Latest news with #WhistlePig
CNN
2 days ago
- Business
- CNN
Liquid Death's next act: A whiskey aged in a casket
Liquid Death is getting closer to resembling its name. The trendy water brand is partnering with WhistlePig Whiskey to create a new whiskey partially aged in an actual casket at the Vermont distillery, and made with Liquid Death's mountain-sourced water, the companies announced Wednesday. The limited-time release, called 'WhistlePig GraveStock Wheat Whiskey,' is 'pouring one out for the drinkers who know life is too short to drink anything but the best,' the companies said in a press release. The collaboration is taking aim at people who might be tired of spritzes, canned cocktails and beers. Rest assured, it doesn't taste anything close to death: The wheat whiskey was aged several years in a traditional oak barrel and then finished in the custom-made casket — no actual corpses involved — for about two weeks. WhistlePig said what results is a lively, 86-proof spirit that has notes of honeysuckle, biscotti and butterscotch. For WhistlePig, the collaboration couldn't have come at a better time. Spirit sales are sagging with major distilleries enduring layoffs following a post Covid-19 boon. That's a challenge for WhistlePig Whiskey CEO Charles Gibb, who joined the company earlier this month from cocktail mixer company Fever-Tree. 'The industry's having a tougher time than it's had for a while,' he admitted to CNN. 'But, in a weird way, I see that as an opportunity for brands such as WhistlePig because we're not yet at massive national scale and consumers are still looking for brands that have authenticity at their core.' WhistlePig and Liquid Death, both of which are younger brands in their respective categories, often bet big with partnerships to make noise. The former has teamed up with Formula 1 racing, rocker Alice Cooper and Solo Stoves for custom whiskey blends. Liquid Death, which is reportedly valued at $1.4 billion, has partnered with e.l.f. cosmetics and Martha Stewart for new products in addition to regularly dropping new flavors. So collaborating together was an easy fit, Gibb said. 'They've both got their own very distinctive followings and as a result, the partnership is where the DNA of one brand meets the DNA of another brand, collaborating and combining to create something that pique's people's interest as well as opening up both brands to new consumers,' Gibb told CNN. Gibb sees collaborations, like GraveStock, as a proven way to bring in new drinkers into the ultra-premium rye whiskey category, which WhistlePig is the top-selling brand in. In particular, this whiskey release is on the lighter side, Gibb says, resulting in a 'easy drinking, light summer whiskey' for customers who might be drinking WhistlePig for the first time. 'WhistlePig GraveStock Wheat Whiskey' costs $74.99 for a standard-sized 750ml bottle and will be sold beginning June 24 online and at select retailers, restaurants and bars.
Yahoo
12-06-2025
- Business
- Yahoo
New CEO at WhistlePig Whiskey
US distiller WhistlePig Whiskey has named Charles Gibb as its new CEO. Gibb's appointment follows the departure of former CEO Jeff Kozak, who stepped down from the position to 'pursue other opportunities' in January. Following Kozak's departure, WhistlePig's board member Marty Birkel took on the role as interim CEO. In a statement, the Shoreham, Vermont-based distillery said Gibb's appointment comes at an 'inflection point' for the business and marks the 'next stage of evolution' for its WhistlePig brand and its 'super-premium' whiskey portfolio. Gibb has held previous roles at Fever-Tree, Bacardi, Diageo, and LVMH-owned Belvedere Vodka. Wilco Faessen, co-founder and chairman of WhistlePig Whiskey, said: 'Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth.' Just Drinks has asked WhistlePig Whiskey for an update on the company's latest financial results and share ownership but had not received a response at the time of writing. Gibb was credited with establishing Fever-Tree's operations in North America. WhistlePig Whiskey said he drove the mixer brand 'to the top of the ginger beer and tonic water charts', while broadening its relevance across a variety of consumption occasions. During his time at Belvedere Vodka, Gibb led global expansion initiatives, establishing partnerships such as Project RED and James Bond, 'elevating' the brand's worldwide presence, the rye and bourbon producer added. Gibb said: 'As a Scot, I could not be more excited to be joining this exceptional American whiskey brand. I thrive in an innovative, dynamic and entrepreneurial environment. 'I have been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth. That is exactly what WhistlePig does with whiskey. We have the perfect mix to shake up the market. Or stir up, if you prefer.' "New CEO at WhistlePig Whiskey " was originally created and published by Just Drinks, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Associated Press
11-06-2025
- Business
- Associated Press
WhistlePig Whiskey Welcomes New CEO Charles Gibb
SHOREHAM, Vt.--(BUSINESS WIRE)--Jun 11, 2025-- WhistlePig Whiskey, the #1 leader in independent craft whiskey, today welcomes Charles Gibb, a dynamic leader in the spirits industry, as its new Chief Executive Officer. This appointment marks the next stage of evolution for the WhistlePig brand and its highly awarded super premium whiskey portfolio. This press release features multimedia. View the full release here: Charles brings a wide breadth of global expertise to WhistlePig, particularly through the introduction of spirits and cocktail mixers to new audiences across various geographies. He launched Fever-Tree's North American arm, driving the mixer brand to the top of the ginger beer and tonic water charts while expanding their business to tackle multiple drinking occasions. Previously at Belvedere Vodka, Gibb spearheaded their global expansion efforts – establishing their Project RED and James Bond partnerships, and elevating the brand's presence worldwide. His tenure at Bacardi, Diageo and Moët Hennessy further underscores a career defined by strategic brand-building, innovation, and international market development. 'As a Scot, I could not be more excited to be joining this exceptional American whiskey brand. I thrive in an innovative, dynamic and entrepreneurial environment,' said Gibb. 'I've been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth. That's exactly what WhistlePig does with whiskey. We have the perfect mix to shake up the market. Or stir up, if you prefer.' WhistlePig has never been limited by the way things are done. From transforming an abandoned Vermont dairy barn into a pioneering grain-to-glass distillery to crafting category-defining releases, the brand has taken American whiskey to a new level of quality and innovation. Over the past two years, WhistlePig broke new ground by expanding beyond its signature Ryes into aged Bourbon and super-aged Single Malt. Today, WhistlePig is the market leader in ultra-premium Rye and fastest-growing ultra-premium Bourbon in the US. Gibb joins the team at an inflection point: building on WhistlePig's market disruption, driving brand growth, and championing bold innovation to offer consumers the world's best whiskey. 'Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth,' said Wilco Faessen, Co-Founder and Chairman of WhistlePig Whiskey. 'We also want to express our gratitude to Marty Birkel for taking the reins as CEO on an interim basis to enable a thorough search, and the upcoming transition.' To learn more about WhistlePig Whiskey, visit You can also check out WhistlePig Whiskey on Facebook, X and Instagram. About WhistlePig Whiskey Located off the grid on a 500-acre Vermont farm, WhistlePig Whiskey is crafted by a new generation of whiskey makers driven to reinvent and unlock the flavor of whiskey, starting with Rye. Through rebellious pursuit of experimenting and breaking boundaries in the industry, WhistlePig has become the leading independent craft whiskey brand, awarded Best Rye Whiskey (SFWSC 2021). WhistlePig is committed to becoming the best whiskey both on and for the planet, starting with its solar-powered Farm and distillery, and local grain-to-glass operation. For more information, head to View source version on [email protected] KEYWORD: UNITED STATES NORTH AMERICA VERMONT INDUSTRY KEYWORD: FOOD/BEVERAGE LUXURY WINE & SPIRITS RETAIL SPECIALTY SOURCE: WhistlePig Whiskey Copyright Business Wire 2025. PUB: 06/11/2025 10:11 AM/DISC: 06/11/2025 10:10 AM
Business Wire
11-06-2025
- Business
- Business Wire
WhistlePig Whiskey Welcomes New CEO Charles Gibb
SHOREHAM, Vt.--(BUSINESS WIRE)-- WhistlePig Whiskey, the #1 leader in independent craft whiskey, today welcomes Charles Gibb, a dynamic leader in the spirits industry, as its new Chief Executive Officer. This appointment marks the next stage of evolution for the WhistlePig brand and its highly awarded super premium whiskey portfolio. Charles brings a wide breadth of global expertise to WhistlePig, particularly through the introduction of spirits and cocktail mixers to new audiences across various geographies. He launched Fever-Tree's North American arm, driving the mixer brand to the top of the ginger beer and tonic water charts while expanding their business to tackle multiple drinking occasions. Previously at Belvedere Vodka, Gibb spearheaded their global expansion efforts – establishing their Project RED and James Bond partnerships, and elevating the brand's presence worldwide. His tenure at Bacardi, Diageo and Moët Hennessy further underscores a career defined by strategic brand-building, innovation, and international market development. 'As a Scot, I could not be more excited to be joining this exceptional American whiskey brand. I thrive in an innovative, dynamic and entrepreneurial environment,' said Gibb. 'I've been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth. That's exactly what WhistlePig does with whiskey. We have the perfect mix to shake up the market. Or stir up, if you prefer.' WhistlePig has never been limited by the way things are done. From transforming an abandoned Vermont dairy barn into a pioneering grain-to-glass distillery to crafting category-defining releases, the brand has taken American whiskey to a new level of quality and innovation. Over the past two years, WhistlePig broke new ground by expanding beyond its signature Ryes into aged Bourbon and super-aged Single Malt. Today, WhistlePig is the market leader in ultra-premium Rye and fastest-growing ultra-premium Bourbon in the US. Gibb joins the team at an inflection point: building on WhistlePig's market disruption, driving brand growth, and championing bold innovation to offer consumers the world's best whiskey. 'Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth,' said Wilco Faessen, Co-Founder and Chairman of WhistlePig Whiskey. 'We also want to express our gratitude to Marty Birkel for taking the reins as CEO on an interim basis to enable a thorough search, and the upcoming transition.' To learn more about WhistlePig Whiskey, visit You can also check out WhistlePig Whiskey on Facebook, X and Instagram. About WhistlePig Whiskey Located off the grid on a 500-acre Vermont farm, WhistlePig Whiskey is crafted by a new generation of whiskey makers driven to reinvent and unlock the flavor of whiskey, starting with Rye. Through rebellious pursuit of experimenting and breaking boundaries in the industry, WhistlePig has become the leading independent craft whiskey brand, awarded Best Rye Whiskey (SFWSC 2021). WhistlePig is committed to becoming the best whiskey both on and for the planet, starting with its solar-powered Farm and distillery, and local grain-to-glass operation. For more information, head to
Fast Company
11-06-2025
- Business
- Fast Company
WhistlePig Whiskey taps beverage industry veteran Charles Gibb as its new CEO
WhistlePig Whiskey has found a new CEO in Charles Gibb, a nearly 40-year veteran of the spirits industry, as the brand explores new avenues for growth ahead. The Shoreham, Vermont-based distillery exclusively shared the news with Fast Company, nearly four months after announcing that its previous CEO had stepped down. WhistlePig made a splash in the spirits scene by debuting its first rye whiskey in the 2010s—helping to reintroduce drinkers to this once-popular style of whiskey. The company quickly started racking up one award after another and fans, even landing coveted closeups on TV shows like Breaking Bad that weren't arranged as product placements. Fast-forward to today, and WhistlePig spirits are sold in more than 140,000 bars, restaurants, hotels, and retail locations around the world and the brand commands a 34% market share of the ultra-premium rye whiskey category, according to 2024 figures from IWSR shared by WhistlePig. But for a period, many headlines about WhistlePig had less to do with its drinks and more to do with the drama unfolding behind its distillery doors. Founder Raj Bhakta was forced out in 2016, resulting in a messy legal dispute that saw him ultimately sell his stake and fully exit WhistlePig in 2019. Jeff Kozak, who became CEO in 2017, left in January to 'pursue other opportunities.' Former master distiller Dave Pickerell, who helped shape WhistlePig's early days, died unexpectedly in 2018. Now, Gibb joins as the company seeks to become a 'total American whiskey business' and expand beyond its rye roots. Gibb most recently led Fever-Tree's North American division until earlier this year, when Molson Coors acquired a stake in the mixers business. He also spent several years as president and CEO at Belvedere Vodka and in various roles at Moët Hennessy and Diageo. While there are fun things about moving into whiskey—the Scotsman has a newfound appreciation for the American spelling of the spirit, for example—Gibb says he's 'really excited' to come to WhistlePig when the industry's in a state of flux. And, he says, he wants to make the brand 'truly famous.' Recent years have seen WhistlePig evolve in various ways, something Gibb intends to build upon. The brand sold minority-stake investments to LVMH and an investment firm run by Byron D. Trott, exclusively partnered with Southern Glazer's as its national distributor, expanded into single malt and bourbon, hired a woman as chief blender, and later this year, will open a tasting room in downtown Louisville. Gibb sat down with Fast Company to talk about what's next for WhistlePig. (The transcript has been lightly edited for clarity and length.) What are some of your goals for the first few months in your new role—do you have a checklist of things that you'd like to accomplish? This is a beautiful brand. It's still in a position that fits all the things that I love about a great brand—it's dynamic, it's entrepreneurial, it's very innovative, it plays in the high-end and luxury space, and I think the danger is that you can come in and [say], 'Let's make lots of changes.' The most important thing for me in the first three to four months is learn, learn, learn. Really getting myself up to speed—I think that's the biggest thing, and ensuring that we don't lose the momentum. The business has had great momentum over the years. It's got some solid momentum now despite the challenges in the industry, which are well-documented. But we're in a good place to address some major opportunities. What was so compelling about coming to WhistlePig, and especially right now? Loads of things. Number one, I love the premium-branded spirit space. Every time I mentioned the brand to people, people have got this love for the brand. They've got a real respect for it. So it's loved and it's respected—I think those are two different things. It's really well-respected for the quality of the liquid, it's really well-respected for the innovation. It's admired and respected for the way in which they revolutionized the rye whiskey category in North America. And those things are really important to me. I suppose, as a Scotsman who likes to disrupt things, it was quite fun, the idea of working on an American whiskey business. I love this aspect of the brand, as well, this whole idea of zero generations of tradition. I think that allows you to innovate, it allows you to change the rules of the game. What will define this next era of WhistlePig? We were famous initially for our rye whiskeys, and I think we're looking now to explore and expand further. We've launched recently the 10-year-old bourbon and so I think there's an opportunity to become a total American whiskey business. I think the other big opportunity, it's really in and around this beautiful, iconic brand—and how do we make it truly famous in the U.S and international markets? But let's be famous at home first. We're loved, but we're not yet famous—well, we're famous in certain circles, but not more broadly famous, as yet. How do you approach leading an alcoholic beverages company at a time when people are drinking less alcohol? It's certainly an interesting time to be in the industry. There's still this whole idea of drinking less, but better. It's still really fundamental in the consumers' minds: I may be going to drink less, but every time I have a drink, I'm going to make sure I'm drinking the best, and I'm going to enjoy it. I'm really excited to be able to come into a brand in an industry in a state of flux and actually finding our niche, finding our spot and being able to push that really hard. These times engender greater levels of creativity and as a small brand with zero generations of tradition, I think it enables us to be more fast-moving, flexible, and do things that are innovative and differentiated. Do you see any challenges of leading a whiskey company versus a vodka company? A lot more age on the product, that's for sure. It's funny because we all play in the same industry, and we all play with similar consumers. You're talking to the same consumer on a different occasion, and I can see a Belvedere martini drinker being a WhistlePig drinker and it depends on the occasion, depends on the people that they're with, time of year, time of day, and different things. There have been some big changes at WhistlePig in recent years. In the wake of some of these changes, how will you approach leading the company? The first and the most important thing is the brand and the business have done very, very well. So I'm about celebrating the people who started it—the founders—celebrating the achievements. And now, how do we grow from here? I think that's the most important thing. What's great is there's a great team of people assembled, they've got phenomenal knowledge of the brand and the business, as I've seen in the first week onboard, they're extraordinarily passionate, and they've delivered some amazing new products, innovations, growth, etcetera. My job at the moment is very much to learn from them and then we'll sit down collectively, as a leadership team and then as a broader company, and take all of that to the next level.
