Episode 92: Whiskey Without Boundaries

On this episode of Marketing Moves, we sat down with Andrew Lix, National Sales Director, and Johanna Barnowski, Marketing Manager at Cleveland Whiskey. Known for pushing boundaries, Cleveland Whiskey blends tradition, science, and creativity to craft award-winning spirits that stand out in a crowded market. Andrew and Johanna share the company’s journey from its family roots to national distribution, what it means to be “radically different,” and how they’re using innovation in both product development and marketing to grow a loyal customer base. From experimental woods to seasonal releases like Magic Rabbit and Christmas Bourbon, we dive into the challenges and opportunities of the whiskey industry today, and how Cleveland Whiskey is building a brand that resonates far beyond its hometown.

In a crowded whiskey market, standing out requires more than just a good bottle, it takes vision, creativity, and a willingness to break the rules. On a recent episode of Marketing Moves, host Ashtyn Morris sat down with Andrew Lix, National Sales Director, and Johanna Barnowski, Marketing Manager at Cleveland Whiskey, to talk about how the company blends tradition with innovation to create award-winning spirits that resonate far beyond Cleveland.

Cleveland Whiskey’s story begins with founder Tom Lix, who first dabbled in distilling while serving in the Navy decades ago. Years later, he turned that passion into a business, working nights and weekends while teaching entrepreneurship and marketing at Lake Erie College. What started as an experiment became a family affair when his son, Andrew, left a finance career to help build the company.

Since selling their first bottle in 2013, Cleveland Whiskey has expanded into 20 states and earned recognition across the industry. But the journey hasn’t been easy, Andrew admits that the early years were full of trial, error, and plenty of late nights. Still, the brand’s persistence and willingness to take risks laid the foundation for its success today.

At its core, Cleveland Whiskey is defined by being “radically different.” That philosophy applies not just to how they age their whiskey, but also to how they build their culture and connect with customers.

Instead of relying solely on traditional barrel aging, the company developed a proprietary process that uses pressure, oxygen, and science to mimic the effects of time. This breakthrough allows them to experiment with woods that traditional distillers can’t use—like black cherry, hickory, or applewood—unlocking unique flavors and endless creativity.

Products like the chocolate-peanut-butter infused Magic Rabbit or the seasonal Christmas Bourbon demonstrate that innovation doesn’t mean sacrificing quality. In fact, their spirits consistently win double gold medals at industry competitions.

For Johanna, shaping the brand’s story is both exciting and challenging. The alcohol industry is heavily regulated, making traditional advertising and eCommerce difficult. Instead, Cleveland Whiskey leans into authenticity, education, and personal connection.

Rather than just showcasing bottles, the team uses storytelling to bring consumers into their world—whether that’s explaining how different woods change flavor profiles, or adding humor and personality on social media (yes, Johanna has even worn a Santa suit to celebrate “Christmas in July”).

The approach is simple but effective: build trust by being real, creative, and approachable. As Johanna explains, “We almost want to be a person more than a company.”

Even as the brand expands nationally, its Cleveland roots remain central to its identity. The company recently moved into a historic 1911 building downtown, where they’re developing a new distillery experience complete with tours, tastings, and events.

The goal is to make Cleveland Whiskey not just a brand, but a destination—something that draws visitors to the city and cements the company as a community staple.

Like many in the spirits industry, Cleveland Whiskey faces shifting consumer habits, supply chain issues, and increasing competition. Yet Andrew and Johanna see opportunities in new demographics, particularly women embracing whiskey, as well as in premiumization and authenticity.

For them, growth isn’t just about expanding distribution, but about deepening relationships with customers, retailers, and their hometown. Transparency, honesty, and consistency are key to maintaining loyalty, even when challenges arise.

When asked where they see Cleveland Whiskey in 10 years, both Andrew and Johanna spoke less about bottles on shelves and more about impact. Their vision is bigger than whiskey, it’s about creating a destination that brings people to Cleveland, strengthens community pride, and proves that innovation and tradition can thrive side by side.

Cleveland Whiskey isn’t just making spirits; it’s rewriting the rules of the industry. By combining science, storytelling, and authenticity, the brand has positioned itself as more than a distiller, it’s a movement rooted in creativity and courage.

For those who raise a glass of Cleveland Whiskey today, it’s not just about what’s in the bottle. It’s about celebrating what’s possible when you refuse to play by the old rules. And that’s exactly the legacy Andrew, Johanna, and their team are building: whiskey without boundaries, community without limits, and a brand that proudly carries the Cleveland name into the future.