The French company Moët Hennessy has purchased a minority stake in the U.S. rye whiskey producer WhistlePig.
The partnership and minority investment will not impact WhistlePig’s distribution partnerships in North America, the company says, and is focused on building WhistlePig and the brand outside of North America.
WhistlePig becomes Moët Hennessy’s first ever route-to-market partnership in the spirits sector.
After launching WhistlePig in the United Kingdom, the brand’s first international focus market, WhistlePig has actively explored options to enter other markets during the last twelve months, the company says. The partnership with Moët Hennessy is meant to help WhistlePig accelerate its efforts.
“The arrangement with Moët Hennessy marks a significant moment for WhistlePig,” says Jeff Kozak, CEO, of WhistlePig. “We could not be more pleased to align our brand with the leader in luxury wines and spirits and are excited about the future collaboration with Moët Hennessy’s team in the international market.”
Moët Hennessy is the wine and spirits division of the luxury brands corporation LVHM. Other alcohol brands under the LVHM umbrella include Ardbeg and Glenmorangie Scotch whiskies, Belvedere vodka, Moët & Chandon, Hennessy cognac and Dom Pérignon and Krug champagnes.
“We are convinced that WhistlePig fits well within Moët Hennessy’s portfolio,” says Philippe Schaus, president and CEO of Moët Hennessy. “This rye whiskey house has done a remarkable job distinguishing itself among the emblematic and iconic craft distilleries in the United States with an ultra-premium standing in terms of identity, quality and price positioning.”
“We are looking forward to the opportunity for our team to bring the WhistlePig brand and product portfolio to many of our most valued customers around the world,” Schaus adds.
Financial terms of the deal were not disclosed.