A Texas-based whiskey company is making some significant changes as it heads into 2026, shifting gears after what company insiders are calling a breakthrough year.
Milam & Greene Whiskey, which has been operating out of the Texas Hill Country since 2019, announced that Heather Greene is stepping away from her role as CEO. She's not leaving the company entirely though. Instead, Greene will be focusing her energy on what she apparently does best—making whiskey, developing new products, and working on industry-related issues.
"Being CEO of Milam & Greene has been the challenge and reward of a lifetime," Greene said in a news release. "I'm incredibly proud of what we built through extraordinary circumstances."
The timing of this transition comes right after the company wrapped up a pretty solid 2025. They launched a new product called Provisions Bourbon and managed to sell out multiple limited-edition releases. Not bad for a distillery that's only been around for six years, especially considering the spirits industry hasn't exactly been smooth sailing for everyone lately.
Taking over the day-to-day operations is Denis Johnston, who's been named Interim CEO and National Sales Director. Johnston isn't some newcomer to the whiskey and spirits world. His resume reads like a who's who of major players in the industry. He's put in time at Sidney Frank Importers, Diageo, Pernod Ricard, Don Q Rum, Southern Glazer's Wine & Spirits, and most recently worked as Director of the Southeast Region for Edrington USA. That's a lot of experience across different companies and different types of spirits.
"I'm looking forward to leading the team and the Milam & Greene brand to new heights in a challenging and evolving spirits landscape," Johnston said. "We have truly unique whiskeys shaped by the Texas Hill Country, and we're excited to share that experience with consumers nationwide."
The company's performance last year seems to back up Johnston's optimism. Two of their products—Unabridged and The Wildlife Collection—completely sold out. Meanwhile, their Provisions Bourbon 80 Proof, which just hit the market, is already pulling its weight as one of the main sellers in their lineup. That's pretty impressive considering the spirits industry has been dealing with what folks in the business call "headwinds"—a polite way of saying things have been tough.
To help push things forward, Milam & Greene has teamed up with Blue Ridge Spirits & Wine Marketing. This partnership is basically about getting their whiskey into more places across the country. Blue Ridge will be handling the nuts and bolts of national sales—managing accounts, dealing with distributors, representing the brand, and running programs at both the national and regional level.
John Dunn, Managing Director of Blue Ridge Spirits & Wine Marketing, seems pretty enthusiastic about the arrangement. "We are thrilled to welcome Milam & Greene to the Blue Ridge Spirits & Wine family," Dunn said. "Their commitment to quality, innovation, and authenticity makes them an outstanding partner, and we look forward to growing this remarkable brand with our wholesaler partners."
Johnston echoed that sentiment, calling it "a natural fit." He pointed to shared values between the two companies. "We share a similar culture, approach, and dedication to building brands the right way. Together, we're well positioned for a successful 2026 and beyond," Johnston added.
Right now, you can find Milam & Greene products in 19 states, and they're also available for purchase online. That footprint will likely expand with Blue Ridge helping to open doors with distributors and retailers.
What makes Milam & Greene's whiskey different from the competition? According to the company, it's all about location. They're banking on the extreme weather conditions of the Texas Hill Country to give their spirits a unique character. The area experiences scorching hot summers, and the water comes filtered through limestone. The company says these conditions create whiskeys that couldn't be made anywhere else.
Their approach involves two methods. Some of their whiskeys are distilled and aged right there on site in Texas. Others involve sourcing barrels from elsewhere and then finishing them in Texas, where the intense heat speeds up the aging process. They've got a term for this—"Texification." It's their way of putting a Texas stamp on whiskey, even if it didn't start its life in the Lone Star State.
The craft spirits market has gotten crowded over the past decade or so. Small distilleries have popped up all over the country, each trying to carve out their niche. Texas has become a particularly interesting player in American whiskey, traditionally dominated by Kentucky and Tennessee. The climate difference alone creates different aging conditions, which can lead to whiskeys with distinct flavor profiles.
For Milam & Greene, the leadership changes come at what appears to be a pivotal moment. They've proven they can create products people want to buy—sold-out releases are always a good sign. Now the question is whether they can scale up and reach more customers without losing what made them successful in the first place.
Greene's move from CEO to a more specialized role in whiskey-making and innovation could actually be a smart play. It lets someone with deep industry knowledge and a passion for the craft focus on product development, while Johnston brings his extensive sales and distribution experience to handle the business side of growth.
The partnership with Blue Ridge adds another layer of infrastructure that small and mid-sized brands often need as they try to expand. Getting shelf space in liquor stores and on back bars isn't just about having a good product. It requires relationships with distributors, ongoing support for retail partners, and consistent execution across multiple markets. That's where a company like Blue Ridge comes in.
Looking ahead to 2026, the company seems to be betting that quality and authenticity will win out, even in what Johnston himself described as a "challenging and evolving spirits landscape." Whether that bet pays off will depend on a lot of factors—consumer preferences, economic conditions, competition, and execution.
For now, though, Milam & Greene is making moves that suggest they're serious about growth while trying to stay true to what they say makes them different—whiskey shaped by the extremes of Texas.
