We’re excited to introduce you to the always interesting and insightful Lisa Fitch. We hope you’ll enjoy our conversation with Lisa below.

Lisa, appreciate you joining us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

One of the best ways I’ve found to show customers genuine appreciation is through unexpected, personal touches that go beyond the transaction. As the owner of Bootleg Bourbon Balls, I am usually the first to have an interaction with our customers. I once had a repeat customer who had been ordering regularly as gifts for clients. Instead of just fulfilling the order, I included a handwritten note thanking them for trusting us to represent their business, along with a small batch of a new flavor we were testing that wasn’t even on the menu yet.

What made it meaningful was the context. They weren’t just buying sweets, they were gifting our product as an extension of their own brand and relationships and trusting that we understood the role we played to deliver that same level of professionalism/class. The customer ended up reaching out afterward, not just to thank us, but to tell us how surprised and valued they felt. They even shared the new flavor with their clients, which created a ripple effect of excitement and conversation. We are always asking things of our customers like their on going support, time to share reviews, and follow us on social media, so if feels right and necessary to extend gratitude forward.

That moment stood out because it reinforced something simple but powerful: appreciation feels most genuine when it’s personal and a little unexpected. From the customer’s perspective, I think it turned a routine purchase into a relationship—they felt seen, valued, and like more than just another order number.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Bootleg Bourbon Balls was born from a mix of tradition, inspiration, and a little bit of bold intuition. I learned how to make bourbon balls through generations of women before me, so carrying on that craft felt natural, but I wanted to reimagine it. Traditionally, bourbon balls tend to show up around the holidays, but I saw an opportunity to turn them into something that could be enjoyed year-round – something that helps people celebrate everyday moments, big or small.

After several trips to Kentucky, I became really inspired by the story of Ruth Hanly Booe, who is credited with creating the original bourbon ball using Kentucky bourbon. That sense of place and storytelling stuck with me. It made me realize that Kansas City has its own rich culture, especially when it comes to craft spirits, and that we deserved a bourbon ball that reflected that local pride.

So I came home, opened a bottle, set my intention, and literally toasted to the idea of starting my business. That moment became Bootleg Bourbon Balls.

The brand itself is deeply rooted in storytelling. The name comes from the Prohibition Era, and each of our bourbon ball flavors is inspired by slang and terms from that time. I like to say, “If only the bootleggers had thought to conceal their booze so deliciously!” Our tag line: “Notoriously Naughty Chocolates,” adds a sense of fun, history, and personality to everything we create at Bootleg Bourbon Balls.

What I offer is more than just a sweet treat. Our bourbon balls are handcrafted confections made with locally sourced, craft-distilled spirits and Native Missouri pecans. The are made fresh weekly, in small batches and hand-rolled. They’re designed to be gifts, conversation starters, and experiences. Whether someone is celebrating a milestone, thanking a client, or just indulging in something special, our chocolates help elevate that moment.

I think what sets me apart is the combination of heritage, local connection, and creativity. This isn’t a mass-produced product, it’s something with roots, intention, and a story behind every bite. I’m also very focused on making the brand feel personal and memorable, from the naming of each flavor to the way we present and package the product.

What I’m most proud of is taking something that was once reserved for special occasions and turning it into an everyday luxury that still feels meaningful. I’ve been able to honor the women who taught me, celebrate Kansas City’s craft spirit scene, and build something that resonates with people on a personal level. Many times, they have stories to share of their grandmothers, mothers or aunts, making rum and bourbon balls for Christmas.

What I want people to know about Bootleg Bourbon Balls is that it’s not just about bourbon or chocolate, it’s about connection. It’s about celebrating life, sharing stories, and creating moments that people remember.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

Yes, eCommerce has been a core part of Bootleg Bourbon Balls since the very beginning—and it continues to be an important piece of our business today.

I actually started as a fully online business, producing out of a commissary kitchen and selling through Shopify for the first seven years. During that time, we built a really loyal customer base by offering local delivery, drop-offs at partner businesses around the Kansas City area. That model allowed us to grow without the overhead of a retail space while still maintaining a strong local presence and personal connection with our customers.

As the business evolved, we transitioned into a hybrid model. Today, we have a brick-and-mortar retail shop in Riverside, Missouri, with our commercial kitchen right in the back—so customers can literally see where the bourbon ball magic happens. At the same time, we’ve kept our eCommerce site active, along with our local delivery/drop-off options, because they’re still incredibly valuable to our customers since these places offer extended open hours and we are only open Thursday – Saturday from 10 AM – 5 PM. I also want to add that we offer same day order fulfillment. If the customer turns in an online order by 2 PM, they can pick it up the same day, after 5 PM. All our products are TSA safe.

From my perspective, the biggest advantage of eCommerce is accessibility. Customers can order anytime, from anywhere, and it makes gifting especially easy. It also allowed us to establish and grow the brand before we ever had a physical storefront. On the flip side, one of the challenges is that customers don’t get that immediate, sensory experience—the smell, the atmosphere, the storytelling that happens in person.

That’s really where the hybrid model shines for us. Our retail space gives people a deeper connection to the brand, while our online store provides convenience and reach. Keeping both has allowed us to meet customers where they are, whether that’s browsing from home, sending a gift, or stopping in to experience everything firsthand.

Ultimately, eCommerce wasn’t just a sales channel for us, it was the foundation that made everything else possible.

Let’s talk about resilience next – do you have a story you can share with us?

Resilience has truly been at the core of my journey with Bootleg Bourbon Balls.

In the early years, I was operating out of a shared commissary kitchen, which came with a lot of challenges. Time wasn’t always on my side and we would have to work around other businesses’ schedules, adapt to limited availability, and still meet customer demand. It required a lot of flexibility, long hours, and creative problem-solving just to keep things running smoothly, and customers could not come to the commissary kitchen to pick up orders, which is why we developed the local drop-off option.

When the COVID pandemic hit, that brought an entirely new level of uncertainty. Practically overnight, the way people shopped and connected changed. On top of that, we were dealing with supply chain disruptions that made it difficult to source key ingredients and packaging. There were moments where I had to quickly pivot, whether that meant redesigning packaging based on what was available, adjusting production timelines, or rethinking how we fulfilled orders.

But instead of stepping back, I leaned in. I focused on what I could control, staying connected with customers, maintaining quality, and continuing to show up for the business every single day. The constraints of the commissary kitchen actually pushed me to become more efficient and intentional, and the challenges during the pandemic forced me to innovate in ways I might not have otherwise. One of my employees favorite phrase is, “You can’t control the uncontrollable, so focus on the things you can control.”

That entire period ultimately led to one of the biggest milestones for Bootleg Bourbon Balls: opening our own brick-and-mortar space with a commercial kitchen in Riverside. It was the result of years of navigating obstacles, staying committed, and believing in the vision even when things felt uncertain.

Looking back, those challenges didn’t just test my resilience, they strengthened it. They taught me how to adapt quickly, think creatively, and keep moving forward no matter what. And I think that perseverance has rooted me into every part of the business today.

Contact Info:

• Website: https://www.bootlegbourbonballs.com
• Instagram: https://www.instagram.com/bootlegbourbonballs/
• Facebook: https://www.facebook.com/bootlegbourbonballs
• Linkedin: https://www.linkedin.com/in/lisarfitch/

Image Credits

SarahJane Hunt, Sarah Connole, Matt Nichols, Alyssa Broadus, Amy Watkins