The Inside Track: 2026 PRSA Thoroughbred Chapter Conference

Join us for an evening of networking, food, spirits and storytelling with Scott Neil, President of Horse Soldier Bourbon.

Scott’s remarkable story begins with service. He was among the first U.S. Special Forces soldiers to enter Afghanistan on horseback following the 9/11 attacks — the mission that inspired the film 12 Strong. After retiring from the military, Scott and his fellow Horse Soldiers embarked on an entirely different kind of mission: building a world-class American bourbon brand.

Scott will share how the team went from veterans-turned-entrepreneurs to bourbon makers searching for the right place to put down roots — and why they ultimately chose Somerset, Kentucky, as the home of Horse Soldier Farms. He’ll take attendees behind the scenes of an ambitious vision that encountered unexpected obstacles along the way, from navigating the economic realities of a global pandemic to managing expectations when progress didn’t always happen on the timeline they envisioned.

For communicators, the Horse Soldier story offers a fascinating case study in what happens when a bold vision meets uncertainty. How do you maintain trust when the story changes? How do you communicate through delays, skepticism and criticism? And how can an authentic brand story help sustain relationships with customers, investors, partners and a community through the difficult chapters as well as the celebrated ones?

Part entrepreneurship story, part communications case study, Scott’s conversation will explore resilience, reputation and the relationships required to turn an ambitious idea into a project for future generations.

The registration fee includes attendance at the reception, heavy hors d'oeuvres and a cash bar.