Find Familiar Spirits
Find Familiar Spirits is a US craft spirits company that designs premium, fandom-themed whiskeys, rums, vodkas, and bourbons for fantasy, tabletop RPG, and horror enthusiast communities, selling direct-to-consumer with limited-edition collectible drops and a subscription membership.
- Company typePrivate
- Founded2022
- HeadquartersWilmette, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Find Familiar Spirits does
Find Familiar Spirits, LLC is a privately held US craft spirits company founded in 2022 and headquartered in Wilmette, Illinois, that develops and sells premium and super-premium themed spirits targeting fantasy, tabletop role-playing game (TTRPG), and horror fandoms. The company operates two principal consumer brands: Quest's End Whiskey, which releases character-class themed whiskeys (Wizard, Druid, Monk, Dragon, NPC) paired with chapters of an original fantasy saga titled 'Dawn of the Unbound Gods,' and Macabre Spirits, which releases horror-themed spirits (Rare, Fine & Limited sotol, Hell Is Not Mocked bourbon, SaltSpray rum, Horrorwood Reserve corn bourbon, Ghost Face Vodka) each paired with an original horror novella from an established genre author. Additional product lines include Critical Role collaboration whiskeys (Sandkheg's Hide and Whitestone Courage), branded merchandise (apparel, glassware, hats), and the Macabre Triple Feature Bundle.
The company makes money primarily through direct-to-consumer e-commerce at findfamiliarspirits.com, with unit prices ranging from $54.99 to $249.99, plus a recurring-revenue Fam Club annual membership ($50/yr) that delivers a 15% purchase discount, early access to limited releases, vault sales, members-only virtual tastings, and a private Discord server. Distribution is supplemented by US wholesaler Seelbachs.com and Canadian retail partner BSW (bswliquor.com), while merchandise ships globally regardless of alcohol-shipping restrictions. The company sells into US states where alcohol shipping is legal and Canada, with alcohol sales geographically constrained by regulation.
The company is co-founded and co-led by actor Matthew Lillard (Scream, Five Nights at Freddy's, Scooby-Doo) and screenwriter/producer Justin Ware, with Tim Sparapani (former Blue Run Spirits co-founder and Meta public-policy executive) serving as legal advisor. Production is anchored by Master Blender Molly Troupe (Forbes 30 Under 30, 2018). Distribution is supported by marketing partnerships with Critical Role, Ice Nine Kills, Fun World (Scream franchise), and entertainment press outlets. The company has earned Silver medals at the 2024 San Francisco World Spirits Competition for Quest's End Paladin and Rogue.
Find Familiar Spirits firmographics
Firmographics- Name
- Find Familiar Spirits
- Legal name
- Find Familiar Spirits, LLC
- Website
- https://findfamiliarspirits.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Find Familiar Spirits is a US craft spirits company that designs premium, fandom-themed whiskeys, rums, vodkas, and bourbons for fantasy, tabletop RPG, and horror enthusiast communities, selling direct-to-consumer with limited-edition collectible drops and a subscription membership.
- Ownership category
- akta.pro rank
Find Familiar Spirits industry classification
Industry- Product category
- Themed Craft Spirits
- NAICS
- Distilleries (31214), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Fine Wine & Luxury Spirits Retail (CRANABAE), Alcohol Subscription Clubs & Membership Retail (CRANAAAI)
Keywords
Where Find Familiar Spirits is headquartered
LocationHeadquarters
- HQ city
- Wilmette
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Find Familiar Spirits business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others, Technology or R&D
Revenue model
- Spirits Sales: Direct-to-consumer sales of premium and super-premium spirits including whiskey, rum, sotol, and vodka through e-commerce. Products include Quest's End Whiskey (fantasy-themed), Macabre Spirits (horror-themed), and Ghost Face Vodka. Limited edition releases with collectible packaging drive premium pricing.
- Fam Club Membership: Annual subscription membership offering 15% discount on all purchases, exclusive event access, members-only virtual tastings, early access to product releases, access to vault sales, and private Discord server. Auto-renewing subscription model.
- Merchandise: Branded merchandise including clothing (t-shirts, hoodies), barware (glasses, rocks sets), hats, and patches. Items ship globally regardless of alcohol shipping restrictions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fam Club annual membership |
| Unit Pricing | Pay-as-you-go | Quest's End Class Collection (Fantasy spirits) |
| Unit Pricing | Pay-as-you-go | Critical Role Collaboration - Whitestone Courage |
| Unit Pricing | Pay-as-you-go | Quest's End NPC - Thieves Guild |
| Unit Pricing | Pay-as-you-go | Macabre Spirits - Hell Is Not Mocked |
| Unit Pricing | Pay-as-you-go | Macabre Spirits - SaltSpray (Jamaican Rum) |
| Unit Pricing | Pay-as-you-go | Macabre Spirits - Rare, Fine & Limited (Sotol) |
| Unit Pricing | Pay-as-you-go | Ghost Face Vodka Killer Collection Box Set |
| Unit Pricing | Pay-as-you-go | Merchandise |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Find Familiar Spirits product offering
Product offeringCore offering
Find Familiar Spirits develops and direct-sells themed small-batch craft spirits (whiskey, rum, sotol, vodka) under the Quest's End Whiskey, Macabre Spirits, and franchise-licensed (Critical Role, Scream/Ghost Face, Ice Nine Kills) brands, each bottle paired with original fantasy chapters or horror novellas. Revenue is generated through super-premium bottle sales, a recurring Fam Club membership, and branded merchandise via owned e-commerce and limited wholesale/distributor channels.
Product overview
Find Familiar Spirits operates a multi-brand portfolio focused on fandom-themed premium spirits. The company encompasses two core spirit brands: Quest's End Whiskey (fantasy/TTRPG themed whiskeys including Wizard, Druid, Monk, Dragon, NPC, and past releases Paladin, Rogue, Warlock) paired with chapters of original fantasy saga 'Dawn of the Unbound Gods'; and Macabre Spirits (horror-themed premium spirits including SaltSpray rum, Hell Is Not Mocked bourbon, Rare Fine & Limited sotol, Ghost Face Vodka, and Horrorwood Reserve) paired with horror novellas from acclaimed authors. The portfolio also includes Critical Role collaboration Whitestone Courage, Fam Club membership program offering 15% discounts and exclusive access, branded merchandise (apparel, glassware, hats), and bundled offerings. All products combine super-premium spirits with immersive storytelling through companion books, custom dice games, and collectible packaging.
Differentiator
Problem solved
Functional benefit
Brands
- Quest's End Class Collection: Fantasy character class-themed whiskeys including Wizard, Druid, Monk, Dragon, Paladin, Rogue, Warlock
- Quest's End NPC
- SaltSpray
- Hell Is Not Mocked
- Rare, Fine & Limited
- Whitestone Courage
- Ghost Face Vodka
- Horrorwood Reserve
Products and services
- Quest's End Wizard A super-premium Quest's End Irish single-malt whiskey paired with original fantasy saga content, marketed to fantasy and TTRPG fandom consumers.
- Quest's End Druid Quest's End super-premium bourbon rye whiskey blend finished in rum and rouge vermouth barrels, themed to the Druid character class in the 'Dawn of the Unbound Gods' saga.
- Quest's End Monk Numbered, collectible, limited-edition cask strength whiskey from Quest's End with notes of black cherry, toasted barley, and sun-kissed orange, accompanied by a custom-proofing pipette.
- Quest's End Dragon Super-premium small-batch cask-finished bourbon blended from Kentucky and Indiana 4+ year aged bourbons, themed to the Dragon character in the Quest's End saga.
- NPC: Master of the Thieves Guild Quest's End NPC blended bourbon bundled with a custom dice bag, 20-sided die, and the original dice game 'Brave or Knave' for tabletop play.
- Whitestone Courage American Single Malt Whiskey collaboration with Critical Role celebrating the franchise's 10-year anniversary, packaged with a commemorative journal and collectible pin.
- SaltSpray (Macabre Spirits) Premium 90-proof Jamaican pot-stilled rum from Hampden Estate, paired with Bram Stoker-nominated author Gemma Amor's horror novella 'Saltspray' and collectible packaging.
- Hell Is Not Mocked (Macabre Spirits) Macabre Spirits 98-proof Texas Bourbon Whiskey paired with horror novelist Christopher Buehlman's Western Gothic tale 'Hell Is Not Mocked'.
- Rare, Fine & Limited (Macabre Spirits) Macabre Spirits barrel-aged sotol from Northern Mexico and Texas paired with horror auteur Mike Flanagan's debut novella 'Rare, Fine & Limited'.
- Ghost Face Vodka Killer Collection Box Set Limited-edition Ghost Face Vodka collectible box set with a hand-signed bottle by Matthew Lillard (original Ghost Face from Scream), etched glasses, collectible pins, and the 'GFV Killer Bash' party game.
- Horrorwood Reserve (Macabre Spirits x Ice Nine Kills) Macabre Spirits limited-run bloody butcher corn bourbon collaboration with horror metal band Ice Nine Kills, packaged with cocktail recipe cards created by Spencer Charnas and Matthew Lillard.
- Fam Club Membership Annual paid subscription membership providing 15% discount, early access to limited releases, vault sales, virtual tastings, exclusive events, and private Discord server access for fans of the Find Familiar Spirits portfolio.
- Map Rocks Glasses Box Set Custom rocks glass set featuring original map artwork from the Quest's End 'Dawn of the Unbound Gods' saga; ships as a giftable boxed set of two glasses.
- Quest's End Whiskey Glencairn Glass Custom-engraved 6.5 oz lead-free crystal Glencairn glass co-branded with Quest's End Whiskey, designed for optimal whiskey tasting.
- Ghost Face Vodka Hoodie Ghost Face Vodka branded hoodie designed by horror illustrator Andy Sciazko, sold as apparel merchandise with global shipping.
- Ghost Face Vodka Tee Ghost Face Vodka branded T-shirt designed by horror illustrator Andy Sciazko, sold as apparel merchandise with global shipping.
- Macabre Triple Feature Bundle Bundle of all three Macabre Spirits releases (SaltSpray rum, Hell Is Not Mocked Texas bourbon, Rare Fine & Limited sotol) sold at a discounted bundle price.
Quantifiable outcome
- Sold out initial Paladin release in 2 weeks with 25,000 person waitlist for follow-up
- +2 more outcomes
Companies that use Find Familiar Spirits
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Find Familiar Spirits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Find Familiar Spirits partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, core and minor.
- Critical RoleflagshipOngoing collaboration between Critical Role and Quest's End Whiskey. First product was Sandkheg's Hide (in-world whiskey from Critical Role canon). Second product Whitestone Courage celebrates Critical Role's 10-year anniversary with American Single Malt Whiskey, commemorative journal with cast writings, and exclusive collectible pin. Led by Matthew Mercer with voice actors Ashley Johnson, Marisha Ray, Taliesin Jaffe, Travis Willingham, Sam Riegel, Laura Bailey, and Liam O'Brien.
- Mike FlanaganflagshipHorror auteur Mike Flanagan (The Fall of the House of Usher, Midnight Mass) wrote debut novella 'Rare, Fine & Limited' paired with Macabre Spirits barrel-aged sotol. First collaboration between Macabre Spirits and modern horror master.
- Christopher BuehlmancoreBest-selling horror author wrote Western Gothic tale 'Hell Is Not Mocked' paired with Macabre Spirits Texas Bourbon Whiskey. Horror and dark fantasy writer whose works include The Blacktongue Thief, Between Two Fires, and Those Across the River.
- Ice Nine KillscoreHorror metal band Ice Nine Kills collaborated with Macabre Spirits on 'Horrorwood Reserve' - a limited-run bloody butcher corn bourbon paired with cocktail recipe cards created exclusively by horror icons. Follow-up to previous successful merchandise collaboration.
- Gemma AmorcoreBram Stoker-nominated author wrote horror novella 'SaltSpray' paired with Macabre Spirits first-ever rum. Cover art by award-winning painter Daniele Serra.
- Hampden EstatecoreLegendary Jamaican rum producer supplying 90-proof pot-stilled rum for Macabre Spirits SaltSpray release. Hampden Estate carries generations of tradition making rum in English style.
- Tyler JacobsoncoreFantasy illustrator and legend in TTRPG community providing book covers, bottle art, and character illustrations for Quest's End Whiskey saga 'Dawn of the Unbound Gods'. Created original artwork for Paladin, Rogue, Warlock, Dragon, Druid, Monk, and Wizard bottles.
- Dispel DiceminorDice experts collaborated with Quest's End Dragon to create exclusive dice set. Sharp-edged dice with dragon design for gaming community.
- Andy SciazkominorHorror illustrator designed Ghost Face Vodka merchandise including hoodie and t-shirt artwork.
- John BrosiocoreClassically trained painter created original artwork for 'Hell Is Not Mocked' bottle. Known for apocalyptic imagery bringing storms and monsters into ordinary settings.
- Mia BergeroncoreEsteemed painter created original oil painting inspired by 'Rare, Fine & Limited' story. Artwork visible on bottle label with full work on book cover.
- Fun WorldflagshipMakers of the iconic Ghost Face mask from Scream franchise. Licensed mask imagery for Ghost Face Vodka product line. Deeply personal for Matthew Lillard who was the original Ghost Face actor in Scream.
- Seelbachs.comcoreUS distributor partner for Find Familiar Spirits products. Available for purchase through their platform alongside findfamiliarspirits.com.
- BSW (BSW Liquor)coreCanadian retail partner (bswliquor.com) for distribution to Canadian customers. Spirits shipping to Canada through this partner.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Find Familiar Spirits competitors and assessment
Company assessmentRegional players
- Tattersall Distilling: Minnesota-based premium craft spirits producer with cocktail bar and tasting room operations. Comparable as a Midwestern craft-spirits peer pursuing premium positioning through flavor experimentation and small-batch storytelling.
- Koval Distillery: Chicago craft distillery producing organic whiskey, gin, and liqueurs; one of the early Midwest craft producers. Useful regional benchmark on craft-spirits distribution and on-premise presence near FFS's Wilmette HQ.
- FEW Spirits: Chicago-area craft distillery producing award-winning whiskey and gin. Operates in the same Midwest geography as Find Familiar Spirits (Wilmette, IL) and competes for the same regional craft-spirits retail and on-premise shelf space.
Others
- Funko: Pop-culture collectibles and licensing platform translating entertainment IP into premium-priced physical collectibles. FFS applies a similar licensed-IP-plus-collectible formula in the regulated and higher-AOV spirits category.
- Loot Crate: Fandom-themed subscription box commerce platform addressing the same gaming, fantasy, and pop-culture buyer with curated monthly merchandise drops. Not a spirits competitor but illustrates the fandom-subscription commerce model Fam Club is built on.
Broad incumbents
- High West Distillery: Premium craft American whiskey distillery acquired by Constellation Brands. Comparable on super-premium pricing, limited releases, and storytelling-driven brand presentation in the craft spirits category.
- WhistlePig Whiskey: Established super-premium rye whiskey brand owned by Davide Campari-Milano. Compares on small-batch and cask-finished premium positioning that earned FFS its SFWSC silver medals and informs the brand's pricing structure.
Emerging players
- Defiant Whisky: Esports-themed premium whiskey brand targeting gamer/fandom audiences. Closest emerging competitor operating in the same fandom-spirits category with similar premium collectible positioning.
Direct peers
- Beadle & Grimm's: D&D-themed luxury bar accessories and adventure kits co-founded by Matthew Lillard (also FFS co-founder/CEO). Closest analogous brand combining tabletop-RPG fandom and premium physical product storytelling, sharing principal founder and customer persona.
- Blue Run Spirits: Premium craft bourbon brand co-founded by Tim Sparapani (now also a founding partner and legal advisor at Find Familiar Spirits); sold to Molson Coors in 2022. Directly comparable given shared founder DNA and the premium small-batch whiskey positioning that defined both companies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Find Familiar Spirits social profiles
Digital presenceFind Familiar Spirits financial estimates
Financial estimateRevenue estimate
Valuation estimate
Find Familiar Spirits leadership team
Management profileNumber of profiles
Profiles13 records
Find Familiar Spirits funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Find Familiar Spirits 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 Find Familiar Spirits
What does Find Familiar Spirits do?
Find Familiar Spirits develops and direct-sells themed small-batch craft spirits (whiskey, rum, sotol, vodka) under the Quest's End Whiskey, Macabre Spirits, and franchise-licensed (Critical Role, Scream/Ghost Face, Ice Nine Kills) brands, each bottle paired with original fantasy chapters or horror novellas. Revenue is generated through super-premium bottle sales, a recurring Fam Club membership, and branded merchandise via owned e-commerce and limited wholesale/distributor channels.
Is Find Familiar Spirits a public or private company?
Find Familiar Spirits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Find Familiar Spirits founded?
Find Familiar Spirits was founded in 2022. It employs 1 to 10 people.
Where is Find Familiar Spirits based?
Find Familiar Spirits is headquartered in Wilmette, United States, in the North America region.
How does Find Familiar Spirits make money?
Three revenue lines are on record. Spirits Sales are the primary driver. The others are fam Club Membership and merchandise.
Who are Find Familiar Spirits's main competitors?
Regional players on record are Tattersall Distilling, Koval Distillery and FEW Spirits. Others are Funko and Loot Crate. Broad incumbents are High West Distillery and WhistlePig Whiskey. Defiant Whisky is listed as an emerging player. Direct peers are Beadle & Grimm's and Blue Run Spirits.
Does Find Familiar Spirits have an API?
No public API is recorded for Find Familiar Spirits.
What industry is Find Familiar Spirits in?
Find Familiar Spirits's product category is Themed Craft Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRANABAE, Fine Wine & Luxury Spirits Retail. Its NAICS code is 31214 and its SIC code is 5180.