E&J Gallo Winery has acquired an unspecified-sized holding in Bourbon brand Horse Soldier in the US.
The “strategic investment”, through the Spirit of Gallo division, marks the wine giant’s debut in American whiskey. The six-year-old brand operates at the “ultra-premium” end of the category, according to Gallo.
Horse Soldier was founded by “key retired members of the hand-selected detachment of Green Berets from the 5th Special Forces Group who were the first to enter Afghanistan on horseback weeks following the 9/11 terrorist attacks”. The portfolio, currently available in 17 US markets, comprises three expressions, ranging in price from US$49.99 to $79.99 per 750ml bottle.
Spirit of Gallo will assume distribution responsibilities and will look to “expand both visibility and availability across the US”.
The spirits subsidiary came into operation in March this year and handles, among others, its parent’s New Amsterdam vodka. E&J Brandy and High Noon hard seltzer brands as well as The Dalmore and Jura single malts for Whyte & Mackay.
American whiskey faces challenges but its long-term outlook could scarcely be better
