Angel’s Envy founder launches spirits platform

Spirits industry veteran Jay Maltby, co-founder of Angel’s Envy Bourbon, has launched a new sales and marketing platform with the backing of a US$30 million spirits venture fund.

Blue Nectar Tequila is one of the brands handled by newly formed The Espiritus Group

Maltby, who also served as CEO of Cruzan Rum and executive committee member at Bacardi USA, will lead Florida-headquartered The Espiritus Group as its chairman and CEO.

The Espiritus Group’s portfolio currently consists of Blue Nectar Tequila, Corner Creek Reserve Bourbon Whiskey, The Lost Distillery Scottish Whisky Company, Purus Organic Wheat Italian Vodka, and Virginia Distillery Company Highland Malt Whisky.

“We’ve assembled a spirits portfolio all of which are in high-growth categories and share common attributes: artisanship, family ownership, financial stability, high quality and authenticity of story,” said Maltby.

“We’ve also put together a team of over 20 industry veterans with complementary skill sets who share our entrepreneurial approach to the business.”

The group has been launched “in partnership” with a $30m spirits venture fund, which will invest $3m-$10m in “high-potential spirits brands”. Espiritus has national distribution rights for all of the products in its portfolio, as well as “varying levels of equity participation” in each.

Maltby added: “We work in partnership with the brand owners of each product to increase sales and distribution as well as build positive awareness through local marketing.

“By joining brands that share common goals and attributes into a single portfolio, we can offer broader sales coverage and marketing efficiencies.”

Espiritus launches with a national sales team that includes both “industry veterans” and “up and coming” sales professionals.

Bacardi acquired Angel’s Envy Bourbon in March 2015, marking the group’s first foray into the American whiskey sector.