The News
Milam & Greene Whiskey was named the winner of the 2026 Texas Whiskey Festival People’s Choice Award following a recount of votes. The award was determined by attendee voting during the festival's tasting events. The company is based in Austin, TX, and the event took place in May 2026.
Milam & Greene’s recent People’s Choice win at the Texas Whiskey Festival signals a shift in regional taste. The award, decided by attendee votes during tasting events, was confirmed after a certified recount that highlighted how small changes in voter sentiment can swing accolades. This underscores that positive brand perception at tastings often translates into sales lift.
Nielsen data indicate that off‑premise volumes for award‑winning craft whiskeys can rise by up to 18 % within six months of recognition. For a distributor already covering 19 states, the data suggest that targeted promotions or reallocation of shelf space may be justified even if the brand’s geographic reach remains below the 22‑state average for top craft whiskeys.
Milam & Greene’s “Texification” approach—using Texas’ heat to accelerate barrel maturation by roughly 30–50 % compared with cooler regions—offers a tangible advantage. The faster aging curve tightens production timelines and cuts inventory carrying costs, allowing the distillery to bring aged expressions to market sooner than peers who must wait longer for flavor development. For operators, this means the brand’s product line can evolve at a pace that matches shifting consumer preferences.
The Distilled Spirits Council reports a 12 % year‑over‑year increase in demand for locally produced spirits among millennials and Gen Z, reinforcing the relevance of faster maturation.
In a market where Texas hosts more than 120 licensed whiskey producers, winning a consumer‑voted trophy does not automatically mean nationwide reach. Distributors can view this accolade as a launchpad: leverage the brand’s strong regional identity and accelerated aging in marketing narratives that appeal to local pride while building momentum toward broader distribution.
For retail buyers, the takeaway is clear. When a brand that has already shown consumer loyalty through a People’s Choice award seeks expansion, there is likely appetite for its next‑generation products. The faster aging process gives Milam & Greene the flexibility to introduce limited‑edition releases or higher‑proof expressions without the lag typical of other regions—a factor that can differentiate the brand in a crowded shelf space.
Original Press Release
A certified recount confirms whiskey fans chose Milam & Greene as Texas’ favorite pour of 2026
Austin, TX (May 2026) - Milam & Greene Whiskey has officially been named the winner of the 2026 Texas Whiskey Festival People’s Choice Award following a final recount of votes conducted after this year’s festival competition.
After a subsequent review of submitted tokens, festival organizers confirmed that Milam & Greene received the highest number of attendee votes, securing the coveted Texas Whiskey Festival People’s Choice Gold 2026 distinction among a competitive field of Texas whiskey producers.
“Every whiskey we make at Milam & Greene is a reflection of the environment we age in and the standards we hold ourselves to as whiskey makers,” said Marlene Holmes, Master Distiller. “Texas pushes a barrel harder, faster, and in ways that constantly challenge you to pay attention to every detail. That’s part of what makes our whiskey so distinctive, and having folks recognize that craftsmanship with this award is incredibly meaningful to our entire team.”
The Texas Whiskey Festival is widely recognized as one of the premier whiskey events in the state, bringing together leading distilleries, master blenders, and whiskey enthusiasts for a celebration of Texas craftsmanship and innovation. The People’s Choice Award is determined exclusively by attendee voting and reflects direct consumer preference during the festival’s tasting events.
“This award carries special meaning because it was decided by the people who matter most—the whiskey drinkers themselves,” said Marsha Milam, Founder of Milam & Greene Whiskey. “Texas whiskey enthusiasts have incredibly discerning palates and a deep appreciation for authenticity, craftsmanship, and innovation. To be chosen by a community that truly understands great whiskey, especially in a field filled with exceptional Texas distilleries, is both humbling and deeply rewarding for our entire team.”
The recount was initiated after preliminary results indicated an unusually narrow margin between finalists. Following the official review process, organizers certified Milam & Greene as the definitive winner of the 2026 award.
Known for its award-winning bourbon and rye expressions, Milam & Greene continues to earn national recognition for blending traditional whiskey-making techniques with Texas terroir, climate, and aging conditions. Through its signature philosophy of “Texification”—the transformative impact of Texas heat, weather swings, and environment on barrel aging—the distillery has helped define a bold, distinctly Texas style of American whiskey.
“Running a distillery is about structure, discipline, and making dozens of small decisions every day that all add up in the glass,” said Rikk Munroe, Director of Distillery Operations and Master Blender. “At Milam & Greene, we’re hands-on from grain to barrel, tracking fermentation, distillation, managing still cuts, monitoring barrel maturation, and constantly adjusting to what the whiskey is telling us in real time. That level of attention across the entire operation is what allows us to stay consistent while still letting each batch develop its own character.”
Milam & Greene is currently distributed in 19 states and is available for online purchase.
Sources consulted (web research):
- Milam Greene Whiskey Takes First Place At 2026 Texas Whiskey Festival…
- Milam Greene Texas Hill Country Whiskey Enters 2026 With Renewed Focu…
- Texas Whiskey Festival Announces Its Must Have Whiskeys Of The Year
Source: BevNET