Another round of investors has gone batty for Brother’s Bond Bourbon, the whiskey brand founded by co-stars of the teen TV drama series Vampire Diaries. The brand landed a $7.5 million funding round, announced Tuesday, that will fuel the company’s growth into high-potential markets in 2025.
Actors Ian Somerhalder and Paul Wesley founded Brother’s Bond during pandemic lockdowns, and built on their following from the popular show to release their flagship bourbon in what was the most successful pre-sale launch on ReserveBar at the time. Since 2021, the portfolio has expanded to five expressions and secured distribution nationwide, across Canada, and sells online in the UK and Europe.
The investment marks the company’s next phase of growth, focused on amplifying marketing efforts and venturing into new markets in 2025, said CEO Vincent Hanna.
“We see tremendous potential in sharing our story – and the rich heritage of American whiskey – in emerging markets where other whiskey categories have long dominated,” he said.
The company will focus on expanding in the UK, EU, India, Australia, and Asia, where demand for premium bourbon is on the rise. Travel retail is also a priority.
American whiskeys represent 63% of all U.S. spirits exports, and half of American whiskey exports go to the EU, according to the Distilled Spirits Council of the U.S. (DISCUS); Australia, Japan, the UK and Canada are the next largest markets. Last week India lowered its tariffs on bourbon from 150% to 100%, slightly opening the door to the world’s largest whiskey market. Possible tariffs elsewhere may throw a wrench in other expansion plans.
At home Brother’s Bond is approaching sales with the help of a new partner secured last month, Banfi Vintners, a leading Italian wine producer and importer of family-owned fine wines. The brand recently brought on former RNDC executive Jenn Engel as chief commercial and strategy officer to grow the business through portfolio diversification.
“Partnering with a company renowned for fine wine opens new doors for us, proving that where there’s wine, there’s room for great whiskey too,” said Hanna.
The CEO was quiet on the company’s investor roster, but said Brother’s Bond has welcomed new investors as well as “the continued support of investors who have believed in us since day one and remain passionate about our vision.”
American whiskey reached $5.2 billion in U.S. sales last year, but fell 1.8%. Luxury and ultra American whiskey segments (+$40), where some of the Brother’s Bond portfolio lives, are still up 30% and 3.9% respectively in off-premise sales in the 52-weeks prior to January 25 according to NIQ. On-premise, CGA data shows bottles priced $24 and above have earned sales uplift and gained share in the 52-weeks prior to December 28.