Midlife crisis purchases are so predictable—a new Porsche, a Rolex, maybe a top-tier gym membership or Peloton that you’ll never use. But how about a fully functioning whiskey distillery in Kentucky? If you feel like your life is due for a major change, an unnamed craft whiskey distillery and brand are currently up for auction, but you only have until early December to live out your dreams of becoming a master distiller (or maybe hiring someone with actual experience).
Earlier this week, Kentucky marketing firm Tranzon Asset Advisors announced that it was overseeing the sale of a “well-established premium craft whiskey distillery and brand,” but did not say what the name of it was. That didn’t stop whiskey internet sleuths from trying to figure it out, of course, and one website postulated that it could be Old Carter Whiskey Co. (although we should note that is entirely speculation, and Old Carter is a non-distilling producer, not an actual distillery). The sale, which is part of a court-mediated settlement, will take place through a sealed bid auction, meaning that interested parties will not know what other people are bidding. The winner of this auction will get “a bonded whiskey distillery, licenses, real estate, and a substantial inventory of both barreled and packaged whiskey,” as well as private club and tasting areas in the Whiskey Row area of Louisville.
“This sale provides a fast track for those looking to expand within the spirits industry or enter with mature assets already in place,” said Ed Durnil, regional president of Tranzon Asset Advisors, in a statement. “This auction presents a rare opportunity for both industry experts and new entrants to bid on high-value assets with an established customer base in the booming bourbon and craft whiskey markets.” According to the company’s press release, the distillery and brand in question already have significant cash flow and a profitable track record, with bottles that have a suggested retail price of $200 and a significant numbers of barrels of aging whiskey (it’s not specified what type exactly).
This is likely going to be a major investment, but Tranzon doesn’t give any estimates of what the distillery might fetch. But it could be a good opportunity for a company or an individual to get into the whiskey game; on the other hand, it could be a huge financial mistake and bankrupt you. We will see what happens next month. In the meantime, if you’re interested in finding out how to place a bid on this mysterious whiskey property, you can visit the Tranzon website to find out more. Bidding ends on December 10, 2024.
