Historic Holladay Distillery Announces Major Expansion with Empire Partnership

WESTON, MO – February 20, 2026 – In a significant move poised to reshape the premium spirits landscape in key southern and western states, Holladay Distillery has announced a strategic distribution partnership with Empire Distributors Inc. The agreement, effective immediately, will dramatically expand the reach of Holladay's acclaimed bourbons and the broader McCormick Distilling Co. portfolio into Colorado, Georgia, and Tennessee.

This alliance pairs one of America's oldest distilleries with a leading beverage distributor, signaling a concerted effort by McCormick to capitalize on the powerful consumer trend of premiumization. Empire Distributors will now manage the distribution of Holladay's full lineup, including the sought-after Holladay Bourbons and the award-winning Five Farms Irish Cream Liqueur. The deal also encompasses other high-performing McCormick brands such as Tequila Rose, Broker's Gin, 360 Vodka, and Hussong's Tequila, making a robust portfolio of premium spirits more accessible to on- and off-premise retailers across the three states.

A Strategic Play in a Thriving Premium Market

The partnership is a calculated move in a U.S. spirits market experiencing robust growth, particularly at the high end. Industry analysis projects the premium spirits segment will outpace the broader market, growing at a compound annual rate of over 10% between 2020 and 2027. In this increasingly crowded and competitive field, securing a powerful distribution network is paramount for brand growth and survival.

By aligning with Empire, Holladay Distillery gains access to an established and deeply-rooted distribution network. This is critical for navigating the complex 'off-trade' channel of retail outlets, which accounts for the majority of spirits sales and is the primary battleground for premium brands vying for shelf space and consumer attention.

"Empire brings more than just strong distribution capabilities; they bring a true partnership mindset," said Patrick Fee, Vice President of Sales & Marketing for McCormick Distilling Co., in the announcement. "Their commitment to trust, collaboration, and long-term brand building gives us great confidence as we continue to grow."

This sentiment was echoed by Empire's leadership, who see the addition of McCormick's brands as a strategic enhancement to their own offerings. "As the market continues to change, we are focused on bringing premium spirits to our customers and recognize that McCormick's product lineup is the perfect addition to our portfolio," stated Gary Wolfe, Chief Operating Officer of Empire Distributors. The partnership reinforces Empire's commitment to providing retailers and consumers with a diverse selection of high-quality spirits.

Heritage and Authenticity Drive Modern Growth

At the heart of this expansion is Holladay Distillery itself, a company steeped in 170 years of American history. Founded in 1856, it holds the distinction of being the oldest distillery west of the Mississippi River still operating on its original site. This deep-rooted heritage has become a powerful asset in a market where consumers increasingly value authenticity and brand storytelling.

After a $10 million renovation in 2015 that restarted bourbon distillation on-site after a three-decade pause, the distillery has been methodically building its premium credentials. The 2022 release of Ben Holladay Bourbon, made using an original 1856 mash bill, was a landmark event, followed by the successful launch of Holladay Soft Red Wheat Bourbon. The brand's commitment to quality is evident in its use of traditional ironclad rickhouses for aging—a practice unique in Missouri that contributes to the bourbon's distinct character.

The market has responded with overwhelming enthusiasm. Demand for Holladay's bourbons has been so strong that the distillery is currently constructing Rickhouse D, its first new barrel-aging warehouse in 75 years. Slated for completion in late 2025, the new facility will add capacity for 11,000 barrels, effectively boosting Missouri's bourbon production by a third and ensuring a steady supply for these new expansion markets.

A Diversified Portfolio for a Discerning Palate

While the resurgence of Holladay Bourbon is a central driver of the new partnership, the deal's strength also lies in the diversity of the McCormick portfolio. Five Farms Irish Cream Liqueur, a farm-to-bottle product recognized as one of the best in its category, provides a premium alternative in a market long dominated by a single brand. Its inclusion highlights a strategy of competing on quality and craftsmanship across multiple spirits categories.

Likewise, the inclusion of established brands like Tequila Rose, Broker's Gin, and Hussong's Tequila provides Empire's sales teams with a comprehensive suite of premium options for retailers and bars. As consumer tastes evolve, with many exploring tequila, gin, and liqueurs beyond traditional brown spirits, this diversified portfolio positions both McCormick and Empire to meet a wider range of demands.

This expansion into Colorado, Georgia, and Tennessee is more than a simple distribution deal; it represents the culmination of years of investment, brand building, and strategic planning. For Holladay Distillery, it's a pivotal moment where 170 years of history meets a future of ambitious growth. For drinkers and retailers in the new territories, it means greater access to a celebrated portfolio of authentic, high-quality American and international spirits.