Traverse City Whiskey Co.
Traverse City, MI (October 10, 2019) – Traverse City Whiskey Co. (TCWC), the award-winning craft whiskey producer known as the “Whiskey of the North,” has acquired Cocktail Crate LLC, the New York-based, non-GMO craft cocktail mixer company.
The purchase comes at a time of explosive growth for the upstart Michigan spirits brand, which markets a portfolio of award-winning whiskey expressions. In 2018, the company added Premium Cocktail Cherries to its lineup, which expanded its consumer reach beyond the spirit aisle at all Meijer locations. This acquisition will help to accelerate the distribution of the brand’s non-alcoholic portfolio.
“This acquisition opens up exciting distribution, marketing and merchandising opportunities for our spirits portfolio and will allow us to offer even more value to our fans and retail partners,” said Chris Fredrickson, co-founder of Traverse City Whiskey Co.
Cocktail Crate was founded in 2012 by cocktail enthusiast and ex-management consultant, Alex Abbott Boyd. Starting with just $5,000 from a Kickstarter campaign, Alex grew the brand from a farmers’ market offering to its current national distribution at Whole Foods Market, Walmart, Kroger, Safeway, Wegman’s and Williams Sonoma. Cocktail Crate mixers are made with passion from the highest quality ingredients including fresh juices, natural sugars and real bitters. As part of the acquisition, Boyd has agreed to join the TCWC team to lead the growth of the company’s non-alcoholic product portfolio.
“I’m incredibly excited to join Traverse City Whiskey Co. and to seamlessly lead the integration of the two businesses,” said Alex Abbott Boyd, Founder of Cocktail Crate. “The brand was made to be mixed with whiskey; now we can offer our customers everything they need to enjoy a great cocktail - craft whiskey, craft mixers and premium cocktail cherries.”
Beyond this acquisition, the “Whiskey of the North” recently opened its first satellite whiskey tasting room in Metro Detroit. The company also plans to break ground on the site of its expanded distillery in the near future, which will be complete with a rick house, visitor center and full production facility.
For more information, please visit www.tcwhiskey.com and follow the brand on Facebook, Twitter and Instagram @tcwhiskey.