A New Spirits Category Built for Business and Connection
The Difference® Business Bourbon™ creates a new category of spirits designed to elevate business moments and build real relationships.
A bold new category has arrived in the world of premium spirits — Business Bourbon™ — and with it, a debut release already turning heads across the industry.
“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.
The Foundation wasn’t made to compete on shelves. It was designed to mark moments, build trust, and honour the power of preparation.
Inspired by those who’ve built empires from the ground up, it represents the idea that great outcomes start with intention, planning, and strong foundations.
Credit: The Difference® Business Bourbon™
Already, the spirit has earned major accolades; including a Double Gold Medal at the 2025 San Francisco World Spirits Competition, along with Gold, Best of Class, and Packaging & Design honors from the L.A. International Spirits Competition.
Yet, the true innovation lies in what The Foundation represents: a reimagining of bourbon not just as a drink, but as a tool for meaningful business connections.
“We didn’t want to just make a great bourbon — we set out to build an entirely new class of spirit,” said Guy Colangelo, COO. “A Business Bourbon™ isn’t just about what’s in the glass — it’s about what happens around the glass.”
From private offices to leadership retreats, The Foundation is meant to show up where it matters. It’s a strategic gesture, a conversation starter, and a symbol of intentionality.
“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. “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.”
This isn’t just another spirits brand. It’s a philosophy; one that merges craft, business, and human connection into a new kind of legacy.
Founders Chris Voss, Nick Nanton, and Roy Milner combined expertise in negotiation, storytelling, and spirits innovation to create a movement focused on high-trust relationships.
Exclusivity remains central. The Difference® Business Bourbon™ is available only through The ShareHolders Society™, a private, invitation-only community of founders, leaders, and visionaries who value proximity and purpose.
“Business Bourbon™ is just getting started,” Voss added. “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™ has not only arrived, it has defined a new standard.
Never split. Always share.
