Barbecue lifestyle brand Meat Church BBQ has acquired a minority stake in American whiskey producer Pursuit Spirits. The strategic investment from Meat Church founder and Pitmaster Matt Pittman is intended to accelerate the whiskey brand’s growth plans, fuel product innovation, and support operational enhancements.
The partnership provides Pursuit Spirits with resources to scale distribution and collaborate on new products. It also aims to create brand awareness among Meat Church’s social media following, which exceeds one million consumers.
“Great barbecue and great whiskey go hand-in-hand,” said Matt Pittman, Meat Church founder. “With Pursuit’s incredible momentum and our shared passion for spreading the gospel of smoked meats and great whiskey, this partnership is a natural fit that will broaden our reach and ignite future growth by connecting with fans who share our passion.”
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Funding from the investment also contributed to the development of Pursuit Spirits’ new tasting room on Whiskey Row in Louisville, Kentucky.
Pursuit Spirits was founded in 2018 by Kenny Coleman and Ryan Cecil, hosts of the Bourbon Pursuit podcast. The company’s philosophy centers on blending whiskeys from various distilleries to create unique flavor profiles.
Its portfolio includes the Pursuit United line of bourbon and rye whiskeys, which have received multiple Double Gold medals at the San Francisco World Spirits Competition and the 2022 John Barleycorn Bourbon of the Year award.
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READ THE STORY“This investment from Meat Church is a game-changer for Pursuit,” said Ryan Cecil, co-founder and master blender for Pursuit Spirits. “It will allow us to double down on product innovation, bringing exciting new whiskey expressions with Meat Church to market that showcase the passion and creativity of our team.”
Cecil noted that the tasting room will help create “immersive brand experiences for guests.”
He added: “Partnering with an iconic brand like Meat Church gives us a powerful platform to strengthen Pursuit’s brand presence among avid consumers who live for great whiskey and great barbecue.”
Meat Church was established in 2014 and has built a community around its barbecue seasonings, apparel, and live-fire cooking instruction. The two brands plan to leverage their followings through integrated marketing and cross-promotional campaigns.
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