Mahalo Spirits Group Welcomes Treaty Oak Distilling to Its Fast-Growing Craft Spirits Portfolio

Spirits Group (MSG) – the full-service creative, sales,
marketing and entrepreneurial powerhouse behind the success of Angel’s
Envy bourbon, Papa’s Pilar rum and Suerte tequila over
the past decade – today announced a new addition to its portfolio
in Treaty
Oak Distilling. Based in Dripping Springs, TX, the
vanguard distillery has been at the leading-edge of the craft spirits
movement for more than a decade. The partnership promises to further the
explosive growth of the craft distilling industry and MSG’s mission of
forging partnerships with world-class managers and founders to incubate
and accelerate premium authentic brands globally.

Founded in 2006 by Daniel Barnes, Treaty Oak Distilling is an
eclectic and brilliant team of rebels committed to making the best
spirits that purposefully break from convention to create something new,
or even curious. Until now, the company’s portfolio of spirits has been
one of the best kept secrets in Texas. With MSG’s help, the upstart
brand will expand its U.S. footprint into seven new markets, starting
with the award-winning trio of Waterloo gin expressions (Waterloo No. 9,
Waterloo Antique and Waterloo Old Yaupon), and quickly rollout
nationally. The whiskey portfolio, which includes Red-Handed bourbon,
Red-Handed rye and Ghost Hill bourbon, will follow shortly thereafter.

Concurrently, MSG has made big investments in its business and team, to
supplement its expertise in branding, marketing, strategy, finance,
supply chain, compliance, and fundraising. This includes the Drinkubator
technology group, led by Kyle Groth and Bryan Monteleone, which will
focus on building spirits focused apps, tools and platforms designed to
influence consumers at, or near, the point of purchase. The Mahalo
Capital Group is in the middle of raising another fund in the range
of approximately $50mm, as it actively searches for its next great

Under the leadership of Chief Sales Officer Bill McGough, MSG has also
added four experienced industry veterans to its national sales and
marketing group, all of whom are extensively trained to sell premium
craft spirits and interface with an ever-consolidating distribution

Alex Bogusky, an expert who leads brand strategy and consumer insights
for MSG, along with creative powerhouse Crispin
Porter+Bogusky (CP+B), worked with Treaty Oak to refresh the
look and feel of the company’s primary brand elements, including its
logo, point-of-sale, website
and packaging. The whiskey portfolio now features paint-dipped
background colors and texture with a classic design, while the trio of
gins include disruptive paint strokes in blue (Waterloo No. 9), black
(Waterloo Antique) and green (Waterloo Old Yaupon) over a delicate
juniper stem wrapped in oak leaves.

“We’re thrilled to collaborate with Daniel Barnes and his team at Treaty
Oak Distilling to build this portfolio of innovative and authentic
whiskies and gin,” said Stephen Groth, President & CEO, Mahalo
Spirits Group. “After evaluating hundreds of brands, Daniel and his
team were clear standouts and a no-brainer to pursue a partnership with.
We have a talented team with a proven track record of creating and
building premium brands, along with the resources to take these
handcrafted spirits to the next level.”

“Mahalo was the best strategic and cultural fit for both our team and
brands,” said Daniel Barnes, Founder of Treaty Oak Distilling.
“Beyond their industry expertise and first-rate resources, we instantly
felt a genuine connection and a shared purpose.”

Previously, MSG was a founder of Angel’s Envy bourbon, taking the
super-premium brand from concept to creation to eventual acquisition by Bacardi
in 2015. Using its Launchpad proprietary 360 brand development
process as a disciplined approach to rapidly growing emerging brands,
the company has also built Papa’s Pilar rum from an idea into a
key player, which has achieved the largest percentage growth of the Top
10 ultra-premium rum category over the past 52-week reporting period
(Nielsen, April 2018). Now sold in 27 states, Papa’s Pilar opened a
distillery and experience center last year in Key West, FL. Most
recently, MSG partnered with Suerte, a premium 100%
tahona-crushed agave tequila made in Jalisco, Mexico, to expand the
brand’s presence into 22 states, which helped to triple its sales volume
over the past few years.

MSG is always looking for the next great partner to add to its
portfolio. For more information, please contact Kyle Groth at (607)
351.9784 or

About Mahalo Spirits Group

Mahalo Spirits Group is a full-service brand innovation company
headquartered in Delray Beach, Florida. Mahalo specializes in incubating
and/or accelerating handcrafted brands with deep and authentic stories.
Mahalo has a broad array of targeted resources and expertise, ranging
from a national route-to-market force to world-class creative and
creation talent to a fully dedicated technology team, supported by a
finance, supply chain and compliance team. Existing partnerships include
Papa’s Pilar Rum, Suerte Tequila and Treaty Oak Distilling.

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