D.C.-based Distilled Spirits Council reported that in 2017, American whiskey sales were up 8.1 percent, or $252 million, to $3.4 billion.
If asked to name a popular alcohol trend as part of a “Family Feud” survey, it is more than likely that Steve Harvey would announce that American whiskey is No. 1 on the leaderboard. The spirit’s segment’s dollar and case sales document steady growth in year-over-year comparisons.
For example, the Washington, D.C.-based Distilled Spirits Council reported that in 2017, American whiskey sales were up 8.1 percent, or $252 million, to $3.4 billion. This growth can be credited to the number of super-premium and ultra-premium brands that have proliferated the market. However, achieving success in a crowded market is a task that goes beyond producing a quality product, and is one that Stillhouse Spirits Co., Los Angeles, has been able to achieve.
“The American whiskey market is on fire and that isn’t slowing down anytime soon,” says Brad Beckerman, founder and chief executive officer of Stillhouse. “There has been and continues to be major investment within the category. There is a global demand for American whiskey, which we’re happy to be part of.”
Beckerman’s inspiration to launch Stillhouse didn’t come from wanting to create another “me too” product. Instead he decided to break the mold of what consumers thought they knew about American whiskey.
“From the inception in 2016, I set out to do something to break through the monotony,” he explains. “I wanted to create something dynamic and undeniably different, something that could be iconic; a company that felt established, that felt trusted and that was born in the USA. This is only the beginning. Stillhouse is not just an ‘Unbreakable Spirit,’ it’s a lifestyle.”
Part of what breaks Stillhouse away from traditional American whiskey is its packaging format. Although many brands opt for glass bottles, Stillhouse turned to stainless steel for its packaging inspiration.
“We recognized there was a tremendous opportunity to create something out of the box that had never been done before in the spirits business,” Beckerman says.