Tim Piersant, left, and Joe Ledbetter recently founded the Chattanooga Whiskey Co.
Photo by Alex Washburn /Chattanooga Times Free Press .
published Wednesday, June 6th, 2012
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The brains behind Chattanooga Whiskey's launch misfired in one crucial area. Underestimating the thirst of southern throats parched by summer heat, they sold their entire first shipment of 919 cases almost immediately.