Against the Grain: Business Lessons From the Still
What Rule-Breakers Already Know
Against the Grain draws on the world of moonshiners, bootleggers, and distillers to deliver thirteen chapters of hard-won business lessons for entrepreneurs, intrapreneurs, and leaders who’d rather go their own way than follow someone else’s path. Most business books play it safe. This one doesn’t.
Woven throughout are real stories from the still. The mashes, the methods, and the craft that turn raw ingredients into something worth drinking. Each chapter pairs business lessons with distilling lore, and the book includes cocktail recipes that bring those lessons to life off the page. Whether you’re building a company or just appreciate what goes into a well-made pour, there’s something here for you.
"Stories like these featuring the memories of Jon's dad are what make bourbon so special. It's a wonderful reminder that bourbon is often at the center of life's most meaningful moments, and we're honored that Buffalo Trace played a small role in your family's traditions." – Harlen Wheatley, Master Distiller, Buffalo Trace Distillery
Against the Grain Available at Amazon September 15, 2026 - Paperback and Kindle - Pre-Order For Kindle Now
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Against the Grain Available at Amazon September 15, 2026 - Paperback and Kindle - Pre-Order For Kindle Now 〰️
“Business, like moonshining, can be messy. It’s risky. It doesn’t always go down smooth. But if you’re willing to experiment with your grains, tinker with your mash, and occasionally run your ideas through the still a few times, you just might end up with something worth toasting.”
~ Against the Grain, Jon Umstead
A Sample Pour From the Book
At forty-five minutes, there was a loud and frightening sound. It was the sound of the twenty-gallon copper pot imploding. It crumpled like a beer can. I quickly shut off the propane, stepped back, and felt sick to my stomach. I’d just survived a dangerous situation and ruined my brand new still on its maiden voyage.
So much for spaghetti sticking to the wall.
Once the shock wore off and the still cooled down, I disassembled it, studied it, and did what should have been done in the first place. I started reaching out to anyone I could find that might have some insights into what went wrong, how to fix it, and how to never do it again.
And this is exactly what you should do in business when there is a failure. Don’t point fingers. Discover what went wrong. Determine how to fix it. And determine how to never let it happen again.
~ Chapter 1, Against the Grain
What’s Inside
The Entrepreneurial Spirit. Moonshiners didn’t wait for permission. They saw demand, took the risk, and built something from nothing. Sound familiar?
Markets Change. Adapt or Die. The market doesn’t care about your plan. It cares about whether you can read the room and move when it shifts.
Branding and Marketing. Behind every great pour is a story. The shiners who lasted weren’t just good at making it, they were unforgettable at selling it.
Seasonality, Scarcity, and Strategy. Timing isn’t luck. The best moonshiners, and the best businesses, know when to pour and when to hold back.
What readers are saying
“If someone had told me I would learn valuable business lessons while being introduced to the art of making moonshine, I would have laughed in disbelief. Against the Grain blends storytelling, business insight, and humor in a way that feels genuine, entertaining, and relatable. Whether you're an entrepreneur, a leader, or simply someone trying to carve your own path, this book reminds readers that some of the best business lessons can come from the most unassuming places.”
~ Arlene Ramkissoon, D.B.A., SHRM-SCP, Business Educator
“Against the Grain captures something many people miss about moonshining and distilling. Beyond the stills and the spirits are lessons in craftsmanship, persistence, problem-solving, and the pride that comes from doing things well."
~ Shawn Rigsby, Master Distiller, Season 2, Ep 9 Winner, Founder, Still Talk’n Institute of Distilling
“The best ideas don’t always come from boardrooms or textbooks. Against the Grain is a reminder that leadership and creativity aren’t confined to suits and spreadsheets.”
~ Kim Bartley, Former CMO, White Castle
“Jon Umstead has distilled clarity from complexity and poured it into a book that hits with the smooth burn of something genuine.”
~ JB Wagonmaker, Creator & Administrator, Moonshine Life