First Beverage Ventures, the private equity arm of beverage advisory and investment firm First Beverage Group, today announced its investment in Colorado-based distiller Laws Whiskey House, making it the second spirits brand to join the FBG portfolio. Terms of the deal were not disclosed.
The distillery, founded by Alan and Marianne Laws in 2011, offers two flagship spirits — a Four Grain Straight Bourbon and a Secale Straight Rye — as well as seasonal releases and whiskey expressions. In a press release, Laws Whiskey House stated that it will use the funds to expand capacity at its production facility, grow sales and marketing, and enhance the brand’s tasting room in Denver.
“Laws Whiskey House exemplifies the rich authenticity we admire in emerging brands, and in this category in particular,” said Bill Anderson, Founder and CEO of First Beverage Ventures, in the press release. “We’re honored to partner with Alan and the entire Laws team and we are very much looking forward to working with them for many years to come.”
Having amassed a portfolio of mostly non-alcoholic beverage brands such as Project Juice, Essentia, Health-Ade Kombucha and Q Drinks, First Beverage Ventures only recently made the jump into spirits with its March 2017 investment in GEM&BOLT, an artisanal mezcal produced in Mexico.
“We’ve known the First Beverage team for a while, having seen their support of entrepreneurs with transformative products across many beverage categories,” said Alan Laws, Founder and CEO of Laws Whiskey House, in the release. “We’re excited about the full sector perspective First Beverage brings and the dream that they share with us of expanding our market presence and bringing our unique Colorado whiskeys to more people.”