Morgan McKinney had been running her series of cocktail classes called the Boozehound Cocktail Series since 2019, and in 2020 pivoted to all-online classes through Zoom. Her classes took off in a big way, and soon she needed a new identity to encompass her consulting, classes, and other services that grew as her new business expanded. We settled on the name Best Shot Co. for her business based on her belief than any home bartender can create professional grade cocktails with the right tools - just take your best shot.