What James E Pepper Distilling Co. does

James E. Pepper Distilling Co. operates a craft bourbon and rye whiskey distillery at the restored National Historic Landmark site at 1228 Manchester Street in Lexington, Kentucky, with a stated production capacity of approximately 2,000 barrels per year. The company produces bottled-in-bond expressions under the Old Pepper and 1776 brands (100-proof straight bourbon and 100-proof straight rye), barrel-proof premium releases under the Decanter line, and a rotating slate of limited releases including the 2025 Meadowthorpe, Revolutionary Soldier, and 1776 Barrel Proof Rye offerings. Its core production technology rests on a historic mash bill program executed at low barrel entry proof (≤110 proof), single-source locally grown corn, and Kentucky oak barrels air-seasoned 18-24 months before charring, all aged on-site.

The company's commercial model is overwhelmingly direct-to-consumer: revenue is generated through on-site retail at the distillery gift shop, paid tasting flights and guided distillery tours ($25/person, with $10 veteran and free active-military pricing), and limited wholesale distribution to specialty retailers and on-premise accounts. Customer segments are predominantly individual craft whiskey enthusiasts, bourbon tourists, and a secondary specialty retail/restaurant channel; the company recognizes no enterprise or institutional customer concentration. The business is privately held by founder Amir Peay, who relaunched the dormant brand in 2008 and oversaw the multi-year reconstruction of the Lexington facility that culminated in distilling recommencing on December 21, 2017. No external funding rounds, institutional investors, or M&A activity are disclosed in the input data.

Name

James E Pepper Distilling Co.

Legal name

James Pepper Distilling Co.

Website

https://jamesepepper.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

James E. Pepper Distilling Co. is a privately held craft bourbon and rye whiskey producer operating from a restored National Historic Landmark distillery in Lexington, Kentucky, selling bottled-in-bond and barrel-proof whiskeys direct to consumers via its gift shop, tours, and tastings.

Ownership category

akta.pro rank

Product category

Craft Bourbon and Rye Whiskey

NAICS

Distilleries (312140), Distilleries (31214)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Distilleries (Tasting Rooms) (THAFALAG), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF), Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Craft bourbon whiskey
• Bottled-in-bond rye
• Small-batch distilling
• Kentucky straight whiskey
• Distillery tours tastings

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Whiskey Product Sales: Direct retail sales of bourbon and rye whiskeys through the distillery gift shop. Core products include Old Pepper Bourbon (bottled-in-bond, 100 proof), Old Pepper Rye (bottled-in-bond, 100 proof), 1776 Straight Bourbon (100 proof, high rye mash bill), 1776 Straight Rye (100 proof, 100% rye mash bill), Decanter Barrel Proof Bourbon, and various limited releases including single barrels and specialty finishes.
2. Distillery Tours and Tastings: Guided distillery tours including whiskey tastings, museum access, and complimentary tasting glass. Also offers standalone tasting flights available for purchase at the bar. Tour pricing is $25 per person with discounts for veterans ($10) and free admission for active military.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

James E Pepper Distilling Co. is a historic Kentucky craft distillery producing small-batch bourbon and rye whiskeys under the Old Pepper, 1776, and Decanter brands using historic mash bills and a low barrel entry proof program. The company also operates a visitor experience at its Lexington distillery, offering guided tours, museum access, and tasting flights, with retail sales of whiskey through its on-site gift shop and limited specialty distribution.

Product overview

James E Pepper Distilling Co. is a historic Kentucky bourbon and rye whiskey distillery that produces a core lineup of bottled-in-bond and barrel proof whiskeys under the 1776 and Old Pepper brands. The 1776 line includes 100-proof straight bourbon and rye expressions, while the Old Pepper line features bottled-in-bond bourbon and rye aged minimum 4 years. The premium Decanter series offers barrel proof expressions. The company also produces limited seasonal and experimental releases including the Finest Kentucky Oak finishes, Meadowthorpe, and Revolutionary Soldier expressions. In addition to whiskey products, the distillery offers visitor experiences including guided tours of the historic facility, museum access, and tasting flights.

Differentiator

Problem solved

Functional benefit

Brands

• 1776 Bourbon: Straight Bourbon - 100 Proof, Un-Filtered, High Rye Mash Bill. Award-winning label launched in 2012 to revive the old brand.
• 1776 Rye
• Old Pepper Bourbon
• Old Pepper Rye
• Decanter Barrel Proof Bourbon
• Meadowthorpe
• Revolutionary Soldier Kentucky Straight Bourbon

Products and services

• 1776 Straight Bourbon - 100 Proof Kentucky straight bourbon bottled at 100 proof, unfiltered, with a high rye mash bill. Rich bourbon sweetness with vanilla, honey, cloves, and chocolate notes.
• 1776 Straight Rye - 100 Proof Kentucky straight rye whiskey bottled at 100 proof, unfiltered, with a 100% rye mash bill. Complex and flavorful with notes of mint, cloves, eucalyptus, chocolate, and honey.
• Old Pepper Bourbon Bottled-in-bond bourbon aged minimum 4 years at 100 proof. Made with unique blends of corn, rye, malted barley, and malted rye; aged in Kentucky oak barrels. Tasting notes include caramel, vanilla, spices, and malt.
• Old Pepper Rye 100% rye bottled-in-bond whiskey aged minimum 4 years at 100 proof. Aged in new toasted and charred Kentucky oak barrels. Complex and balanced with notes of chocolate peppermint and wildflower honey.
• Decanter Barrel Proof Kentucky Straight Bourbon Recreation of historic 1945 bottle design. Blends of older stocks with distinct mash bills (corn, rye, malted barley, malted rye). Aged average over 5 years, bottled uncut and unfiltered from the barrel at barrel proof.
• Decanter Rye 100% rye, aged 6.3-8 years and bottled at 57.8% ABV. Bold, complex, and full of character. Limited release available at gift shop and select markets.
• Old Pepper Rye Finest Kentucky Oak Straight rye whiskey with secondary maturation in a toasted new oak barrel made from staves of 'Finest Kentucky Oak', air-seasoned for 24 months. Bottled straight from the barrel, uncut and unfiltered.
• Revolutionary Soldier Kentucky Straight Bourbon 7.9 year Double Oak Single Barrel Bottled-In-Bond bourbon finished in a toasted barrel for an additional 4 years. Limited release celebrating America 250.
• Meadowthorpe Bourbon 5-year bourbon cut to 94 proof, crafted in honor of James & Ella's horse farm. Limited drop available only at Pepper Distillery.
• 1776 Barrel Proof Rye Limited release of 120 bottles. Aged 3 years, bottled at 117.6 proof (58.8% ABV). Only available at Visitor Center in Lexington.
• Distillery Tours Guided tours including the story of the historic Pepper Brand & Distillery, time in the distillery museum, tour of working distillery, tasting of award-winning whiskeys, and complimentary tasting glass. Tours run approximately 1 hour at $25 per person ($10 veterans, free active military).
• Tasting Flights Whiskey tasting experiences available at the on-site bar. Different flights offered based on whiskey type and vintage. No reservation required.

Quantifiable outcome

• Fred Minnick rated Decanter Barrel Proof Bourbon as 'One of the best Bourbons of 2023' with 94 Points in Top 25 American Whiskey Releases in 2023 Top 100 Ranking
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Castle & Key Distillery: Restored historic Kentucky distillery (Old Taylor/Old Crow site) producing craft bourbon, rye, and gin with a comparable heritage-driven DTC tourism model and similarly small production scale.
• New Riff Distilling: Kentucky craft distiller producing bourbon and rye with bottled-in-bond and single-barrel expressions at a comparable craft scale, with similar emphasis on transparency and heritage storytelling.
• Wilderness Trail Distillery: Kentucky craft bourbon and rye producer with science-driven fermentation/distillation program and comparable sub-large production scale targeting premium on-premise and retail accounts.
• Michter's Distillery: Premium Kentucky craft bourbon and rye distillery with comparable bottled-in-bond and single-barrel portfolio strategy and a founder-led brand revival narrative.

Broad incumbents

• Wild Turkey Distillery: Heritage Kentucky bourbon producer with iconic brand assets, larger production scale, and established export footprint competing for premium and limited-release shelf space.
• Four Roses Bourbon: Heritage Kentucky bourbon producer with multiple mash bills and a strong craft-narrative built around distinct recipes, operating at meaningfully larger scale but competing for similar enthusiast and on-premise accounts.
• Woodford Reserve: Premium Kentucky bourbon built on the historic Pepper family site that predates James E. Pepper's later Lexington distillery; competes directly in heritage storytelling, premium pricing, and distillery tourism.
• Buffalo Trace Distillery: Major Kentucky heritage bourbon producer (Sazerac) with deep aged stocks powering coveted limited releases, setting the bar JEP's premium offerings must clear for collector and trade demand.
• Old Forester: Historic Kentucky bourbon brand with similar Whiskey Row tourism/DTC heritage model and bottled-in-bond product lines, operating at much larger scale with broader distribution.

Emerging players

• Rabbit Hole Distillery: Louisville craft bourbon producer focused on modern grain bills, specialty finishes, and contemporary packaging — competing for similar craft and premium on-premise accounts with a more modern brand voice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pepperdistillery
• LinkedInlinkedin.com/company/james-e.pepper-distilling-co

Compliance1 record

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 James E Pepper Distilling Co.