How To Make Wine : Interview: Jeff Kozak, CEO of WhistlePig Whiskey

Monday, August 23, 2021

Interview: Jeff Kozak, CEO of WhistlePig Whiskey

Volume 371 | August 23, 2021

Jeff Kozak, CEO of WhistlePig Whiskey

WhistlePig played a big role in the rye renaissance that began over a decade ago as a brand that pushes the conventions of a traditional category. CEO Jeff Kozak took some time to talk to Park Street University about the brand’s growth over the past decade and how the brand overcame the stigma of sourcing whiskey at a time when the strategy was not as commonplace as it is now

Kozak discusses how WhistlePig is looking to expand its breadth of offerings and has recently launched the "new to world" brand, Limavady Irish Whiskey in test markets.

WhistlePig also plans to invest in the fast-growing digital space for beverage alcohol, establishing partnerships with key players in the e-commerce space and aiming to create their own marketplace to cater to their super fans.

Speaking on the simplicity behind WhistlePig's distributor management strategy, Kozak advises, "Do not fall into the trap of the large suppliers and their strategies of distributor management. If you are trying to grow and establish your brand, then make the messaging simple and fun."

Read the full interview with Jeff Kozak.