In 2024, Shawn Herbig launched Bluegrass Bitters, a Kentucky-based, KY Proud cocktail bitters and syrup company born out of the pursuit of the best old-fashioned using authentic Kentucky products. A Louisville native and Kentucky Colonel, Shawn brings passion, process, and precision to everything he does, reflected in both companies and in his personal endeavors.

Beyond his professional pursuits, Shawn has taught multiple courses in the University of Louisville's Master of Business Analytics program, including Marketing Analytics and Dealing with Uncertainty in Data Analytics. In 2017, he co-authored a book on employee engagement, Frequency Matters: Be a Contributor, Not an Employee.