Meat Church BBQ announced it has acquired a minority stake in Pursuit Spirits, the American whiskey brand founded by the hosts of the bourbon podcast Bourbon Pursuit. 

The strategic investment from Pitmaster Matt Pittman of Meat Church BBQ will accelerate Pursuit Spirits’ growth plans, including operating enhancements and fueling product innovation, while forging a deeper collaboration between the two companies’ passionate, cross-category fan bases. This is the first time where influencers between BBQ and bourbon have come together with a vested interest.

The strategic partnership from Meat Church will provide Pursuit Spirits with resources to scale distribution, collaborate on new product innovations, and provide immediate brand awareness to the Meat Church congregation that has surpassed 1M+. 

The investment was also part of the build-out of its highly anticipated Whiskey Row tasting room in Louisville, KY. Pursuit Spirits, known for its modern approach to blending and its award-winning Pursuit United line of bourbon and rye whiskeys, has quickly established itself as a rising force in the spirits industry.

“Great barbecue and great whiskey go hand-in-hand,” Pittman said in a news release. “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.”

Founded in 2018 by Kenny Coleman and Ryan Cecil, Pursuit Spirits has earned significant recognition, including multiple Double Gold medals at the San Francisco Wine and Spirits Competition and the 2022 John Barleycorn Bourbon of the Year award. The brand’s philosophy centers on the art of blending to develop one-of-a-kind flavor profiles by combining whiskeys from multiple world-class distilleries.

“This investment from Meat Church is a game-changer for Pursuit,” Cecil said. “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. Combined with our Whiskey Row tasting room, we can create immersive brand experiences for guests. 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, established in 2014, has cultivated a robust community around its popular BBQ seasonings, apparel, and live-fire cooking instruction. The partnership aims to leverage the companies’ devoted followings through integrated marketing and cross-promotional opportunities, uniting consumers who share a dedication to bold, premium flavors.

Read more: Pursuit Spirits Launches New Founder Hour Series

ABOUT PURSUIT SPIRITS

Pursuit Spirits is a Louisville, Kentucky-based whiskey brand founded by the innovative forces behind the number one bourbon podcast, Bourbon Pursuit. Their journey began with a deep curiosity and an unwavering dedication to the craft, leading them to seek out and blend exceptional American whiskeys. Rather than operating a traditional distillery, Pursuit Spirits has pioneered a modern, customized approach to blending, carefully selecting award-winning bourbon and rye barrels from multiple distilleries across the country. For more information, visit https://pursuitspirits.com/.