3 min read

How to Create Your Own Private Label Whiskey

Matt Breese : Jun 15, 2025 5:15:05 PM

Informational Tips & Guides

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Whiskey is one of the most revered spirits worldwide, with a long history of craftsmanship, tradition, and innovation. For entrepreneurs, bar owners, or whiskey enthusiasts, creating a private label whiskey is an exciting opportunity to break into the spirits industry. However, launching a private label whiskey requires meticulous planning, legal compliance, and branding expertise. This guide walks you through the step-by-step process of creating your own private label whiskey.

Step 1: Define Your Vision and Brand Identity

Before you start producing whiskey, you need to define your brand identity and vision. Ask yourself:

What type of whiskey do you want to create? (Bourbon, rye, single malt, blended, etc.)
Who is your target audience? (Whiskey connoisseurs, casual drinkers, collectors, etc.)
What story do you want to tell through your brand?
How will your whiskey stand out from competitors?

Your brand identity will dictate everything from the flavor profile to packaging and marketing strategy.

Step 2: Understand Legal Requirements

The alcohol industry is highly regulated, so understanding the legal framework is essential. Here are the key legal aspects:

Licensing and Compliance: You will need proper federal and state licenses to bottle and distribute whiskey. In the U.S., you must comply with regulations set by the Alcohol and Tobacco Tax and Trade Bureau (TTB).
Label Approval: The TTB must approve your whiskey label, ensuring it meets federal guidelines on content, claims, and design.
Distribution Laws: Understand state laws regarding alcohol distribution and sales, which vary significantly.

Consider consulting an attorney specializing in alcohol law to navigate these requirements efficiently.

Step 3: Choose a Distillery Partner or Source Whiskey

You have two main options for production:

1. Contract Distilling

If you want a unique recipe, partner with a distillery to create a custom whiskey. Many craft distilleries offer contract distilling services where they produce whiskey according to your specifications. Expect:

Higher costs due to custom production
A longer waiting period for aging
More control over the final product

2. Sourcing and Blending Whiskey

For a quicker market entry, you can source aged whiskey from bulk suppliers and blend it to create a unique flavor profile. Major whiskey suppliers include:

MGP Ingredients (Indiana)
Bardstown Bourbon Company (Kentucky)
Sazerac (Buffalo Trace, Kentucky)
Various independent bottlers worldwide

Sourcing allows you to bring a whiskey to market faster while focusing on branding and marketing.

Step 4: Develop Your Whiskey Profile

Whether you are contract distilling or sourcing, defining your whiskey’s profile is crucial. Work with distillers or blenders to determine:

Mash Bill (Grain Composition): The mix of grains affects the whiskey’s flavor. Bourbon must be at least 51% corn, while rye whiskey must contain at least 51% rye.
Aging Process: Consider the type of barrels (new charred oak, used barrels, wine casks, etc.) and the aging duration.
Alcohol Proof: Decide on the bottling strength (80-120 proof is common).
Flavor Notes: Develop tasting notes, such as caramel, vanilla, spice, oak, or fruit.

If you are blending sourced whiskey, experiment with different barrel-aged whiskeys to craft a distinct taste.

Step 5: Design Your Packaging and Labeling

Your whiskey’s presentation is a significant part of its appeal. Invest in professional packaging design to:

Choose a unique bottle shape and size
Design an eye-catching label with strong branding
Ensure the label meets TTB regulations
Select premium corks, wax seals, or custom engravings for added flair

Luxury packaging can justify a higher price point, while a minimalist design can appeal to modern drinkers.

Step 6: Determine Your Pricing and Business Model

Your business model will depend on your pricing strategy and sales channels. Consider:

Production Costs: Include distillation, bottling, labeling, and distribution expenses.
Retail Pricing: Compare competitor prices and determine your target market’s price sensitivity.
Sales Channels: Will you sell in retail stores, bars, restaurants, online, or direct-to-consumer?
Volume and Scalability: Decide whether you will release a limited edition or mass-produce your whiskey.

Step 7: Market and Distribute Your Whiskey

A successful whiskey brand relies on strong marketing and distribution. Here’s how to promote your private label whiskey:

Build an Online Presence: Develop a website, create engaging social media content, and leverage influencer partnerships.
Attend Trade Shows & Festivals: Showcase your whiskey at spirits expos, whiskey festivals, and industry events.
Work with Distributors: Partner with alcohol distributors to get your product into retail stores, bars, and restaurants.
Offer Tastings and Promotions: Host tasting events, provide samples, and collaborate with liquor stores for promotions.
Utilize Storytelling: Craft compelling brand stories that connect with consumers on an emotional level.

Step 8: Launch and Scale Your Brand

Once your whiskey is on the market, monitor its performance and gather feedback. Consider expanding by:

Releasing new expressions (barrel finishes, cask strength, special editions)
Increasing distribution to more states or international markets
Partnering with cocktail bars or celebrity endorsements
Developing merchandise or subscription-based whiskey clubs

Turning Your Whiskey Vision Into a Brand Reality

Creating a private label whiskey requires a balance of passion, business strategy, and regulatory compliance. Whether you choose to craft a custom whiskey or source premium blends, focusing on branding, quality, and marketing will set you apart in the competitive spirits industry. With careful planning and dedication, your private label whiskey can become a sought-after brand in the market.

Ready to Start?

If you’re serious about launching your own whiskey brand, Brindiamo can help you source high-quality whiskey, develop your brand, and navigate the complexities of the spirits industry. Our team has deep industry expertise and connections to help bring your vision to life.