TX Whiskey

What TX Whiskey does

TX Whiskey, the consumer brand of Firestone & Robertson Distilling Co., is a Texas-based bourbon and whiskey producer founded in 2010 by Leonard Firestone and Troy Robertson and now owned by Pernod Ricard. The company operates from Whiskey Ranch, a 112-acre distillery and visitor destination in Fort Worth, Texas, that houses four Vendome copper pot stills and on-site bottling operations. Its product portfolio spans TX Blended Whiskey, TX Straight Bourbon, TX Barrel Proof Bourbon, the first Texas Bottled in Bond Bourbon, the TX Barrel Proof Finish series (Port, Sherry, and Cognac cask finishes), and an export SKU branded TX Texas Whiskey. Production relies on a proprietary yeast strain cultured from Texas pecan, aging in the hot North Texas climate, and signature handcrafted leather caps made from cowboy boot leather.

The business generates revenue across multiple channels: direct-to-consumer e-commerce, on-site sales at the Whiskey Ranch store, third-party retail distribution in approximately 35 U.S. states, international distribution via Pernod Ricard, custom bottle and corporate gifting orders, and on-site tours and ticketed events. Pricing follows a premium craft bourbon model with a layered SKU structure spanning core expressions, high-proof variants, and limited barrel-finish releases. The customer base is primarily long-tail consumer retail supplemented by B2B gifting and event bookings, with no disclosed anchor customer concentration.

Operationally, TX Whiskey functions as a destination brand combining physical production, tourism, and packaged goods distribution. Pernod Ricard's ownership provides access to a global sales network that the company is now leveraging, most visibly through the 2024 international launch of TX Texas Whiskey. Brand differentiation rests on Texan provenance, proprietary production inputs, leather-craft packaging, and awards positioning, rather than on technology or platform scale.

Name

TX Whiskey

Legal name

Firestone & Robertson Distilling Co.

Website

https://txwhiskey.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

TX Whiskey (Firestone & Robertson Distilling Co.) is a Texas-based bourbon and whiskey producer owned by Pernod Ricard, operating a 112-acre distillery destination in Fort Worth, Texas, and selling premium craft spirits through DTC, U.S. retail in approximately 35 states, and international distribution.

Ownership category

akta.pro rank

Product category

Craft Spirits and Premium Bourbon

NAICS

Distilleries (312140), Distilleries (31214), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Distilleries (Tasting Rooms) (THAFALAG), Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Craft bourbon whiskey
• Texas distilled spirits
• Barrel proof bourbon
• Distillery tours tastings
• Bottled in bond whiskey

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Spirits Product Sales: TX Whiskey generates the majority of its revenue through the sale of its whiskey products including TX Blended Whiskey, TX Straight Bourbon, TX Barrel Proof Bourbon, TX Bottled in Bond Bourbon, and barrel-finished variants (Port, Sherry, Cognac). Products are sold through the brand's owned e-commerce store, the on-site Ranch Store/tavern, and third-party retail accounts across approximately 35 U.S. states.
2. Barrel Goods and Merchandise: The company sells branded merchandise including barware, TX barrel goods (items made from used whiskey barrels), bundles, and custom accessories through the online store and on-site Ranch Store.
3. Distillery Tours and Ticketed Events: Revenue is generated from paid distillery tour tickets (General Tour, Leather and Legacy Premium Tour, Spanish-language tour) and a busy events calendar including ticketed experiences such as trivia nights, yoga, movie nights, Friday Festivities, and seasonal celebrations. Tour tickets are non-refundable.
4. Custom Orders and Personalization: Custom bottle orders including bottle engraving ($60 per 750ml case, $120 per 375ml case), custom leather caps ($35 base plus $10 per custom cap), and canvas neck wraps ($50 setup fee plus $90 per 750ml case or $180 per 375ml case) generate premium revenue from consumers and potentially corporate gifting.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

TX Whiskey produces and sells Texas-made bourbon and blended whiskey under the Firestone & Robertson Distilling Co. umbrella, including core expressions (TX Blended Whiskey, TX Straight Bourbon, TX Barrel Proof Bourbon, TX Bottled in Bond Bourbon) and barrel-finished variants (Port, Sherry, Cognac). Products are sold direct-to-consumer through the brand's e-commerce store and the on-site Ranch Store at Whiskey Ranch in Fort Worth, TX, through third-party retail distribution in ~35 U.S. states, and internationally via Pernod Ricard. The company also operates distillery tours, ticketed events, and custom bottle personalization services (engraving, leather caps, canvas wraps).

Product overview

TX Whiskey (Firestone & Robertson Distilling Co.) is a Texas-based whiskey and bourbon producer offering a portfolio of spirits centered around its core TX Blended Whiskey and TX Straight Bourbon products. The core lineup includes standard expressions (TX Blended Whiskey at 82 Proof, TX Straight Bourbon at 90 Proof) as well as premium offerings such as TX Barrel Proof Bourbon (uncut/unfiltered, batch-variable proof) and the TX Bottled in Bond Straight Bourbon (100 Proof, the first Bottled in Bond bourbon from Texas). A sub-line of barrel-finished bourbons includes Port, Sherry, and Cognac cask finishes (all at 101.6 Proof). In 2024, the company launched TX Texas Whiskey for international markets outside the U.S. (80 Proof). Beyond spirits, TX Whiskey operates Whiskey Ranch, a 112-acre destination distillery in Fort Worth offering tours, tastings, a tavern, retail store, and event venue space accommodating up to 300 guests. The company also sells branded merchandise including barware, gift bundles, and TX Barrel Goods. Custom bottle services allow personalization through canvas neck wraps, exotic leather caps, and engraving. The products share a distinctive Texan identity featuring handcrafted leather caps made from repurposed cowboy boot leather.

Differentiator

Problem solved

Functional benefit

Products and services

• TX Blended Whiskey A blend of bold yet approachable flavor that mixes well or stands alone. 82 Proof (41% ABV). Available in 35 U.S. states for adult whiskey consumers (21+).
• TX Straight Bourbon Bourbon made with exclusively Texas-grown corn, wheat, and barley from a 4th generation farmer; fermented with a proprietary yeast captured from a Texas pecan. 90 Proof (45% ABV). Available in approximately 25 U.S. states.
• TX Barrel Proof Bourbon Bourbon bottled right from the barrel, uncut and unfiltered, without carbon or chill filtration. Proof varies batch to batch. Available in Texas only.
• TX Bottled in Bond Straight Bourbon First-ever Bottled in Bond Bourbon from Texas. Distilled in a single season at one distillery, aged minimum four years in a federal warehouse, bottled at 100 proof (50% ABV).
• TX Straight Bourbon Port Finish TX Bourbon finished in tawny port casks to enhance dark fruit aromas and flavors. 101.6 Proof (50.8% ABV).
• TX Straight Bourbon Sherry Finish TX Bourbon crafted from 4-year-old bourbon and aged 8 months in Pedro Ximenez Sherry casks sourced from the Sherry Triangle in Southern Spain. 101.6 Proof (50.8% ABV).
• TX Straight Bourbon Cognac Finish TX Bourbon finished in cognac casks to highlight aspects of finishing and light fruit character. 101.6 Proof (50.8% ABV).
• TX Texas Whiskey (International) International variant of TX Whiskey launched outside the U.S. in 2024 via Pernod Ricard global distribution. Captures the essence of rugged Texan climate and robust grains. 80 Proof (40% ABV).
• Distillery Tours at Whiskey Ranch Guided tours of the Whiskey Ranch distillery exploring the art and science of whiskey distilling. Options include General Distillery Tour, Leather and Legacy Premium Tour, and Spanish-language tours; approximately 50 minutes each, non-refundable.
• Custom Bottle Orders (Engraving, Custom Caps, Canvas Wraps) Customization services for TX Whiskey bottles including custom canvas neck wraps, custom leather caps from repurposed cowboy boot leather, and bottle engraving. Pricing includes engraving ($60 per 750ml case, $120 per 375ml case), custom caps ($35 base plus $10 per custom cap), and canvas neck wraps ($50 setup fee plus $90 per 750ml case or $180 per 375ml case).

Quantifiable outcome

• TX Blended Whiskey won Best American Craft Whiskey and Double Gold at the 2013 San Francisco World Spirits Competition
• +2 more outcomes

Named customers2 records

Segments3 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

Eight partnerships are on record, tiered core and minor.

• Boot CampaigncoreStrategic or Co-development Partner · 1 January 2024TX Whiskey partners with Boot Campaign, a nonprofit that unites Americans to honor and restore the lives of Veterans and military families. Together they created two limited-edition collectible bottle caps — a stars and stripes cap and a limited-run camo cap — to salute veterans. The partnership also features veteran ambassador stories (Cassie Cantin and Jason Wilson) on the Tip of the Cap section of the TX Whiskey website. Proceeds support Boot Campaign's individualized, life-improving programs for veterans.
• HeadTilt EntertainmentminorGTM or Marketing PartnerHeadTilt Entertainment partners with TX Whiskey Ranch to present monthly Trivia Nights at Whiskey Ranch, with a different theme each month. The first Wednesday of each month event features trivia from 6:30p-8:30p with prizes for top 3 teams. HeadTilt provides the entertainment programming while TX Whiskey provides the venue and cocktail offerings.
• Fort Worth Astronomical SocietyminorGTM or Marketing PartnerTX Whiskey partners with the Fort Worth Astronomical Society for solar gazing events at Whiskey Ranch. Using specialized solar telescopes, guests can safely view the sun while knowledgeable society guides explain what they're seeing. The event includes a TX Whiskey cocktail and access to Ranch amenities.
• Hawaii Fluid ArtminorGTM or Marketing PartnerTX Whiskey partnered with Hawaii Fluid Art for a paint-and-sip experience at Whiskey Ranch. Participants learn pour techniques on 12x12 canvases and create a personalized masterpiece while sipping whiskey cocktails. The event is offered as a special Wednesday evening experience with one complimentary cocktail included.
• BODYBARminorGTM or Marketing PartnerBODYBAR partners with TX Whiskey for monthly Pilates Mat Classes held inside the Ranch's Oak Room. Led by a certified BODYBAR instructor, the 40-minute class combines dynamic and static stretching. Ticket includes admission, one drink ticket to redeem at the TX Tavern Bar, and a chance to win prizes raffled by BODYBAR.
• Hardwood Hearts DancingminorGTM or Marketing PartnerHardwood Hearts Dancing partners with TX Whiskey Ranch for country dance lessons at the distillery. Whether seasoned two-steppers or first-timers, guests enjoy expert instruction and great music while sipping TX Whiskey cocktails. The event includes dance lessons and one complimentary cocktail.
• Firestone & Robertson Distilling Co. (Parent Company)coreOthersTX Whiskey is the consumer brand of Firestone & Robertson Distilling Co., founded in 2010 by Leonard Firestone and Troy Robertson. The company is now part of the Pernod Ricard portfolio. F&R owns and operates Whiskey Ranch in Fort Worth, TX.
• Texas Grain Farmers (4th Generation)coreStrategic or Co-development PartnerTX Whiskey sources all its corn, wheat, and barley exclusively from a 4th generation Texas farmer. This supply chain partnership ensures that the grains used in TX Straight Bourbon are authentically Texan, supporting the brand's core value proposition of Texan identity and supporting local Texas agriculture.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Wilderness Trail Distillery: Kentucky craft bourbon and rye distillery known for proprietary yeast, climate-controlled warehousing, and science-driven production. Comparable premium positioning, craft scale, and proprietary-input differentiation.
• Ironroot Republic Distilling: Texas-based craft distillery producing bourbon and other spirits with a focus on Texas-grown grains and heritage storytelling. Directly comparable as a fellow Texas craft bourbon producer competing for the same regional consumer.
• Balcones Distilling: Texas craft distillery producing bourbon, rye, and other whiskies with strong experimentation and award recognition. Comparable Texas craft producer focused on premium American whiskey innovation.
• Treaty Oak Distilling: Texas craft distillery producing bourbon, gin, and other spirits, with on-site hospitality and tours at its Dripping Springs facility. Comparable Texas craft producer combining distilling with an experiential hospitality destination.
• Garrison Brothers Distillery: Texas-based craft bourbon distillery also founded in the late 2000s/early 2010s, with a comparable focus on Texas-provenance bourbon, estate-grown grains, and an experiential Hye, TX visitor destination. Most direct head-to-head competitor to TX Whiskey in the Texas craft bourbon category.
• WhistlePig Whiskey: Premium American craft whiskey producer known for farm-to-bottle rye and bourbon with strong direct-to-consumer, experiential positioning, and award-winning limited releases. Comparable premium craft positioning, DTC emphasis, and barrel-finish innovation.

Broad incumbents

• Maker's Mark: Iconic Kentucky bourbon (Beam Suntory) with a distinctive wax-dipped bottle, broad U.S. distribution, and a well-known visitor experience at Star Hill. Comparable premium positioning and tourism-led brand model, but at significantly greater scale.
• Woodford Reserve: Established Kentucky premium bourbon owned by Brown-Forman with strong tourism at its Versailles distillery and broad national/international distribution. Comparable premium positioning and distillery-tourism business model, but operates at much larger scale across a wider portfolio.
• Wild Turkey: Major Kentucky bourbon producer (Campari Group) with deep U.S. distribution and a portfolio spanning budget to premium tiers. Comparable premium bourbon product line and aging-driven differentiation, but at significantly larger scale.

Emerging players

• Breaker Bourbon: Emerging craft bourbon brand focused on storytelling and design-forward packaging. Comparable smaller-scale craft positioning and brand-led differentiation, though with a narrower product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TXWhiskey
• Facebookfacebook.com/TXWhiskey
• Instagraminstagram.com/txwhiskey/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 TX Whiskey