WWhistlePig Whiskey Welcomes New CEO Charles Gibb

Press Release – WhistlePig Whiskey CEO Charles Gibb

WhistlePig’s new CEO Charles Gibb brings global luxury brand building expertise and growth-oriented leadership to the trailblazing craft whiskey producer

Charles Gibb Appointed Chief Executive Officer

SHOREHAM, Vt.–(BUSINESS WIRE)–WhistlePig Whiskey, the #1 leader in independent craft whiskey, today welcomes Charles Gibb, a dynamic leader in the spirits industry, as its new Chief Executive Officer. This appointment marks the next stage of evolution for the WhistlePig brand and its highly awarded super premium whiskey portfolio.

Global Spirits and Luxury Brand Leadership Experience

Charles brings a wide breadth of global expertise to WhistlePig, particularly through the introduction of spirits and cocktail mixers to new audiences across various geographies. He launched Fever-Tree’s North American arm, driving the mixer brand to the top of the ginger beer and tonic water charts while expanding their business to tackle multiple drinking occasions. Previously at Belvedere Vodka, Gibb spearheaded their global expansion efforts – establishing their Project RED and James Bond partnerships, and elevating the brand’s presence worldwide. His tenure at Bacardi, Diageo and Moët Hennessy further underscores a career defined by strategic brand-building, innovation, and international market development.

New CEO Shares Vision for WhistlePig

“As a Scot, I could not be more excited to be joining this exceptional American whiskey brand. I thrive in an innovative, dynamic and entrepreneurial environment,” said Gibb. “I’ve been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth. That’s exactly what WhistlePig does with whiskey. We have the perfect mix to shake up the market. Or stir up, if you prefer.”

Innovation and Category Expansion Drive Growth

WhistlePig has never been limited by the way things are done. From transforming an abandoned Vermont dairy barn into a pioneering grain-to-glass distillery to crafting category-defining releases, the brand has taken American whiskey to a new level of quality and innovation. Over the past two years, WhistlePig broke new ground by expanding beyond its signature Ryes into aged Bourbon and super-aged Single Malt. Today, WhistlePig is the market leader in ultra-premium Rye and fastest-growing ultra-premium Bourbon in the US. Gibb joins the team at an inflection point: building on WhistlePig’s market disruption, driving brand growth, and championing bold innovation to offer consumers the world’s best whiskey.

Leadership Transition and Next Phase of Growth

“Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth,” said Wilco Faessen, Co-Founder and Chairman of WhistlePig Whiskey. “We also want to express our gratitude to Marty Birkel for taking the reins as CEO on an interim basis to enable a thorough search, and the upcoming transition.”

To learn more about WhistlePig Whiskey, visit whistlepigwhiskey.com.

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