# 384:  Kaveh Zamanian On The Future of Rabbit Hole and Beyond

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Podcast: [Bourbon Lens](https://stenobird.com/podcast/bourbon-lens-1160749)
Published: 2026-05-26T01:09:09+00:00
Episode link: https://api.riverside.com/hosting-analytics/media/2abe37c7e2417aae28f7efe96d601b480dbf4f43ebf36c7dbc414b0d7a37c768/eyJlcGlzb2RlSWQiOiJlZWYwZTkyOS1kY2UyLTRmM2YtYWMwOC04NDA4MDRmYzA4ZmEiLCJwb2RjYXN0SWQiOiI1OTExYTg0OC0wODVkLTQ2ZjctYTFjMy00ZDIwMjkyYTE3MDYiLCJhY2NvdW50SWQiOiI2ODI4YjkwMzQ1Y2QwY2M3ZDY2NGRkOWUiLCJwYXRoIjoibWVkaWEvY2xpcHMvNmExNGVhZjZiOTk2NjMyOGQ5Yzg1ZjhkL2pha2UtbGV3ZWxsZW5zLXN0dWRpby1jb21wb3Nlci0yMDI2LTUtMjZfXzItMzYtNi5tcDMifQ==.mp3
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JSON: https://stenobird.com/v1/public/podcasts/bourbon-lens-1160749/episodes/384-kaveh-zamanian-on-the-future-of-rabbit-hole-and-beyond
Duration seconds: 1632

## Resource

Most bourbon brands focus solely on production volume—but Rabbit Hole Distillery proves there is a much smarter way to stand out in a crowded market. On this episode of Bourbon Lens , host Jake Lewellen sits down with the visionary founder of Rabbit Hole, Kaveh Zemanian , to explore how bold architectural design, regional storytelling, and uncompromised craftsmanship are actively reshaping the future of American whiskey. As the spirits industry faces a massive cyclical shift, Kaveh shares an expert masterclass on brand resilience. We go behind the scenes of Rabbit Hole’s small-batch and experimental spirit programs, unpacking everything from innovative wood finishes to the strategic rise of flavored whiskeys designed to invite a new wave of consumers into the category. Kaveh breaks down the complex market dynamics of 2026—including the strategic choices behind their historic Mary Dowling brand extension, the reality of a global whiskey oversupply, and the massive ongoing transformation of alcohol distribution via e-commerce and Direct-to-Consumer (D2C) channels. Whether you are an aspiring spirits entrepreneur, a marketing strategist, or a whiskey connoisseur, this episode delivers actionable insights on carving your own lane, leveraging experiential tourism in Louisville, and building an authentic, future-proof whiskey brand. Timestamps: 00:00 | Introduction & Episode Overview 01:03 | The Past 20 Years: Macro Landscape of the American Bourbon Industry 02:46 | Surviving the Cycle: Managing Downturns and Building Brand Resilience 03:39 | Geographics of Spirit Growth: Regional Identity vs. National Expansion 05:07 | Destination Distilling: The Architectural Distillery as a Visitor Magnet 06:22 | Beyond the Standard Barrel: Crafting Small-Format & Experimental Whi…

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