Wolves Whiskey

Wolves Whiskey is debuting its first flagship American single malt, marking a significant transition for the brand from producing limited editions to offering a year-round product. This new release represents a key moment for the California whiskey maker as it aims to establish itself as a major contender within the emerging American single malt category.

American single malt sales have been on a tear for the last few years, prompting even the biggest of the big American whiskey giants like Jack Daniel’s, Bulleit and High West to release their own single malts. The American single malt whiskey market is currently estimated to be around $300 million, which compared to the overall American whiskey market valued at more than $9.2 billion might seem fractional, but it’s nothing to ignore.

Wolves Whiskey president Jennifer Marks, whose resume includes experience at Moët Hennessy, Pernod Ricard and AMASS Brands, describes this launch as a natural progression for the brand, which was founded in Los Angeles in 2017.

“The creation of the American single malt category opened a window of opportunity for new, distinct expressions of American whiskey,” Marks tells Forbes. “For us, that meant creating a liquid representative of the American West which, as a region, is a perfect mix of our traditions and innovation. We see our whiskey as appealing to anyone with that same sense of adventure, whether they are a new enthusiast or a traditional whiskey lover.”

American single malt is a whiskey made entirely from malted barley, distilled at a single distillery in the United States, and aged in new or used oak barrels. It must adhere to specific guidelines, including being distilled to no more than 160 proof and bottled at a minimum of 80 proof.

Wolves’s take on American single malt whiskey was aged for five years in California wine barrels in the Arizona heat before being finished in aged Cognac casks.

“The concept of secondary maturation has always fascinated us,” Marks says. “The whiskey industry’s growing embrace of this technique presented an opportunity and a path to create something special in the space. Our paramount concern was to maintain the integrity of the base whiskey, using secondary maturation as a tool to enhance, not mask, its original character.”

The whiskey described possesses a complex and rich flavor profile, featuring nuances of ripe red fruit, honey, and spiced oats.

“We opted for a Cognac finish to achieve a blend that is both gentle and bold,” Marks explains. “Cognac is known for its aromas of dried fruit, caramel, honey, and toffee—elements that we felt would perfectly enhance our blend.”

The design of the whiskey packaging drew inspiration from the rugged allure of the American West, crafted to convey a contemporary yet timeless aesthetic.

“Our goal was to narrate the brand’s story via our packaging choices, which are both bold and unconventional, from the deep Pacific hue of the label to the prominent, vertically oriented wordmark,” Marks comments. “In tribute to a wolf’s notable spatial memory, we incorporated topographical linework that was blind embossed on the label. It’s a subtle, yet pivotal, element of design that narrates a broader story about the diverse landscapes of the Western coast, and natural age symbols like tree trunk rings.”

Marks emphasized the importance of valuing their loyal customers by informing them first about the new launch through their allocation list, consistent with the brand’s commitment to its roots in local craft distilling.

“Our focus on consumer preferences extends beyond our products. We are genuinely interested in their other likes such as drinks, dining places, and travel destinations,” she stated.

As Wolves Whiskey begins to offer products year-round, Marks mentioned that the brand will continue adapting based on consumer trends and will retain its high-quality collaborations and limited edition releases. The new Wolves Whiskey American Single Malt will retail at $90 per bottle, a significant shift from their previous limited editions priced between $220 and $305.

“Consistency is crucial in our approach to establishing a luxury brand,” Marks commented. “This involves a deep commitment to our product, investing in our brand for the long term, maintaining creative freedom, and dedicating time. It’s a disciplined investment we are enthusiastic about.”

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