production, expand distribution, and continue telling the Red Hazel story.

What’s important to me is that every step of funding Red Hazel has been intentional whether it’s personal savings, gifts from our supporters, or strategic investments. It’s not just about the money; it’s about bringing in people who believe in the brand and our vision as much as we do.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing our clientele has been hands-on, “liquid to lips” engagement making sure people actually get to taste Red Hazel Whiskey. If someone never experiences the product, they can’t become a returning customer. That’s why being present in the community has been so important to us. We participate in events and festivals, connect directly with consumers, and create moments where people can not only try our whiskey but also hear the story behind it.

Beyond in-person experiences, we focus on being active online, sharing our journey, why we started Red Hazel, and what makes our brand unique. By combining face-to-face engagement with storytelling, we’ve been able to turn first-time tasters into loyal fans who connect not just with the product, but with the people and values behind it.

Contact Info:

• Website: https://www.redhazel.net
• Instagram: https://www.instagram.com/redhazelwhiskey/
• Facebook: https://www.facebook.com/RedHazelOfficial
• Linkedin: https://www.linkedin.com/company/red-hazel-official

Image Credits

Cork Bros
Julius Holmes Photography
Studio Thirsty