South Carolina's craft spirits scene is about to get a distinctive new addition. Von Payne Spirits has locked in a distribution deal with Aleph Wines, paving the way for its flagship bourbon to hit shelves, bars, and restaurants throughout the Palmetto State.
The move marks another step in the brand's aggressive expansion strategy, which has already taken the product into international markets including the United Kingdom and Poland. Now, South Carolina drinkers will get their shot at what the company calls "the most awarded infused bourbon in the world."
What Makes This Bourbon Different
Von Payne Black isn't your standard bourbon. The spirit blends traditional bourbon with natural black currant infusion, creating what the distillery describes as a bold flavor profile that stands apart from conventional whiskeys. But the liquid inside the bottle is only part of the story.
The packaging features a gargoyle-shaped pour spout that's become something of a trademark for the brand. It's an unmistakable design element that catches eyes on crowded bar shelves and retail displays. According to the company, that visual impact translates directly into sales performance.
"We're thrilled to partner with Aleph Wines to introduce Von Payne Black to South Carolina," said Shawn Harlan, Vice President of Sales & Marketing at Von Payne Spirits. "Aleph's reputation for championing premium craft brands aligns perfectly with our mission, and we believe South Carolina's vibrant beverage culture is an ideal market for Von Payne. This partnership represents an exciting next step in our continued expansion across the United States."
The product has been racking up awards in spirits competitions, though the brand's marketing leans heavily on its gothic aesthetic and what it calls a "lifestyle of daring exploration." Von Payne positions itself as more than just a drink—it's meant to represent an alter ego, a way to "expand the possibilities of the night."
The Distribution Partner
Aleph Wines brings more than two decades of experience to the table. The South Carolina-based distributor has been operating since 2000, building relationships with retailers and on-premise accounts across the state. Their portfolio focuses on craft beverages, wines, and specialty products that don't typically get picked up by the major national distributors.
"We're honored to add Von Payne Black to our portfolio," said Ingrid Chambas, Vice President at Aleph Wines Corp. "This is a standout product that performs exceptionally well in both retail settings. Its unique character and award-winning profile make it a great fit for the discerning South Carolina consumers."
The company's approach emphasizes quality over quantity, working with producers who need more than just warehouse space and delivery trucks. Aleph focuses on education and market development, helping brands establish themselves in a competitive landscape where shelf space is precious and consumer attention is fleeting.
For Von Payne, that kind of hands-on support could prove crucial as the brand enters South Carolina's spirits market, which has seen significant growth in the craft and premium categories over recent years.
Performance Track Record
Von Payne Spirits makes some bold claims about how its product performs once it reaches market. According to the company, Von Payne Black demonstrates "exceptional sell-through velocity" in every market it enters. Retailers in multiple states have reported rapid inventory turnover and consumers coming back for repeat purchases.
The brand attributes this performance to several factors: the award-winning flavor profile that gives first-time buyers a reason to try it, the striking packaging that makes it stand out in crowded retail environments, and that signature gargoyle pour spout that customers remember. Von Payne says the combination creates strong word-of-mouth momentum and converts trial purchases into loyal customers.
The company positions Von Payne Black as "one of the fastest-moving premium infused bourbons in the craft spirits category," claiming it delivers both immediate sales impact and sustained long-term pull-through for retail and distribution partners.
Those are the kinds of numbers that matter to distributors like Aleph Wines, who need products that can earn their keep on limited shelf space. In the spirits business, a product that looks good but doesn't sell becomes a liability fast. Von Payne's track record in other markets appears to have convinced Aleph that the bourbon can perform in South Carolina.
The Broader Expansion Strategy
The South Carolina deal fits into Von Payne's larger growth plan, which has been pushing the brand into new domestic and international markets. The recent moves into the UK and Poland demonstrate ambitions beyond the American market, though the United States remains the primary focus for expansion.
South Carolina represents a strategic target. The state has a growing reputation for embracing craft spirits and premium products, with consumers willing to experiment beyond traditional bourbon offerings. The state's coastal cities and college towns provide natural entry points for a brand trying to build buzz and establish a foothold.
Von Payne appears to be taking a measured approach, partnering with established regional distributors rather than trying to build its own distribution network or immediately going after the largest national chains. This strategy allows the brand to maintain closer relationships with the distributors and retailers actually moving product, potentially giving Von Payne more control over how its bourbon is positioned and marketed at the local level.
What's Actually in the Bottle
At its core, Von Payne Black is bourbon infused with black currant. The company emphasizes that the infusion uses all-natural ingredients, avoiding the artificial flavoring that shows up in some flavored whiskeys. The black currant brings a tart, slightly sweet element that plays against bourbon's characteristic vanilla and oak notes.
This kind of fruit-infused bourbon occupies an interesting space in the market. Traditional bourbon purists might turn up their noses at anything that strays from straight whiskey, but there's clearly a consumer segment that appreciates flavor innovation. Von Payne is banking on that latter group—drinkers who want something different but still want the bourbon foundation.
The product works both as a sipping whiskey and as a cocktail ingredient, giving bartenders flexibility in how they use it. That versatility helps with on-premise sales, since bars can feature Von Payne Black in signature drinks while also offering it neat or on the rocks.
The Gothic Branding Angle
Von Payne leans hard into gothic imagery and mystique. The gargoyle pour spout isn't just a gimmick—it's central to the brand identity. The company describes its products as having "gothic allure" and invites drinkers to "embrace their alter ego."
This branding approach sets Von Payne apart in a crowded whiskey market where many brands lean on heritage, craftsmanship, or regional identity. Instead of competing on tradition, Von Payne is selling an attitude and an aesthetic. The target customer isn't necessarily looking for the most historically accurate or technically perfect bourbon—they want something that feels different, maybe a little rebellious, definitely memorable.
Whether that approach resonates in South Carolina remains to be seen. The state has traditional bourbon drinkers who know their whiskey, but it also has younger consumers and transplants from other regions who might be more receptive to unconventional branding.
What This Means for South Carolina Drinkers
For consumers, the practical impact is straightforward: Von Payne Black will start showing up in liquor stores, bars, and restaurants across South Carolina. The exact timeline and specific locations will depend on Aleph Wines' distribution network and relationships with individual accounts.
Expect to see the bourbon featured in craft cocktail bars first, where bartenders are always looking for new ingredients to work with and where the gothic branding might appeal to customers looking for something beyond the standard whiskey selection. Retail placement will likely follow, with the distinctive bottle and gargoyle spout positioned to catch attention in premium spirits sections.
Pricing details weren't disclosed in the partnership announcement, but as a premium infused bourbon with award recognition and distinctive packaging, Von Payne Black likely won't compete with bottom-shelf options. The brand is positioned in the craft spirits category, where consumers generally expect to pay more for products that offer something beyond standard offerings.
The Bigger Picture
This partnership represents a microcosm of broader trends in the American spirits market. Craft distilleries and innovative products are finding distribution through regional partners rather than relying exclusively on major national distributors. Flavor innovation continues to carve out market share even in traditional categories like bourbon. And distinctive packaging and branding matter more than ever in a crowded marketplace where hundreds of products compete for consumer attention.
Von Payne Spirits is betting that South Carolina's market is ready for its particular combination of flavor innovation, gothic branding, and premium positioning. Aleph Wines is betting its reputation and shelf space that the product can deliver the kind of sales performance it's shown in other markets.
For South Carolina's craft spirits enthusiasts, it means one more option on increasingly diverse shelves. Whether Von Payne Black becomes a staple in local bars and home collections or remains a niche product will depend on how well that black currant-infused bourbon connects with drinkers who decide to give the gargoyle-topped bottle a try.
The stage is set. The distribution deal is done. Now comes the part where the product has to prove itself in a market that's seen plenty of new spirits come and go. Von Payne Black is about to find out if South Carolina is ready to embrace its gothic alter ego.
