Why Broadstreet Infamous Brought in a Legal Power Broker to Supercharge Its Growth

Brian H. Potts spent years closing complex deals as a partner at Perkins Coie, mentoring over 1,000 legal professionals and raising more than $4 million for his own ventures. Now he’s turning that dealmaking prowess towards an entirely different challenge: scaling a craft bourbon distillery in Greensboro, Georgia. Broadstreet Infamous Spirits just named Potts as co-founder, banking on his business-building skills rather than spirits expertise to fuel rapid expansion.

It’s a calculated move that shows how ambitious spirits companies are increasingly poaching proven operators from outside the industry. Instead of hiring more master distillers or celebrity partners, they’re bringing in heavyweight dealmakers and business builders who understand how to scale companies fast.

The Legal Mind Behind the Bourbon Plan

Potts brings something most bourbon makers don’t have: a track record of building businesses across multiple industries. As founder of The Legal Mentor Network, he built a nationwide mentorship platform that connected thousands of lawyers. His startup Goods Unite Us raised significant venture capital, and he even invented LegalBoard, the first computer keyboard designed specifically for lawyers.

‘Broadstreet Infamous and I are now officially in partnership and we look forward to working together going forward and continuing to grow and expand our business operations,’ said Potts. His background as what industry insiders call a ‘connector’ – someone who builds networks and finds unlikely partnerships – fits perfectly with Broadstreet’s growth ambitions.

Chairman Peter M. Allen was direct about why they chose legal and business expertise over traditional spirits knowledge: ‘Brian’s background as a business leader and attorney will be indispensable and our partnership with Brian will unlock new potential for Broadstreet Infamous to continue its ascent as a high growth startup company.’

Why Broadstreet Is Betting on Outsiders

The hire shows a broader shift among craft spirits brands that recognise legal and financial firepower often trumps industry tradition when scaling quickly. Broadstreet already partners with Trivium frontman Matthew Kiichi Heafy and e-commerce company Big Thirst, plus sponsors NASCAR’s TRICON Garage team. Adding a co-founder with serious fundraising and deal-structuring experience signals they’re preparing for major expansion.

CEO Lorenze Tremonti outlined the company’s multi-pronged approach: ‘Moving forward we are thrilled with this new partnership with Brian, along with our partnerships with rock star Matthew Kiichi Heafy and Big Thirst, an e-commerce sales company and full-service marketing agency along with our sponsorship with TRICON Garage team No. 15 Toyota Tundra driven by Tanner Gray in the NASCAR Craftsman Truck Series.’

This approach mirrors what’s happening across the craft spirits scene. Specialised recruiting firms report increasing demand from spirits companies seeking legal, finance and business development talent from outside the industry. The logic is straightforward: traditional spirits knowledge can be learned, but the ability to structure deals, navigate complex regulations and raise capital at scale is much harder to develop organically.

Building More Than Just Bourbon

President Mark Matuszek detailed their expansion plans: ‘Our partnership with Brian will propel Broadstreet Infamous towards exponential growth. With this partnership with Brian, we will continue to work meticulously to make our distillery, located at 208 E Broad Street in Greensboro, Georgia, a must-visit for bourbon, whiskey and spirits enthusiasts around the world, particularly those on the Georgia Distillery Tours. We have plans to create unrivaled immersive and interactive experiences at our Broad Street distillery.’

The emphasis on experiences and tourism shows how modern craft distilleries compete. It’s not enough to make good bourbon – you need to build a destination that drives visitor revenue and brand loyalty. Potts’ networking and business development skills become crucial for forging the partnerships that make such ambitious plans possible.

Broadstreet operates in a competitive Georgia market alongside established players like ASW Distillery and 13th Colony Distilleries. Standing out requires more than just product quality; it demands the kind of business moves that Potts has spent his career executing.

The Growth Playbook

VP of Media and Advertising Chris Roberts emphasised Potts’ connector role: ‘Brian’s long standing background as a business leader and connector will propel us to new heights.’ Creative Director Shaun Roberts added that the partnership ‘serves as a catalyst for Broadstreet Infamous’ sustained rapid growth and will enable us to further use our existing capabilities.’

The repeated emphasis on connections and capabilities from multiple executives suggests they see Potts as more than just another co-founder. He’s positioned as the business development engine who will unlock partnerships, funding opportunities and deals that pure spirits expertise couldn’t deliver.

This approach reflects lessons from the broader craft spirits boom, where successful brands increasingly combine traditional craftsmanship with sophisticated business thinking. The companies that scale fastest often have strong financial and legal foundations alongside quality products.

What This Means for Ambitious Spirits Brands

Broadstreet’s hire represents a calculated bet that business-building skills transfer across industries better than most founders expect. By bringing in someone with Potts’ fundraising track record and networking ability, they’re essentially buying years of relationship-building and deal-structuring experience that would take decades to develop internally.

The move also suggests confidence in their core product. Companies typically focus on outside business expertise only when they’re secure in their production capabilities and ready to scale aggressively. Broadstreet’s willingness to hand co-founder status to someone from outside the spirits world indicates they believe their bourbon can compete – now they need the business firepower to make it widely available.

The approach stands out in an industry where premium spirits are gaining traction in business circles. With partnerships spanning NASCAR racing, rock music and e-commerce, plus now serious legal and fundraising expertise in the leadership team, Broadstreet is assembling the kind of diverse capability set that modern spirits brands need for national expansion.

Whether that approach delivers the growth they’re targeting will depend on how well those varied skills translate into actual market traction. Their method of hiring proven dealmakers rather than just industry veterans offers a different path forward that other ambitious spirits brands are likely watching closely.