Launching a new business is hard, but what is harder is keeping it going and growing.

This week on the podcast we hear from Penny Sippe, the founder of Australian Cocktail Month — an initiative you might know as the first sponsor of this podcast — which is happening this May in 12 cities and 145 bars around Australia.

It’s back for its second year, and was born from two things: one, Penny’s pandemic-induced redundancy and two, her desire to help the bar industry emerge from the pandemic better than ever.

So in this episode, we ask Penny about how she’s built Australian Cocktail Month through the pandemic and its ongoing aftermath; what experiential marketing is when it comes to liquor brands and why she does what she does; and Penny offers some insight into what has allowed her to grow Australian Cocktail Month and expand her offering as she moves into year two and beyond. It's a worthwhile listen if you've ever considered starting a new drink industry business.