The Difference® Business Bourbon™ Establishes Entirely New Category in Spirits — And Brings Home Top Honors to Prove It

The Difference® Business Bourbon™ defines a new spirits category—crafted for gifting, dealmaking, and trust in the rooms that matter.

LOUISVILLE, KY, UNITED STATES, May 12, 2025 /EINPresswire.com/ -- A new category of bourbon has officially arrived: Business Bourbon™. And with multiple awards already in hand, it’s clear the world is ready for it.

“The right relationships don’t show up by accident — they start with trust,” said Chris Voss, co-founder of The Difference^® Business Bourbon™ and bestselling author of Never Split the Difference. “We created this bourbon to be a catalyst for those relationships. When you open a bottle of The Foundation, you’re not just sharing a drink — you’re setting the tone for what’s possible.”

The Foundation, the debut release from The Difference^® Business Bourbon™, was never designed to compete on a shelf. It was created to honor the power of preparation and the importance of starting strong in every aspect of business—and life. Inspired by the visionaries who built empires from a single stone, The Foundation celebrates the idea that every remarkable achievement is anchored by a strong foundation of planning, trust, and intention. With each pour, you're not just enjoying bourbon—you’re embracing the strength that comes from creating something truly impactful, one deliberate step at a time. And now, this rare and purpose-driven spirit is making waves across the industry.

After earning a Double Gold Medal at the 2025 San Francisco World Spirits Competition — one of the highest honors in the spirits world — The Foundation has added three more: a Gold Medal, Best of Class, and Gold in Packaging & Design from the L.A. International Spirits Competition.

But as significant as these accolades are, the bigger story is what they represent: the formal arrival of a new concept in bourbon.

It started with a simple observation. During a quiet conversation after a long day of filming, Nick Nanton asked Chris Voss the question: “Why isn’t there a bourbon designed for business?” He continued, "Not something to collect or shelve — but a pour with a purpose. A pour that could mark a moment, build trust, or open a door."

That question became the catalyst for what would become The Difference^® Business Bourbon™ — and the launch of an entirely new category.

“We didn’t want to just make a great bourbon — we set out to build an entirely new class of spirit,” said Guy Colangelo, Chief Operating Officer of The Difference^® Business Bourbon™. “A Business Bourbon™ isn’t just about what’s in the glass — it’s about what happens around the glass. These honors confirm that a product built on trust, exclusivity, and shared experience resonates on every level.”

The Foundation was designed to show up in the rooms that matter in business — at closing dinners, in private offices, at leadership retreats, and as a meaningful gift to open doors and strengthen relationships. Its mission is simple: to serve as a catalyst for collaboration.

“We created a rare and exclusive bourbon to stand out in the rooms that matter in business — to earn its place where real influence happens,” said Nick Nanton, co-founder and CEO of Astonish Entertainment. “The awards are a bonus. What matters most is that we’ve built something that feels intentional at every level — from flavor, to finish, to purpose.”

From the beginning, The Foundation was created with precision — not just in taste, but in its visual presence and story. Its packaging signals trust. Its pour invites connection. And its presence in the room elevates the conversation.

“We wanted to create a rare and exclusive bourbon that brings people together in the moments that matter most — when trust is being built, deals are being done, and relationships are deepening,” said Roy Milner, co-founder and Master Blender. “These awards are incredibly meaningful, not just because of the recognition, but because they affirm that there’s a place in the industry for a bourbon built around purpose, not just production.”

This isn’t another celebrity spirits brand. This is a new philosophy — a rethinking of bourbon as a tool for impact.

Founders Chris Voss, Nick Nanton, and Roy Milner combined the worlds of negotiation, storytelling, and craft beverage innovation to build something bigger than a bottle: a movement rooted in high-trust relationship building.

The Difference^® Business Bourbon™ isn’t available in stores. It’s available exclusively to members of The ShareHolders Society™ — a private, by-invitation-only community of entrepreneurs, founders, and visionaries who understand the value of proximity, generosity, and shared experience.

“Winning Double Gold and Best of Class tells us we’re not just playing in the category — we’re creating it,” said Chris Voss, co-founder of The Difference^® Business Bourbon™. “This is about shifting how people think about bourbon. From something you store away, to something you share with purpose.”

“Business Bourbon™ is just getting started,” Voss continued. “We built it for the people building something bigger — the ones who understand the power of proximity and the art of the right pour in the right room.”

With The Foundation leading the way, Business Bourbon™ is no longer an idea. It’s a validated, recognized, and awarded category — one that is changing how bourbon fits into the business world.

“Never split. Always share.”

Media Contact:

Guy Colangelo
The Difference® Business Bourbon™
+1 407-375-4460
guy@thedifferencebourbon.com