Partnership Aims to Expand Ultra-Premium Bourbon Reach

Frey Ranch Distillery has selected Hotaling & Co. as its national sales and marketing partner, effective July 1, 2026. The move signals the fifth-generation Nevada farm's push to broaden distribution beyond its current footprint across 20 states.

Under the agreement, Frey Ranch retains full ownership and control of its Fallon, Nevada distillery operations, including grain farming, production, and bottling. Hotaling & Co. will handle national sales organization, trade marketing, and distributor relationships.

Estate Model as Market Differentiator

Frey Ranch has carved out a distinctive position in American whiskey as one of the few "true" estate distilleries—growing 100% of its whiskey grains on-site across the family's 2,500-acre farm. The brand has become one of the top-selling ultra-premium bourbons in Nevada and California and ranks among the largest whiskey producers on the West Coast.

The distillery was founded in 2006 by Colby and Ashley Frey and joined the Estate Whiskey Alliance in February 2025. Master distiller Russell Wedlake continues overseeing day-to-day operations.

Why Hotaling & Co.

Hotaling & Co., a San Francisco-based importer and marketer of premium spirits, represents brands including Luxardo, Nikka Whisky, HINE Cognac, and Junipero Gin. The distributor's addition of Frey Ranch expands its American whiskey portfolio in the fast-growing super-premium segment.

"Frey Ranch has built one of the most authentic and compelling whiskey brands in the country," said Aaron Webb, CEO of Hotaling & Co. "Colby and Ashley have created something rare — a true estate whiskey brand with exceptional quality, a differentiated story, and strong consumer momentum. We're excited to help bring Frey Ranch to more markets and more accounts across the country while preserving exactly what makes the brand special."

Colby Frey emphasized continuity: "We are incredibly excited to partner with Hotaling & Co. Their expertise in building premium spirits brands and expanding market presence makes them an ideal partner for Frey Ranch. Most importantly, this alliance allows us to stay focused on what we do best: growing our grains and producing exceptional whiskey, while benefiting from Hotaling's best-in-class sales and marketing capabilities. Rest assured, every sip of Frey Ranch Whiskey will continue to be produced with the grains we grow 100% on our Nevada farm, as it has been since day one."

Distribution and Transition

Frey Ranch whiskeys are currently available in 20 states through SGWS and select regional distributors. The company also operates a year-round farm with public tours and tastings held Saturdays from 12-4 p.m.

Trade partners, retailers, and on-premise accounts can connect with Hotaling & Co. regional representatives beginning July 1, 2026.

Why It Matters

For on-premise operators and retailers stocking Frey Ranch, the distributor transition represents a significant operational shift. Hotaling & Co.'s infrastructure and relationships in the premium spirits market could improve product availability and account support. The partnership also signals confidence in the estate whiskey category's growth trajectory and the broader premiumization trend in American spirits.

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Written by FBM Publications Editors