Interview, Part 2: Foley Family Wines & Spirits President Shawn Schiffer
August 14, 2025In the second part of our interview, Foley Family Wines & Spirits president Shawn Schiffer drills down on developments across the company’s spirits portfolio, which has seen rapid expansion recently and includes both owned and agency brands across Tequila, Bourbon, vodka, gin, Scotch and Irish whiskies, liqueurs, and canned cocktails.
SND: How is progress within your spirits business?
Schiffer: We’re pretty happy with where the spirits portfolio is at mid-year. We’ve had huge growth off of a small base, shipping almost seven times the amount of spirits in 2025 that we did in all of 2024. We’re starting to get some traction and push those brands out into the markets.
El Mexicano Tequila ($40-$50), on the agency side, is leading the way in terms of consumer acceptance and it’s at a price point that is accessible even with a down economy. Our partners, the Bañuelos family, have been great about coming up from Mexico and working out in the market. Their authenticity and passion has really resonated with consumers and the trade.
The products out of Minden in Nevada are doing very well. The Bourbon ($45), Rye ($45), and American Single Malt ($60) are off to a great start. And then High Ground vodka ($30), the estate vodka that we make there, is showing steady growth and we think that’s developing into a strong regional brand that we’re going to take national.
Another one we’re extremely excited about is Evil Bean ($30), our coffee liqueur. It’s a collaboration between our master distiller Joe O’Sullivan and a local artisan coffee roaster, and it’s got great packaging and brand story. We certainly have ambitions of making that a national brand. We’re also looking at co-packing it internationally next year.
SND: Any innovation in the pipeline?
Schiffer: Chip Tate is our master distiller for innovation. He’s been working diligently on a number of projects that will come out this year or next. The first is a new whiskey called Ampersand with three different expressions. He’s blended some spectacular 15-year-old Bourbon and put it into a number of different barrel regimens, including casks like Calvados and Tokaji. Those are in small quantities, mostly aimed at fans of Chip’s work and collectors.
He’s also got a mezcal coming in early 2026, and a luxury Tequila he’s been working on with the Bañuelos family. Last but not least, he’s got a 6-year-old Kentucky Bourbon called Gambit No. Six. We’re going to get him out on the road talking to the trade and consumers as all of these roll out.
SND: You also made a foray into canned cocktails recently?
Schiffer: Yes, it’s called Sabé Beverages. It was founded by Jim Andrews, an ex-Constellation exec. In terms of the RTDs that are in the market right now, Sabé ($15 a four-pack of 250-ml. cans) is a unique proposition. It’s a higher abv (13%-14%), very much full-flavored, and made with a sake base along with spirits and flavoring. There’s a number of brands that have gone for the lower-abv, more sessionable aspect. Sabé is at the other end of that spectrum.
We think our chain strength and route to market with Southern Glazer’s can help expand that brand. We’ve been looking for an RTD partner for about two years, and this was a great fit culturally, but also in terms of the product, which is ultra-premium, so our trade partners can see the congruence with the rest of our portfolio.
SND: Foley is known as an aggressive acquirer. Any more plans along those lines?
Schiffer: We’re always looking for the right opportunity, but we need to be circumspect about what we try to take on. We’re looking at things in the mixer space right now, and then our agency partners continue to expand as well. Loch Lomond Group just acquired New York Distilling, so we’re going to represent that brand in the U.S., and we’re eager to help them capitalize on their first foray into American whiskey.
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