Our Operating Principles

Transparency

It’s crucial to set one another up to do our best work. This means setting and agreeing on clear expectations. We regularly share our numbers, our processes, and our philosophies with our teammates because we trust that they are better equipped to take on a job if they know what’s at stake. Transparency doesn’t just allow a teammate to satisfy their responsibilities, it inspires trust and buy-in, it creates a work environment where every employee is empowered to give feedback and think creatively.

Likewise, we are transparent with our customers. We tell them how we make our spirits, where we source our ingredients, the names of tanks and production team-members. Hell, we take them back and show them. If there’s something we’d be ashamed to show a customer, we just don’t do that thing.

Midwest Candor

Most problems that befall a team come from a slip or breakdown in communication. We are a unique workplace, and one thing we know about ourselves: We are deeply Midwestern. Our products are Midwestern made with Midwestern ingredients in our very Midwestern town. As Midwesterners we are characterized by an earnest work ethic and modesty. Being a small-scale operation allows us to do what we love because we love to do it, and because we love this community and we believe we can make it a happier place to live. We don’t expect the New York Times to write a story on us (though they have!), we just appreciate a job well-done. And as for conflict–have you ever felt it easier to fib than risk offending someone? You have Midwestern Nice to thank for that.

This is why we strongly believe in encouraging candor and rewarding honest feedback. It’s not always easy, but dang it we’re willing to try. Speak to your teammates with natural kindness, but don’t beat around the bush–challenge yourself to say what you know and need, and believe you’ll survive it. Likewise, don’t feel scandalized when a teammate brings up an issue; instead feel appreciative that they trust you can handle it. Be accountable, never leave anything unresolved or only partially-communicated. Seek to understand, seek to be understood. Try asking yourself, what do I know, who needs to know, have I told them, do they understand?

The Theory of Constraints

The Theory of Constraints, or ToC, is a guiding process we use to identify and eliminate problems that inhibit our capacities to thrive financially and culturally. It’s how we confront material problems: the market, space, labor, suppliers, infrastructure, etc. This means we must be devoted to collecting information and willing to adapt. If things change around here, it’s probably because we’ve identified a constraint and we’re out to quash it. The process of the

Theory Of Constraints can be reduced to the five focusing steps:

  1. Identify the system’s constraint(s).
  2. Decide how to exploit the system’s constraint(s).
  3. Subordinate everything else to the above decision(s).
  4. Elevate the system’s constraint(s).
  5. Warning! If in the previous steps a constraint has been broken, go back to step 1, but do not allow inertia to cause a system’s constraint.

Communication Tactics

Did a pipe burst in our distillery? Do you need a material to complete a task? Want to set-up a meeting? Do you want Justin to know it’s 4:20? There’s a system of communication for you:

Call. Call for all urgent matters. Call whoever needs to know right away about that burst pipe.

Slack. Slack is a great place for updates. It’s also a great place to reach one or many teammates at once with your less-than-dire but still timely questions. Want to know if there are enough coozies in house for your event tomorrow? Slack the #marketing channel. There aren’t? Slack your manager.

Asana. Asana is best for more complex tasks and projects that might benefit from the focused archive of a communication thread. Posts can get swallowed up in Slack’s message board interface, so use Asana when you’re working on a project or issue with someone.

Email. Email is generally only used for external communication with people outside of Cardinal Spirits. Sometimes email is also useful for long-form communication like memos and reports. Most times those kinds of things can be shared via Google Docs links though.

Checklists and Balances

To be consistently excellent, we must always hold ourselves to a high-level of discipline. Every position has written out instructions and responsibilities, usually in the form of a checklist. Every bartender uses a jigger for every cocktail, and follows the cocktail builds to the tee. Every server completes the closing side work list before clocking out. We also managerial checks and balances to ensure nothing falls through the cracks, while keeping in mind each employee’s current level of independence and aptitude.

“In a complex environment, experts are up against two main difficulties. The first is the fallibility of human memory and attention, especially when it comes to mundane, routine matters that are easily overlooked under the strain of more pressing events…A further difficulty, just as insidious, is that people can lull themselves into skipping steps even when they remember them…Checklists seem to provide protection against such failures. They remind us of the minimum necessary steps and make them explicit. They not only offer the possibility of verification but also instill a kind of discipline of higher performance.”

From The Checklist Manifesto by Atul Gawande, writing about how the initiation of checking vital signs every hour in hospitals led to a drastic drop in patient mortality.

Our Values

Fun – If it’s not fun, we do it differently, or we do something else entirely. If we love how we do things around here, people will love to drink here, shop here, and work here.

Understanding – The most vital infrastructure of a business is a strong system of communication. Seek to understand, then seek to be understood.

Creativity – We are inspired by solutions and innovations that are unique to us. Honeyschnapps? You bet. Beehive on the roof for honey? Why not. Use yeast collected off our bees for fermentation? We love it.

Kindness – Recognize every teammates’ strengths and unique vantage points, then dignify where they are what they have to bring. (In short, be nice and be generous.)

Straightforward – We stand for honest production and clear communication. What happens when we cut acetone out during distillation? No nasty headache. What happens when we leave passive-aggressive tones out of conflict-resolution? That’s right, no nasty headache.

Our Mission

Boiled down, our mission statement looks something like this:

  • To make money, now and in the future.
  • To provide a secure, satisfying, and nurturing work environment for our employees, now and in the future.
  • To satisfy the market and our community, now and in the future.

For us, specifically–we’re in the business of making connections. Our mission is twofold:

One, to make exceptional, conversation-sparking spirits. As an intentional distillery, we use artisan techniques, natural ingredients, and honest work to make spirits that make you feel good, and good about drinking.

and…

Two, to value people as much as profits. We believe people are the most important part of any company – not the products, services, or even ideas–and so we prioritize education, development, and the advancement of our teammates.

Robyn Wirkerman

Where did you grow up?

Western Indiana, just north of Indianapolis. It was rural, country, and beautiful.

What did you study/what were you interested in?

In college I studied Hospitality and Tourism. I knew that I loved people and travel. Later I spent three months backpacking in southeastern Asia by myself, and that’s when I fell in love with the connection that can happen around the table.

What were you up to before Cardinal?

I worked at Charlie Trotters in Chicago for a chef who pioneered the farm to table movement in fine dining. I deviated from that path and did international development work and that actually took Dean and I to India and Italy. Then we moved to New York City and I continued development work. But I missed food and hospitality, everything I was interested in came back to that. In New York I worked for the restaurant Per Se. I started as a food runner, server, expeditor, and then I was the culinary liaison, which is a position that works hand-in-hand with the chef every day.

What do you do at Cardinal/elsewhere?

At Cardinal I wear many hats. I oversee a diverse team and help run day-to-day operations. My goal is to make people feel proud, happy, and fulfilled while they’re here.

I’m a new mom to Jack, which is amazing. I enjoy being outside, trying our hand at the garden. We care a lot about how food grows. I think I am happiest when I can sit in a south-facing window, drink a cappuccino, and read a leisurely magazine.

Dean Wirkerman

Where did you grow up?

Downtown Austin, Texas. It was in the nineties, so it was very creative, safe, and well-off. Austin back then was not as populated as it is now. I would describe it as Bloomington is today. Small, little cottage-type homes, tight lots, lots of hills and valleys to explore in. Lots of woods.

What did you study/what were you interested in?

I went to culinary school but I was always interested in pastry and bread, but I never had the money to go back for a second degree. So I went to Per Se in New York and learned directly from hands-on experience.

What were you up to before Cardinal?

Flying under the radar, hanging out at home. I did some part-time stuff; I was a woodworker and studied cabinetry. I ran a small business doing Japanese yakitori and then I taught a bread class at Ivy Tech. Before Bloomington I was in France and Japan for six months trying to live among the people. I’m fascinated by different cultures. Then I was at Per Se for three years in the Columbus Circle area of New York. That was my life, I had no time or energy for anything other than that. I was fully committed.

What do you do at Cardinal/elsewhere?

At Cardinal I develop people’s careers and help them become stronger professionals. I give direction to the team to execute. The whole kitchen–it’s all them. I just set boundaries and push them as hard as I can without breaking them.

I develop my son, I guard him. I take care of chickens. I explore Bloomington on foot, I’ve always liked walking around.

Do you have thoughts about Cardinal or life you want to share, yearbook-style?

Be beautiful.

Justin Hughey

Where did you grow up?

Carmel, IN

What did you study/what are you interested in?

I have a degree in Business Marketing and Operations Management.

What were you up to before Cardinal?

I played banjo in a touring bluegrass band. I was also a carpenter.

What do you do at Cardinal/elsewhere?

I am the head distiller here at Cardinal.

Jason Hackett

Where did you grow up?

My dad was in the army since before I was born until just before in got into high school. I’ve lived in Texas, Maryland, Indiana, California, Massachusetts, and Germany. I went to high school in a suburb of Indianapolis starting in 1993 so I’m basically from Indiana now.

What did you study/what are you interested in?

My degrees are in Audio Engineering and Music. I’ve spent a lot of time studying languages – mostly Italian and Latin. I play a lot of board games and I’m sometimes into photography when I have extra time.

What were you up to before Cardinal?

I was working as a bartender and I also managed a warehouse at one time for a few years.

What do you do at Cardinal/elsewhere?

I’m the Production & Compliance manager at Cardinal Spirits. That entails a lot of everything that goes on here. I make sure we have the raw materials to make our products from start to finish as well as coordinate scheduling and staffing with our Head Distiller, Justin Hughey. For the Compliance portion of my job, I make certain that everything is recorded correctly so that we pay our taxes on time and in the correct amount. In addition to that, I am working on opening a business of my own this year.

Do you have thoughts about Cardinal or life you want to share, yearbook-style?

I really love candy.

Erica Sagon

Where did you grow up?

I was born in Rockford Illinois, but I only lived there until I was five, and then I moved to South Bend, Indiana–Granger, specifically. That’s where I lived until I went to college. I had a lot of good friends that I made within the first handful of years of moving there and then kept all through high school. I’m still friends with a lot of those people today. I think something that goes along with marrying someone that you went to middle school and high school with, as I did with Jeff, is it feels very familiar. It’s a great shared history we have. Maybe I look back on it even a little more fondly because I know that it’s something that Jeff and I had together. South Bend is a great place to grow up and it’s a great place to raise a family. I would not move back there much to my parents’ chagrin.

What did you study/what are you interested in?

I went to Purdue and I started out in their journalism program. Purdue isn’t really known for journalism, and after my first semester of freshman year I knew I wanted to change my major. I wanted to learn graphic design, but I wanted to know more about the technical part of it, so I went into the school of technology and majored in computer graphics technology. It was a little bit of design, but mostly it was coding and designing websites in HTML and other early languages that I don’t remember at all anymore. It was also learning 3D modeling and video work.

Meanwhile, I started working at the student newspaper, The Exponent. I really just threw myself into that and I worked there all four years of college. I started out as a reporter, then I was the city editor, then the managing editor, and I also worked as the graphics editor. By the time I left Purdue, I had a couple internships in journalism under my belt, and it was really just easier to go that route. So I followed journalism, which is really my main love over coding and 3D rendering things.

What were you up to before Cardinal?

The years before Cardinal I was freelancing. I helped Edible Indy, a magazine about the food culture in Indianapolis and beyond, launch, and Piccoli Dolci, an Italian bakery business here in Bloomington get their start. I wrote a little for Bloom and a women’s lifestyle blog, but mostly I trying to figure out what I wanted to do. I suspected that I might eventually have a role in Cardinal, but there really wasn’t a solid place for me at the beginning and I just planned on continuing to freelance for as long as possible. Then we had our son Ben in November of 2014, Cardinal opened in February of 2015, and I started doing work for Cardinal in May of 2015. I feel very lucky that I was able to just kind of dabble and be a mom at the same time.

What do you do at Cardinal/elsewhere?

I’m on the marketing team at Cardinal. I run our social media channels, I’m in charge of our media outreach, I update our blog, I might work with some events like launches in new states, and I help with whatever random marketing projects are thrown my way. As an example, in 2016 Adam and I wrote, photographed, and designed a cocktail recipe book. In general, I also try to make sure that almost anything, from bottle labels to dinner menus, passes before my eyes for proofreading and copy-editing before it gets printed or goes into the world.

We have a baby and a toddler, so I feel like we’re in the thick of it right now. Outside of Cardinal, I’m usually spending time with my family. We take walks, go to the park, and visit the farmers’ market. I’m a big consumer of journalism. If you set almost magazine or newspaper in front of me I will for sure read it. It helps me keep a lot of my interests, like food or fashion travel, even if I’m not able to do those things with my time physically. Jeff and I do like to travel. At this point in our lives we’re not going to a lot of exciting places, but even if we’re going to Louisville or Chicago or Phoenix, we like to explore cities through food and drink. We’re always going to places with great cocktails and seeing what everyone else is up to. Part of it is research, but then part of it is just what we like to do.

Rick Dietz

Where did you grow up?

I grew up on a small farm west of Indianapolis in Hendricks County, about an hour away from Bloomington.

What did you study/what were you interested in?

I studied biology, chemistry & computer science. I’m interested in creative childrearing, politics, sustainable agriculture, food & drink, public administration, astrobiology and miscellanea.

What were you up to before Cardinal?

Before Cardinal, I was IT Director at City of Bloomington, partner at Stranger’s Hill Organics farm, Monroe County Democratic Party Chairperson and a Monroe County Council Member. I was also a home brewer, mead maker & beekeeper contemplating starting up a small distillery.

What do you do at Cardinal/elsewhere?

At Cardinal, I am a founder and partner. I continue to work at the City of Bloomington as IT Director/CIO and as a partner at Stranger’s Hill Organics farm too. Home and family life with my wife Debby and our young daughters, Juniper & Genevieve, is my main focus these days, and I am a happily retired politician.

Do you have thoughts about Cardinal or life you want to share, yearbook-style?

Cardinal has become a wonderful part of the fabric of life in Bloomington and that’s a credit to everyone on staff.

Bill Rhind

Where did you grow up?

I grew up in Munster, Indiana. After college I went back to work for a couple of months and then I moved out to Baltimore. It was a great little town to grow up in. My dad was the chief of police there, so, [laughs] that had an interesting dynamic associated with it, both good and challenging. But I loved growing up there, I love Indiana. I’m definitely a midwestern boy.

What did you study/what were you interested in?

In college I studied biology and chemistry. After that I went to graduate school and studied engineering, a program called machatronics. It’s a combination of mechanical, electrical, and computer engineering.

When I grew up, I loved two things: I loved science and I loved math and engineering. I started off in science and worked in pharmaceuticals for twenty years. Then, when I was working in Maryland, I back to graduate school to take on the engineering side. This is why I like to spend a lot of time talking with Jeff about things like operations and production.

What do you do for Cardinal?

I advise on both the business side and the technical side. I focus a lot on supply-chain, how to deliver their products better, how to get more flow out of the production and improve their productivity, and how to grow the business. So, I would say it’s been in an advisory role, but being part of the company is more than just that. I’m a bit of a jack of a lot trades, so I can help in a lot of different areas.

What were you up to before Cardinal?

I’ve been doing consulting work for Procter & Gamble, Pfizer, Boeing, and many, many different companies, using Theory of Constraints. Jeff had an interest in utilizing Theory of Constraints, so he reached out to me and we started just chatting. He would call and ask questions about once a month or once every two months. As time went on, they asked me to become an advisor for them. I did and then I moved on to becoming an owner.

What do you do outside of Cardinal?

I have my own business and I’m still doing consulting work. Using Theory of Constraints is a main theme of the work that I do. I help in engineering, IT, sales, product-supply and supply-chain, and I leverage ToC in all of those different areas.

With this kind of job, I travel a ton. I’m probably gone forty weeks out of the year for travel. I love the different cultures. I love working with the different regions and learning how they think differently, how they live, and what their challenges and benefits are. It helps me think through issues people have in a different way, so I really appreciate it. I’ve had the chance to go to China, Japan, Singapore, Brazil, Mexico, Switzerland, Sweden… a lot of different places, which is a lot of fun.

I like to play golf and I like to fish. In the summer I like to play softball, go for walks with my wife, and spend time with my kids, who are all older now. The last one just graduated from college. Most of what I do is work. I really enjoy what I do, so as much as it’s work, it’s also pleasure to me.

Do you have thoughts about Cardinal or life you want to share, yearbook-style?

I love Cardinal. It’s a passion, it’s a hobby, it’s a lot of things that I really enjoy. Adam and the people who work there are trying to do the right thing. I’m very excited to work with them.

One of my key mantras is: No matter where we are, we can always improve.