J. Smoke Wallin announced the launch of Beach Whiskey during Wine & Spirits Wholesalers of America annual convention in Las Vegas.
The brand, which “celebrates the beach lifestyle” complete with packaging that includes an etched label on custom sea glass bottles, will launch in June in Florida, California and New York. The Beach Whiskey portfolio includes Bonfire Cinnamon (35% ABV / 70 proof) and Island Coconut (26% ABV / 52 proof).
Joining Wallin, a former chairman and president of WSWA, is Ken Austin, another industry veterans. The brand’s executive team includes Bill Henderson as Chief Marketing Officer. Henderson previously served as Executive VP for Sidney Frank Importing Co., Inc., where, during an 18-year career, he played a key role in the creation, promotion and expansion of brands such as Grey Goose, Jägermeister, Casamigos and American Harvest.
Denise Raab, another Sidney Frank veteran, is regional vp-sales, and Michael Tolley, bar owner-operator and national marketing director, is vp-on-premise sales and training.
“This cadre of seasoned beverage veterans have demonstrated an extraordinary ability to drive new brands from inception to distribution to retail to the consumer, and Beach Whiskey is in great hands,” Wallin said.
“When I left Sidney Frank, I took my time to select my next move. Beach Whiskey captured my imagination,” said Henderson. “The brand, the liquid, the founding partners and the leadership all scream success – right time, right place, right brand.”
Joining Wallin and Austin as co-founders are TV and radio personality Billy Bush, music stars Jake Owen and Gavin DeGraw, and entrepreneurs Andrew McGinnis and Kenny Dichter.
In this interview with Kane’s Editor Joel Whitaker, Wallin talks about developing the idea, the challenges of developing a package, taste testing and arousing distributor interest.