While major distilleries across America shut down production lines and file for bankruptcy, a small Kentucky operation is charting a different course. Buzzard's Roost, a whiskey brand born just six years ago in downtown Louisville, posted 21% revenue growth in 2025 and is now betting on another record-breaking year ahead.
The news stands in sharp contrast to an American whiskey industry facing its toughest stretch in years. Production has gone silent at facilities owned by some of the biggest names in spirits. Diageo paused operations at its Balcones and George Dickel distilleries. Jim Beam, one of the most recognizable brands in bourbon, stopped production at its main facility and won't restart until the end of 2026. In Texas, Artisan Distillery & Craft Bar announced it would close its doors on January 25 after 13 years, unable to manage what it called significant production costs. Oregon's Rogue Ales & Spirits saw its parent company file for Chapter 7 bankruptcy last November.
Against that backdrop, Buzzard's Roost co-founders Judy Hollis Jones and Jason Brauner are pushing forward with plans for double-digit growth in 2026. Their operation includes a microdistillery and tasting room on Louisville's Whiskey Row, and they say they've figured out what drinkers want even as the broader market cools.
"Whiskey drinkers are seeking out new whiskeys, made differently," Hollis Jones said. "They're interested in discovering new taste profiles – and that is where Buzzard's Roost really stands out."
The Double Oak Difference
The brand's entire identity revolves around what it calls a proprietary double oak process. Every whiskey Buzzard's Roost produces goes through this treatment, which uses 17 different toast profiles. Each profile is designed to pull specific flavors from the wood, creating what the company describes as complex layers of taste.
For years, the brand made double-oaked whiskey but didn't hammer home that message. That changed in 2024 when Hollis Jones and Brauner, who serves as master blender, noticed shifts in the market and decided to adapt. They invested in new packaging and redesigned labels specifically to make the double oak process clearer to anyone picking up a bottle.
"All of our whiskeys are double oaked – and have been from the start," Hollis Jones said. "We are emphasising that much more on our bottles, in our marketing communications, and in sales efforts."
The approach seems to be working. While established brands struggle with oversupply and softening demand, Buzzard's Roost found its niche among drinkers looking for something different from the standard offerings that have dominated shelves for decades.
Single Barrels and Exclusivity
One of the strongest growth drivers in 2025 turned out to be single barrel releases. Retailers and bourbon clubs bought more of these exclusive barrels from Buzzard's Roost than in any previous year. The trend has continued into 2026, with the brand already hosting multiple barrel pick events at its distillery in the opening weeks of the year.
The appeal is straightforward. Buyers get to select their own barrel, creating an exclusive product that won't be available anywhere else. The experience adds value beyond the liquid itself.
"There is huge interest in single barrels," Hollis Jones said. "People love the experience and exclusivity of selecting their very own barrel."
This focus on exclusivity and customization fits into a broader strategy the brand has refined over the past year. While Buzzard's Roost still releases limited editions like its Cigar Blend Bourbon, the company has narrowed its main lineup to five core whiskeys that cover different price points and appeal to different segments of the market.
At the top end sits the Barrel Strength Double Oak Bourbon at $79 per bottle. The mid-tier includes three options at $65 each: Bottled in Bond Double Oak, Small Batch Char #1 Double Oak Bourbon, and Toasted Barrel Double Oak Rye. The entry point is the Signature Double Oak Bourbon at $49.
This streamlined approach gives customers clear choices without overwhelming them, while the range of prices means the brand can appeal to both collectors willing to spend and everyday drinkers looking for quality without breaking the bank.
The Experience Economy
Numbers from the downtown Louisville location tell another part of the growth story. Revenue from the Whiskey Row experience jumped 33% in 2025, while foot traffic increased 27%. Those gains came as Buzzard's Roost leaned harder into hands-on experiences that let visitors engage with the product in ways they can't replicate at home.
The standout success was something called Straight from the Barrel. Guests use a whiskey thief – a long pipette-like tube that draws liquid directly from the barrel – to fill and label their own bottle of whiskey. The experience offers something unique to take home, and according to Laura Coomes, vice president of marketing, it proved immediately popular.
"Started selling out as soon as we launched it," Coomes said. "People love hands-on experiences and they love taking home a bottle not available anywhere else."
The tasting room also added ready-to-drink cocktails during the year. A Maple Old Fashioned and Coffee Old Fashioned, available in both 375ml and 100ml bottles, sold quickly enough that the brand plans to introduce seasonal variants throughout 2026. These RTDs give customers a way to enjoy Buzzard's Roost cocktails without needing to mix them at home, while also serving as potential gifts or introductions to the brand for people who might not buy a full bottle of straight whiskey.
Building Loyalty in a Crowded Market
Buzzard's Roost refers to its most dedicated fans as "ambuzzadors," and the company has built out a loyalty program designed to keep them engaged. Exclusive barrel picks, Zoom tastings featuring limited edition whiskeys, and special events all aim to reward repeat customers and create a sense of community around the brand.
"Our customer loyalty game is strong," Coomes said. "We recognise the importance of loyalty and reward it in meaningful ways."
In a market where shelf space is crowded and consumer attention is fragmented, building a dedicated base of repeat buyers provides stability. These aren't customers who pick up a bottle once and disappear. They're advocates who recommend the brand, participate in events, and often buy multiple times throughout the year.
Making It Work When Others Can't
The question facing Buzzard's Roost now is whether this momentum can continue through 2026. The broader American whiskey market isn't showing signs of a quick turnaround. Inventory levels remain high across the industry. Major producers are sitting on aging stock that exceeds current demand. Some analysts expect consolidation as smaller players exit the market.
But Hollis Jones and Brauner believe their approach positions them differently than the big distilleries facing headwinds. Where large operations struggle to shift strategy quickly or differentiate their products in meaningful ways, Buzzard's Roost can move faster and offer experiences that major brands can't easily replicate.
The double oak process gives them a technical point of difference. The single barrel program creates exclusivity. The downtown Louisville experience provides a destination for bourbon tourists who flock to Kentucky. And the streamlined core lineup makes it easier for retailers to stock and for customers to understand what they're buying.
"We have the people, the product and the perseverance to make 2026 another record year," Hollis Jones said.
Whether that confidence proves justified will depend on factors both within and outside the company's control. Consumer spending could tighten. Competition for shelf space could intensify. Distribution challenges could emerge. But for now, Buzzard's Roost is betting that what worked in 2025 – emphasizing quality, experience, and differentiation – will continue to resonate even as the wider whiskey world struggles to find its footing.
The Louisville distillery launched in 2019, just before the pandemic reshaped consumer behavior and accelerated some trends while stalling others. Six years later, as larger competitors contract, the small operation is expanding. The contrast offers a reminder that in any market downturn, some businesses find ways to grow by doing things differently than the established players.
For American whiskey drinkers looking beyond the familiar labels that have dominated bars for generations, brands like Buzzard's Roost represent an alternative. Whether enough of those drinkers exist to support sustained growth across multiple small producers remains an open question. But at least one Kentucky distillery believes the answer is yes, and it's putting resources behind that belief as it heads into what it hopes will be another record year.
