The Nelson family's goal was to rebuild the once great distillery but they knew it wouldn't be easy. It took years of research and planning, not to mention putting up everything they had just to get their first product to market. As it turned out, not many investors were ready to jump into a long term investment on a distillery run by two young men fresh from college. In a day when the economy was in dire straits and the idea of a craft distillery was unknown to most, Charlie spent years being told "no" by potential investors on a daily basis, but that didn't stop the Nelsons.
They decided that they needed a product to provide a revenue stream and to act as proof that their ideas, know-how, and passion were worthy of investment. They decided to produce a bourbon, well-aged and with unique character, by sourcing whiskey from another distiller. Their research had shown that their plan mimicked the way Belle Meade Bourbon had been sent to market by their ancestor 100 years earlier. Thus they decided the first brand they would resurrect would be Belle Meade Bourbon.
After a hand full of false starts the Nelsons decided to make Belle Meade Bourbon from a proprietary blend. They tasted and tasted, until they found the perfect combination - an outstanding, well-aged bourbon that tasted unlike any other in the world. For the label, Andy and Charlie reached out to the descendants of the Sperry and Wade families. Sure enough, they had what the brothers were looking for and supplied them with the original artwork. To this day, the SW&Co markers still adorn the front label in their honor. In fact, little was changed from the original label.