A private, by-invitation-only society of Entrepreneurs, Founders, CEOs, Professionals and Investors who use exclusive access to extremely rare, award-wining The Difference® Business Bourbon™ to open doors, strengthen relationships, unlock opportunities, and close and celebrate deals—one pour at a time.
Welcome to the Shareholders Society™, Where Bourbon meets Business.
The ShareHolders Society™ began with a simple observation.
While working together on a documentary, Chris Voss and Nick Nanton would often sit down at the end of long days to talk. Business. Life. Ideas worth chasing. Chris would order bourbon. Nick would order wine. What stood out was not what was in the glass, but what happened around it.
Those conversations were slower. More thoughtful. More human.
At one point, Nick joked that they should create a Business Bourbon™ and call it The Difference®. A nod to Chris’s philosophy from the best-selling book on negotiation, Never Split the Difference, and to the idea that the right environment changes the outcome of a conversation.
That idea did not go away.
Most people told them it could not be done the way they imagined. Then they were introduced to Roy Milner, someone who understood the bourbon world from the inside and knew how rare opportunities actually move.
What emerged was not a retail brand.
It became The Difference® Business Bourbon™, a series of rare, award-winning expressions never sold publicly and never placed on shelves. Bourbon created with one purpose in mind. To be shared intentionally with people you value.
From that foundation, the ShareHolders Society™ took shape.
A private, invitation-only community built around quarterly allocations of The Difference® Business Bourbon™, intentional sharing, and a culture that prioritizes relationships over transactions.
Members gather a few times each year. They open bottles that cannot be bought. They spend time together without agendas, name tags, or pitches. The bourbon sets the tone. The conversations take their own path.
This is not about collecting bottles or attending events.
It is about creating moments that matter, strengthening relationships through generosity, and building a life where what you share says something about who you are.
If this way of thinking resonates, the first step is simple:
The Barrels and the Man Who Saved Them
Roy Milner has spent his career inside the beverage industry, not on the outside looking in.
He is known for building respected beverage brands, for understanding how liquid moves through relationships, and for earning trust in an industry that rarely opens its doors. Roy knows which barrels matter, which moments cannot be recreated, and when something deserves patience instead of pressure.
Years ago, Roy became aware of a small group of barrels from a once-in-history distillation run. The liquid was exceptional. More importantly, the moment that produced it could never happen again. The people involved had moved on. The process was no longer repeatable. The barrels existed without a clear future.
There were only 200 of them that remained.
So Roy waited.
He held those barrels back, not because they lacked value, but because they deserved the right purpose. He was looking for a project that understood restraint, intention, and respect for what the liquid represented.
When Roy met Nick Nanton and Chris Voss, he recognized it immediately.
They were not asking how to sell bourbon. They were talking about conversations, relationships, and the way shared moments change outcomes. They understood that bourbon could be a vehicle, not a product.
That was the project Roy had been waiting for.
Those barrels became the foundation of The Difference® Business Bourbon™. Not as a single release, but as the beginning of a series built around moments that would never be repeated. Each expression drawn from time-bound liquid. Each bottle carrying the weight of something that cannot be replaced.
Once a barrel is gone, it is gone.
Once an expression is shared, it becomes part of a story.
The barrels did not just supply the bourbon. They set the standard.
They made it clear that this was never meant for shelves. It was meant for people who understand what it means to share something rare with intention.
The ShareHolders Society™ was not built by accident.
Business Bourbon™, Not Retail Bourbon
The Difference® Business Bourbon™ is never sold publicly. There is no retail strategy and no shelf presence. Every bottle exists for one purpose: to be shared intentionally in moments where relationships matter. That decision alone changes how the bourbon is treated, how it is given, and how it is received.
Allocations Designed for Sharing
Each quarterly allocation is structured to create multiple moments. Enough to open. Enough to give. Enough to mark relationships that deserve more than a handshake or a follow-up email. The volume is intentional because the purpose is generosity, not accumulation.
Rooms That Protect the Conversation
Twice a year, members gather around a special release created exclusively for that Social. No name tags. No business cards. No pitching. Just people who value sharing, gifting, and relationships spending time together without pressure. The bourbon sets the tone. The culture does the rest. It’s your safe space.
Invitation-Only by Design
This only works when alignment comes first. Membership is not open enrollment and bottles cannot be purchased. Access comes through invitation and review because the room matters as much as the bourbon. When the culture is protected, everything else works the way it should.
What You Get As A Member Of The ShareHolders Society™
To The Difference™ Business Bourbon™
Membership in The ShareHolders Society™ comes with access to private barrels of The Difference® Business Bourbon™ that were never intended for the public. These are not retail releases and not bottles you can replace once they’re gone. Each expression is created specifically for the Society and tied to a moment, a story, and a purpose.
The value isn’t in owning something rare. It’s in being able to share something others can’t buy. A pour like this changes the dynamic of a conversation. It slows things down. It signals intention. It creates space for real connection.
When you share from these bottles, you’re not trying to stand out. You simply do. Because access like this carries weight, and experiences like these tend to stay with people long after the glass is empty.
Share a pour with your network and let this level of access set you apart—making you one of the most interesting people to do business with. It’s about having knowledge and experiences few others can claim, and that makes all the difference in every connection you make.
Quarterly Shipments
Each quarter, members receive an allocation of The Difference® Business Bourbon™ delivered directly to them.
Every shipment features a new expression created exclusively for the ShareHolders Society. These releases are never repeated, never sold at retail, and never made available outside the community.
Each allocation is intentionally sized to support sharing.
Members receive enough bourbon to open at the table, to gift thoughtfully, and to use in real moments with people they value. The goal is not restraint or scarcity within your own allocation. The goal is freedom. Freedom to share without hesitation and to let the bourbon do what it was designed to do.
How each allocation is used is entirely up to the member.
Some bottles are opened during meaningful conversations.
Some are gifted to clients, partners, mentors, or friends.
Some are saved to mark a deal, a milestone, or a moment worth slowing down for.
Every expression is accompanied by context and story so members understand what they are sharing and why it exists. When a bottle is offered, it carries intention, not explanation.
Once a quarterly release is gone, it’s gone. The next quarter brings a new expression, a new story, and new opportunities to create moments that matter.
Discover New Tasting Profiles & Styles
Build Better Relationships, One Bottle At A Time
A One-Of-A-Kind Experience In Every Delivery
In business, no two deals are alike, which is why you’ll never receive the same bourbon twice. Each release is singular in complexity and flavor, just like the negotiations you face. This distinctiveness not only enhances your collection but also positions you as a valuable partner who brings something unique to every interaction.
Inside Your Quarterly Shipments
Three cases (a total of 18 bottles) of a new, limited-edition release of members-only The Difference® Business Bourbon™.
A Bourbon Brief with detailed information about the bottle and tasting notes to elevate your experience.
Curated premium gifts that reflect the quarter’s theme and will increase your enjoyment of the spirit.
Join Emmy® Award-winning director Nick Nanton and Bourbon Sorcerer Roy Milner as they dive into the stories that make each quarterly release unique. In every episode, Nick and Roy will share the story behind the release, the inspiration and craftsmanship behind each bourbon, discussing its unique characteristics, development, and style. This isn’t just about tasting; it’s about understanding what makes each bottle distinct and giving you the story to tell when you share these special bottles.
As a ShareHolders Society™ member, you get more than just a front-row seat—you have the exclusive ability to join these episodes LIVE. Engage directly with Nick, Roy, and special guests, ask your burning questions, and gain deeper insights that go beyond what others can access. This is your chance to be part of the conversation, connecting with the minds behind each release in real-time.
When you share a bottle from your collection with your network, they’ll also have the opportunity to watch and learn. Understanding the stories behind these bourbons not only makes you more interesting, but it also creates memorable shared experiences for your clients and partners to enjoy alongside you. Welcome to “Behind The Bottle™”—where knowledge and bourbon come together to give you a professional edge.
Complimentary 12-Month Access To The Black Swan Group’s Foundational Courses
As a ShareHolders Society™ member, you get complimentary access for a year to The Black Swan Method: Foundational Course Bundle, a $720 value. This program is designed by former lead FBI hostage negotiator, Chris Voss, to equip you with essential negotiation skills that go beyond typical training. With courses like High Performing Negotiator Mindset: C.A.V.I.AA.R.™, The Negotiation 9™, and Laws of Negotiation Gravity™, you’ll develop practical techniques to handle complex situations and strengthen your decision-making.
Twice a year, members of the ShareHolders Society gather in person.
These gatherings exist for the same reason The Difference® Business Bourbon™ exists: To create space for real conversation, shared experience, and relationships that matter.
Each ShareHolders Society Social is built around a special release of The Difference® Business Bourbon™ created exclusively for that gathering. That expression is only opened and shared in the room. It is not sold. It is not recreated.
The bourbon sets the tone.
What happens next is harder to explain until you experience it.
There are no name tags. No business cards. No structured agendas. No one trying to sell anything.
Just entrepreneurs, executives, investors, and professionals who value relationships spending time together without pressure or performance.
The conversations are unguarded. The pace is slower. The room feels different.
These gatherings are not designed to extract value. They exist to deepen it.
Because when people who care about sharing, gifting, and relationships are given the right environment, the right things tend to happen naturally.
Attendance at ShareHolders Society Socials is limited to members and their plus one.
Access is never sold and never publicly offered.
If you’re curious whether this might be a fit, the first step is simply to request an invitation.
The ShareHolders Society™ is more than just bourbon; it’s an experiential club that grants you access to unique opportunities you won’t find anywhere else.
At the annual ShareHolders Society™ Social, you’ll connect with elite entrepreneurs, professionals, and business leaders in an environment tailored for meaningful networking. Not only will you have the chance to connect with your host, Chris Voss, but you’ll also get to listen in as he interviews the most influential minds in business, giving you unique insights on all aspects of business strategy, negotiation, leadership, and growth.
This is your chance to gain a competitive advantage that takes your professional game to the next level. If you’re looking for ways to gain influence and drive success, this is the place to be.
Start with Requesting an invitation
The ShareHolders Society™ is built deliberately and grows carefully.
Membership is extended by invitation, not because of status or titles, but because the culture only works when there is real alignment around sharing, gifting, and relationships.
Requesting an invitation is simply a way to raise your hand and start a conversation. It does not guarantee acceptance. Every request is personally reviewed to ensure the Society remains what it was designed to be.
If invited and you accept your invitation, you’ll receive access to The Difference® Business Bourbon™, quarterly allocations intended to be shared, and a small circle of people who value meaningful connection over transactions.
If the fit isn’t right, you’ll hear from us as well. Either way, the process is thoughtful, respectful, and human.
If this resonates with how you approach relationships and business, you’re welcome to request an invitation below.
Never Split. Always Share.™
Complimentary Bottle Of The Big Deal™
We’ve all had that moment in business where we’re faced with a monumental opportunity. A deal so big that it could change the whole game, redefine our career path, transform our life, and create a lasting impact. In the high-stakes world of business, there’s a palpable thrill when a major deal is on the horizon, stirring excitement and anticipation for what’s to come. The Difference® Business Bourbon™ bottled that feeling in their flagship series, The Big Deal™.
The Big Deal™ is a limited-edition Business Bourbon™, released annually, that captures that spirit. Designed to help you celebrate life’s biggest moments, each annual release represents the pinnacle of craftsmanship and luxury.
Retailing for $2,500, whether you choose to keep the complimentary bottle included in your membership or share it with a high-value partner or client, it’s sure to have an impact.
All great things in life require an investment—be it time, energy, or money. Joining The ShareHolders Society™ is no different.
Membership starts at $997/month and unlocks a world of rare, award-winning exclusive bourbon and experiences made for business. It’s perhaps the most FUN and rewarding business expense you will ever have.
Relationships don’t have to be boring!
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