Deutsch Family Wine & Spirits has acquired the upscale Bib & Tucker Bourbon and Masterson’s Rye whiskey brands from 3 Badge Beverage Corp., owned by the Sebastiani family. The deal extends Deutsch’s presence in the fast-growing North American whiskey category, where it already owns the Redemption whiskey label. The price was undisclosed.
“Higher price segments are the most dynamic across the whiskey category and we’re bullish on the opportunity to grow these two great brands,” said Deutsch Family CEO Peter Deutsch. He added that the company intends to “create a diverse range of whiskey brands with different mash bills, places of origin and price points. There will be other additions in the future.”
Masterson’s is the first Canadian label to join the Deutsch Family portfolio. The pot-distilled, 10-year-old core rye is packaged in individually numbered bottles and retails at $70. Masterson’s was extended this spring with a trio of limited-production barrel-aged ryes. All three garnered scores of 90 points or above from Whisky Advocate. Bib & Tucker, a small-batch, six-year-old Bourbon sourced from Tennessee, retails at about $55 a bottle.
Last year, the two brands combined for less than 10,000 cases annually, according to Impact Databank. But Deutsch says Masterson’s has enough aged stock to “quickly expand the brand to national distribution,” and adds that Bib & Tucker will gradually ramp up supply over the next few years.
Meanwhile, Deutsch continues to build the Redemption whiskey brand, which includes MGP-distilled Bourbon, High-Rye Bourbon, Rye and a high-end Barrel Proof range. In 2016, Redemption (around $30) was at 33,000 cases, according to Impact Databank. For its fiscal year ending next March, Deutsch projects the brand to reach about 70,000 cases.
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