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Beach Whiskey Plots National Expansion

May 31, 2017

Beach Whiskey Co.’s namesake brand is slated to expand nationwide by the end of the summer. Launched in select U.S. markets in 2015, Beach Whiskey features Bonfire Cinnamon (35% abv) and Island Coconut (26% abv) expressions, both retailing at around $24 a 750-ml. According to Beach Whiskey co-founder and CEO J. Smoke Wallin, the flavored whiskey range is targeted at 21- to 39-year-old consumers and has established a solid female consumer base in the early going.

“We’re opening up the whiskey category to not only a younger audience, but also to a different demographic. It’s really appealing to young women, which isn’t to say they’re the only ones drinking it, but they’re certainly embracing our branding,” says Wallin, adding that Beach Whiskey is finding traction in outdoor daytime occasions that are typically dominated by white spirits. The brand’s current focus markets include Arizona, California, Florida, Tennessee and Texas, with notable growth being driven by on-premise chains like Applebee’s, Outback, Miller’s Ale House and Hyatt Hotels, among others.

Concurrently, Beach Whisky Co. is also growing the footprint for its American Harvest vodka range, which the company acquired from the former Sidney Frank Importing Co. (now Mast-Jägermeister U.S.) earlier this year. Retailing at around $25 a 750-ml., American Harvest recently underwent a package update, designed to emphasize the brand’s organic, craft-like positioning and, like Beach Whiskey, is also in the process of rolling out nationwide, with a focus on national accounts.Christina Jelski

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