US whiskey businesses Binder’s Stash and Willett Distillery have struck a “strategic partnership” covering distilling, bottling and distribution.
Binder’s Stash is moving bottling and distribution to Willett Distillery, founder Bill Binder said. The company will source whiskey from a range of sources, including Willett Distillery, he added.
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Binder’s Stash, set up in 2018, describes itself as an “ultra-premium” American whiskey offering “bold flavour profiles”.
The company distributes single-barrel selections in all 50 US states and intends to introduce its small batch product in select states soon, Binder, a co-founder of Binder’s Stash, said.
He called the alliance with Willett Distillery “one-of-a-kind” and believes it will set a “new bar” for American whiskey.
Binder added: “We’ve built our reputation by sourcing and releasing some of the most distinctive American whiskeys in the country, but Willett represents a different level.”
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By GlobalDataWillett Distillery, founded in 1936 and located in Bardstown, Kentucky, is known for its bourbon and rye whiskies priced between $20-500.
Drew Kulsveen, the master distiller at Willett Distillery, said: “This partnership sets the stage for future opportunities and represents a bold step forward in expanding the boundaries of what’s possible in the world of aged whiskey.”
Asked if the deal changes the ownership structures at the privately-held businesses, Binder said: “Each company remains privately owned and operated.”
The tough trading environment in the US whiskey market has prompted some distillers to reassess strategies.
In January, Brown-Forman announced plans to cut more than 600 jobs from its global workforce and the closure of a barrel-production facility in the US city of Louisville.
According to NABCA data for the 12 months to the end of April, sales of domestic whiskey in the US were down 2% in volume terms at 9.4 million nine-litre cases. Sales were up 0.3% at $2.87bn.
Asked if pressure on sales or on costs was a factor in the deal, Binder said: “Not a factor. Binder’s Stash is a growing brand looking for a different level: generational expertise, uncompromising quality, and a legacy that elevates everything it touches. Willett delivers on all of those qualities. Together, they’re setting a new bar for what American whiskey can be.”
