Frey Ranch Distillery Selects Hotaling & Co. to Lead National Sales & Marketing Expansion

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Colby Frey on A tractor in the field with two bottles of Frey Ranch
Home » Bourbon Blog » Bourbon and Whiskey News » Frey Ranch Distillery Selects Hotaling & Co. to Lead National Sales & Marketing Expansion

Award-winning, farm-to-glass Nevada whiskey brand aligns with leading premium spirits company to accelerate national commercial footprint.

FALLON, NV & SAN FRANCISCO, CA — Frey Ranch Distillery has appointed Hotaling & Co. as its national sales and marketing partner to propel the next phase of the award-winning Nevada whiskey brand’s expansion across the United States. The partnership officially goes into effect on July 1, 2026.

Under the new agreement, Frey Ranch continues to completely own and operate all agricultural and production processes at its Fallon, Nevada estate. By aligning with Hotaling & Co., the ground-up craft brand will leverage a top-tier national sales organization, deep trade marketing capabilities, and elite distributor relationships to scale visibility, account velocity, and consumer awareness.

Founded and operated by the Frey family on their fifth-generation, 2,500-acre farm, Frey Ranch is an industry benchmark for authentic “farm-to-glass” estate-distilled whiskey, growing 100% of its production grains on-site. The brand has rapidly risen to become one of the top-selling ultra-premium bourbons in California and Nevada, and one of the largest whiskey producers on the West Coast.

“We are incredibly excited to partner with Hotaling & Co.,” said Colby Frey, Co-Founder of Frey Ranch Distillery. “Their expertise in building premium spirits brands and expanding market presence makes them an ideal partner for Frey Ranch. Most importantly, this alliance allows us to stay focused on what we do best: growing our grains and producing exceptional whiskey, while benefiting from Hotaling’s best-in-class sales and marketing capabilities. Rest assured, every sip of Frey Ranch Whiskey will continue to be produced with the grains we grow 100% on our Nevada farm, as it has been since day one,” Frey continued.

Hotaling & Co. represents a globally respected roster of spirits brands including Luxardo, Nikka Whisky, and HINE Cognac, with historic roots in scaling premium craft brands like Old Potrero Rye and Junipero Gin. Incorporating Frey Ranch uniquely strengthens Hotaling’s position in the high-growth super-premium American whiskey vertical.

“Frey Ranch has built one of the most authentic and compelling whiskey brands in the country,” said Aaron Webb, CEO of Hotaling & Co. “Colby and Ashley have created something rare — a true estate whiskey brand with exceptional quality, a differentiated story, and strong consumer momentum. We’re excited to help bring Frey Ranch to more markets and more accounts across the country while preserving exactly what makes the brand special.”

As a foundational pillar of the deal, husband-and-wife co-founders Colby and Ashley Frey will remain at the helm, retaining complete autonomous control over farming, innovation, mashing, distillation, aging, and bottling. Master Distiller Russell Wedlake will continue to direct day-to-day production.

Frey Ranch expressions are currently distributed across twenty states through Southern Glazer’s Wine & Spirits (SGWS) and regional network operators. Commercial trade partners, retail buyers, and on-premise accounts are encouraged to connect with their regional Hotaling & Co. representatives regarding the portfolio transition starting July 1, 2026.

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