Mahalo Spirits Group Welcomes Treaty Oak Distilling to its Fast-Growing Craft Spirits Portfolio
Delray Beach, FL (July 12, 2018)– Mahalo Spirits Group (MSG) – the full-service creative, sales, marketing and entrepreneurial powerhouse behind the success of Angel’s Envy bourbon,Papa’s Pilarrum and Suertetequila over the past decade–today announced a new addition to its portfolio in Treaty Oak Distilling.Based in Dripping Springs, TX, the vanguard distillery has been at the leading-edge of the craft spirits movement for more than a decade. The partnership promises to further the explosive growth of the craft distilling industry and MSG’s mission of forging partnerships with world-class managers and founders to incubate and accelerate premium authentic brands globally.
Founded in 2006 by Daniel Barnes, Treaty Oak Distillingis an eclectic and brilliant team of rebels committed to makingthe best spirits that purposefully break from convention to create something new, or even curious. Until now, the company’s portfolio of spirits has been one of the best kept secrets in Texas. With MSG’s help, the upstart brand will expand its U.S. footprint into seven new markets, starting with the award-winning trio of Waterloo gin expressions (Waterloo No. 9, Waterloo Antique and Waterloo Old Yaupon), and quickly rollout nationally. The whiskey portfolio, which includes Red-Handed bourbon, Red-Handed rye and Ghost Hill bourbon, will follow shortly thereafter.
Concurrently, MSG has made big investments in its business and team, to supplement its expertise in branding, marketing, strategy, finance, supply chain, compliance, and fundraising. This includes the Drinkubatortechnology group, led by Kyle Groth and Bryan Monteleone, which will focus on building spirits focused apps, tools and platforms designed to influence consumers at, or near, the point of purchase. TheMahalo Capital Group is in the middle of raising another fund in the range of approximately $50mm, as it actively searches for its next great partners.
Under the leadership of Chief Sales Officer Bill McGough, MSG has also added four experienced industry veterans to its national sales and marketing group, all of whom are extensively trained to sellpremium craft spirits and interface with an ever-consolidating distribution industry. For their full bios and headshots, please click HERE.
- Nick Doyle,Executive Vice President & National Sales Manager
- B. Wilber, Vice President – Southwest U.S. Region
- Brendan O’Mahoney, Vice President –West U.S. Region
- Johnny Lazenby, Vice President – Southeast U.S. Region
Alex Bogusky, an expert who leads brand strategy and consumer insights for MSG, along with creative powerhouse Crispin Porter+Bogusky(CP+B), worked with Treaty Oakto refresh the look and feel of the company’s primary brand elements, including its logo, point-of-sale, websiteand packaging. The whiskey portfolio now features paint-dipped background colors and texture with a classic design, while the trio of gins include disruptive paint strokes in blue (Waterloo No. 9), black (Waterloo Antique) and green (Waterloo Old Yaupon) over a delicate juniper stem wrapped in oak leaves.
“We’re thrilled to collaborate with Daniel Barnes and his team at Treaty Oak Distillingto build this portfolio of innovative and authentic whiskies and gin,” said Stephen Groth, President & CEO,Mahalo Spirits Group. “After evaluating hundreds of brands, Daniel and his team were clear standouts and a no-brainer to pursue a partnership with. We have a talented team with a proven track record of creating and building premium brands, along with the resources to take these handcrafted spirits to the next level.”
“Mahalo was the best strategic and cultural fit for both our team and brands,” said Daniel Barnes, Founder of Treaty Oak Distilling. “Beyond their industry expertise and first-rate resources, we instantly felt a genuine connection and a shared purpose.”
Previously, MSG was a founder of Angel’s Envybourbon, taking the super-premium brand from concept to creation to eventual acquisition by Bacardiin 2015. Using its Launchpadproprietary 360 brand development process as a disciplined approach to rapidly growing emerging brands, thecompany has also built Papa’s Pilarrum from an idea into a key player, which has achieved the largest percentage growth of the Top 10 ultra-premium rum category overthe past 52-week reporting period (Nielsen, April 2018). Now sold in 27 states, Papa’s Pilar opened a distillery and experience center last year in Key West, FL. Most recently, MSG partnered with Suerte, a premium 100% tahona-crushed agave tequila made in Jalisco, Mexico, to expand the brand’s presence into 22 states, which helped to triple its sales volume over the past few years.
MSG is always looking for the next great partner to add to its portfolio. For more information, please contact Kyle Groth at (607) 351.9784or firstname.lastname@example.org
About Mahalo Spirits Group
|Mahalo Spirits Group is a full-service brand innovation company headquartered in Delray Beach, Florida. Mahalo specializes in incubating and/or accelerating handcrafted brands with deep and authentic stories. Mahalo has a broad array of targeted resources and expertise, ranging from a national route-to-market force to world-class creative and creation talent to a fully dedicated technology team, supported by a finance, supply chain and compliance team. Existing partnerships include Papa’s Pilar Rum, Suerte Tequila and Treaty Oak Distilling.
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Treaty Oak Distilling Unveils Fresh New Look for its Waterloo Gin Portfolio Throughout the Great State of Texas
Dripping Springs, TX (July 2018) – Treaty Oak Distilling, the vanguard distillery, founded by Daniel Barnes in 2006, that has been at the leading-edge of the small spirits movement for over a decade, is proud to introduce a fresh new look for its Waterloo Gin portfolio. The trio of gins, which offer a modern take on the classic spirit,will first roll out in the brand’s home state of Texas, before launching in seven new U.S. markets.
With help from creative powerhouse Crispin Porter+Bogusky, the new bottles showcase a sleek new shape, with disruptive paint strokes in blue (Waterloo No. 9), black (Waterloo Antique) and green (Waterloo Old Yaupon) over a delicate juniper stem wrapped in oak leaves. The trio of gins are born of both science and experience, created in custom made pot and column stills with Treaty Oak’s proprietary distillation process. Comprised of distillers, sommeliers, botanists and architects, the crew draws inspiration from the past, but also the world around them. They meticulously select the best ingredients and adhere to stringent aging processes and distilling methods to ensure the highest-quality products. Each gin is distilled in Dripping Springs, using limestone-filtered Texas spring water.
“We strive to make spirits that purposefully break from convention in order to create something new, or even curious,” said Daniel Barnes, founder of Treaty Oak Distilling. “We’re proud to be the most awarded distillery in Texas. And while we’re best known for our whiskey, our gins will make you rethink everything you thought you knew about this spirit.”
Waterloo No. 9, the first gin to be introduced in the state of Texas, draws inspiration from a traditional dry gin by utilizing ingredients such as juniper, coriander, and anise. But, its perhaps best defined by its unique floral and citrus qualities, like ginger, grapefruit zest, lavender, the latter two of which are sourced from the Texas valley, thanks to a partnership with Dr. Mani Skaria, founder of U.S. Citrus, who developed a proprietary USDA certified micro-budding citrus propagation technique. The Waterloo name pays homage to the original name for the city of Austin. No. 9 refers to the ninth expression the team selected from among 100 recipes. A gin as big as Texas, No. 9 won the coveted “Gin Masters Award” in London from among more than 300 entries. It was also the primary ingredient in the “Town Lake Yacht Club” cocktail, which was named the 2018 official drink of Austin.
In a sea of clear gins, Waterloo Antique Gin stands out due to its dark color. The longest aged gin on the market, this expression is barreled on-site before aging under the Texas sun in first use American White Oak barrels for 24 months. Distilled with local botanicals and Texas spring water, it flaunts a sweet floral and vanilla nose, and then reveals dark, herbal flavor notes, presenting hints of nutmeg and leather, before a sweet-spicy cinnamon finish. Meant to be served neat and drink like a whiskey, Antique also offers an intriguing option to replace whiskey in any cocktail. 94 proof.
The newest addition to the gin portfolio is Waterloo Old Yaupon, a unique take on an Old Tom Gin, meaning an 18th century London Dry. Pale-yellow in appearance, this 90-proof gem features botanicals such as Yaupon Holly, Juniper, Kaffir Lime, Anise, which are then back-sweetened with Wildflower Honey.
Waterloo No. 9 ($24.99) and Waterloo Antique Gins ($29.99) are now availablein 750ml bottles at both on- and off-premise establishments in Texas. Waterloo Old Yaupon Gin ($24.99) can be found off-premise. Retail prices may vary by market. Later this year, the gins will roll out to seven additional U.S. markets, including California, Florida, Georgia, Illinois, Michigan, Tennessee and Virginia. For more information, please visit www.waterloogin.com
Located on a 28-acre ranch at 16604 Fitzhugh Road in Dripping Springs, Texas (approximately 25 miles from Austin), Treaty Oak is open to the public Thursday and Friday from 4-9pm, Saturday from 12-9pm, and Sunday from 12-6pm. The distillery offers tours on Saturdays from 1-6pm, which provides a behind the scenes look into the distilling process and history of Treaty Oak. Admission for a 30-minute tour is $15 and includes a spirit tasting and a rotating seasonal cocktail. Reserve your spot here: www.treatyoakdistilling.com/tours. Walk-ins are accepted (subject to availability). For private tours, call (512) 599-0335. The facility also houses Ghost Hill Restaurant, a full kitchen and bar featuring Texas-centric food and beverage; The Cocktail Lab, where science meets the art of cocktailing; Rick House Bar, which is also available to rent for special events; a visitor center; The Bottle Shop, where guests can purchase brand gear and limited-edition whiskey expressions only available at the distillery; and family-friendly entertainment, including live music, yard games and a kids play area.
About Treaty Oak Distilling
Treaty Oak Distilling is a collective of distillers, sommeliers, botanists and architects based in Dripping Springs, Texas who are in pursuit of making the best spirits. They look to film, music, cultural exchange and beyond to push and fuel a path forward. Inspired by the world around them, they have crafted an unbound lineup of spirits: Ghost Hill Texas Bourbon, Red Handed Bourbon, Red Handed Rye Whiskey, Waterloo No.9 Gin, Waterloo Antique Gin and Waterloo Old Yaupon Gin. Connect with Treaty Oak Distilling on Facebook and Instagram. Drink responsibly.
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