Episode 594: The Awesome Story of The Distillery of Modern Art: Seth Watson, Atlanta, GA

Restaurant Owners Uncorked

In this episode of the Restaurant Owners Uncorked podcast, Wil Brawley talks with Seth Watson, the founder of Distillery of Modern Art in Atlanta. Seth shares his entrepreneurial journey, from launching a production and event design business out of a garage to eventually building a one-of-a-kind distillery that blends spirits, art, and community. He opens up about why he left his first business, how he navigated outdated Georgia alcohol laws, and why he built a distillery with multiple revenue streams: a cocktail bar, an art gallery, an event space, and a production facility. Seth also discusses the lessons he’s learned about ego, iteration, and surrounding himself with smart people, while offering fascinating insights into bourbon, gin, and the modern spirits landscape.
Key Takeaways:

• From Garage to 400+ Events a Year: Seth’s first business in event production started in a garage and grew into a full-scale company handling hundreds of large-scale events annually.
  
• Exit Fueled by Values Misalignment: After 17 years and increasing tension with a 50/50 partner, Seth exited the business to preserve his sanity and avoid letting resentment fester.
  
• Control Matters: Seth learned the hard way that 50/50 partnerships often don’t work. He now maintains control in any business he leads.
  
• Birth of a Unique Concept: Distillery of Modern Art combines a distillery, cocktail bar, art gallery, and event space—all designed around Seth’s love for whiskey and modern art.
  
• Navigating Georgia’s Arcane Liquor Laws: Seth had to build his distillery concept while lobbying against outdated post-Prohibition laws that limited direct-to-consumer sales.
  
• Whiskey Meets Art: The subjectivity of both whiskey and art inspired the distillery’s brand and mission: create a sensory and aesthetic experience, not just a product.
  
• Producer for Other Brands: In addition to his own spirits, Seth’s team produces over 40 products for 18 other brands across the U.S., offering a more personal and flexible alternative to large manufacturers like MGP.
  
• No Ego in Product Development: Seth scrapped his original gin recipe when taste tests failed—not because he didn’t like it, but because customers didn’t.
  
• Craft Over Hype: Seth values drinkability and authenticity over branding. He prefers bottles like Michter’s over hyped-up names like Pappy Van Winkle.
  
• Committed to Community: From supporting small farmers to featuring local artists (commission-free), Seth backs up his community-first philosophy with action.
  
• Owner Mentality, Not Exit Mentality: Like the Yingling family, Seth isn’t chasing a fast exit. He wants to build a sustainable, generational business—possibly passing it on to his children one day.