Buzzard’s Roost targets double-digit growth in 2026
American whiskey brand Buzzard’s Roost is aiming for a ‘record year’ in 2026 after posting 21% revenue growth last year.
Judy Hollis Jones and Jason Brauner launched the brand in 2019, which includes a microdistillery and tasting room in downtown Louisville, Kentucky.
Speaking on the growth, Hollis Jones, CEO, says her and Brauner, master blender, said they saw the market changing in 2024 and adapted: “Whiskey drinkers are seeking out new whiskeys, made differently. They’re interested in discovering new taste profiles – and that is where Buzzard’s Roost really stands out.
“Our proprietary double oak process delivers complex layers of flavours, and we are thrilled that more consumers are discovering Buzzard’s Roost.”
American whiskey has found itself in a hard period with sales softening after years of growth. Last year, production was put on pause at various distilleries, including Diageo’s Balcones and George Dickel facilities, and Jim Beam halted production at its main distillery until the end of 2026.
Elsewhere, Artisan Distillery & Craft Bar in Texas announced it would shut on 25 January after 13 years in operation due to “significant” production costs, while parent company of Oregon-based Rogue Ales & Spirits filed for Chapter 7 bankruptcy last November.
To pursue growth amid the current industry challenges, Buzzard’s Roost has refined its strategy.
The brand pointed to its marketing investment, which saw new packaging and redesigned labels for clearer messaging about its double oak process. The process is centred around 17 proprietary toast profiles, each of which brings out specific flavours from the wood.
“All of our whiskeys are double oaked – and have been from the start. We are emphasising that much more on our bottles, in our marketing communications, and in sales efforts,” said Hollis Jones.
Single barrel whiskey in demand
Single barrel releases were also popular last year, the brand noted, with retailers and Bourbon clubs buying more of its single barrels in 2025 than any previous year.
So far this year, the brand has already hosted multiple barrel picks at its distillery.
“There is huge interest in single barrels. People love the experience and exclusivity of selecting their very own barrel,” Hollis Jones added.
While Buzzard’s Roost still brings out limited releases like its Cigar Blend Bourbon, another part of the strategy has been to narrow the focus to five core whiskeys, which cover different price points.
The Barrel Strength Double Oak Bourbon retails for US$79; Bottled in Bond Double Oak for US$65; Small Batch Char #1 Double Oak Bourbon for US$65; Toasted Barrel Double Oak Rye US$65; and Signature Double Oak Bourbon costs US$49.
Hands-on experiences
Additionally, the brand said it found success in its customer experience offering where revenue from its downtown experience on Whiskey Row was up by 33% last year and foot traffic was up by 27%.
New ready-to-drink (RTD) cocktails and experiences were also added to the tasting room.
The brand’s vice-president of marketing, Laura Coomes, said the Straight from the Barrel experience, where guests bottle and label their own whiskey using a ‘whiskey thief’ (a pipette-like tube to draw liquid from the barrel) “started selling out as soon as we launched it”.
“People love hands-on experiences and they love taking home a bottle not available anywhere else,” she said.
Meanwhile, the new RTDs offerings – a Maple Old Fashioned and Coffee Old Fashioned in 375ml and 100ml bottles – also sold quickly, and the brand will add seasonal variants throughout the year.
For its loyal fans, which the brand refers to as ‘ambuzzadors’, Buzzard’s Roots has offered exclusive barrel picks and hosted Zoom tastings with limited edition whiskeys and special events.
“Our customer loyalty game is strong,” added Coomes. “We recognise the importance of loyalty and reward it in meaningful ways.”
Buzzard’s Roost now forecasts double-digit growth for the year ahead with Hollis Jones adding: “We have the people, the product and the perseverance to make 2026 another record year.”
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