171: Building a Bourbon Brand with More Than a "Puncher's Chance"

"IT'S (BOURBON) TIME!" with Bruce Buffer and Umberto Luchini as we talk about their brand Puncher's Chance Bourbon and its two current offerings. If you don't know Bruce Buffer, you likely know his voice and his iconic trademarked introduction; "IT'S TIME!"®. He's the official Voice of the Octagon for the UFC and he is putting his name and reputation behind this bourbon brand that he loves so much. We are also joined by the brand's founder, Umberto Luchini. He's an Italian with tons of experience in the international spirits world as well as Kentucky Bourbon; he previously helped grow the Campari Group portfolio, which also included Wild Turkey. Don't miss this episode and get hyped to grab a bottle of this Kentucky Straight Bourbon when you see it on shelves or online.

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Bourbon Lens

About Bruce Buffer: "The Voice of Mixed Martial Arts"

Bruce Buffer, an entrepreneur, announcer, entertainer, and motivational speaker who excites the public about products and events he represents, is perhaps best known for introducing events worldwide with his internationally trademarked phrase, IT'S TIME!®

Most will recognize Bruce as the official "Voice of the Octagon" for the Ultimate Fighting Championship (UFC) since 1997. He currently appears on all ESPN -televised UFC events and Pay Per Views. Bruce also appears and announces for many other sporting events such as the NBA, NFL, NHL, MLB, various collegiate sporting events such as the University Of Kentucky's March Madness event, as well as Fantasy and Esports events. On the virtual side, Bruce is a feature character in nine UFC video games released since 2014 (ex., CRAVE, THQ, UFC) and is the model and voice for the boxing character Tony T. in the Ready 2 Rumble Boxing Round 2 video game by Midway.

Among numerous TV and movie appearances, Bruce has appeared with Robin Williams and Billy Crystal on "Friends"; on HBO's "Entourage"; alongside Antonio Banderas in the motion picture "Play it to the Bone," and Will Ferrell in the comedy "Holmes & Watson"; as well as performed voice over work for Clint Eastwood's 2004 Best Picture Oscar award winner "Million Dollar Baby." A ranked professional poker player, Bruce has been seen on NBC's Poker After Dark, the Travel Channel's popular "World Poker Tour TV Show," and co-stars in the critically acclaimed instructional poker DVD "All In" along with poker pro Phil Gordon.

Bruce manages his entrepreneurial ventures through Buffer Enterprises, Inc., as well as guides and manages the career of his brother Michael Buffer, including the creation, design, and management of all product and promotional licensing surrounding Michael Buffer's world famous LET'S GET READY TO RUMBLE® trademark phrase, which has grown into a major international enterprise, approaching $500,000,000 in retail sales worldwide.

Bruce's latest project is Puncher's Chance™ pure Kentucky Straight Bourbon, inspired by two great American traditions: whiskey, and fighting for what we believe in. Bruce explains: "A puncher's chance means that anyone has the potential to succeed, whatever the odds, if he or she works for it. Being the underdog is often the greatest strength. Puncher's Chance is the bourbon for everyone who believes and lives that credo."

About Umberto Luchini

Founder & Proprietor, Wolf Spirit

Umberto Luchini (pronounced: oom-BEAR-toe loo-KEE-nee) is the founder and proprietor of Wolf Spirit, a different kind of spirits company started in a former Eugene, Oregon laundromat (Nanny's Wash & Dry, in fact). Wolf Spirit brands include Puncher's Chance Bourbon, Blood x Sweat x Tears Vodka, Bosscal Mezcal and Tom of Finland Organic Vodka from Finland.

Umberto was born in Milan, Italy into a small, tightly-knit family. He attended school in London, worked in France, became jobless after 9/11, and took a low-paying job with a great brand: Campari (Monaco). Umberto rose through the marketing ranks, ultimately moving to San Francisco in 2004, where he resides today as an American citizen.

Umberto worked with Campari America for 17 years, during which time he formed an award-winning team of 30 marketers and developed well-known marketing programs for globally recognized brands. Umberto led the team behind the reimagining of Wild Turkey, following the purchase of the brand by Campari Group from Pernod Ricard in 2009. He also took an unknown tequila brand named Espolòn and turned it into "the Tito's of Tequila," selling more than 400K 9L cases. In 2017, Umberto left Campari with multiple business models and dreams of becoming an entrepreneur; that same year Wolf Spirit was founded.

Umberto is happier than ever and working harder than ever to grow his own brand, as he did for so many others. In his spare time, he enjoys ultra-endurance sports and traveling.

About Puncher's Chance Kentucky Straight Bourbon

Eugene, Oregon-based Wolf Spirit released its first foray into fine whiskey with the release of Puncher's Chance® Kentucky Straight Bourbon in Fall 2020. Crafted through a partnership with IJW Whiskey Company of Louisville, Kentucky, Puncher's Chance is now available at fine spirits retailers and online at $34.99 SRP for a 750 ml. Inspired by two great American traditions – whiskey and fighting for what you believe in – Puncher's Chance was created for the whiskey curious who appreciate an approachable knockout bourbon with finesse.

Puncher's Chance Kentucky Straight Bourbon is a five- and six-year-old blend of fine whiskies, crafted from a 75 percent corn, 13 percent rye and 12 percent barley mash bill and proprietary yeast. The liquid coming off the all-copper column still is aged in American white oak barrels with a #4 alligator char in traditional wood rickhouses. Clocking in at 90 proof, the final whiskey strikes the nose with aromas of apricot and maple oatmeal.