088 | Bringing Luxury to The American Whiskey Category

The MAFFEO DRINKS Podcast is a weekly podcast featuring Drinks Builders worldwide. It’s listened to in over 100 countries. Its no-nonsense approach focuses on how beverage brands are built from the ground up. The Show is free on Spotify and Apple Podcasts.

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In this episode, host ⁠Chris Maffeo⁠ talks to ⁠Andrew Borenzweig⁠, founder of Beverly High Rye, who shares his journey of creating a modern, luxury-focused American whiskey that breaks away from traditional frontier or rustic imagery.

Inspired by the elegance of Beverly Hills, Andrew crafted a whiskey that blends rye’s bold spice with bourbon’s smoothness, presented in sleek, decanter-style bottles.

He initially concentrated on securing placements in prestigious California venues—such as Nobu, Mastro’s, Cipriani, and the Beverly Wilshire Four Seasons—to build brand credibility and visibility.

This strategic on-trade focus laid a strong foundation before carefully expanding into off-trade channels like select Pavilions stores.

Throughout the episode, Andrew emphasizes the importance of brand authenticity, founder-led advocacy, and a California-centric rollout as key drivers of Beverly High Rye’s success. Additionally, he touches on leveraging top on-trade outlet groups to facilitate potential international expansion, referencing Nobu Tokyo’s interest in the brand.

Timestamps:

00:00 Introduction and Podcast Overview

00:29 Guest Introduction: Andrew and Beverly High Rye

01:02 The Inspiration Behind Beverly High Rye

03:02 Commercial Strategy and Market Positioning

09:38 Expanding to New Markets: Japan and Beyond

13:57 Product Portfolio and Special Editions

21:27 On-Trade vs. Off-Trade Strategies

30:42 Final Thoughts and Advice for Brand Owners

31:57 Conclusion and Call to Action

Quick Takeaways

Modern Luxury in American Whiskey

Beverly High Rye adopts an LA-chic, upscale persona—eschewing traditional “frontier” themes—to appeal to design-conscious consumers and fit seamlessly into elegant bar programs.

Flavor Balance for Cocktails & Neat

Andrew blends rye’s spicy character with a touch of bourbon sweetness, creating a versatile whiskey suitable for both classic cocktails and neat sipping.

Prestigious California On-Trade First

Securing placements at iconic venues like Nobu, Mastro’s, Cipriani, and Beverly Wilshire Four Seasons establishes immediate brand credibility among sophisticated patrons.

Methodical Off-Trade Rollout

After building strong on-trade demand, Andrew selectively introduced Beverly High Rye into local pavilions stores, ensuring retail presence is supported by existing brand momentum.

Focusing on California & Top On-Trade Groups for Expansion

By prioritizing California’s influential hospitality market and partnering with top on-trade outlet groups, Beverly High Rye sets the stage for potential international expansion, as exemplified by Nobu Tokyo’s interest.

Key Insights