Reinventing Whiskey: How Technology Is Transforming a Centuries-Old Industry

In this episode of Invst Guru, host Jeff “fuzzy” Wenzel sits down with Tom Lix, CEO and founder of Cleveland Whiskey, for a fascinating conversation about how technology is revolutionizing one of the world’s oldest industries. From basement experiments that blew up hundreds of mason jars to patented production systems now scaling internationally, Tom breaks down the real story behind Cleveland Whiskey’s radical approach to aging and flavor.

Tom shares how impatience, curiosity, and amateur chemistry led to a breakthrough that turned traditional whiskey-making on its head—delivering award-winning flavor in a fraction of the time. He opens up about the early pushback from purists, how the company protects its trade secrets, and why global markets like India, Africa, and Southeast Asia represent the biggest growth opportunities for the spirits industry.

This episode dives deep into:

The technology and IP strategy behind Cleveland Whiskey’s process
Why blind taste tests against major brands changed everything
How the U.S. whiskey market is contracting—and where demand is booming
The company’s new 45,000 sq ft riverfront facility in Cleveland’s Flats district
The pivot to concentrates and IMFL markets in India
The role of equity crowdfunding in building a 1,700-member investor community
What investing in spirits brands looks like today

How Tom stays grounded while running a high-growth company (hint: two sailboats and a solo transatlantic goal)

Whether you're an investor, whiskey enthusiast, or founder looking for inspiration, this conversation offers a rare inside look at how innovation, strategy, and global trends are reshaping the future of whiskey.