Brother Justus Whiskey Company has named George Simpson as its first Chief Growth Officer to spearhead sales, marketing and distribution for the Minneapolis-based craft distillery. Simpson brings over a decade of spirits industry experience from positions at Heineken, La Pavia and Spirits Investment Partners.
The appointment comes as Brother Justus pursues aggressive expansion following what founder and CEO Phil Steger called the company’s “biggest year yet” in 2025.
“We have devoted more than a decade to working the ground for growth: original, award-winning product, which American whiskey market mover Fred Minnick has called a ‘game-changer’ and ‘everything I want in a whiskey,'” said Steger.
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READ THE STORYHe added: “Last year was tough for the industry, but it was our biggest year yet, and 2026 is already off to the races.”
The new CGO will work with Steger and company president Helen Hardy as part of the senior leadership team.
“George’s industry knowledge and success with both large and early-stage beverage alcohol brands are what we need to reach the next level. Driving hockey stick sales growth is goal #1, 2, and 3,” Steger stated.
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Simpson expressed enthusiasm about joining the Minnesota distiller at what he sees as a pivotal moment for the American whiskey category.
“Brother Justus is emerging with loads of promise at a time when consumers are looking for something new, different, and authentic — the company is poised to shape the future of American whiskey, let alone the new American Single Malt category,” said Simpson. “I’m fired up to bring the depth and breadth of my experiences to work in an environment with such passion and heritage; the goal is to catapult our whiskey into a sought after sip synonymous with craft, intention, and quality.”
Founded in 2014, Brother Justus operates a production facility in Minneapolis capable of producing more than 66,000 proof gallons annually.
The distillery creates all spirits from Minnesota-sourced ingredients including barley, water, oak and peat.
Its portfolio includes the world’s first unaged American Single Malt Silver Whiskey, an aged American Single Malt Whiskey and a patent-pending Cold-Peated American Single Malt Whiskey.
