Ex-Diageo VP joins Redwood Empire Whiskey
Wade McKasson has been named Redwood Empire’s new chief sales officer, as the Californian whiskey brand enters its next phase of expansion.
Parent company Purple Brands opened a distillery and visitor centre for Redwood Empire Whiskey on Mare Island, located on a former naval base north of San Francisco, a year ago. The company is now looking to expand its distillery capacity to quadruple production.
Wade McKasson has been hired as the company’s new chief sales officer, a role that will see him lead on its national sales strategy.
McKasson brings more than 25 years of industry experience to the brand, which includes leadership positions at Diageo, Moët Hennessy USA, Gallo and Western Spirits Beverage Company.
At Diageo, he most recently served as the company’s vice-president of sales, helping to build its US commercial emerging whiskies division.
As chief sales officer for Redwood Empire, he will oversee national sales strategy, distributor partnerships, and market development for the brand, while working closely with its leadership team to accelerate distribution and strengthen the company’s on- and off-premise presence.
McKasson said: “I’m excited to join Purple Brands and help lead the next stage of growth for Redwood Empire Whiskey. The brand combines authentic storytelling, sustainability, and exceptional whiskey.
“I look forward to working with the team and our distributor partners to expand the brand’s reach and continue building momentum nationwide.”
Purple Brands sold its Raeburn Winery recently, so it could concentrate its resources on scaling Redwood Empire.
Purple Brands’ founder Derek Benham established the Redwood Empire brand in 2014.
In 2024, the brand’s volumes were said to have increased by 30% to 55,000 nine-litre cases.
The purchase of the Savage & Cooke distillery in Northern California marked a ‘significant investment’ in the whiskey brand, which would expand its production capacity and establish it as a visitor destination.
On bringing in McKasson, Benham said: “Wade brings deep spirits experience and a proven ability to scale brands nationally.
“As we focus the company fully on Redwood Empire Whiskey, his leadership and industry relationships will help accelerate the brand’s next phase of growth.”
Redwood Empire’s core whiskey range includes a Bourbon (called Pipe Dream), a rye (called Emerald Giant) and a straight whiskey blend (called Lost Monarch). Each retails for US$40.
Whiskey university
Purple Brands aims to make Mare Island a similar destination in standing to Kentucky and Tennessee’s Bourbon trails.
Alongside its distillery and visitor centre, the company has invested in an education programme to strengthen long-term relationships with its audience.
The programme, called Redwood Empire Whiskey University, is a year-long education series designed and led by the brand’s master blender, Lauren Patz.
It consists of five in-depth 90-minute classes throughout the year, which will cover everything from the fundamentals of whiskey to barrels and maturation, and the history of blending.
Patz said: “Education has always been part of who we are. Whiskey University is not about one class or one moment, it’s about creating an ongoing dialogue around how whiskey is made and why those decisions matter. That kind of engagement builds understanding and trust over time.”
The brand highlighted Whiskey University’s creation as a commitment to more experience-driven growth, through education and hospitality rather than short-term promotion.
The company noted that there are plans to further expand the educational and experiential footprint.
The distillery also offers guided tours and tastings, curated flight experiences, one-off masterclasses tied to new product launches, blind tastings and hands-on blending seminars.
Additionally, it features a craft cocktail programme at its whiskey bar with curated tasting flights with optional pairings, and a whiskey-friendly food menu.
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