Meat Church BBQ has announced a strategic partnership with Pursuit Spirits, acquiring a minority ownership stake in the American whiskey brand founded by the hosts of the Bourbon Pursuit podcast.
The minority investment from Meat Church founder and pitmaster Matt Pittman is designed to accelerate Pursuit Spirits’ growth initiatives. According to the announcement, the partnership will support operating enhancements, expanded distribution, and new product innovation, while also increasing brand awareness through Meat Church’s “congregation” of more than one million followers. The investment also contributed to the new Pursuit Spirits’ Whiskey Row tasting room in Louisville, Kentucky.
Connecting BBQ and Bourbon Communities
“Great barbecue and great whiskey go hand-in-hand,” said Matt Pittman, Meat Church founder. “With Pursuit’s incredible momentum and our shared passion for spreading the gospel of smoked meats and great whiskey, this partnership is a natural fit that will broaden our reach and ignite future growth by connecting with fans who share our passion.”
Pursuit Spirits’ Blending-Driven Whiskey Portfolio
Founded in 2018 by Kenny Coleman and Ryan Cecil, Pursuit Spirits has built its reputation around a modern blending philosophy, sourcing whiskeys from multiple distilleries to create distinct flavor profiles. The brand’s Pursuit United line of bourbon and rye has earned multiple Double Gold medals at the San Francisco Wine and Spirits Competition, as well as the 2022 John Barleycorn Bourbon of the Year award.
Plans for Collaborative Whiskey Releases and Experiences
“This investment from Meat Church is a game-changer for Pursuit,” said Ryan Cecil, Co-Founder and Master Blender for Pursuit Spirits. “It will allow us to double down on product innovation, bringing exciting new whiskey expressions with Meat Church to market that showcase the passion and creativity of our team. Combined with our Whiskey Row tasting room, we can create immersive brand experiences for guests. Partnering with an iconic brand like Meat Church gives us a powerful platform to strengthen Pursuit’s brand presence among avid consumers who live for great whiskey and great barbecue.”
Integrated Marketing and Cross-Promotion Ahead
Established in 2014, Meat Church BBQ has grown a national following through its barbecue seasonings, apparel, and live-fire cooking education. The partnership with Pursuit Spirits is intended to leverage both brands’ communities through integrated marketing and cross-promotional initiatives, uniting fans around premium flavors and shared lifestyle interests.
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