Two hard truths we all know, but nobody likes to talk about: Professional wrestling is fake, and many craft brands buy spirits distilled by others and use them as the basis for their own products. It’s a way for small, start-up brands to get in the industry without having to age their own whiskey for 12 years first. And now, one of the biggest providers of these base spirits, MGP Ingredients, is finally getting the recognition they deserve for their incredible work behind the scenes. MGP is now releasing their brands, Till American Wheat Vodka, launched in 2016, and George Remus Bourbon, new this year. We recently sat down for a chat with MGP’s Gus Griffin, Ingredient CEO, and Andy Mansinne, Ingredients VP of Brands, to get their insights on the future of the industry and their brands.
The Name Game
Breakthru: Cincinnati Magazine called MGP “the biggest distillery you’ve never heard of,” thanks to your work behind the scenes in the industry. What made you want to start releasing your own brands?
Gus Griffin: Our core business right now is supplying other brand owners with premium distilled spirits. We work very closely with them; we take great pride in that. We thought coming out with our own brand was a way for us to further highlight our skill and craftsmanship. We really think that by starting a small portfolio of our own brands, finding the right partners and building it the right way... that they will be a key driver of our long-term growth. For us it's all about doing it the right way. We really feel that if we take our time, we do it right.
Andy Mansinee: Our long-term strategy is to eventually have our brand in each of the categories in which we distill. We have three core principles with MGP brands. They're very simple. It's: 1.) Be brand-centric, 2.) Build it right, and 3.) Be narrow and deep.
And so we have a distillery in Atchison, Kansas, that really focuses on white goods. Then our historic distillery in Lawrenceburg focuses on whiskeys. It just makes sense for us to utilize those assets and resources in our first foray into brands.
The Industry’s Secret Ingredient
There does not seem to be a dearth of vodka and bourbon brands on the market today. What makes MGP’s brands special?
AM: We have a proprietary process that we only use with Till, and we grind all of our own grains in both distilleries. With Till, we take it a step further with this process, that really ends up being an incredibly smooth and almost creamy product that, when consumers get it to their lips ... they've never had anything like that before. We felt that we had an opportunity to really meet a need that consumers were calling for; an easy-drinking vodka that mixes well. That's what we have with Till and we are pretty excited about it. We're focusing really on farm-to-table and farm-to-fork concepts, bars and restaurants. Working with the teams in Chicago right now with Breakthru, they're pretty excited about being able to really focus on the right channel in getting Till built.
What about George Remus? How did that come about?
AM: The founders of George Remus were customers of ours. They were headquartered in Cincinnati, about 20 miles east of Lawrenceburg. They were entrepreneurial guys, and they really had a great concept. We felt that we could take that concept, do it better and make it even larger. That's what we've done. We've taken the core of George Remus and this concept of Remus being the ‘King of the bootleggers.’
With George Remus, we really are highlighting our blending expertise. There are lots of brands out there, and we distill for a lot of customers. What will set us apart as a unique brand company is that we can take all of our mash bills and all of our aged products, and really create something unique. That's our advantage. You're getting a really unique taste experience and you're getting grade-aged bourbons along the way.
How does that process work for MGP?
AM: We're letting the barrels talk to us. We have an incredible team of blenders at Lawrenceburg developing truly unique, wonderful whiskies. What we're trying to do with George Remus is to strike the balance of a phenomenal whiskey in the glass and a phenomenal whiskey in a cocktail. We think we've hit that. For those who like it or need it on the rocks, those who want it in their Manhattan or their Old Fashioned, here it comes. What we're really looking for is consumers to try our product, and say, ‘Wow. I've never had anything like that before.’ It's definitely a high rye bourbon. You're gonna get that nice spiciness that you would expect from rye. Really, from the first sip, you’re gonna get a lot of mellow orange notes, some cinnamon, what I would call some fall spices and that sweetness that you'd expect from the corn of a classic bourbon. What you get there is kind of a melding of spice and fruit in that whiskey.
The MGP Advantage
What has made MGP so sought after in the industry? Is it something in the water?
AM: You're right that water is critical. It's a major component in our distilling process. All of our brands and our customers brands benefit from our water source. Lawrenceburg is over 170 years old. It sits on top of the Great Miami Aquifer, which is naturally limestone filtered, 56 degrees—pure water. It's a gift that we use that prudently and wisely. I won't say it's a market advantage but it certainly has advantage for all the products we distill for our customers and for ourselves.
How does chemistry factor in to your process?
AM: We have an extensive science lab. We have chemists, we have PhD chemists, we have bench scientists. It's a pretty extensive practice there. We have a lot of smart people at Lawrenceburg doing a lot of great things.
Building a Brand
Now that you’re putting your own brands out front, how are you going about building a new brand identity? What are the key factors you’re looking to?
GG: Long term view, consistency and building great partnerships.
AM: I would echo what Gus said. We're very serious about building our brands the right way. We're extremely excited about partnering with Breakthru. This is our first big expansion for MGP brands. We're very excited and we're being very deliberate about building it right, about being narrow and deep and working with all the Breakthru teams, building it from the bottom up, focusing on accounts sold and driving velocity.
Any last thoughts about the future of Till and George Remus?
AM: We're excited. We know that we have a good product, fairly priced and strongly supported. We just look forward to meeting with the trade and with all the Breakthru people and working with them. We're really excited to be partnering with Breakthru in our three new markets: Minnesota, Colorado and Illinois. I think this is just the beginning of some great things to happen.
Breakthru is proud to bring Till American Wheat Vodka and George Remus Bourbon to businesses in Colorado, Minnesota and Illinois. Talk to your Breakthru Sales Consultant about how to capitalize on these thrilling new brands, crafted by industry experts.
This interview was condensed and edited for space and clarity.