375 Park Avenue Spirits, a division of Sazerac Co., agreed to assume responsibility for all sales and operational functionsof Devils River Whiskey, effective April 1, and will support the brand’s marketing efforts.
“Devils River is an emerging whiskey brand but one that’s made quite a bit of noise since entering the scene back in 2017,” said Jason Schladenhauffen, president and CEO of 375 Park Avenue Spirits. “The brand has established a clear stronghold in its home market of Texas and has steadily been expanding that U.S. footprint over the last 12-18 months. We expect to take the baton from the Devils River team and increase the pace as we embark on the next leg of their growth trajectory.”
Devils River Whiskey was launched in Texas April 1, 2017. The brand’s ascent has been impressive as it is currently available in 29 states and selling over 125,000 cases to date. They say the devil is in the details. Devils River Whiskey attributes its quick rise in the category to its meticulous attention to detail as it only uses the finest grains, the limestone filtered spring water from the Devils River region, and its proprietary finishing process.
Industry veteran Jeff Colbert recently joined the Devils River Whiskey leadership team as the company’s new chief operating officer.