The first time I tried Seven Stills, six years ago, I'd never had a whiskey distilled from beer before. They were giving tours of their distillery, and while I thought the concept was interesting, I was only in it for the discounted tasting.
And then I tried their whiskies: delicious. And the beers they brewed; two for two. I tried their collaborations. I tried their cocktails.
If you want a reason to invest, it's this: if these guys take a swing, they are knocking it out of the park.