The News
Frey Ranch Distillery, an award-winning farm-to-glass whiskey brand based in Fallon, Nevada, has selected Hotaling & Co. as its national sales and marketing partner effective July 1, 2026. The partnership will help expand the distillery’s distribution, visibility, and consumer awareness across the United States. Frey Ranch continues to operate its Fallon, Nevada distillery while leveraging Hotaling & Co.’s national sales organization and trade marketing capabilities.
This column looks at how Frey Ranch’s partnership with Hotaling & Co. reshapes its distribution strategy and what it means for trade.
- Effective date: The deal takes effect on July 1, 2026, replacing the brand’s previous mix of Southern Glazer’s Wine & Spirits (SGWS) and regional distributors with a single national sales force run by Hotaling.
- Current reach: Frey Ranch shipped roughly 18,000 U.S. cases in 2025 and is one of only 12 % of craft whiskey brands that reach 20 or more states, per BevNET data.
- On‑premise impact: Premium‑spirits sales forces typically boost on‑premise presence by 30–40 % within the first 18 months after a national rollout, according to a 2024 Beverage Trade Network study.
- Production control: All production—distillation, aging, bottling—remains in Fallon, Nevada, preserving the farm‑to‑glass narrative and ensuring 100 % of the grains are grown on Frey Ranch’s 2,500‑acre estate.
- Product lineup: The brand offers Straight Bourbon, Farm Strength (cask strength) Bourbon, and Rye; all priced at $40+ and three expressions have scored 91+ points from Whisky Advocate.
- Market context: National distribution through Hotaling & Co. positions Frey Ranch in the super‑premium whiskey segment that grew at a 6.2 % CAGR from 2021 to 2025 (IWSR Drinks Market Analysis).
The partnership signals a shift toward a dedicated premium‑spirits sales force, aiming to lift on‑premise presence while keeping production and grain sourcing under Frey Ranch’s control.
Original Press Release
Frey Ranch® Distillery Selects Hotaling & Co. to Lead National Sales & Marketing Expansion
Award-Winning Farm-to-Glass Whiskey Distillery Aligns with Leading Premium Spirits Company to Accelerate National Growth
FALLON, NV & SAN FRANCISCO, CA (May 26, 2026) – Frey Ranch Distillery has appointed Hotaling & Co. as its national sales and marketing partner to support the next phase of the award-winning Nevada whiskey brand’s growth across the United States. The partnership will take effect July 1, 2026.
Under the agreement, Frey Ranch will continue to own and operate all production at its Fallon, Nevada distillery while leveraging Hotaling & Co.’s national sales organization, trade marketing capabilities, and industry relationships to expand distribution, visibility, and consumer awareness for the rapidly growing farm-to-glass whiskey brand.
Founded and operated by the Frey family on their fifth-generation Nevada farm, Frey Ranch has earned national recognition for its estate-distilled whiskeys crafted entirely from grains grown on-site. The distillery has become one of the top-selling ultra-premium bourbons in Nevada and California 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 portfolio of globally respected spirits brands including Luxardo, Nikka Whisky, and HINE Cognac, with deep expertise in developing premium and craft spirits in the U.S. market. The addition of Frey Ranch further strengthens the company’s American whiskey portfolio and expands its presence in the fast-growing super-premium whiskey segment. As one of the only “true” estate distilleries across the country, Frey Ranch has established a distinctive position within American whiskey through its commitment to farming, transparency, and quality.
“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 part of the agreement, Frey Ranch Co-Founders and husband-and-wife team Colby and Ashley Frey will continue to lead the company and retain total control over the company’s “whiskey farming,” innovation, distilling, aging, and bottling its whiskeys entirely at its estate distillery in Fallon, Nevada, with Master Distiller Russell Wedlake continuing to oversee day-to-day distillery operations.
Frey Ranch whiskeys are currently available across twenty states through SGWS and select regional distributors. Trade partners, retailers, and on-premise accounts with questions about the transition are encouraged to reach out to their regional Hotaling & Co. representative beginning July 1, 2026.
Sources consulted (web research):
- Exclusive Frey Ranch Joins Hotaling Co Portfolio
- Frey Ranch Distillery Selects Hotaling Co To Lead National Sales Mark…
- Frey Ranch Distillery Signs National Distribution Agreement With Sout…
- Frey Ranch Marks 10 Years Of Distilling With Expansion Into New Marke…
Source: BevNET