Become a Whiskey Entrepreneur: Start Your Own Alcohol Brand

The whiskey industry is at an interesting crossroads. While the post-COVID whiskey boom has slowed, there are still several tailwinds creating real opportunity for new brands. For one, the number of new COLAs (Certificates of Label Approval) being approved continues to climb, meaning we’re still seeing a steady influx of whiskey brands entering the market. (Check out the latest January Roundup from Spirits Research for a deeper dive.)

On top of that, there’s unprecedented access to high-quality, aged barrels at prices we could have only dreamed of during the peak of the boom. Rare, ready-to-bottle liquid is more accessible than ever — presenting a unique window for entrepreneurs who are ready to move fast and smart.

Whether you’re a whiskey enthusiast looking to build your own brand or an entrepreneur exploring the category, launching a successful whiskey brand takes more than just passion. It requires careful planning, navigating regulatory requirements, and leveraging industry relationships to source liquid, packaging, and distribution. In this guide, we’ll break down the essential steps to help you turn your whiskey vision into reality.

1. Define Your Vision

A successful whiskey brand starts with a clear identity. Consider:

• What makes your whiskey unique? A distinct flavor profile, aging process, or regional influence?
• Who is your target audience? Whiskey connoisseurs, new consumers, or a niche market?
• What’s your brand story? A compelling narrative helps build a connection with customers.

Your vision will guide everything from branding and marketing to production and distribution.

2. Choose Your Business Model

Owning a distillery isn’t the only way to launch a brand. Many successful whiskey brands use contract distilling, working with established distilleries to produce their spirits. This allows you to focus on brand building while leveraging industry expertise.

3. Navigate Regulations

The whiskey business is highly regulated. Key steps include:

• Forming a legal entity (LLC or corporation).
• Obtaining federal and state permits (such as the TTB Federal Basic Permit).
• Registering trademarks for your brand name and logo.

4. Source Your Whiskey

Quality is everything. Whether you’re blending existing stock or crafting a new mash bill, consider:

• Grain selection and mash bill composition.
• Aging process and barrel sourcing.
• Developing a flavor profile that aligns with your brand identity.
• Time to market. Sourcing mature liquid at a higher price point means you're ready to bottle.

5. Develop Your Brand Identity

Standing out in the crowded whiskey market requires strong branding. This includes:

• Bottle and label design.
• Logo and visual identity.
• Marketing materials that tell your story effectively.

6. Build a Distribution Strategy

Getting your whiskey to consumers requires a well-planned distribution approach. Consider:

• Working with local distributors before scaling nationally.
• Exploring self-distribution if permitted in your region.
• Leveraging e-commerce to reach a wider audience.

7. Market Your Brand

A strong marketing strategy is essential for success. Key tactics include:

• Engaging consumers on social media.
• Hosting tasting events and collaborations with influencers.
• Using storytelling to create an emotional connection with customers.

8. Secure Funding

Whiskey production requires significant investment. Potential funding sources include:

• Angel investors who are passionate about spirits.
• Crowdfunding platforms like Kickstarter.
• Business loans and traditional financing options.

9. Build Industry Relationships

Success in whiskey isn’t just about the product—it’s about connections. Developing relationships with cooperages, distributors, and retailers is key to long-term growth.

How Brindiamo Can Help

At Brindiamo, we specialize in helping entrepreneurs build successful whiskey brands. Our extensive industry network connects you with trusted distilleries, cooperages, distributors, and investors. Whether you need guidance on sourcing, compliance, branding, or marketing, we provide the expertise to navigate the complexities of the spirits industry.

If you’re ready to turn your whiskey vision into reality, contact Brindiamo today.