Whiskey River Media: Building Brands with Jackson Hole Resilience

Every name has a story. Ours begins in Jackson Hole, Wyoming.

My father, Cub Schaefer, was a serial entrepreneur who built Schaefer Outfitter, a western apparel brand that became a cornerstone in the region. He and my mother were part of the original next-generation settlers of Jackson, helping shape the businesses, community, and lifestyle that turned the valley into what it is today.

They lived by a simple philosophy: work hard, play hard. Weekends meant drifting down the Snake River, camping under the stars, and pushing through the rugged beauty of Grand Teton and Yellowstone National Parks.

My dad owned a drift boat he named The Whisky River. That boat carried our family through countless adventures—fishing, rafting, hunting, and exploring the wilds of Wyoming. It also carried us through storms. I remember lightning striking all around us, waves crashing against the hull, the Wyoming sky turning fast and fierce. No matter the storm, the Whisky River always got us home safely.

In 2001, my dad passed away. But his legacy, his grit, and his spirit remain with me every single day. Whiskey River Media is built from that same foundation. Running a business is no different than navigating those Wyoming waters—storms will come, the waves will hit, and the chaos will test you. But with the right guide at the helm, you’ll always make it safely to your destination.

At Whiskey River Media, our mission is to help entrepreneurs weather their storms, navigate complexity, and reach the exit they’re destined for. Just like my father’s boat, we are built to carry you through.