Tuesday, May 09, 2023


The St. Louis, USA, based drinks distiller and producer Luxco, has announced that it is to acquire Penelope Bourbon for $105 million.

The acquisition includes all intellectual property and inventory of bottled product, as well as Penelope’s aging whiskey inventory on a debt-and-cash-free basis.

Luxco to acquire Penelope Bourbon

Founded in 2018, Penelope Bourbon has been one of the fastest-growing whiskey brands in the US. Named after the founder’s daughter, Penelope boasts a series of straight bourbon whiskey expressions that are all uniquely blended from three different mash bills.

Penelope’s core expressions are comprised of Four Grain, Barrel Strength, Architect and and its Toasted Series. In addition to its core expressions, Penelope will continue to introduce new and innovative limited releases, within its Cooper Series, Private Select and Founders Reserve ranges.

Luxco, which is a subsidiary of MGP Ingredients, currently has a whiskey portfolio that includes: Blood Oath, Ezra Brooks, George Remus, Minor Case, Old Ezra, Rebel Bourbon and Yellowstone brands.

Commenting on the news, David Colo, President and CEO of MGP Ingredients, said: “We are excited to welcome Penelope as part of our expanding premium-plus brand portfolio. This acquisition aligns well with our premiumization strategy and our focus on growing high potential, high margin brands. Penelope is an excellent addition to our Branded Spirits portfolio as we look to expand its availability throughout our national distribution platform. We are enthusiastic about this acquisition and its ability to further our participation in the growing American Whiskey category while delivering meaningful long-term growth.”

Luxco’s acquisition of Penelope Bourbon, is due to be complete in June 2023.


Posted by Steve Rush