In the world of backyard grilling and smooth sips by the fire, two powerhouse names have just teamed up in a way that's got folks talking. Meat Church BBQ, the go-to brand for pitmasters everywhere, has picked up a minority stake in Pursuit Spirits, the up-and-coming American whiskey outfit started by the guys behind the top bourbon podcast, Bourbon Pursuit. This move isn't just about money—it's about blending the smoky allure of great barbecue with the rich warmth of fine whiskey, creating something that feels like a natural extension for anyone who loves firing up the grill on a weekend.
Matt Pittman, the man behind Meat Church, has built his brand from the ground up since 2014. What started as a passion for seasonings and rubs has grown into a full-blown community hub, complete with apparel, recipes, and hands-on tips for mastering live-fire cooking. Pittman's followers—over a million strong—aren't just customers; they're like a congregation of grill enthusiasts who live for that perfect sear and bold flavors. Now, he's throwing his weight behind Pursuit Spirits, and it's clear this partnership is set to crank things up a notch for both sides.
On the whiskey end, Pursuit Spirits came onto the scene in 2018, thanks to founders Kenny Coleman and Ryan Cecil. These two aren't your typical distillers—they're podcast hosts who turned their love for bourbon into a real-deal brand. Instead of running a single distillery, they've flipped the script with a fresh take on blending. They hand-pick barrels from top distilleries around the country, mixing them to craft unique profiles that stand out. Their flagship Pursuit United line, featuring bourbon and rye whiskeys, has racked up serious hardware, like multiple Double Gold medals from the San Francisco Wine and Spirits Competition and even snagging the 2022 John Barleycorn Bourbon of the Year title.
This investment from Meat Church is timed just right. Pursuit is in the middle of expanding, including the rollout of their much-buzzed-about Whiskey Row tasting room right in Louisville, Kentucky—the heart of bourbon country. With Pittman's backing, they're gearing up to push their products into more hands, ramp up distribution, and dream up new whiskey expressions that could even tie in with barbecue vibes. Imagine limited-edition bottles inspired by smoky rubs or aged in ways that echo the slow-and-low cooking style. It's the kind of crossover that makes sense for guys who appreciate the patience and craft in both worlds.
Pittman summed it up perfectly in the announcement: “Great barbecue and great whiskey go hand-in-hand. With Pursuit’s incredible momentum and our shared passion for spreading the gospel of smoked meats and great whiskey, this partnership is a natural fit that will broaden our reach and ignite future growth by connecting with fans who share our passion.” You can almost hear the clink of glasses and the sizzle of ribs in those words. It's not every day you see influencers from the BBQ scene and the bourbon world lock arms like this, especially with real skin in the game. This is a first-of-its-kind deal that's bound to spark some envy among other brands.
From Pursuit's side, co-founder Ryan Cecil didn't hold back on the excitement: “This investment from Meat Church is a game-changer for Pursuit. It will allow us to double down on product innovation, bringing exciting new whiskey expressions with Meat Church to market that showcase the passion and creativity of our team. Combined with our Whiskey Row tasting room, we can create immersive brand experiences for guests. Partnering with an iconic brand like Meat Church gives us a powerful platform to strengthen Pursuit’s brand presence among avid consumers who live for great whiskey and great barbecue.”
Digging deeper, Pursuit Spirits has always been about that explorer's spirit—hence the name. Coleman and Cecil kicked things off with their podcast, Bourbon Pursuit, which quickly became the go-to listen for anyone serious about the brown stuff. They dove headfirst into the industry, chatting with experts, tasting rare finds, and building a loyal audience. When they launched the brand, they skipped the traditional route of building a distillery from scratch. Instead, they focused on sourcing and blending, pulling together whiskeys from various spots to create something greater than the sum of its parts. It's a smart, modern strategy that's paid off big time, turning them into a player to watch in a crowded field.
Meat Church, meanwhile, has carved out its own niche by keeping things real and approachable. Pittman's rubs—like the Holy Gospel or Honey Hog—have become staples for home cooks and pros alike, turning ordinary meats into mouthwatering masterpieces. The brand's growth has been all about community: online tutorials, social media shares, and events where guys swap stories over brisket. By linking up with Pursuit, they're opening doors to joint marketing pushes, maybe co-branded gear or pop-up events where you can taste a whiskey flight alongside smoked specialties. It's a win for fans who already pair their pours with pulled pork, but now with official ties that could lead to exclusive drops.
Looking ahead, this deal is poised to shake things up. Pursuit's tasting room on Whiskey Row isn't just a spot to sip—it's designed for full-on experiences, like tours, blend-your-own sessions, or maybe even BBQ pairings down the line. With Meat Church's massive following, expect Pursuit's name to spread like wildfire among grill masters nationwide. And for Meat Church, it's a chance to tap into the bourbon crowd, folks who might grab a bottle to complement their next cookout.
At its core, this partnership highlights what happens when two passions collide. Barbecue and bourbon have long been buddies—think tailgates, family gatherings, or just kicking back after a long week. Both demand time, quality ingredients, and a bit of know-how to get right. Meat Church and Pursuit Spirits are betting that their fans overlap more than people think, and they're ready to build on that shared ground. Whether you're a seasoned pit boss or a whiskey aficionado, this union promises more ways to enjoy the good stuff.
For those wanting to dive in, Pursuit Spirits keeps things accessible online, with details on their blends and where to find them. And keep an eye out for their new Founder Hour series, which sounds like it'll offer even more behind-the-scenes insights from the team. In a time when everyone's chasing the next big thing, this feels like a grounded, authentic step forward—one that's all about flavor, friendship, and firing up the senses.
