Brother Justus names chief growth officer
Minneapolis craft distillery Brother Justus Whiskey Company has appointed George Simpson as its chief growth officer.
Simpson has taken on the newly created role to build and oversee the development and implementation of strategies for both sales and marketing functions.
He will work closely with Phil Steger, the founder and CEO of Brother Justus Whiskey Company, and the firm’s president, Helen Hardy, as part of the senior leadership team.
Simpson said: “Brother Justus is emerging with loads of promise at a time when consumers are looking for something new, different, and authentic.
“The company is poised to shape the future of American whiskey, let alone the new American single malt category, and I’m fired up to bring the depth and breadth of my experiences to work in an environment with such passion and heritage. The goal is to catapult our whiskey into a sought-after sip synonymous with craft, intention, and quality.”
Simpson has extensive experience with consumer product goods, including more than a decade in the drinks industry, with companies such as Heineken, La Pavia Beverage Inc, and Spirits Investment Partners.
Steger added: “We have devoted more than a decade to working the ground for growth: original, award-winning product, which American whiskey market mover Fred Minnick has called a ‘game-changer’ and ‘everything I want in a whiskey’; manufacturing consistency, efficiency, and scalability; and an original brand rooted in Minnesota’s unique landscape and heroic history that every American can relate to.
“Last year was tough for the industry, but it was our biggest year yet, and 2026 is already off to the races. George’s industry knowledge and success with both large and early-stage beverage alcohol brands are what we need to reach the next level. Driving hockey-stick sales growth is goal number one, two, and three. George is ready to run full tilt toward achieving it.”
Last year, Brother Justus released two commemorative whiskeys in honour of local war veterans.
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