Part 2/8:
Whitworth has explicitly expressed his dissatisfaction with the term “domestic” in a letter to distributors, which he described as underplaying the pride and spirit associated with American-made beers. In a strategic push, he aims to replace the term in marketing materials, signage, and other communications. Notably, he referenced the term “American” 25 times in his correspondence, framing this shift as a patriotic initiative designed to resonate with consumers who place value on domestic production and American identity.