Lawrence Wu, Jr

30+ years experience in food and beverage innovation at Starbucks, Brown-Forman, Campbell Soup, Kraft Foods, Bossa Nova Beverages, Iconoculture, and ConeTech

A Note from the Founder

Although I’m a scientist, with years of experience in spirits and food/beverage innovation companies, I’m also a whiskey lover, with reverence for the magical process of whiskey making — so I’m strongly opposed to the addition of anything to the product that nature didn’t provide. I’ve always rejected the application of “alien” treatments like heat or pressure to “accelerate” the aging process or to mimic its effects.

So I had long been challenged by questions like:

  • Is there a NATURAL way to make better whiskey — and yet eliminate some of the known disadvantages of traditional methods?
  • What exactly is in an “ideal” combination of alcohol and flavor molecules in a premium whiskey?
  • Since some compounds are undoubtedly less desirable than others, might it be possible to “manage” the traditional process in a way that minimizes one and maximizes the other?
  • Isn’t there something a little crazy about the conventional process of spending a fortune to create wonderful flavors by prolonged barrel aging — only to dilute those flavors in order to “bottle proof” the spirit?
  • Is there some natural way of “re-arranging” both alcohol and flavor molecules?
  • Could “re-arrangement” of molecules also be a means of maximizing not only the flavor intensity of a spirit but also its smoothness?

Three years ago I teamed up with the innovation group at ConeTech, and using their remarkable technologies we discovered together that there ARE exciting answers to all the above questions.

The result is SpiriTech which we then founded to bring our discoveries to the world of spirits — starting with bourbon whiskey, but now extending in slightly different ways to other products where “molecular separation” can be of benefit.