American whiskey is making fresh inroads across the Atlantic, and this time it's arriving with some serious Hollywood backing. Brother's Bond Bourbon, the whiskey venture launched by actors Ian Somerhalder and Paul Wesley, has officially set up shop in the United Kingdom through a new distribution deal with Maverick Drinks.
The expansion marks a significant step in the brand's international push, which already includes moves into Europe, the United Arab Emirates, and various Asian markets. For UK whiskey drinkers, it means access to a range of expressions that have been quietly racking up awards and accolades across the pond.
Maverick Drinks will handle distribution across both the on-trade and off-trade sectors throughout the UK, with particular emphasis on online sales channels. The approach appears calculated to reach both newcomers to American whiskey and seasoned drinkers looking for something different from their usual pours.
The product lineup heading to British shelves includes the brand's Bottled in Bond 7 Years Old Straight Bourbon, Regenerative Grain Straight Bourbon, Straight Bourbon, and American Blended Rye Whiskey. All four expressions will be available through Master of Malt's consumer platform and its trade division, Master of Malt Trade.
Brother's Bond built its reputation on a four-grain bourbon recipe, a departure from the more common three-grain mashbills found in many American whiskeys. That fourth grain adds complexity and distinguishes the brand in an increasingly crowded marketplace.
The seven-year-old bottled-in-bond expression has emerged as something of a flagship for the line. At the San Francisco World Spirits Competition, it earned both a Double Gold medal and an impressive 98-point score—credentials that give the brand serious street credibility with connoisseurs who might otherwise dismiss celebrity-backed spirits as marketing exercises.
Juan-Marc Correia, director at Atom Group, which owns both Maverick Drinks and Master of Malt, sees the timing as particularly favorable for American whiskey in the UK market.
"Interest in American whiskey is growing quickly in the UK, particularly as the whisky audience broadens and drinkers look for styles that offer the structure and craft they're familiar with, while also remaining accessible and easy to enjoy," Correia explained. "Brother's Bond Bourbon fits that moment well, and its 7 Year Old Bottled-in-Bond Straight Bourbon, which earned Double Gold and a 98-point score at the San Francisco World Spirits Competition, is a clear example of the quality we believe the UK trade and consumers will respond to."
The brand's regenerative grain bourbon also caught Correia's attention, reflecting what he describes as a thoughtful, long-term approach to sustainable production—increasingly important to both retailers and consumers in the UK market.
"The Regenerative Grain Bourbon also points to a long-term, considered sustainable approach to how the whiskey is made, which is exactly what we look for when building brands in the UK," he said.
Vincent Hanna, who serves as CEO of Brother's Bond Bourbon, emphasized that the brand represents more than just another celebrity endorsement deal. Somerhalder and Wesley have been involved in the actual development of the whiskey, not just lending their names and faces to marketing materials.
"From the outset, Brother's Bond Bourbon has been built around a genuine commitment to the whiskey itself," Hanna noted. "Ian and Paul have taken a hands-on role in shaping the liquid and brand over time, with Ian stepping away from acting to focus fully on the craft."
That detail about Somerhalder stepping back from his acting career to concentrate on whiskey production speaks to a level of commitment that goes beyond typical celebrity spirit ventures. It's one thing to attach your name to a bottle; it's quite another to actually learn the craft and involve yourself in production decisions.
The UK launch strategy reflects awareness of the market's particular characteristics. British drinkers have long demonstrated sophisticated palates when it comes to whisky, with Scotland's native spirit maintaining a dominant position. But American whiskey has been steadily carving out territory, appealing to drinkers looking for different flavor profiles—often sweeter and fuller-bodied than their Scottish counterparts.
Hanna acknowledged this dynamic in positioning the brand for the UK market.
"As we launch in the UK, we're entering a market with a deep appreciation for whisky and a growing appetite for well-made American expressions," he said. "Partnering with Maverick Drinks allows us to introduce the range thoughtfully, with a shared focus on education, credibility and long-term brand building."
The emphasis on education suggests the brand won't rely solely on the celebrity factor to move bottles. Instead, the strategy appears focused on helping retailers and consumers understand what makes these whiskeys distinctive—from the four-grain mashbill to the bottled-in-bond designation to the regenerative agriculture practices.
Bottled-in-bond, for those unfamiliar with the designation, represents a specific set of regulations established by the US government in 1897. To carry the label, whiskey must be the product of one distillation season from one distillery, aged at least four years in a federally bonded warehouse, and bottled at 100 proof. The rules were originally designed to assure consumers of quality and authenticity at a time when whiskey adulteration was rampant.
Today, bottled-in-bond has experienced something of a renaissance among craft distillers and whiskey enthusiasts who appreciate both the historical significance and the quality benchmark the designation represents.
The regenerative grain bourbon represents another angle likely to resonate with environmentally conscious consumers. Regenerative agriculture goes beyond simply sustainable farming—it actively works to improve soil health, increase biodiversity, and sequester carbon. For a whiskey brand, sourcing grain from regenerative farms means supporting farming practices that leave the land in better condition than it was found.
The distribution partnership with Maverick Drinks and Master of Malt positions Brother's Bond to reach both retail customers and the trade. Master of Malt has built a reputation as a go-to source for spirits enthusiasts looking for both mainstream and harder-to-find bottles, while its trade division services bars, restaurants, and retail shops across the country.
The focus on e-commerce makes practical sense in a market where online spirits sales have grown substantially, particularly since the pandemic accelerated the shift toward digital purchasing. British consumers have become increasingly comfortable buying spirits online, especially when seeking specific bottles or brands not readily available in local shops.
For American whiskey as a category, the UK expansion of brands like Brother's Bond reflects broader trends. While Scotch whisky remains the heavyweight in the British market, bourbon and rye have been gaining ground steadily. The growth has been driven partly by the craft cocktail movement, which introduced many drinkers to American whiskey through serves like Old Fashioneds and Manhattans, and partly by increased interest in the category for straight sipping.
The celebrity connection certainly doesn't hurt, particularly given the profile Somerhalder and Wesley built through their roles on "The Vampire Diaries," a show that ran for eight seasons and developed a devoted international following. That built-in audience provides a foundation, though the brand's long-term success in the UK will ultimately depend on what's inside the bottle rather than whose names are on the label.
Trade inquiries and questions about availability can be directed to Maverick Drinks at hi@maverickdrinks.com. For consumers, the bottles will be accessible through Master of Malt's online platform, allowing whiskey drinkers across the UK to sample expressions from a brand that's been making noise in American whiskey circles.
The UK launch represents just one piece of Brother's Bond's international expansion, but it may prove particularly significant given Britain's influential position in the global spirits trade. Success in the UK market often serves as a springboard for further growth in Europe and beyond, as retailers and distributors in other markets take note of brands gaining traction with discerning British consumers.
Whether Brother's Bond can establish itself as more than just another celebrity whiskey brand will depend on continued quality in the bottle and smart positioning in a competitive market. The awards and accolades provide a strong foundation. The distribution partnership puts the brand in position to reach the right customers. Now it comes down to whether the whiskey itself can win over drinkers who have plenty of other options on the shelf.
For American whiskey fans in the UK who've been following the brand from afar, the wait is over. And for those yet to discover it, there's now a new option to explore—one backed by genuine craftsmanship, sustainable practices, and a surprising amount of Hollywood commitment to the art of making whiskey.
