Gray Whale Gin
Gray Whale Spirits Co. is a privately held craft spirits company that sells Gray Whale Gin and Gray Whale Vodka, alongside branded merchandise, to premium, environmentally conscious consumers in the US and select international markets through DTC e-commerce, retail distribution, and a Deutsch Family Wine & Spirits wholesale relationship.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gray Whale Gin does
Gray Whale Spirits Co. is a privately held craft spirits company founded by Jan and Marsh Mokhtari after the founders encountered a gray whale and her calf during a camping trip in Big Sur. The company produces two core alcohol SKUs: Gray Whale Gin, a seven-times-distilled spirit (43% ABV / 86 proof) infused with six botanicals sustainably sourced along the gray whale's Pacific Coastline migration path (sea kelp from Mendocino, fir from Sonoma, juniper from Big Sur, almonds from Central Valley, mint from Santa Cruz, and limes from Temecula), and Gray Whale Vodka, a small-batch spirit (40% ABV / 80 proof) made from 90% grain and 10% distilled California grapes. The production process uses a 6x distilled gluten-free corn base spirit followed by a seventh distillation in which alcohol vapors pass through the botanical mixture, with the finished gin resting for 48 hours.
The company monetizes through a multi-channel model: direct-to-consumer e-commerce via its own website, online retail through ReserveBar.com, physical retail via a store locator (with Terms of Service hosted on deutschfamily.com, indicating a wholesale distribution relationship with Deutsch Family Wine & Spirits), and international distribution to select countries. A secondary revenue stream comes from a Sustainable Apparel Collection of over 20 SKUs (t-shirts, sweatshirts, rashguards, hats, tote bags, candles made from upcycled gin bottles, a Levi's custom trucker jacket priced at $250, and a $65 cocktail book titled 'The Shift'). Pricing for spirits is not publicly disclosed.
Target customer segments are premium spirits consumers, environmentally conscious consumers (through partnerships with Surfrider Foundation and One Percent for the Planet, the latter committing at least 1% of annual sales to environmental causes), and California lifestyle enthusiasts. Marketing is product-led, community-led, and event-driven, leveraging a 40+ recipe cocktail blog, an Instagram presence, and an earned-media portfolio of 78 press appearances across Forbes, Condé Nast Traveler, Wine Enthusiast, The Manual, and Parade. The brand won four Gold medals at major 2024 spirits competitions (including 95 points at the International Wine & Spirits Competition) and the 2019 WSWA Brand Battle. The company is founder-led with no disclosed institutional funding.
Gray Whale Gin firmographics
Firmographics- Name
- Gray Whale Gin
- Legal name
- Gray Whale Spirits Co.
- Website
- https://graywhalegin.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gray Whale Spirits Co. is a privately held craft spirits company that sells Gray Whale Gin and Gray Whale Vodka, alongside branded merchandise, to premium, environmentally conscious consumers in the US and select international markets through DTC e-commerce, retail distribution, and a Deutsch Family Wine & Spirits wholesale relationship.
- Ownership category
- akta.pro rank
Gray Whale Gin industry classification
Industry- Product category
- Premium Craft Spirits
- NAICS
- Distilleries (31214), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Retail-Retail Stores, Nec (5990), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industry
- Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)
Keywords
Where Gray Whale Gin is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Gray Whale Gin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Spirits Sales: Direct-to-consumer sales of Gray Whale Gin and Vodka through the company's e-commerce website. Spirits are shipped to customers directly. Also available through ReserveBar.com online platform and retail store locations found via store finder.
- Merchandise and Apparel: Sustainable apparel collection including t-shirts, sweatshirts, hats, and accessories. Also includes branded merchandise like candles, tote bags, and the cocktail book 'The Shift'. Higher price point items like Levi jacket collaboration at $250.
- Cocktail Book Sales: 'The Shift' cocktail book priced at $65, featuring recipes from 30 bartenders created during COVID-19 'Virtual Shift' program. Donation made to Restaurant Workers Community Foundation upon publication.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | The Shift Cocktail Book |
| Unit Pricing | Pay-as-you-go | Gray Whale Market Tote Bag |
| Unit Pricing | Pay-as-you-go | Gray Whale Soy Candle |
| Unit Pricing | Pay-as-you-go | Gray Whale Levi's Custom Trucker Jacket |
| Unit Pricing | Pay-as-you-go | Gray Whale Hoodie |
| Unit Pricing | Pay-as-you-go | Gray Whale x Klean Kanteen Insulated Bottle |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Gray Whale Gin product offering
Product offeringCore offering
Gray Whale Spirits Co. produces and sells small-batch premium distilled spirits—primarily Gray Whale Gin (seven-times distilled with six California botanicals sourced along the gray whale migration, 43% ABV/86 proof) and Gray Whale Vodka (90% grain / 10% California grape blend, 40% ABV/80 proof)—alongside a sustainable branded apparel collection, lifestyle accessories, upcycled-bottle candles, and a bartender-authored cocktail recipe book titled "The Shift." Distribution is primarily direct-to-consumer via the company's e-commerce site, supplemented by ReserveBar.com online sales, physical retail through a store locator, and selective international distribution.
Product overview
Gray Whale Spirits Co. offers a portfolio of two core alcoholic beverage products—Gray Whale Gin (distilled seven times with six California botanicals, 43% ABV) and Gray Whale Vodka (small-batch spirit made from 90% grain and 10% California grapes, 40% ABV)—alongside a Sustainable Apparel Collection of branded merchandise including clothing (t-shirts, sweatshirts, jackets, rashguards, polo shirts), accessories (trucker hats, tote bags, insulated bottles), candles made from upcycled gin bottles, and a cocktail recipe book. The spirits products are positioned around ocean conservation, with proceeds supporting environmental causes through partnerships with Surfrider Foundation and One Percent for the Planet.
Differentiator
Problem solved
Functional benefit
Brands
- Gray Whale Gin: Small-batch gin perfected with six California botanicals sourced along the gray whale's migratory path. 43% ABV, 86 proof. Seven times distilled.
- Gray Whale Vodka
- Sustainable Apparel Collection
- The Shift
Products and services
- Gray Whale Gin Award-winning small-batch gin distilled seven times and infused with six California botanicals (mint, lime, juniper, almonds, fir, and kombu/sea kelp) sustainably sourced along the gray whale migratory path. Bottled at 43% ABV / 86 proof, gluten-free, designed for craft cocktail use by premium spirits consumers.
- Gray Whale Vodka Small-batch vodka crafted from 90% grain and 10% distilled California grapes, delivering a silky-smooth texture without additives or added sugar. Bottled at 40% ABV / 80 proof, gluten-free.
- Gray Whale Hoodie Navy zip hooded sweatshirt with white screenprint logo, made with soft midweight 8.5 oz cotton/polyester blend fleece and jersey-lined hood. Sold for $48.00 to brand fans and environmentally conscious consumers.
- Gray Whale Levi's Custom Trucker Jacket Classic Levi's trucker jacket with custom Gray Whale whale tail embroidery on the back, Levi's branded metal buttons, and tapered V stitches. Premium collaboration piece priced at $250.00.
- Gray Whale Market Tote Bag Reusable tote bag made from 65% polyester / 35% cotton duck canvas with reinforced stitching, dimensions 15.5 x 12.5 inches. Priced at $20.00.
- Gray Whale Soy Candle Handcrafted-in-California soy candle made from upcycled Gray Whale Gin bottles with pure essential oils; all-natural and clean burning, lasting up to 200 hours. Priced at $45.00.
- The Shift Cocktail Book Standard coffee-table cocktail recipe book with linen hardcover (8 x 10 inches), featuring recipes from 30 bartenders who participated in the Virtual Shift social media program during the COVID-19 pandemic. Priced at $65.00; donation made to Restaurant Workers Community Foundation upon publication.
- Gray Whale x Klean Kanteen Insulated Bottle Collaborative reusable water bottle with 18/8 stainless steel construction and Climate Lock double-wall vacuum insulation that keeps drinks hot for 20 hours or iced for 50 hours; Klean Coat powder coat finish. Priced at $32.00.
- Gray Whale Tee Unisex triblend t-shirt made of 50% poly, 25% combed cotton, and 25% rayon with sideseamed modern fit and crew neck, featuring Gray Whale branding.
- Gray Whale Trucker Hat with Patch Navy trucker hat with aqua and white stitched Gray Whale patch, mid-profile crown, adjustable snap-back closure, and mesh sides and back.
- Unisex Icon Hat Flexfit cap made from 79% recycled polyester, 18% rayon, and 3% P.U. spandex; navy with white embroidered fluke design, supporting recycled-material sustainable apparel positioning.
- Women's Icon T-Shirt - White 100% organic cotton jersey t-shirt, white with navy screenprinted fluke design, classic crew neck, side seamed, designed in California.
- Women's Icon T-Shirt - Ocean Blue Ocean blue organic cotton jersey t-shirt with screenprinted fluke design, classic crew neck, designed in California.
- Women's Icon Sweatshirt - Ocean Blue 100% organic French Terry sweatshirt in ocean blue, classic crewneck style with ribbing at neckline, cuffs, and waistband, designed in California.
- Women's Embroidered Sweatshirt Ocean blue sweatshirt with white Gray Whale embroidery design, part of the women's branded apparel collection.
- Women's Icon Sweatshirt - Navy Navy sweatshirt with ocean blue screenprinted fluke design, made from organic French Terry, designed in California.
- Unisex Rashguard - Ocean Blue Unisex rashguard in ocean blue with white screenprinted fluke design, made from 94% Micro Poly Mesh and 6% Lycra with contour fit.
- Unisex Rashguard - Navy Unisex rashguard in navy with white screenprinted fluke design, made from Micro Poly Mesh and Lycra blend.
- Men's Icon T-Shirt - Navy Men's navy t-shirt with screenprinted Gray Whale fluke design, organic cotton jersey, designed in California.
- Men's Polo Modern slim fit polo made of 82% recycled poly, 10% Tencel, and 5% Lycra, with recycled plastic buttons and a front fluke patch.
- Men's Icon Sweatshirt - Navy Men's navy sweatshirt with screenprinted Gray Whale fluke design, made from organic French Terry, designed in California.
- Men's Icon T-Shirt - Ocean Blue Men's ocean blue t-shirt with screenprinted Gray Whale fluke design, organic cotton.
- Men's Icon T-Shirt - White Men's white t-shirt with soft organic cotton, curved hem, and a 'mixology magic' message printed on the inside.
- Men's Embroidered Sweatshirt Men's sweatshirt with white Gray Whale embroidery design, part of the men's branded apparel collection.
- Men's Icon Sweatshirt - Ocean Blue Men's ocean blue sweatshirt with screenprinted Gray Whale fluke design, made from organic French Terry, designed in California.
Companies that use Gray Whale Gin
Customer profileSegments3 records
Ideal customer profiles3 records
Gray Whale Gin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Gray Whale Gin partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Surfrider FoundationcorePartnership with Surfrider Foundation, a leading nonprofit dedicated to protecting the world's ocean, waves and beaches. Gray Whale supports hands-on conservation efforts including organized beach cleanups, coastal restoration projects, and educational programs. Gray Whale's support advances Surfrider's initiative to remove more than 750,000 pounds of trash and plastic from U.S. coastlines over three years.
- One Percent for the PlanetcoreGray Whale is a proud member of One Percent for the Planet, an international organization whose members contribute at least one percent of their annual sales to environmental causes. The organization's mission is to build, support and activate an alliance of businesses financially committed to creating a healthy planet.
- Restaurant Workers Community FoundationminorUpon publication of The Shift cocktail book, Gray Whale made a donation to the Restaurant Workers Community Foundation, an action and advocacy network for those in the industry. Donation earmarked for financial relief and vital social services to protect physical and mental well-being of restaurant workers.
- Klean KanteenminorCollaboration with fellow 1% for the Planet member Klean Kanteen to create a Gray Whale branded reusable insulated bottle. The partnership supports ocean conservation while offering sustainable merchandise to consumers. Both companies share environmental values and commitment to reducing single-use plastics.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Gray Whale Gin competitors and assessment
Company assessmentBroad incumbents
- Bombay Sapphire: Global premium gin brand owned by Bacardi, marketed on its distinctive blend of botanicals and visually-led bottle. Comparable to Gray Whale as a premium-positioned gin targeting cocktail consumers, but at far larger scale and with multinational distribution.
- Tanqueray: Mass-premium gin owned by Diageo and one of the global category leaders. Comparable as a benchmark for gin on-trade and off-premise distribution scale that Gray Whale must compete against for shelf space and bartender mindshare.
- Beefeater: Iconic London Dry gin owned by Pernod Ricard and a global category mainstay. Comparable as a benchmark for what Gray Whale must out-position in classic gin cocktail occasions (G&T, martini) at on-premise accounts worldwide.
Direct peers
- Hendrick's Gin: Premium/craft gin owned by William Grant & Sons, differentiated by unusual botanicals (cucumber, rose) and a distinctive apothecary-style brand. Most directly comparable to Gray Whale Gin in premium positioning, botanical-storytelling, and small-batch craft narrative.
- Aviation Gin: American craft gin co-owned by Ryan Reynolds, acquired by Diageo. Closely comparable craft-American gin with celebrity-led marketing, premium positioning, and emphasis on botanical blend and mixability — same on-trade/cocktail use cases as Gray Whale.
- Monkey 47: German craft gin with 47 botanicals and a strong origin/heritage narrative sold at ultra-premium price points. Highly comparable to Gray Whale on botanical complexity, premium craft positioning, and storytelling-driven marketing.
- The Botanist Islay Dry Gin: Premium craft gin from Bruichladdich distillery, marketed on its 22 hand-foraged Islay botanicals. Comparable to Gray Whale on terroir-driven botanical sourcing, premium craft positioning, and category storytelling.
- Malfy Gin: Italian premium craft gin from Pernod Ricard's portfolio, flavored with Mediterranean botanicals. Comparable to Gray Whale as a premium craft gin with regional botanical identity and lifestyle-led marketing at similar price points.
- Tito's Handmade Vodka: America's largest craft vodka, positioned on small-batch American production and gluten-free credentials. Direct comparable to Gray Whale Vodka on American craft production, gluten-free positioning, and accessibility in the premium vodka segment.
Emerging players
- Empress 1908 Gin: Canadian craft gin with butterfly pea flower-driven color-changing gimmick and premium positioning. Comparable to Gray Whale as a craft gin targeting visually-driven cocktail consumers at premium price points with strong social media presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Gray Whale Gin social profiles
Digital presenceGray Whale Gin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gray Whale Gin leadership team
Management profileNumber of profiles
Profiles2 records
Gray Whale Gin funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gray Whale Gin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gray Whale Gin
What does Gray Whale Gin do?
Gray Whale Spirits Co. produces and sells small-batch premium distilled spirits—primarily Gray Whale Gin (seven-times distilled with six California botanicals sourced along the gray whale migration, 43% ABV/86 proof) and Gray Whale Vodka (90% grain / 10% California grape blend, 40% ABV/80 proof)—alongside a sustainable branded apparel collection, lifestyle accessories, upcycled-bottle candles, and a bartender-authored cocktail recipe book titled "The Shift." Distribution is primarily direct-to-consumer via the company's e-commerce site, supplemented by ReserveBar.com online sales, physical retail through a store locator, and selective international distribution.
Is Gray Whale Gin a public or private company?
Gray Whale Gin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gray Whale Gin founded?
Gray Whale Gin was founded in 2016. It employs 1 to 10 people.
Where is Gray Whale Gin based?
Gray Whale Gin is headquartered in Los Angeles, United States, in the North America region.
How does Gray Whale Gin make money?
Three revenue lines are on record. Spirits Sales are the primary driver. The others are merchandise and Apparel and cocktail Book Sales.
Who are Gray Whale Gin's main competitors?
Broad incumbents on record are Bombay Sapphire, Tanqueray and Beefeater. Direct peers are Hendrick's Gin, Aviation Gin, Monkey 47, The Botanist Islay Dry Gin, Malfy Gin and Tito's Handmade Vodka. Empress 1908 Gin is listed as an emerging player.
Does Gray Whale Gin have an API?
No public API is recorded for Gray Whale Gin.
What industry is Gray Whale Gin in?
Gray Whale Gin's product category is Premium Craft Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRANABAA, Liquor Stores (Off-Premise Spirits Retail). Its NAICS code is 31214 and its SIC code is 5990.