Fallon, NV (2025) — Colby Frey, Co-Founder of Frey Ranch Distillery and one of the leading voices in farm-to-glass whiskey, has released his outlook for the 2026 American whiskey landscape, highlighting continued industry contraction, a renewed focus on authenticity, a rise in estate distilling, and shifting pricing trends as older stocks enter the market.
These insights arrive as Frey Ranch celebrates a milestone year, marked by exceptional growth, new expansion, and record-setting consumer demand.
2026 Whiskey Industry Predictions from Colby Frey
1. Continued Contraction in Craft Whiskey & Pricing Pressure
Frey predicts that the American craft whiskey segment will continue to tighten, with large producers also facing a slowdown in global and domestic consumption.
As a result, pricing is expected to contract, especially among established brands aiming to drive volume.
Brand authenticity, transparent storytelling, and meaningful trade engagement will become critical for visibility in a crowded, cooling market.
2. Whiskey Brands Seeking New Revenue Streams
With tighter margins ahead, many producers will explore additional revenue sources—whether by selling used barrels, repurposing byproducts, or implementing more efficient production practices.
Frey Ranch continues to champion its closed-loop farming ecosystem, selling spent grains to a neighboring dairy farm and receiving manure back to fertilize its grain fields.
3. Rise of Estate Distilling & Local Sourcing
The growing consumer interest in terroir, ingredients, and supply chain transparency—boosted by the formation of the Estate Whiskey Alliance—is pushing more American whiskey brands toward:
• Estate distilling
• Localized grain sourcing
• Tariff-proof input strategies
Consumers increasingly evaluate whiskey the same way wine drinkers evaluate vineyards: by the grain varieties, soil, climate, and geography that shape flavor.
4. Increased Age Statements Across the Market
With more distilleries and barrel investment groups holding inventory of mature whiskey, the industry will see a spike in 10+ year age statements and older blends.
This trend may impact pricing dynamics, especially for high-value limited releases centered on aged whiskey.
2025 Frey Ranch Distillery Year in Review
Frey Ranch enters 2026 following one of its strongest years to date:
- Five consecutive quarters outperforming the $40–$60 bourbon category (Nielsen 2025)
- Ranking #31 in dollar sales across its 11 open states in the last 26 weeks, outpacing nearly all higher-ranked brands in the price segment
- Harvester Series (First Harvest & Second Harvest) sold out online in under 20 minutes
- Expansion into Colorado and Illinois, now sold in 15 states
- New off-premise placements including ABC (FL) and Meijer (MI)
- First national retail program with Whole Foods, reaching ~122 stores
- Joined the Estate Whiskey Alliance, strengthening its leadership in farm-to-glass transparency
Frey Ranch continues to win buyers over through its grain-first philosophy, proving that superior inputs lead to exceptional whiskey.
2026 Frey Ranch Focus Areas
Looking ahead, Frey Ranch will navigate economic and industry headwinds with steady, sustainable growth while reinforcing its core identity.
Strategic Priorities for 2026:
• Continued emphasis on farm-to-glass transparency
• Controlled expansion into control states including North Carolina, Alabama, Pennsylvania, and Mississippi
• A robust innovation pipeline featuring:
– Frey Ranch Harvester Series: Third Harvest
– Frey Ranch Farm Strength Uncut Rye, a new core expression positioned alongside Frey Ranch Farm Strength Uncut Bourbon
Frey Ranch remains committed to delivering whiskey rooted in agriculture, terroir, and authenticity—principles that will become increasingly important in the evolving American whiskey landscape.
ABOUT FREY RANCH DISTILLERY:
Established in 2006 by Colby and Ashley Frey on their family’s 2,000-acre farm in Fallon, Nevada, Frey Ranch Distillery carries forward a rich heritage of farming spanning 170 years in Northern Nevada. Renowned as one of the few distilleries nationwide to cultivate 100% of its whiskey grains on-site, Frey Ranch has emerged as a top-selling ultra-premium bourbon in the U.S. and one of the largest whiskey producers on the West Coast. Beyond its production operations, Frey Ranch operates as a year-round working farm, offering public tours and tastings every Saturday from 12-4 p.m. Its award-winning portfolio is available for purchase in Nevada, California, Oregon, Texas, and Ohio, as well as online at www.shop.freyranch.com. For further details, visit freyranch.com.
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