Binder’s Stash and Willett Distillery announced on Tuesday that both whiskey brands were joining forces as part of a new partnership. For the venture, Binder’s Stash gets unprecedented access to Willett’s inventory, bottling and distribution platforms.
“We are excited to work with Bill and his incredibly bold brand, Binder’s Stash” said Willet Distillery’s Master Distiller Drew Kulsveen in a statement. “This partnership sets the stage for future opportunities and represents a bold step forward in expanding the boundaries of what’s possible in a world of aged whiskey. This limited relationship allows us to support a partner that shares our dedication to quality, innovation and the future of American Whiskey.”
Binder’s Stash builds its brand based on access to exclusive barrels from rare brands. With Willett Distillery’s rich history that dates back to 1936, the partnership appears to make perfect sense.
The prestigious independent Kentucky distillery known for its signature genie bottles is not one to do a bunch of partnerships, which makes this a particularly significant move for both brands. Food & Wine reported that the bourbon brand partnered with Kiamachi Whiskey and rock band, The Kings of Leon. Willett additionally partnered with Metallica’s Blackened Whiskey.
According to Food & Wine, the partnership is an organic move. Kulsveen took on a mentorship role to Binder when he launched his whiskey brand, according to the outlet. Binder shared that the Kulsveen helped Binder figure out how to properly cover the tops of his bottles with wax, and he was able to use Willett’s facilities.
“This one-of-a-kind partnership with Willett marks a turning point for Binder’s Stash,” said Founder of Binder’s Stash Bill Binder in a statement. “We’ve built our reputation by sourcing and releasing some of the most distinctive American whiskeys in the country, but Willett represents a different level: generational expertise, uncompromising quality, and a legacy that elevates everything it touches. Together, we’re setting a new bar for what American whiskey can be.”
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