WhistlePig’s Global Endeavor: Rye’s Rise and Bourbon’s Breakthrough
WhistlePig’s CEO, Jeff Kozak, announced plans to diversify their whiskey portfolio, hinting at Bourbon and single malt offerings.
Since partnering with Moët Hennessy in late 2020, WhistlePig’s sales have impressively doubled annually, Kozak shared.
Liz Rhoades, the brand’s whiskey development chief, mentioned Moët Hennessy’s pivotal role in enhancing WhistlePig’s presence across Europe and Asia.
Countries like the UK, Japan, Korea, and Australia, Kozak emphasized, hold promising markets for rye whiskey. He particularly noted Japan’s burgeoning demand, attributing it to its discerning whiskey aficionados and a dearth of premium single malts and American whiskey. He also spotlighted growth in Korea.
With the U.S. market plateauing, Kozak foresees global markets gaining momentum. He envisions WhistlePig’s footprint in 30 countries, targeting the crème de la crème of bars and restaurants. A signature Maple Old Fashioned cocktail, he aspires, would become a staple in these establishments, making WhistlePig synonymous with the classic Old Fashioned in the American whiskey realm.
Kozak’s strategy includes cultivating niche markets in locations like Dubai, focusing on top-tier establishments. He remarked on the novelty of rye whiskey internationally, emphasizing the need for bartender education.
The linchpin for WhistlePig’s growth? Appointing local brand champions. Kozak detailed, “We’re mobilizing an advocacy army. We’re rejuvenating the ‘League of the Flying Pig’, designating select bartenders and influential figures to champion WhistlePig.”
Recently, WhistlePig unveiled its most exclusive offering yet: FarmStock Beyond Bonded. The brand also ventured into Irish whiskey in 2021, collaborating with Darryl McNally to rejuvenate the Limavady brand.
