WhistlePig Whiskey has appointed Charles Gibb as its new Chief Executive Officer. The appointment comes as WhistlePig continues its expansion beyond signature rye whiskeys into bourbon and single malt categories.
Gibb brings extensive spirits industry experience to the role, having previously led North American operations for premium mixer brand Fever-Tree and spearheaded global expansion efforts at Belvedere Vodka. His track record includes successful brand-building initiatives across multiple international markets during tenures at major spirits companies including Bacardi, Diageo, and Moët Hennessy.
WhistlePig CEO Appointment Signals International Expansion Focus
The new CEO’s background suggests WhistlePig may be positioning for a broader geographic reach. At Fever-Tree, Gibb established the company’s North American presence and drove the brand to market leadership in premium ginger beer and tonic water categories. His experience launching spirits brands in new territories could prove valuable as WhistlePig seeks to build on its current market position.
“As a Scot, I could not be more excited to be joining this exceptional American whiskey brand,” Gibb said in the announcement. “I thrive in an innovative, dynamic and entrepreneurial environment. I’ve been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth.”
WhistlePig has established itself as a disruptive force in American whiskey, converting a former Vermont dairy barn into a grain-to-glass distillery operation. The company claims market leadership in ultra-premium rye whiskey and describes itself as the fastest-growing ultra-premium bourbon brand in the United States.
Premium Whiskey Market Leadership Drives CEO Search
The leadership change reflects WhistlePig’s evolution from a rye-focused producer to a broader premium whiskey portfolio company. Over the past two years, the brand has expanded into aged bourbon and super-aged single malt categories, diversifying beyond its original product focus.
“Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth,” said Wilco Faessen, Co-Founder and Chairman of WhistlePig Whiskey.
The company acknowledged interim CEO Marty Birkel’s role during the transition period. Gibb’s appointment comes at what WhistlePig describes as an “inflection point” for the brand as it seeks to build on market disruption efforts and drive continued growth in the premium whiskey segment.
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