What Pursuit Spirits does

Pursuit Spirits is a Louisville, Kentucky-based non-distilling producer (NDP) that designs and markets blended American whiskeys, founded in 2018 by Ryan Cecil and Kenny Coleman, creators of the Bourbon Pursuit podcast. The company's core technology is a multi-distillery blending platform: it partners with 4 distilleries across multiple states to produce 6 specific mashbills with customized barrel char levels, ages whiskey at source to preserve terroir, hand-selects barrels, and unites them at a 16,000-square-foot Louisville facility (DSP-KY-20135) under the Pursuit United brand. Its portfolio spans three sub-brands: Pursuit United (triple-batch blended bourbon and rye at 88 and 108 proof, barrel proof expressions, and limited double-oak and specialty cask finishes including Twice Toasted, Cognac Cask, Kodama Mizunara, Sakura Bloom, and Honey Hog collaborations), Pursuit Series (single barrel gift-shop-only releases), and the Mellwood Legacy Collection (heritage revival expressions including Mellwood Bottled-in-Bond and Old Anvil Barrel Proof).

The business operates a multi-channel model combining wholesale distribution through 14 named distributors across 18+ US states and 3 European countries, DTC e-commerce, a flagship Whiskey Row tasting room and immersive visitor experience on Main Street in Louisville, the Trial + Error cocktail lounge, and a $150/year P.Club membership that delivers quarterly exclusive releases with a contractual minimum of 2 bottles per release cycle. Customer segments center on whiskey enthusiasts and aficionados built through the podcast community, bourbon tourists visiting Louisville, on-trade accounts participating in the Private Barrel Select Program, and cross-brand collaborators. Pricing spans standard releases (Mellwood Bottled-in-Bond at $29.99 SRP) to ultra-premium limited editions (Old Anvil 11-year at $99.99 SRP). The company has no institutional funding, operates as a privately held Kentucky LLC, and is bootstrapped from the founders' media venture.

Name

Pursuit Spirits

Legal name

Pursuit Spirits, LLC

Website

https://pursuitspirits.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pursuit Spirits is a Louisville-based non-distilling whiskey producer that blends whiskeys from 4 partner distilleries across multiple states into award-winning expressions under Pursuit United, Pursuit Series, and Mellwood Legacy Collection, selling through DTC, distributors in 18+ US states and 3 European countries, and a flagship Whiskey Row tasting room.

Ownership category

akta.pro rank

Product category

Blended Whiskey / Craft Bourbon & Rye

NAICS

Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Distilled Spirits Production & Distilling (AFAFAAAC), Distilleries (Tasting Rooms) (THAFALAG), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Blended whiskey
• Non-distilling producer
• Craft bourbon
• Barrel-finished spirits
• Whiskey tourism

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Spirits Product Sales: Direct-to-consumer and wholesale sales of whiskey products including Pursuit United (Triple Batch Bourbon/Rye, Double Oak, Barrel Proof, Twice Toasted, Cognac Cask, Kodama Mizunara, Sakura Bloom, Honey Hog), Pursuit Series (single barrel selections), and Mellwood Legacy Collection (Mellwood Bottled-in-Bond, Old Anvil). Sold via e-commerce, distillery gift shop, and through distribution partners across 18+ US states and 3 European countries.
2. P.Club Membership Subscription: Annual membership at $150/year providing quarterly release access, distillery-exclusive bottles, virtual tastings with founders, 10% off merch, free shipping or distillery pickup, and $15 gift card for experiences. Minimum 2 bottles per release cycle, maximum 8 bottles per cycle.
3. Visitor Experiences: Paid tasting experiences at the Whiskey Row location including The Whole Shebang immersive barrel-thieving and bottling experience, private tastings, and group bookings. Tasting-only tickets available at $50 subject to stand-by capacity.
4. Private Barrel Select Program: Accounts and groups can hand-pick barrels of Pursuit United Double Oak Bourbon or Rye at the distillery or via shipped samples. Bottles receive a private select sticker featuring the account's name. Optional empty barrel shipping and self-bottling available.
5. Merchandise Sales: Branded merchandise including shirts, hats, jackets, food items, and accessories sold through an online merch store (shop.pursuitspirits.com). P.Club members receive 10% discount on merch purchases.
6. Trial + Error Cocktail Lounge: Basement cocktail lounge at the Whiskey Row location serving crafted cocktails, curated wines and beers, and 100+ Pursuit Spirits expressions. Open 11am-9pm Tue-Thu, 11am-midnight Fri-Sat (21+ only).

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels8 records

Core offering

Pursuit Spirits is a non-distilling producer that crafts blended American whiskeys by partnering with four award-winning distilleries across multiple states, using six distinct mashbills with customized barrel char levels. The company ages whiskey at source distilleries to preserve terroir, then hand-selects and unites them at a Louisville, KY facility. Its portfolio spans the Pursuit United blended bourbon/rye range, the Pursuit Series single-barrel program, and the Mellwood Legacy Collection reviving historic Louisville distillery brands.

Product overview

Pursuit Spirits is a Louisville, Kentucky-based non-distilling producer that crafts blended American whiskeys by partnering with multiple award-winning distilleries across multiple states, combining different mashbills, barrel types, and aging conditions. The product portfolio consists of three main sub-brands: (1) Pursuit United, the core brand offering triple-batch blended bourbons and ryes in standard (88–108 proof), barrel proof, and double oak formats, plus limited special finished expressions such as Twice Toasted, Cognac Cask, Kodama Mizunara, Sakura Bloom, and Honey Hog collaborations; (2) Pursuit Series, a gift-shop-only program of hand-selected single barrel releases organized as episodes; and (3) Mellwood Legacy Collection, reviving historic Louisville distillery brands including Mellwood Bottled-in-Bond Bourbon and Old Anvil. Supporting services include a Private Select Program for custom barrel selections and P.Club, a $150/year VIP membership providing quarterly exclusive releases and distillery experiences. The company also operates a flagship Whiskey Row tasting room offering The Whole Shebang immersive experience and the Trial + Error cocktail lounge.

Differentiator

Problem solved

Functional benefit

Brands

• Pursuit United: Main brand featuring blended whiskeys that combine different mashbills and barrel types from distilleries in different states. Includes Triple Batch Bourbon, Triple Batch Rye, Barrel Proof expressions, Double Oak Bourbon and Rye, Twice Toasted, Cognac Cask, Kodama Mizunara, Sakura Bloom, and Honey Hog varieties.
• Pursuit Series
• Mellwood Legacy Collection
• P.Club
• Trial + Error

Products and services

• Pursuit United Bourbon 108 (Triple Batch) Four-grain blended bourbon combining multiple mashbills and barrel types from distilleries in different states, bottled at 108 proof. Targeted at whiskey enthusiasts seeking unique flavor profiles unavailable from single-distillery heritage brands.
• Pursuit United Rye 108 (Triple Batch) Triple batch rye whiskey blending three rye whiskeys from two states with a corn-heavy mashbill for a sweeter profile, bottled at 108 proof. Targeted at whiskey enthusiasts seeking novel rye expressions.
• Triple Batch Bourbon 88 Four-grain blended bourbon uniting rye and wheated bourbons from multiple distilleries, bottled at 88 proof. Targeted at whiskey enthusiasts seeking entry-level blended expressions.
• Triple Batch Rye 88 Triple rye whiskey blended from three rye whiskeys across two states with a sweeter corn-heavy mashbill, bottled at 88 proof. Targeted at whiskey enthusiasts seeking approachable rye profiles.
• Triple Batch Bourbon Barrel Proof Barrel proof expression of the four-grain triple batch bourbon, bottled uncut and unfiltered directly from the barrel. Targeted at whiskey enthusiasts seeking bold, undiluted flavor experiences.
• Triple Batch Rye Barrel Proof Barrel proof triple batch rye whiskey, bottled uncut and unfiltered directly from the barrel. Targeted at whiskey enthusiasts seeking bold rye expressions.
• Double Oak Bourbon Signature bourbon blend finished in custom 36-month seasoned French oak medium-toasted staves for a deep amber hue and velvety mouthfeel with butterscotch notes. Targeted at whiskey enthusiasts seeking unique oak-finished expressions.
• Double Oak Rye Rye whiskey blend with secondary French oak finish (lightly toasted and heavily charred), producing rich mahogany color and full-bodied oak-forward flavor. Targeted at whiskey enthusiasts seeking aged-style rye profiles.
• Twice Toasted Bourbon Limited release bourbon where the base blend is split and finished separately in toasted American oak (caramelized sweetness) and toasted French oak (silkier texture), then reblended. Targeted at whiskey enthusiasts seeking innovative wood-finish profiles.
• Cognac Cask Rye Signature rye blend with secondary maturation in American oak barrels that housed XO Cognac for over 10 years, bottled at 108 proof. Targeted at whiskey enthusiasts seeking cognac-influenced rye flavor profiles.
• Kodama Mizunara Bourbon Bourbon with dual maturation in rare Japanese Mizunara oak and infrared-toasted American oak, creating sandalwood and spice notes. Bottled at 117 proof. Targeted at whiskey enthusiasts seeking rare Japanese oak expressions.
• Sakura Bloom Bourbon Limited release bourbon using barrels made from Cherry Blossom wood to capture a Japanese cherry blossom theme, bottled at 113.8 proof. Targeted at whiskey enthusiasts seeking seasonal, themed limited expressions.
• Honey Hog Bourbon Collaboration bourbon with BBQ influencer Matt Pittman of Meat Church, blending Tennessee, Kentucky, and Texas influences and finished in Burleson's Texas Wildflower Honey barrels. Bottled at 105 proof. Targeted at whiskey enthusiasts and BBQ culture crossover audiences.
• Pursuit Series Single Barrel Program Hand-selected single barrel expressions released as episodes (filterable by Episode, Age, Proof, Bottle Count, State of Distillation, and Distributor). Available as gift shop releases or single barrel selections. Targeted at whiskey enthusiasts seeking unique barrel-specific bottles.
• Mellwood Bottled-in-Bond Bourbon Bottled-in-Bond bourbon at 100 proof ($29.99 SRP) reviving the historic Mellwood Distillery brand (founded 1865 in Louisville, KY). Targeted at whiskey enthusiasts and heritage bourbon collectors.
• Old Anvil Barrel Proof Bourbon 11-year-old Kentucky bourbon bottled at barrel proof (119.4 proof) in the Mellwood Legacy Collection, presented in 375mL bottles at $99.99 SRP. Targeted at collectors and enthusiasts seeking aged, allocated expressions.
• Private Barrel Select Program B2B service for on-trade accounts (bars, restaurants, retailers) to hand-pick barrels of Pursuit United Double Oak Bourbon or Rye at the distillery or via shipped samples. Bottles receive custom private select stickers with the account's name. Up to 8 guests per selection; ~170 bottles per barrel at $69.99 SRP.
• P.Club VIP Membership Annual VIP membership ($150/year) providing quarterly exclusive distillery-only bottle releases, virtual tastings with founders, 10% off merch, $15 gift card for experiences, free shipping or distillery pickup, and priority access to limited barrels. Minimum 2 bottles, maximum 8 bottles per release cycle. Targeted at whiskey enthusiasts seeking exclusive access.
• The Whole Shebang Visitor Experience Flagship immersive distillery experience on Whiskey Row where guests thief whiskey directly from the barrel and bottle it themselves. Award-nominated for North America's Leading Bourbon Distillery Tour. Targeted at whiskey tourists and bourbon experience seekers.
• Trial + Error Cocktail Lounge Cocktail lounge at the Whiskey Row location serving crafted cocktails, curated wines and beers, and 100+ Pursuit Spirits expressions. Open late Tue-Sat. 21+ only. Targeted at cocktail enthusiasts and tourists visiting Louisville's Whiskey Row.

Quantifiable outcome

• San Francisco World Spirits Competition Double Gold; John Barleycorn Awards 2022 Bourbon of the Year; ASCOT Awards Double Platinum; SIP Awards Double Gold; NY World Wine & Spirits Competition Gold; ADI International Spirits Competition Gold; Wine Enthusiast 94 Points; Whisky Advocate 91 Points — for Pursuit United Bourbon 108
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Meat Church (Matt Pittman)coreStrategic or Co-development Partner · 1 June 2025Collaboration with BBQ influencer Matt Pittman of Meat Church to create Honey Hog Bourbon — a honey-soaked blend of Tennessee roots, Kentucky bourbon, and Texas smoke barrels (Burleson's Honey Texas Wildflower Honey barrels). Launched with exclusive P.Club early access event at Whiskey Row followed by public release. Designed as an ultimate BBQ companion whiskey at 105 proof.
• Pacific Edge (AZ, CA, CO, NV, WA)coreChannel Partner/ Reseller/ DistributorPacific Edge serves as the distributor for Pursuit Spirits products across Arizona, California, Colorado, Nevada, and Washington.
• Prestige-Ledroit (DC, DE, MD)coreChannel Partner/ Reseller/ DistributorPrestige-Ledroit serves as the distributor for Pursuit Spirits products across Washington D.C., Delaware, and Maryland.
• Heidelberg (KY)coreChannel Partner/ Reseller/ DistributorHeidelberg serves as the distributor for Pursuit Spirits products in Kentucky, the company's home state.
• Georgia Crown (GA)coreChannel Partner/ Reseller/ DistributorGeorgia Crown serves as the distributor for Pursuit Spirits products in Georgia.
• Green Light (TX)coreChannel Partner/ Reseller/ DistributorGreen Light serves as the distributor for Pursuit Spirits products in Texas.
• BC Merchants (IL)coreChannel Partner/ Reseller/ DistributorBC Merchants serves as the distributor for Pursuit Spirits products in Illinois.
• Smart Distributors (MO)coreChannel Partner/ Reseller/ DistributorSmart Distributors serves as the distributor for Pursuit Spirits products in Missouri.
• OHLQ (OH)coreChannel Partner/ Reseller/ DistributorOHLQ serves as the state-controlled spirits distributor for Pursuit Spirits products in Ohio.
• Best Brands & Empire (TN)coreChannel Partner/ Reseller/ DistributorBest Brands and Empire serve as dual distributors for Pursuit Spirits products in Tennessee.
• Sante Fe Boutique Wine & Spirits (NM)coreChannel Partner/ Reseller/ DistributorSante Fe Boutique Wine & Spirits serves as the distributor for Pursuit Spirits products in New Mexico.
• Dein Whisky (Germany)coreChannel Partner/ Reseller/ DistributorDein Whisky serves as the international distributor for Pursuit Spirits products in Germany.
• Colibri Spirits (Spain)coreChannel Partner/ Reseller/ DistributorColibri Spirits serves as the international distributor for Pursuit Spirits products in Spain.
• The Whiskey Exchange (UK)coreChannel Partner/ Reseller/ DistributorThe Whiskey Exchange serves as the international distributor for Pursuit Spirits products in the United Kingdom.
• Bob Woodruff FoundationminorGTM or Marketing PartnerPursuit Spirits participated in the Kentucky Bourbon Country Auction 'United We Stand' military barrel lot, with proceeds benefiting the Bob Woodruff Foundation and other veteran organizations during America's 250th anniversary celebration.
• Four Partner Distilleries (unnamed)coreStrategic or Co-development PartnerPursuit Spirits partners with 4 distilleries across multiple states to create 6 specific mashbills with customized barrel char levels. Barrels age at their respective distilleries to maintain terroir, then are hand-selected and shipped before being united at the Louisville facility.
• Jason Brauner (Bourbon's Bistro & Buzzard's Roost)minorStrategic or Co-development PartnerJason Brauner, during a site visit during the permitting phase, shared tales of the original Mellwood Distillery's storied past, sparking founders Kenny and Ryan's curiosity and leading to the rediscovery and revival of the historic Mellwood brand.
• Chris Hanes (Artifact Donor)minorOthersListener Chris Hanes gifted a collection of artifacts acquired from auctions—remnants of the original Mellwood Distillery—which fueled the founders' passion for reviving the Mellwood legacy and inspired the Mellwood Legacy Collection.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Wilderness Trail Distillery: Kentucky craft distillery producing bourbon and rye with a focus on quality and consistency. Comparable Kentucky craft peer competing for similar on-premise and DTC enthusiast customers.
• Rabbit Hole Distillery: Louisville-based craft distillery focused on specialty grain bills and finished bourbon expressions. Competes for the same Louisville bourbon-tourism traffic and whiskey enthusiast customer, though it distills on-site rather than sourcing.
• New Riff Distilling: Kentucky craft distillery producing bourbon, rye, and malt whiskeys with a transparent, award-driven approach. Comparable craft Kentucky producer competing for similar enthusiast and trade accounts, though vertically integrated.

Others

• MGP Ingredients: Large-scale contract distiller and major supplier of sourced bourbon and rye to non-distilling producers. Functions as a potential upstream supplier/competitor shaping the sourced-whiskey supply chain that Pursuit Spirits depends on.

Broad incumbents

• Michter's Distillery: Premium Kentucky whiskey producer with a similar enthusiast-driven, limited-availability positioning. Comparable premium craft-adjacent brand, though vertically integrated and at significantly higher distribution scale.
• Old Forester: Historic Louisville bourbon brand owned by Brown-Forman, also located on Whiskey Row. Competes in the same Kentucky bourbon tourism and enthusiast markets but at much larger scale and as a vertically integrated incumbent.

Direct peers

• Bardstown Bourbon Company: Kentucky-based producer that combines sourced whiskey blending with its own distilling and a prominent visitor experience. Closest direct peer in combining non-distilling blending, transparency about sourcing, and a flagship hospitality destination, though at significantly larger scale.
• Penelope Bourbon: Blended American whiskey brand built primarily on sourced bourbon and rye with a focus on limited releases, cask finishes, and enthusiast community. Highly comparable non-distilling producer model with strong DTC and award-driven positioning.
• Smooth Ambler: West Virginia distillery that built its early reputation on sourced, blended bourbon before expanding into its own distillate. Closely parallels Pursuit's path from sourced/blended products to a broader portfolio.
• Jefferson's Bourbon: Multi-distillery sourced bourbon brand known for innovative cask finishing (e.g., ocean-aged, cognac cask). Comparable as a finished/sourced whiskey brand that relies on blending and cask experimentation rather than a single distillery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/pursuitspirits
• Facebookfacebook.com/PursuitSpirits0
• LinkedInlinkedin.com/company/pursuit-spirits
• Instagraminstagram.com/pursuitspirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pursuit Spirits