Today we’d like to introduce you to Nicholas Corleto.
Hi Nicholas, thanks for joining us today. We’d love for you to start by introducing yourself.
Heritage Road Spirits really started with a simple idea: build a bourbon brand that stood for taking your own path.
My co-founder, Dan Swanson, and I began developing the concept in 2023. We both liked the idea of creating something that felt authentic and personal rather than just putting another whiskey bottle on a shelf. The phrase “For Those That Take the Road Less Traveled” became the foundation of the brand and has guided a lot of the decisions we have made since.
We officially formed Heritage Road Spirits in 2024 and began working through everything that comes with starting an independent spirits company from the ground up, federal approvals, sourcing whiskey, packaging, production, distribution, and ultimately figuring out how to get people to take a chance on a brand they had never heard of before. Our first production run was bottled in Tennessee, and Tennessee has been an important part of our story from the beginning.
From there, the growth has been very grassroots. We have spent a lot of time visiting stores, talking with retailers, holding tastings, attending events, meeting customers, and building relationships one account at a time. That has probably been one of the most rewarding parts of the process. When someone hears the story, tries the bourbon, and decides to support the brand, it means a lot more because we know how much work went into getting that bottle in front of them.
Since launching, Heritage Road has expanded into multiple markets, including Tennessee, New York (on Long Island and Texas (in Amarillo), and our bourbon has earned recognition at the San Francisco World Spirits Competition, American Craft Spirits Competition, and theJohn Barleycorn Awards. We have also had the opportunity to participate in some great events and meet an incredible number of people throughout the whiskey community.
We are still very much in the building stage, and I think that is part of what makes the journey exciting. We did not start Heritage Road with a huge team or a massive marketing budget. We have been learning, adjusting and growing as we go. In a lot of ways, the way we are building the company has become a reflection of the brand itself, taking the road less traveled, trusting the process, and seeing where that road leads.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely has not been a completely smooth road, but I think that is part of what makes the experience meaningful.
One of the biggest challenges has simply been learning the spirits industry from the inside out. There are a lot of moving pieces that most consumers never see, federal and state regulations, production, labeling, logistics, distributors, inventory, pricing, and the three-tier system. Every market works a little differently, so there has been a constant learning curve.
Distribution has probably been one of the biggest challenges. As a small independent brand, you are competing for attention against companies with much larger sales teams, marketing budgets, and established relationships. Getting a distributor is only the beginning. You still have to create demand, support accounts, get in front of retailers and consumers, and give people a reason to choose your bottle over hundreds of others on the shelf.
We have approached that by being very hands-on. Dan and I spend a lot of time visiting accounts, doing tastings, attending events, talking directly with customers, and building relationships. It is not always the fastest way to grow, but it has allowed us to build the brand in a very genuine way.
There have also been plenty of behind-the-scenes challenges, production costs, minimum order quantities, shipping, inventory decisions, and figuring out when to invest in growth without getting too far ahead of ourselves. When you are building a young company, almost every decision matters.
At the same time, those challenges have forced us to become better business owners. We have learned to be patient, adaptable, and persistent. There have been moments where things did not go according to plan, but we have always tried to learn from them and keep moving forward.
In a way, the difficult parts have made the name Heritage Road even more fitting. The road has not always been straight or easy, but we have continued to take our own path and build the company one step, one account, and one relationship at a time.
Alright, so let’s switch gears a bit and talk business. What should we know?
Heritage Road Spirits is a veteran-owned bourbon brand built around the idea of taking your own path. Our tagline, “For Those That Take the Road Less Traveled,” is more than just something we put on a label, it really represents the type of company we are trying to build and the people we hope the brand connects with.
Our flagship product is Heritage Road Straight Bourbon Whiskey, bottled at 96.4 proof. The 96.4 was intentional and is a nod to 1964, giving the bourbon a little bit of its own story and identity. We wanted something with enough proof and character to appeal to experienced bourbon drinkers, but still approachable enough that someone newer to whiskey could enjoy it neat, on the rocks, or in a cocktail.
I think what sets us apart most is how personal and hands-on we are with the brand. We are not a large spirits company with layers of salespeople and marketing departments behind us. Dan and I are still the people visiting stores, pouring samples at tastings, talking with bartenders and retailers, attending events, and hearing directly from customers. When someone reaches for a bottle of Heritage Road, there is a very good chance that one of us has had some role in getting that bottle onto that shelf.
We have also tried to build a brand that is about more than what is inside the bottle. Heritage Road is really about independence, persistence, and being willing to take a chance on something different. Whether that means starting a business, changing careers, serving your country, pursuing a goal, or simply choosing your own direction in life, everyone has their own version of the road less traveled.
Brand-wise, I am probably most proud of seeing people begin to connect with that idea. Of course, having our bourbon recognized at the San Francisco World Spirits Competition has been incredibly rewarding, and seeing Heritage Road grow into markets like Tennessee, New York and Texas has been exciting. But some of the best moments are much smaller, someone coming back to buy another bottle, a retailer telling us customers are asking for it, or meeting someone at a tasting who genuinely connects with both the bourbon and the story behind it.
We are still a young brand, and we have a lot we want to accomplish. What I would want readers to know is that Heritage Road is being built deliberately and personally. We care about the quality of the bourbon, but we care just as much about the relationships and experiences that come with building the brand. We want Heritage Road to be the bottle people bring along for the moments and milestones that become part of their own story.
What does success mean to you?
I think success is having the freedom to build something you believe in, being proud of how you built it, and knowing that the work has created something meaningful for other people.
Of course, from a business standpoint, success means growth, expanding into new markets, increasing sales, building stronger distribution, and seeing Heritage Road become a recognizable name. But I do not think success is measured only by how many cases we sell or how many accounts we open.
For me, some of the most rewarding moments have been much smaller. It is seeing someone come back for another bottle, hearing that a customer specifically asked a retailer for Heritage Road, or meeting someone at a tasting who connects with the story behind the brand. Those moments tell us that we are building more than just a product.
I also think success is being able to look back at the road you took and know that you stayed true to who you are. There will always be easier paths, shortcuts, and opportunities to chase whatever is popular at the moment. We have tried to build Heritage Road patiently, through relationships, consistency, and a willingness to keep showing up even when progress feels slow.
Ultimately, if we can build a lasting brand that we are proud of, create experiences and memories around it, and someday look back and know we took a chance on an idea and made something real from it, I would consider that success.
Contact Info:
- Website: https://www.heritageroadspirits.com
- Instagram: https://www.instagram.com/heritageroadspirits/
- Facebook: https://www.facebook.com/HeritageRoadSpirits
- LinkedIn: https://www.linkedin.com/company/heritageroadspirits/
