Brindiamo Connections: September 2025

Brindiamo Connections | September 2025 Edition 

The whiskey market continues to shift, and so does Brindiamo. In this extended edition, we share how we’re adapting alongside our partners, deepening our capital focus, and celebrating the brands, team members, and market forces shaping what comes next. 

State of the Industry: Where Things Stand 

The whiskey market is undergoing a natural rebalancing. Post-COVID destocking, elevated inventory levels, and shifting consumer dynamics have put pressure on every tier of the supply chain. But encouraging signals remain: 

• Steady demand continues, especially in premium segments. 

• Innovation is rising, from finishing and blending to design and storytelling. 

• New markets in Asia and Europe are absorbing liquid with renewed appetite. 

The past decade told a story of scarcity. Today, we’re starting to see early signs of the return to equilibrium, driven not only by shifting market forces, but by intentional action across the value chain. Mature liquid is more accessible than ever. Brand builders have new pathways and expanded options. Global buyers are assessing quality and transparency with greater rigor. At Brindiamo, we’re proud to play an active role in supporting this rebalancing, helping to create meaningful opportunities for brands, buyers, and partners at every stage of the market.

Our recent  Whiskey Nuggets & Market Trends posts explored these shifts, from mash bill trends to macro demand cycles. The key takeaway: strategic capital and thoughtful product design are what unlock movement in this market. 

Whiskey is moving. Steadily and selectively. The brands that stay nimble and well-aligned with partners and capital are the ones that will thrive. 

Capital, Brands & the Brindiamo Model 

Brindiamo has always focused on bringing new capital into the whiskey space. That mission has never been more important. 

We recently featured our partnership with Venture First, a Louisville-based firm lending with structure and discipline. Their private credit 'fund', Whiskey Capital, supports producers with access to working capital, valuation tools, and operational finance expertise. 

But capital alone doesn’t move the industry. At Brindiamo, we know that barrels are only as good as the bottles they go into. It takes alignment across sourcing, story, execution, and financing. 

Brand Spotlight: Raconteur Rye

That alignment is clear in the stories we share like that of Raconteur Rye, created by longtime whiskey writer David Jennings (Rare Bird 101). Raconteur starts with the iconic 95/5 rye mash bill and enhances it through selective finishing and small-batch blending. Mizunara, toasted barrel finishes add complexity and depth while the visual identity leans into Americana and rye whiskey’s unique roots in American whiskey history.

Brindiamo helped source a standout Kentucky 95/5 lot that became a turning point in the brand’s growth. It affirmed what we know to be true: great whiskey needs both the right barrels and the right hands. 

Team Spotlight: Jack Sullivan Named Director of Sales 

We’re proud to announce that Jack Sullivan has been promoted to Director of Sales, a move that reflects Brindiamo’s continued evolution and Jack’s pivotal role in connecting capital, inventory, and execution across the whiskey value chain.

Jack’s strength lies in his ability to speak fluently to both sides of the aisle. Whether he’s in a room with institutional investors or working directly with brand founders and distillery operators, Jack bridges those conversations with clarity, discipline, and a deep understanding of where the market is heading. 

In his recent post “Whiskey In Balance” Jack laid out the reality: today’s whiskey industry requires more than transaction volume. It requires structure, foresight, and partnership. That mindset is guiding Brindiamo’s next chapter.  

The industry is undergoing a structural evolution. Production levels have soared, inventories are full, and traditional growth curves have normalized. In this landscape, Brindiamo and its partners are adapting. 

A Coordinated Shift 

Brindiamo is doubling down on capital, scale, and infrastructure, unlocking forward production barrels and helping clients navigate a buyer’s market through financing, planning, and servicing. 

At the same time, longtime industry veterans and former Brindiamo leaders Susie Garvin and James Hewlette have launched Trusted Trading Group, a lean, independent operation focused on helping brands get liquid into bottles across whiskey and other spirits. Their flexibility, across blending, brokering, finishing, and connecting with the right distilling partners, creates essential pathways for barrels to move in today’s more selective environment. Together, Brindiamo and Trusted Trading Group form a more adaptive, more balanced network built to keep whiskey moving. 

It’s a coordinated approach that ensures more offramps for aged whiskey to reach the right brands, at the right time, with the right support. Together, Brindiamo and Trusted Trading Group bring more balance and optionality to the market. 

Jack’s Role in What Comes Next 

Jack is at the center of this effort: connecting capital with commercial need and helping clients think several moves ahead. 

This comes at a time when Brindiamo’s capital relationships are expanding and brands are looking for real strategy, not just supply. Jack’s leadership ensures we stay sharp on both fronts, and that Brindiamo continues to add value wherever whiskey moves. 

We’re excited for what’s ahead with Jack leading our sales strategy, and we’re confident this evolution positions our entire network to thrive in a more complex, more collaborative market.

You'll be hearing more from Team Brindiamo but if you'd like to talk about the ample opportunities in today's market, don't hesitate to contact us today!

Event Highlights & What’s Ahead 

Over the past few months, our team attended several key gatherings—IBWSS, ADI, and the Kentucky Bourbon Hall of Fame. Each offered meaningful conversations and chances to deepen relationships. 

IBWSS San Francisco – July 2025 

We connected with buyers, distillers, and brand owners looking to source liquid with precision, transparency, and operational execution. Some were exploring new brands and needed a handful of barrels to get started. Others came with specialty needs—like one buyer looking specifically for kosher whiskey—a sign that even niche categories continue to evolve to meet consumer preferences. 

• Most requested sample: KAD 95/5, rye whiskey took the top spot. 

• Wild Turkey buzz: There was high demand for older Wild Turkey stock. 

• Presentation matters: Real glassware tastings earned a surprising number of compliments and gave attendees a better way to evaluate quality. 
  

The IBWSS floor also brought us thoughtful feedback and several exciting follow-ups. We left San Francisco reminded that when it comes to building brands, sourcing smart still starts with great partnerships. 

ADI Conference Recap – August 2025 

Last month, we returned as title sponsor for the ADI Craft Spirits Conference & Expo in San Antonio. While this year’s show was smaller in terms of total attendance, the energy and intent were both strong. 

Partner booths from MGPI, SIP, Blue & Co, Kelvin, and Jackson Purchase added to the sense of momentum. Conversations were more focused than ever—many buyers looking to secure small but meaningful quantities, often in the 5–10 barrel range. These weren’t speculative plays. They were product planning conversations, with real near-term applications. 

Beyond the exhibit hall, the Brindiamo team took in everything San Antonio had to offer. Great meals at Carriqui, late-night hangs in the Pearl District, and an afternoon at the Alamo gave us a sense of place that paired well with the week’s professional highlights. 

ADI continues to be a place where relationships are formed and solidified. We were proud to support the show again this year and are already looking ahead to 2026. 

Kentucky Bourbon Hall of Fame – September 16 

We’re honored to support and attend this annual celebration of bourbon’s legacy. The individuals inducted this year continue to raise the bar for our industry, capturing what it means to truly serve the industry and support its continued growth. 

Brindiamo Penthouse Events – Fall 2025 

Our Bardstown Penthouse will host tastings, meetings, and client events throughout the fall. First up: the Brown Water Select brand launch this Saturday, September 20th. We’ve worked with the founders for nearly two years, and are excited for this pivotal moment in their brand’s journey. 

Featured Content Roundup 

Check out a few recent highlights from the Brindiamo blog: 

• Venture First & Whiskey Capital – On capital, lending, and structure 

• Raconteur Rye – Storytelling and transparency in a new era of NDPs 

• Barrel Valuation Framework – Tools to help value and price liquid effectively 

• Aged Inventory Market Review – What’s moving, what’s emerging, and how to act 

See the full library: blog.brindiamogroup.com 

The Takeaway 

The whiskey market is shifting, but it’s far from stalled. For brands, investors, and partners who are willing to adapt, this moment offers real opportunity. 

At Brindiamo, we believe this cycle isn’t just something to wait out… it’s something to work through. That’s why we continue to sharpen our focus around three key pillars: 

• Capital that fuels production, unlocks barrel movement, and brings much-needed structure to the market 

• Sourcing that connects great brands with the right liquid at the right time. For now, we will leave you with our featured inventory of the week. If you're interested in exploring our full inventory, please fill out your information on this page and we'll get you up to speed! 

• Strategy that helps partners navigate change with confidence and creativity 

This edition of Brindiamo Connections reflects where we’re headed, and we want to hear where you’re headed too. 

Whether you're planning your next bottling run, looking at aged inventory options, seeking capital for expansion, or simply trying to make sense of what the market is telling you, we’re here to talk. You'll be hearing more from us in the months ahead, but don’t wait for the next newsletter to start the conversation.