Distiller magazine

148 distiller we're always dealing with both Mother Nature and with volatility in different markets," Colby says. "We're almost used to it." He attributes the whiskey's strong pre-COVID traction in part to the distillery's patience. "We've been selling vodka, gin, absinthe, brandy and other things, but for five years we've always been telling everybody that we're a whiskey distillery. ere was a lot of pent-up demand." In addition, very few craft distilleries launch with a five- year-old whiskey that they made themselves. For better or for worse, many consumers still associate craft whis- key with small barrels and short age statements, but Frey Ranch bucked the trend. "Waiting to put out a five-year- old was a good thing because everybody was surprised at how good it was. I think that really helped us quite a bit." Frey also attributes its early success to a commitment to working closely with its distributor, Southern Glazer's Wine and Spirits, which is both the largest distributor in the country and a powerhouse in Nevada. Adapting to have a greater focus on the wholesale market took a mind- set shift but has quickly paid dividends. For example, in the past, the distillery would launch new projects with a tasting or release party at its distillery and only get prod- ucts into distribution after the launch party. For the bour- bon launch, Southern Glazer's seeded the new release in stores first. e Freys still held an official launch party at the distillery, and gained extensive local media attention, but because the product was already in stores, consumers could immediately go out and buy the bourbon. "People could go to the store that day, after seeing it on the news, and grab a bottle," Colby says. Future Plans Although the bourbon launch was successful, the pan- demic has certainly slowed down plans for expansion. Frey Ranch had planned to start rolling out in the Sacramento market in March and was just days away from launching when the pandemic lockdowns led their distributor to put a moratorium on new products. e distillery finally started its California launch in July at the same time as it launched its straight 100% rye whiskey, which is also five years old and bottled-in-bond but available in much more limited quantities. Frey Ranch doesn't have a con- crete time line for further expansion, but the distillery has a substantial amount of whiskey aging ( around 6,700 barrels) and eventually plans to distribute to all 50 states. e pandemic itself hasn't dramatically changed life on the farm. Like most distilleries, Frey Ranch got into the hand sanitizer business this spring. "Once they allowed us to make hand sanitizer, we made a lot, but we didn't sell any of it," Colby says. "We donated it to all the local essential businesses and services, the naval air station in Fallon and every hospital around us. If we can keep one person from getting it and passing it on to 10 peo- ple, we've done our job." Beyond that, Colby admits that quarantine in rural Nevada isn't so bad. "We've got the ideal location to be stuck at," he says. "If you're going to be isolated and quarantined, the best place to be is right here on the ranch. I thought I'd get a bit of a breather, but we're just working twice as hard on the farm before the distillery gets busy again." Once the pandemic ends, Colby looks forward to being able to actually visit markets to promote the brand. He's already preparing. "I've had my pilot's license since 2008, but I never had an airplane. So, I bought a little Cessna and now I can get to Las Vegas in an hour and a half and be on my own schedule, versus driving an hour to Reno and taking a flight from there. I plan to travel a lot, except for the spring and the fall, because I'm busy planting and I'm busy harvesting." In the long run, the pandemic will likely be just a speedbump on Frey Ranch's road to whis- key success. "It sucks, but we've been waiting so stink- ing long anyway," Colby says. "e whole plan from the beginning was not to release it before its time, even if it took five years or six years or however long it took. at mentality has really helped us, because we'll be able to weather this storm." END Frey also attributes its early success to a commitment to working closely with its distributor… Adapting to have a greater focus on the wholesale market took a mindset shift, but has quickly paid dividends.

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