The News
Larrikin Bourbon Co. announced the appointment of Susanna Westerfield as Director of Hospitality and Brand Engagement. Westerfield joins the company with experience in the craft distilling industry, most recently at J. Mattingly Distillery in Frankfort, Kentucky. She will focus on strengthening consumer experiences, brand relationships, and hospitality-driven growth. The announcement was made on June 8, 2026, in Lawrenceburg, KY.
Bourbon sales in Kentucky are growing, yet on‑premise traffic still lags at about 80 % of pre‑pandemic levels (Just‑Drinks). In this environment, Larrikin Bourbon Co. has added a new Director of Hospitality & Brand Engagement to accelerate its experiential strategy.
Larrikin Bourbon Co. appoints Susanna Westerfield as Director of Hospitality & Brand Engagement
- Who: Susanna Westerfield joins from J. Mattingly Distillery in Frankfort, Kentucky.
- What changed: Larrikin expands its leadership team to focus on hospitality‑driven growth and brand engagement.
- Where/when: Announcement made June 8, 2026 in Lawrenceburg, Kentucky.
- Scope of reach: The company is available in 18 U.S. states and has recently earned ASCOT Awards (Platinum & Double Platinum) for its products.
Larrikin’s move reflects broader industry trends. According to Grand View Research, the U.S. straight‑bourbon market was worth about $10.4 billion in 2024 and is expected to rise at a 5.6 % CAGR through 2032. The brand’s award‑winning portfolio positions it well for the recovering on‑premise channel.
Brave research also notes that AI applications are increasingly used in bourbon production, from personalized consumer experiences to demand forecasting. While Larrikin has not yet announced specific AI initiatives, its new director is expected to explore how technology can enhance bar‑and‑restaurant partnerships and streamline hospitality support.
Distributors should anticipate a deeper push for market penetration across the 18 states where Larrikin sells. This may involve dedicated shelf space and hospitality support such as branded bar kits, training modules, and co‑marketing efforts—though specific asset deployments are not yet disclosed.
Operators can expect increased demand for in‑bar engagement assets and may need to adjust inventory allocations accordingly while maintaining a strong SKU mix.
The hire signals Larrikin’s deliberate use of hospitality as a growth lever amid an industry still recovering from the pandemic. Distributors should monitor the brand’s expansion across those 18 states and adapt their own hospitality programs to support Larrikin’s experiential focus without compromising margins.
Original Press Release
Larrikin Bourbon Co. announced the appointment of Susanna Westerfield as Director of Hospitality and Brand Engagement, a key leadership role focused on strengthening consumer experiences, brand relationships, and hospitality-driven growth.
Westerfield joins Larrikin with extensive hands-on experience in the craft distilling industry, most recently in leadership at J. Mattingly Distillery in Frankfort, Kentucky. She brings a strong track record in distillery hospitality, bourbon tourism, operational leadership, and consumer engagement.
Her work has focused on turning hospitality into a growth engine — building memorable consumer experiences that translate into stronger loyalty and measurable results.
“Susanna brings the bourbon industry experience, operational discipline, and hospitality mindset we need as Larrikin continues to grow,” said Greg Keeley, Founder & Distiller of Larrikin Bourbon Co. “She understands how to create experiences that feel personal, authentic, and commercially effective. Her leadership will be a major asset as we expand the Larrikin brand.”
Westerfield’s expertise spans team development, organizational change, system implementation, reporting optimization, and cross-team training. She has also explored innovative AI applications in the bourbon sector, including personalized consumer experiences, demand forecasting, and operational efficiency.
“I’m thrilled to join Larrikin Bourbon Co. at such an exciting stage of growth,” said Westerfield. “Larrikin has a distinctive voice, a strong point of view, which creates an opportunity to build unique bourbon experiences that people remember.”
Larrikin Bourbon Co. is an award-winning Kentucky bourbon brand now available in 18 states, with recent recognition from the ASCOT Awards, including Platinum and Double Platinum honors.
About Larrikin Bourbon Co.
Larrikin Bourbon Co. is a Kentucky bourbon company built on craft, character, and a spirit of good-natured rebellion. Rooted in quality whiskey and memorable experiences, Larrikin brings a distinctive voice to the bourbon category while honoring the tradition, grit, and creativity behind America’s native spirit.
Greg Keeley
Larrikin Bourbon Co.
Sources consulted (web research):
- Focus Brands Appoints New Brand Executives And Names Chief People Off…
- Kentucky Distillery Rebrands As Larrikin Distilling Co
- Moving With The Times The Trends And Challenges Shaping Future Of Spi…
Source: EIN Presswire