CEO INTERVIEW

Black Feather Whiskey CEO on US launch: ‘We see it as premium, not precious’

By Mary Ellen Shoup contact

- Last updated on GMT

Black Feather Whiskey will soon be available online for nationwide delivery as well as retail stores in California and Colorado.
Black Feather Whiskey will soon be available online for nationwide delivery as well as retail stores in California and Colorado.
Black Feather Whiskey has launched in retail locations throughout Texas and Utah, with online nationwide distribution to follow soon, CEO Jeremy Rawle said.

Founders of Black Feather Whiskey, Rod Dyrdek, Travis Pastrana, and Jeremy Rawle, wanted to create a modern American Bourbon Whiskey that welcomes and embraces all levels of whiskey drinking with an eye on a younger demographic.

“We are definitely going after a millennial demographic, equally men as much as women,”​ Rawle told BeverageDaily.

“Whiskey and bourbon are just as much a women’s drink as they are a men’s drink.”

The company is in the process of setting up online distribution with an eye on expanding in-store distribution to California and Colorado next.

‘Accessible’ bourbon

Priced at $30 per 750ml bottle, Black Feather Whiskey aims to be an accessible bourbon that offers a premium drinking experience.

“In terms of flavor profile, I think we can go toe-to-toe with bourbons that are well above our price point,”​ Rawle said.  

The whiskey is made from two hand-picked allotments from Indiana and bottled in Houston, Texas. At 86-proof the first sip has a “kick”​ to it, but the flavor profile then even outs to a “smooth ride”​ with a sugar-char finish, the company said.

“We see it as premium, but not precious,”​ Rawle said. “I will fight to the end to keep it at a price point that makes it a daily drink that people are proud to pull off their shelf instead of just eye candy that’s collecting dust.”

Creating a lifestyle brand

The founders are leveraging their media expertise, which includes launching shows on MTV to create a lifestyle brand through content series that catches the attention of a variety of people even non-drinkers, Rawle said.

The company launched its “State of Music Series”​ on YouTube to weave Black Feather Whiskey into the “Americana”​ music culture through videos featuring up-close performances and interviews of musicians.

Another video series, to be released soon, will feature a modern-day hat maker, using hat-making techniques from the 1800s, Rawle added.

Its content media strategy is meant to reflect the brand’s ethos of being “inspired by the past but made for today.”

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