Digital Product Architect · Whiskey Intelligence Publisher
Built for someone,not everyone.
For most of your life, things were built for the average person — who doesn’t actually exist. I build for the one who does. You’ll find that work in the whiskey glass, the grocery aisle, and the classroom.
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I’ve always seen it a little differently.
My mind doesn’t work in averages — and for a long time that felt like a problem. It turned out to be the whole point.
For twenty-six years in uniform I built systems. Then I spent years teaching adults whose lives don’t pause for a classroom. Somewhere in there I noticed that every good thing I’d ever made started the same way: with one real person getting failed by something built for a crowd that doesn’t exist.
So that’s what I do now — for the drinker, the shopper, the learner. I build for the one. It turns out that’s how you end up serving the many.
— JohnJohn Schuster II · Founder, Drunken Unicorn Productions
The American Whiskey Industry Brief
The intelligence the industry actually reads — researched, written, and published every single day. No pitch. Just the signal, before your coffee’s cold.
Start reading →Different products, one belief
Different industries, the same instinct: meet the person where they actually are — the drinker, the shopper, the learner.
The Perfect Pour
Founder & Digital Product Architect
A whiskey app built around the drinker, not the bottle. It learns your palate and helps you find your next great pour — instead of telling you what the crowd rated highest.
Explore The Perfect Pour →
Velrae Method
Founder & Product Developer
A food scanner built around your body, not the average shopper. One honest answer in five seconds: should I buy this for me?
See Velrae Method →
Chasing the Unicorn
Host & Publisher, American Whiskey Industry Brief
A podcast and a daily American whiskey intelligence brief the industry actually reads. I research, produce, and publish it — every single day, without missing.
Listen & subscribe →The Book In Progress
Co-authored
A book on the sensory practice of American bourbon — how to slow down and actually experience what’s in the glass, fully, and worth sharing.
More on the work →Start a conversation
Building something for the actual person, not the average one? Want the daily brief, or just to say hello? I read everything that comes in.
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