So You Want To Start a Whiskey Brand? Here's How.

Many people dream of owning their own liquor business, and whiskey is a popular choice. Launching a whiskey brand can be a challenging but rewarding venture. It requires careful planning, dedication, and a commitment to quality.

Ingrid Gentry, retired CFO of Bardstown Bourbon Company, says that the most difficult aspect of the business is creating a brand that resonates with a large enough consumer group. It requires both art and science and can't be guessed at.

Unlike starting a distillery, which requires massive capital investment and years of planning, most new whiskey entrepreneurs begin by sourcing whiskey rather than producing it themselves. This guide walks you through how to create a whiskey brand—from sourcing your product to marketing your label.

Step 1: Understand the Industry

Before diving in, immerse yourself in the whiskey world. Most successful brands don’t own their own distillery but instead work with established producers to bring their vision to life.

• Attend whiskey trade shows and conferences – Events from the American Distilling Institute and American Craft Spirits Association are great places to network.
• Connect with industry insiders – Suppliers, brokers, and brand owners are often active on LinkedIn, and building relationships early can be invaluable.
• Research existing brands – Study pricing, marketing strategies, and consumer trends to identify opportunities in the market.

Step 2: Sourcing Your Whiskey

Choosing how to source your whiskey is one of the biggest decisions when launching a brand. There are three primary approaches, each with different timelines, costs, and benefits:

Aged Whiskey (Ready-to-Bottle)

✔ Purchase aged barrels from suppliers like Brindiamo.
✔ Higher per-barrel cost but allows for an immediate market launch.
✔ Ideal for brands looking to establish themselves quickly.

New-Fill (Aging from the Start)

✔ Purchase freshly distilled whiskey (0YO) and age it until it matures.
✔ Lower initial per-barrel cost but requires years of patience before selling.
✔ Best for brands investing in long-term inventory.

Hybrid Approach (Best of Both Worlds)

✔ Buy a mix of aged whiskey (to launch now) and new-fill barrels (for future releases).
✔ Balances short-term revenue with long-term brand sustainability.
✔ A strategic way to build a portfolio while managing costs over time.

Each approach has its trade-offs, so choosing the right sourcing model depends on your budget, timeline, and brand vision.

Step 3: Develop Your Business Plan

A well-structured business plan is key to attracting investors and ensuring a smooth launch. Your plan should include:

• Target Audience – Are you catering to collectors, casual drinkers, or premium whiskey lovers?
• Sourcing Strategy – Will you buy aged barrels or start with new-fill?
• Operations & Partnerships – From barrel storage to bottling and blending to distribution.
• Brand Positioning – What makes your whiskey stand out?
• Financial Projections – Understand startup costs, including sourcing, packaging, marketing, and distribution.

Estimated Costs

💰 Brand Development: $50,000 - $75,000+
💰 Initial Inventory: Varies by source (aged barrels vs. new-fill)
💰 Marketing & Activation: $10,000 - $20,000 per month per market

For a detailed breakdown of startup costs, check out How Much Capital Do I Need To Start a Liquor Brand by 40-80 Spirits (Watch here).

Step 4: Legal & Regulatory Considerations

Whiskey is a highly regulated industry, so ensuring compliance is critical before going to market.

• Federal & State Licensing – You’ll need a TTB (Alcohol and Tobacco Tax and Trade Bureau) permit to operate.
• Labeling Requirements – The bottler must file for a Certificate of Label Approval (COLA) from the TTB, which approves your brand name, label design, and whiskey classification.
• Distribution Laws – The U.S. operates under a three-tier system (Producer → Distributor → Retailer). Some states allow Direct-to-Consumer (DTC) shipping, while others require wholesalers.

Understanding these regulations will help you avoid costly delays and compliance issues.

Step 5: Branding & Packaging

Your bottle design, label, and brand story are just as important as the liquid inside. A strong visual identity helps your whiskey stand out and connect with consumers.

Whiskey Label Design: What Buyers Notice Most

A whiskey label is the first impression your brand makes. Key design elements include:
✔ Typography & Branding
✔ Embossing & Foil Stamping
✔ Legal Disclosures

Custom vs. Stock Bottles: Balancing Cost & Timeline

Custom packaging can elevate a brand but adds significant cost and time to the launch process. Many brands choose to start with stock bottles to get to market faster, then transition to a custom design later.

Packaging Timeline Considerations

Launching a new whiskey brand generally takes 9-12 months. Custom elements—such as bottle molds, custom stoppers, or gift packaging—can extend this timeline further.

By working with an experienced packaging expert, you can weigh the trade-offs between speed, cost, and premiumization to make the right choice for your brand.

Step 6: Sales & Distribution Strategy

Once you have your whiskey, how will you sell it? It’s important to think about your approach across key segments:

• Retail Distribution – Work with major liquor stores and specialty retailers.
• On-Premise (Bars & Restaurants) – Build relationships with cocktail bars and whiskey-focused venues.
• Direct-to-Consumer (DTC) – Some states allow online sales via e-commerce.

Many new brands struggle with distribution. Understanding state laws and finding the right wholesale partners is essential for long-term success.

Step 7: Marketing Your Brand

A strong marketing strategy is key to standing out in a competitive whiskey industry.

• Social Media & Influencer Marketing – Build a following on Instagram, TikTok, and YouTube.
• Email & Digital Advertising – Retarget interested consumers with online ads.
• Events & Tastings – Host in-store tastings and whiskey pairing dinners.
• Prominence & Associations – Connecting your brand to a master distiller, master blender, or historic location can enhance credibility.

Four Branches Whiskey has leveraged social media and storytelling to create buzz around its brand, proving that a strong digital presence is essential for success.

Final Thoughts

Launching a whiskey brand is more accessible than ever, thanks to the ability to source whiskey instead of building a distillery. With careful planning, strategic sourcing, strong branding, and smart marketing, you can carve out a place in the market.

Brindiamo is a trusted partner for whiskey entrepreneurs, offering end-to-end services from sourcing and barrel management to bottling and financing.

Ready to turn your whiskey dream into reality? Let’s talk.