Jen Hardell: Founder & CEO of Subourbon Life

Episode 786

On today’s episode, we welcome Jen Hardell, Founder & CEO of Subourbon Life — the bourbon-based ready-to-drink cocktail brand redefining how—and when—America’s native spirit is enjoyed.
Jen is a visionary founder with deep operational experience in consumer and spirits businesses. With Subourbon Life, she identified a clear gap in the fast-growing RTD category: while vodka and tequila dominated shelves, bourbon lacked a lighter, more social, lifestyle-forward expression. She set out to change that by creating non-carbonated bourbon cocktails made with real aged bourbon, thoughtfully sourced ingredients, and a strong emphasis on community through the brand’s “Find Your People” philosophy.
In this episode, Jen shares how she translated operational rigor into building a founder-led spirits brand, the challenges of bringing an RTD bourbon from concept to shelf, and how Subourbon Life balances quality, consistency, and scalability in a crowded market. From flavor development and branding to distribution and leadership, this conversation offers valuable insight for founders, operators, and anyone curious about innovation in CPG and spirits.

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Transcript

Kara Goldin 0:00
I am unwilling to give up, that I will start over from scratch as many times as it takes to get where I want to be. I want to be you. Just want to make sure you will get knocked down. But just make sure you don’t get knocked out, knocked out. So your only choice should be go focus on what you can control. Control, control. Hi everyone, and welcome to the Kara Goldin show. Join me each week for inspiring conversations with some of the world’s greatest leaders. We’ll talk with founders, entrepreneurs, CEOs and really, some of the most interesting people of our time. Can’t wait to get started. Let’s go. Let’s go. This episode of the Kara Goldin show is brought to you by LinkedIn. Jobs. When you’re building a business, having the right people in the right roles changes everything. And as you look ahead to 2026 whether you’re growing your team or tightening it, hiring with intention, matters more than ever. That’s where LinkedIn jobs comes in. LinkedIn jobs, AI assistant helps you identify qualified candidates faster and with greater confidence. So you’re not just filling seats, you’re building a team that sticks. In fact, LinkedIn hires are 30% more likely to stay at least a year compared to the leading competitor, and that kind of retention makes a real difference. And finding the right hire doesn’t have to feel overwhelming with LinkedIn jobs AI assistant, you can skip the guesswork and jargon. It filters candidates based on your roles specific criteria, and highlights top matches, so you’re not wasting time digging through endless resumes. When you’re running a business, you need a hiring process that’s fast and focused. Linkedin’s ai assistant delivers 25 strong candidate suggestions each day, giving you the chance to invite the right people to apply and keep the process moving. It’s a smarter, faster way to hire, and it’s why I rely on LinkedIn jobs. Hire right the first time, post your job for free at linkedin.com/kara Goldin then promote it to use LinkedIn jobs new AI assistant, making it easier and faster to find top candidates that’s linkedin.com/kara Goldin to post your job for free, Terms and Conditions apply. Hi everyone, and welcome back to the Kara Goldin show today. I’m excited to be joined by Jen Hardell, who is the founder and CEO of an incredible brand called Subourbon Life, and it’s a bourbon based ready to drink cocktail brand redefining how and when America’s native spirit is enjoyed. Jen is a visionary founder with deep operational experience in the consumer and spirit space, and before launching Subourbon Life, she spent years working inside and scaling consumer businesses and building systems, processes and supply chains required to bring premium products to market efficiently. This is her first startup, so I cannot wait to hear more about what her experience has has been like, and, of course, a lot more about the brand. And really what encouraged her to go and start this and make it happen the way it is. So she set out to change the non carbonated bourbon cocktails industry. And well, I’ll just leave it at that, and let Jen do a lot more of the describing and all of the things that go along with Subourbon Life. So anyway, nice to meet you and so excited to to have you here. I love the brand and love everything that you’re doing.

Jen Hardell 3:58
Thank you so much, and thank you for having me

Kara Goldin 4:01
absolutely so for listeners who are just hearing about Subourbon Life, what is the brand? And, you know, maybe a few sentences before we dig into sort of the backstory,

Jen Hardell 4:11
yeah, sure. So Subourbon Life is a 5% ABV, light and refreshing bourbon cocktail. So, you know, Subourbon it mostly bourbon is, is, you know, represented much heavier profile. So Subourbon Life is a lighter, more refreshing, non carbonated.

Kara Goldin 4:34
RTD, very, very cool. So, so why bourbon? Was it something that you had followed enjoyed for years? I mean, what was it that that really made you look at this category, versus maybe vodka or tequila that kind of dominate the category?

Jen Hardell 4:55
Yeah, well, number one, I’m a bourbon enthusiast, so that’s first and foremost. Yeah, it’s kind of like all the stars aligned at the right moment. I come, like you mentioned, I come from a background of manufacturing and operations on the cosmetic side of things. So for the last 2829 years, I’ve, you know, been working and with other brands from concept to product on shelf, but in the cosmetic side of things, separately, I was a bourbon enthusiast, and then thirdly, I My life changed, right? I moved out of the city, moved into the suburbs. Nightlife went to day. Life had children, so my my social activities changed a bit. Bring all those things together. A bourbon neat, which obviously I enjoy as a bourbon enthusiast, didn’t really fit all occasions. So I found myself switching to vodka or tequila when I was looking for a lighter, you know, profile, a 5% ABV, something that could be mixed as a cocktail versus just a straight spirit. And you know, what I noticed was that all the RTDS that were out there were also vodka and tequila. So what I started to notice was all the products that you know, other moms and women and dads and fathers and friends were all bringing over to my backyard barbecues. We’re all vodka and tequila. So I said, Let me mix myself up my my own cocktail. Let me take some bourbon. And I started playing around with different recipes and formulas, which ended up being the pink lemonade as our first SKU, making big batches of it, serving it out to my closest friends and family, and not really telling anybody that there was bourbon in it, just kind of gaging people’s reactions. And what I found was, of course, all the you know, Bourbon people liked it. But what was really interesting was I was watching all my friends that were women that would never touch brown liquor, drinking my batch of Subourbon and not going towards their tequila and vodka drinks that they brought over. And that was really interesting to me. And I think that’s when it connected. And I was like, wait a minute here, not only can I serve my bourbon friends something more sessionable, I can bring vodka and tequila people into a category that they were normally intimidated by. So that’s when, like I had my moment

Kara Goldin 7:35
so interesting. And so what percent is it to just just just out of curiosity.

Jen Hardell 7:41
So it’s a 5% ABV, right? So it’s the equivalent if you were to have, you know, another canned cocktail or a beer, let’s say so, a very different delivery system than having, you know, bourbon on the rocks or bourbon meat. Now it’s mixed in a refreshing flavor profile similar to what you may experience with Baca or tequila, right? So I bourbonized margaritas, Arnold Palmer’s pina coladas, espresso martinis and our original pink lemonade. So the profile is very familiar to you know someone who, maybe not, who hasn’t dipped their toes into the brown spirits category, but they’re familiar with the flavor profile, so it’s kind of not as intimidating to maybe want to try a spirit that they didn’t, that they didn’t have The courage to before

Kara Goldin 8:41
this episode of The Kara Goldin show is brought to you by LinkedIn jobs. When you’re building a business, having the right people in the right roles changes everything. And as you look ahead to 2026 whether you’re growing your team or tightening it, hiring with intention, matters more than ever. That’s where LinkedIn jobs comes in. LinkedIn jobs, AI assistant helps you identify qualified candidates faster and with greater confidence. So you’re not just filling seats, you’re building a team that sticks. In fact, LinkedIn hires are 30% more likely to stay at least a year compared to the leading competitor, and that kind of retention makes a real difference. And finding the right hire doesn’t have to feel overwhelming with LinkedIn jobs AI assistant, you can skip the guesswork and jargon. It filters candidates based on your roles specific criteria, and highlights top matches so you’re not wasting time digging through endless resumes. When you’re running a business, you need a hiring process that’s fast and focused. Linkedin’s ai assistant delivers 25 strong candidate suggestions each day, giving you the chance to invite the right people to apply and keep. The process moving it’s a smarter, faster way to hire, and it’s why I rely on LinkedIn jobs. Hire right the first time, post your job for free at linkedin.com/kara, Goldin then promote it to use LinkedIn jobs new AI assistant, making it easier and faster to find top candidates. That’s linkedin.com/kara Goldin to post your job for free, Terms and Conditions apply. So you’re the name Subourbon Life is. I love how you’ve played on every not only the the actual alcohol, but also the Subourbon and how you’ve gone out to suburbia as you as you mentioned as well, and it’s spelled really uniquely. How did you come up with that name? Was it? Did you use a naming agency? I mean, how did you kind of decide this is it? No, it was

Jen Hardell 11:05
kind of a fun moment, actually. Again, it’s all kind of happened really naturally. It was at one of those backyard barbecues where everyone was drinking Subourbon Life but didn’t know what it was. And one of the one of my friends said to me, pointed to it and said, Jen, can I have another glass of bourbon? Being a bourbon enthusiast, I was not happy that she called the mixed cocktail version bourbon. So it just came out, and I said, I said, Oh, honey, that’s not, that’s not bourbon. That’s Subourbon. And in that moment, it was, it just came into my head because it was a version of bourbon, right? It was a more sessionable cat, like delivery system, so it was a sub version of bourbon. So I said Subourbon. But then I was like, wait a minute, this is living in suburbia. This is Subourbon Life. It’s a sub version of bourbon. It’s a lifestyle, and it all kind of came together with me in that aha moment when I noticed that not only did people like it now, I had a whole name and vision that all kind of erupted at one moment.

Kara Goldin 12:16
So was anybody doing anything that was even close to what you were doing. I mean, obviously you mentioned the tequila and the vodka and some of the other in the market, but it’s also it’s not only bold to go and launch a an alcoholic beverage or a beverage, but also an alcoholic beverage, but also one that is not only in a crowded space, but also one that you have to educate consumers about, right?

Jen Hardell 12:44
Yeah, I think that it is. There is some education involved, but in a crowded space, Subourbon definitely stands out because, like you said, most of the RTDS, which are very popular ones that we all know, are vodka, mostly vodka based, and there’s a few tequila ones out there that are also nationally known. Most of them were carbonated for a very long time until that trend started to change. But as far as the bourbon category is concerned, there’s not many bourbon RTDs out there. Any that I found are mostly whiskey. They’re not actually bourbon based. I have a six year barrel aged bourbon and Subourbon and if they actually, if there is bourbon in it or whiskey, they’re still very much associated with the traditional marketing of bourbon, right? So they’re very much targeted towards their masculine marketing. They’re targeted towards nighttime. They’re heavy profiles. So they’re taking the profiles that are normally associated with bourbon. They are, you know, Ginger rails. They are old fashions or new fashions, or they’re with cherry, or they’re with cranberry. There, there’s still the same story with with a cocktail, no one has really taken bourbon and put it on the same playing field as as vodka or tequila or a white spirit that is light, daytime, refreshing, non carbonated, and you can drink at a baseball game, a football game in your backyard, at the beach, at a barbecue, the cans that are out there, if there are very few and in between, there’s still something that you would probably gravitate towards nighttime.

Kara Goldin 14:34
Yeah, definitely. So you mentioned pink lemonade, which is so tasty, that was your first SKU. Did you launch with more SKUs than one? Or how many SKUs Did you launch with? And how has that changed since you launched?

Jen Hardell 14:49
Yeah, I kind of moved fast. In one year. I went from one SKU to five SKUs. So that’s kind of my I really have. Fun with the creative process of all of this. So it started with the pink lemonade, and now we have five. We have the pink lemonade. And then I launched the bourbon Margarita, the bourbon half and half. And then this November, I just launched the bourbon Espresso Martini and the bourbon pina colada.

Kara Goldin 15:19
It’s interesting, because it seems like you went from, well, I don’t know you tell me, like, almost like a flavor profile, to known drinks, right for your second and third SKUs, which I think is, is really interesting and wise. What was the thinking behind that? For any founders who are out there, who are thinking about direction in terms of of, how do you expand your mix?

Jen Hardell 15:49
Yeah, so pink lemonade came naturally. Remember the story there. So what I what I thought was, you know, I think we really have something here that can become mainstream. But how do we do it past this one skew right? And I was like, kept thinking about it, and I’m like, I want to continue to bring more of the bourbon curious people into the category. I want to bring more women into the category. I want to bring that more of the younger generation to the category. All what I kind of was seeing what’s happening with the pink lemonade. But how do I continue that? And of course, you have people saying, well, do an old fashioned a new fashion like Nope. This is completely different. So my my theory and my idea behind bourbonizing traditional cocktails were, I have no problem bringing bourbon people into the category. They’re not intimidated. But how do I make everyone else feel comfortable? And also, how do I prove that brown, brown spirit can taste really delicious in these flavor profiles that we have never associated with them before? So that’s where I started formulating and playing around with bourbonizing traditional cocktails to kind of lure people in that may not have felt so comfortable to come before, because now it’s bright colors, it’s bright packaging looks very different than bourbon has ever looked before, and it tastes super light and refreshing. So what’s happening is they taste it, and they very excited. This is different. I have never had this before, and I like it. So it’s it was really to to grow the category and bring more bourbon drinkers that never existed here before, and kind of the gateway, if you will.

Kara Goldin 17:35
So you came from the cosmetics industry and came from the Operation Supply Chain. What skills did you take from that industry to launch a brand in a totally different industry that you think were really transferable and maybe also, what were you missing? I mean, what did you find was super challenging for you?

Jen Hardell 18:01
Well, I, you know, I have an operational background. So I was not on the marketing side of things or the creative side of things, although I have that always brewing inside of me, very operational. So I was taking everyone else’s ideas and formulations and bringing it to life for them, and putting a finished product on the shelf, all the way from formulation. So my skill set, although it wasn’t in alcohol, was in, you know, makeup and lotions and skin care, is that I knew how to take formulation and work with raw materials, raw material vendors, manufacturing plant since I run myself and I knew all the right questions to ask. I knew what I should be looking for. I knew what formulation should be and cosmetics are. Is a highly regulated industry, right? So I’m used to working with the FDA. I’m used to working with OSHA. I’m used to GMPs and SOPs. So for me to go after a federal and state license. It wasn’t, you know, so foreign to me. I understood regulation and I understood operations. I understand manufacturing logic. I understand the importance of owning your own formulas and, you know, kind of outsourcing and cost of goods and all of that. So that I really was gifted with that 28 years of really learning the behind the curtains, so I took that and then mixed it with my passion and my creative side to create Subourbon Life.

Kara Goldin 19:35
So distribution, I would imagine, is slightly different than than the cosmetics industry, including some of the regulations. Can you explain some of those things that you had to go through?

Jen Hardell 19:47
Yeah, you know, the alcohol industry is really competitive. Um, it’s mostly, you know, the boys club as well. Um, and I’m not only going against the boys club when it comes to whiskey and bourbon. But also alcohol distribution, and it’s crowded. Like you said, you know, RTDs are crowded. Even though they’re they’re doing much better than most of the other categories of alcohol. They still struggle. So that, I would say was my biggest challenge was proving myself right when they have 200 RTDs on their desk, which they are happy to tell me. Why should I talk to you proving the brand right? Because I’m doing something different. It’s great because I’m doing something different. So I catch their ear, but it’s still I’m doing something different. So there’s the challenge there. I mean, I went out myself and I knocked on the first 100 liquor store doors. And, you know, because a distributor, I couldn’t find a distributor in New Jersey, I found like, I mostly went out and did it myself, and I proved to the one of the biggest distributors in New Jersey look. I got 100 accounts. They’re all interested in the brand. I went after a national chain got the attention of them, and they basically said, wherever you have distribution, we’ll put your plug your product in. So I’m like, I have something here. I got New Jersey, a big New Jersey distributor to believe in me. And then, you know, things started, started to happen and and the brand started to flow. But that was my largest challenge, was getting someone to listen to me and taste a drink. Once I could do that, that was helpful.

Kara Goldin 21:27
And there so the distributor, just for those who are listening and don’t know the ins and outs of the alcohol industry. So the distributor really wanted you to sell right initially, to show interest, right? And that’s what you had to do. You rolled up your sleeves and went out and got those that initial interest.

Jen Hardell 21:47
Yeah, I went out and knocked on on liquor store doors. Because, you know, as an alcohol brand, you can’t sell direct to stores. You have to go through a distributor. So every state that you enter, unless you have a national distributor. You have to do that in every state you go. So it’s not just like, Oh, here you go. Here’s your distributor. You’re ready to go. You continue to do that same, roll up your sleeves, fight in every state you open. So we launched New Jersey. Then I launched New York may 1. I’m in Southern California, and I’m opening Florida now, come January, it’s the same. You know, if you go in and you have to do the same thing over and over again, that’s

Kara Goldin 22:27
that’s awesome. I always tell people, it’s one thing to have an idea, but it’s that execution. You know, when people have come to me and said, Oh, I’ve got this idea that I’m thinking about launching and been inside a large company. I’ve seen it all, but you really have to be willing to go and roll up your sleeves and do that work in order to get it going, especially in the alcohol industry.

Jen Hardell 22:52
Yes, 100% it’s the sales, the operations, the manufacturing, the marketing creative. It’s if you have to roll up your sleeves and go after it all absolutely.

Kara Goldin 23:05
So one of the things I read, you have a strong brand philosophy of find your people. Can you explain a little bit more about that?

Jen Hardell 23:15
Yeah, I think you know, Subourbon Life, to me, it’s, it’s not only about the drink, right? Again, it developed out of a lifestyle that I was living. And I think there’s a lot of people out there, whether you know it’s it’s Subourbon Lifestyle, or it’s anything that means something to them, right? I think in life, you go through decades of time as your life is changing and your people change. You’re always finding your people. And to me, what you know, I found my people when I moved to suburbia and I started living this type of life and raising children out in the burbs. And I found my people here. I found my people when I was in college. I found my people when I was in high school. And I think everyone kind of lives that that journey, right? So for me, it’s about just getting out there and finding your people in whatever lifestyle you’re living, and just to, you know, connect and have fun.

Kara Goldin 24:19
Yeah, definitely. How do you think about growth in the RTD category that you’re living in right now, and where do you see the biggest opportunities?

Jen Hardell 24:30
So when I think about, you know, I think about RTDs. I think about the big category, and I think about Subourbon Life inside that category. And I think, I think the reason RTDs themselves are growing so large are because people are becoming more responsible with with their alcohol intake, right? So there’s a lot of occasions where it’s it makes more sense to have something sessionable, and then they’re also looking for convenience and ease. And I think you. Historically, some of these drinks didn’t, maybe didn’t have the freshest of ingredients, right? There was a lot of malt liquors out there and preservatives and this and that. And I think that the beverage industry, especially RTDs, have come a long way. And that was kind of my vision for Subourbon was to make sure that it is an elevated drink, all clean ingredients, all natural, put a six year barrel aged bourbon in there, and to deliver something that when someone is going for ease, they’re going for comfort, but they also want to put something you know, healthy in their body when they’re going to have a cocktail in that moment, is why I developed Subourbon Life. And I think that that’s kind of the outlook that the nation is having, right? They’re looking for convenience, but they’re looking for something that’s also clean and natural. So I think that with the evolution of RTDs, it’s starting to really have the ripple effect and Subourbon Life is just adding a new layer that didn’t exist before, because it was only vodka and tequila. So you

Kara Goldin 26:10
mentioned the different markets that you’re in, and then also the ones that you’re entering your available D to C, obviously, as well. When you think about the the most challenging part of of actually growing the business, is it going into markets? Is it D to C? There’s so much conversation now around D to C, you know, and where does that live at the moment, Amazon, versus having your own store, all of these things that I’m sure you’ve thought about. So how would you sort of sum that up for you as a brand? Like, where do you focus?

Jen Hardell 26:56
Yeah, I think like D to C is, you know, it’s, it’s great. It gives the option for someone who doesn’t have a brand that they’re interested in their state, and ability to go online and purchase it, right? So they can go on Subourbon Life.com in 46 states and purchase it, even if they’re in a state that doesn’t have Subourbon distributed in the stores yet, right? So that’s an advantage. The disadvantage is that alcohol still has its limitations, right? That a lot of the laws go back to prohibition, but you can’t order alcohol through Amazon, right? So I think that I’m sure in the future, those those bigger delivery systems and chains like Amazon’s, and we’ll make that that available. And I think that really will change a D to C game, because now you go on and it’s expensive, right? You’re paying these large shipping rates to get something that you could probably pay less if you could walk in your local liquor store, but if you can order it across, like an Amazon and not pay that large delivery fee. That would really be an advantage to the RTD market.

Kara Goldin 28:09
Yeah, definitely. So how have you funded the company to date?

Jen Hardell 28:15
That’s another challenge, right? It’s you’re always raising money. So I’ve been raising money since the day I started the company, just, you know, friends and family, and then the friends and family has raised, you know, moved on to different categories, but it’s all been, I’ve kind of led that whole investment process, and just the same way, I’m getting out there in talking to retailers and distribution. I’m out there talking to investors and raising money all the time to keep the business going and create new SKUs and open more states.

Kara Goldin 28:55
And when you think about like, the thing that most of these investors, there’s, there’s, you know, there. Everyone says it’s hard to raise money, and I think it is at every single stage. I’ve raised a lot of money over the years, but it’s, it’s never easy. What would you say is kind of the focus more than anything right now, and especially the you know, what do you hear from people that are thinking about investing? I mean, you’ve got great experience. You really understand the, you know, the ins and outs, especially of the operation side of things, and you’re continuing to show growth. But what do you hear the most out there? For anybody who’s thinking about, you know, can I actually go raise money? What do you think is really, really important?

Jen Hardell 29:50
Yeah, I think what’s important is, you know, obviously, you as the the entrepreneur, most in the in the early stages of things. You. But the investor is investing in you right there, just as much as they’re investing in your product. So I think it’s important to really know who you are, make sure you have the skill set for the category that you’re you’re entering, and also really understand what it is ahead of you, because you know, as your experience is, when you’re talking to investors, they have a lot of questions, and they want to understand, not only where is your brand now, how did it come to be, and where do you see your brand five years from now? And they really want, they really want to understand the trajectory of of how you see your brand growing, and how you’re going to do that, and with what funds you know it’s the right investor asks the right questions, and if you’re not, you don’t know your brand in and out, then that’s kind of where you you run into trouble, because you just have to be honest And true to yourself and true to your brand. And if you have a great brand, you’ll find investors definitely.

Kara Goldin 31:08
So what is the key thing that you’re working on today? We’re recording this in very early January 2026 I love to ask this question, too, for people who can look back, maybe listen to this interview later on, other yourself as a founder, and kind of think about what you were focused on, because I’m sure in a year or two years from now, it’s going to be other things that you’re focused on, and you’re going to maybe think it’s silly that you’re focused on that, or you’re going to think it’s really it’s really smart that you were focused on that. But what would you say is kind of the key thing that you’re focused on right now.

Jen Hardell 31:50
I think, you know, last year was really about developing the brand and developing all the SKUs and getting it, you know, out into into market. I think my goal this year is to, I mean, my end goal is for Subourbon Life to be a household name, right? So I really want to focus this year. I want to slow down. I want to find balance. I want to find the right partnerships that’s going to help expose the brand to, possibly eventually a national level, right? So I feel like I’m running uphill a lot last year. Now that the brand is out there, I want to start having the right conversations and what what venues look like, the right Park partnerships, right? Like, what arenas, what states, what relationships like, really navigate that sponsorship, partnership level for 2026 definitely.

Kara Goldin 32:49
Well, thank you so much, Jen, you’re doing such a great job, and what a great product. Subourbon Life is awesome. If you have not tried the product, definitely go to one of the regions that Jen and Subourbon Life are in, or go on their website. We’ll have all the info in the show notes, and you can also follow along at drink Subourbon as well. But definitely, Jen, you are. You’re killing it, and I love that you’ve taken on a category that hasn’t changed much, and particularly in the bourbon space, and done it with all the great twists that that you’re doing it with. So really, really terrific. And thanks everybody for listening, Jen, thanks for all your wisdom and experience really, really great. So everyone, have a great rest of the day and and Happy New Year. Thank you. Happy New Year. Thanks again for listening to the Kara Goldin show. If you would please give us a review and feel free to share this podcast with others who would benefit. And of course, feel free to subscribe so you don’t miss a single episode of our podcast, just a reminder that I can be found on all platforms. At Kara Goldin, I would love to hear from you too. So feel free to DM me, and if you want to hear more about my journey, I hope you will have a listen or pick up a copy of my Wall Street Journal, best selling book, undaunted, where I share more about my journey, including founding and building. Hint, we are here every Monday, Wednesday and Friday. Thanks for listening and goodbye for now.

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