Holladay Distillery, operating under the McCormick Distilling Co. umbrella, has announced a significant multi-state distribution agreement with Empire Distributors Inc. The strategic partnership immediately strengthens the distillery's commercial footprint across three high-profile markets: Colorado, Georgia, and Tennessee.
The agreement reflects McCormick Distilling's continued strategy of expanding its premium portfolio through targeted, best-in-class regional distribution networks, ensuring streamlined access for both off-premise retail and on-premise hospitality accounts.
Portfolio Expansion: Premium Focus
Under the new partnership, Empire Distributors will serve as the key route-to-market for McCormick's premium tier. For B2B buyers in the affected states, the deal consolidates access to several high-velocity and craft brands under a single distributor, including:
Holladay Bourbons: The focal point of the company's premiumization push, aged in traditional ironclad rickhouses.
Five Farms Irish Cream Liqueur
Tequila Rose
Broker's Gin
360 Vodka
Hussong's Tequila
A Partnership Mindset
Both companies highlighted the alignment of their long-term brand-building philosophies.
"Empire brings more than just strong distribution capabilities; they bring a true partnership mindset," said Patrick Fee, Vice President of Sales & Marketing at McCormick. "Their commitment to trust, collaboration, and long-term brand building gives us great confidence as we continue to grow in Colorado and beyond."
For Empire Distributors, the addition of the McCormick portfolio bolsters its ability to supply high-demand categories—particularly premium bourbon and flavoured liqueurs—to its retail network.
Gary Wolfe, Chief Operating Officer of Empire Distributors, commented: "We are excited to welcome McCormick Distilling Company's top-notch brands to the Empire Colorado family and further invest in our partnership with them in Georgia and Tennessee. As the market continues to change, we are focused on bringing premium spirits to our customers and recognise that McCormick's product lineup is the perfect addition to our portfolio."
Leveraging Heritage
The partnership underscores a broader operational shift for the 170-year-old McCormick Distilling Co. Founded in 1856 in Weston, Missouri, the company is the oldest distillery west of the Mississippi still operating at its original location.
In recent years, the company has sharpened its focus on premium innovation by leaning heavily into the historical "Holladay Distillery" name, capitalising on the consumer demand for authenticity and transparency in the American whiskey category while maintaining its broad, accessible spirits lineup.
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