The Story Behind ⚠️Slow Down Coot!🦆🥃
Wisconsin Roots | 2004
Paul “Coot” Williams founded Coot’s Lures, turning his love of fishing and inventing into a Wisconsin business. A retired firefighter, fisherman, and storyteller, Coot built connections through his products, outdoor adventures, humor, and willingness to help others.
A Catchphrase Takes Hold
“Slow down, Coot!” began as an inside joke on the water. For a guy who always has another idea, another adventure, or another fishing story, the phrase stuck. As Coot shared more of his life with his community, those words became part of his identity.
From Inside Joke to Brand
Coot’s son Aaron, owner of Watch Williams Media, helped turn the catchphrase into a creative direction through design, storytelling, and the “Slow Down” trend. What started as a familiar joke became something people could recognize and share.
Two Wisconsin Families Come Together | 2026
The Williams family partnered with Hendricks Family Distillery to bring Slow Down Coot! Bourbon to life. Made in Omro, Wisconsin, the bourbon brings together the Hendricks family’s distilling craftsmanship and Coot’s connection to the outdoors and his community.
The branding became a family effort: Aaron developed the design and marketing, Jessica helped shape the wording, Jordan contributed her eye for style and honest feedback, and Coot’s wife Kathy supported the venture along the way.
The First Barrel
Slow Down Coot! launched as an 86-proof single barrel straight bourbon, aged a little over three years in new white oak barrels. Its label brought Coot’s world into the picture—a coot holding a traffic cone, a Wisconsin waterside setting, and the Hendricks Family Distillery seal.
Sharing It With the Community
The bourbon reached customers through the distillery and Wisconsin retailers, with distribution through General Beverage. Each new location, shared photo, and first taste added another chapter to a story built around family and community.
What “Slow Down” Means
For Coot, there will always be another project or adventure ahead. Slow Down Coot! is a reminder to pause along the way—to appreciate good company, share a story, and enjoy the moment.
Life moves fast. Slow down, Coot!
