Small Business Weekly Podcast — Episode 514 (15:48)
The latest episode of the Small Business Weekly Podcast features an inspiring conversation with Christi Lower, founder of Highline Spirits – a Southeast Michigan distillery earning national and international acclaim for its innovative whiskey blending and finishing techniques. Selected as a Michigan SBDC Best Small Business for 2025, Christi shares how her business has grown, evolved, and stood out in a competitive industry.
In Episode 514, host Michael Rogers explores Highline Spirits’ unique approach to craft distilling and the intentional values that guide the brand. Christi explains how focusing on special finishing processes has led to multiple honors, including two Best in Class whiskey awards in 2025.
But beyond the accolades, Christi emphasizes a message that defines Highline Spirits: safe, responsible consumption.
“It is really important that people consume safely and responsibly. We don’t offer shots, we don’t create an environment that supports that, either in our tasting rooms and then also on our marketing materials. It’s always important to have legal drinking age adults represented that are very clearly grown ups, and then use language that’s appropriate for an adult to be enjoying our spirits.”
From production to marketing, every decision supports this ethos. Christi highlights how the brand ensures its spaces and messaging promote not just enjoyment but responsibility –a refreshing and thoughtful approach in the spirits industry.
Listeners will also hear insights into the distillery’s creative process, its approach to business growth, and Christi’s advice for small business owners striving to stand out with both excellence and integrity.
About the Small Business Weekly Podcast
The Small Business Association of Michigan’s weekly podcast delivers expert perspectives and practical ideas for entrepreneurs across the state. Tune in each week for fresh stories and strategies to help your small business thrive.
Visit SBAM’s Media Hub for past episodes of the Small Business Weekly Podcast.