Meat Church BBQ invests in Pursuit Spirits
The founder of barbecue brand Meat Church BBQ has acquired a minority stake in Kentucky-based whiskey maker Pursuit Spirits for an undisclosed sum.
The investment from Meat Church BBQ founder Matt Pittman will accelerate Pursuit Spirits’ growth plans, including operating enhancements.
The deal is said to be the first time that “influencers between barbecue and Bourbon have come together with a vested interest”.
Together, the two companies will aim to forge a “deeper collaboration” between their cross-category fan bases.
The agreement will also provide Pursuit Spirits with resources to scale distribution, collaborate on new products, and tap into Meat Church’s one-million-plus audience.
“Great barbecue and great whiskey go hand-in-hand,” said Pittman, who established Meat Church in 2014. “With Pursuit’s incredible momentum and our shared passion for spreading the gospel of smoked meats and great whiskey, this partnership is a natural fit that will broaden our reach and ignite future growth by connecting with fans who share our passion.”
The investment was also part of Pursuit’s newly built Whiskey Row visitor experience, which opened in Louisville, Kentucky, in August.
Kenny Coleman and Ryan Cecil founded Pursuit Spirits in 2018. The company produces the Pursuit United line of Bourbons and rye whiskeys.
Cecil, who is also master blender, described the investment as a “game-changer”.
“It will allow us to double down on product innovation, bringing exciting new whiskey expressions with Meat Church to market that showcase the passion and creativity of our team,” he continued.
“Combined with our Whiskey Row tasting room, we can create immersive brand experiences for guests.
“Partnering with an iconic brand like Meat Church gives us a powerful platform to strengthen Pursuit’s brand presence among avid consumers who live for great whiskey and great barbecue.”
Meat Church sells a range of products for barbecues, including sauces, rubs and seasonings. It also offers merchandise such as t-shirts, hats, hoodies and barbecue accessories.
In addition, Meat Church runs barbecue classes and events, and hosts a YouTube channel.
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