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Sante Fe Spirits rebrands whiskey line
In an effort to better centre its Southwest roots, American single malt producer Santa Fe Spirits has rolled out a new look and name for its whiskeys.
Santa Fe Spirits has replaced its line of Colkegan single malts with a new look and name: The Original Santa Fe Whiskey. The rebrand is meant to better reflect the brand’s flagship whiskey, Mesquite Smoked American Single Malt, and elevate its sense of terroir and regionality. The new packaging features landscape imagery that likewise communicates its origins.
While the Colkegan name had been well-established in New Mexico, plans to expand into other states prompted the rebranding. The distillery was founded in 2010 by Colin Keegan and purchased in April 2024 by Stockwell Reserve, a cooperative of craft distilleries.
“The feedback has been overwhelmingly positive, especially in New Mexico,” Keegan said. “Consumers are excited to see us expand into the Texas market. As we work to grow our distribution, they can look forward to finding our products in more markets and states in the near future.”
Keegan says the rebrand wasn’t intentionally aligned with the recently recognised guidelines for American single malt, but calls it a lucky coincidence. Santa Fe is a founding member of the American Single Malt Whiskey Commission, and its use of mesquite smoke represents the flavour and geographic differences possible within the category.
“For years, we’ve believed in the potential and distinctiveness of American single malt, and it’s incredibly rewarding to see it gain this formal recognition,” Keegan said. “This official designation validates what we’ve been committed to from the start: crafting high-quality single malt whiskey that embodies the spirit and essence of New Mexico. It’s a milestone that’s long overdue, and we’re honoured to be part of this exciting movement.”
Santa Fe produces six whiskeys in total, including a bottled-in-bond, cask strength and Pedro Ximénez finished, in addition to its flagship mesquite smoked.
“We’ll continue to push boundaries and create whiskeys we’re proud to share,” said Keegan.
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