Pursuit Spirits recently announced the barbecue lifestyle brand Meat Church BBQ had purchased a minority stake in their business. This investment marks a formal alignment between two entities that have built their reputations through social media and digital content. The move signals a shift for the whiskey company as it seeks to stabilize its operations through external capital.
“Great barbecue and great whiskey go hand-in-hand,” said Meat Church founder and pitmaster Matt Pittman. “With Pursuit’s incredible momentum and our shared passion for spreading the gospel of smoked meats and great whiskey, this partnership is a natural fit that will broaden our reach and ignite future growth by connecting with fans who share our passion.”
From Bourbon Pursuit To Pursuit Spirits
Pursuit Spirits was established in 2018 by Kenny Coleman and Ryan Cecil, creators of the Bourbon Pursuit podcast, a media platform focused on the whiskey industry. Operating as a non-distiller producer, their business model relies on blending sourced whiskies from various partner distilleries in Kentucky, Tennessee, and New York to create products such as their Pursuit United line.
The infusion of capital is earmarked for several specific operational areas. The funds are intended to help distribution into markets that were previously out of reach due to financial or logistical constraints. Additionally, the investment supports the company's new tasting room and visitor experience on Louisville's Whiskey Row. Through this deal, Pursuit Spirits also gains access to the Meat Church social media following to reach a lifestyle demographic that frequently overlaps with whiskey consumption.
Who Is Meat Church BBQ?
Founded in 2014 by Matt Pittman following his appearance on the television series BBQ Pitmasters, Meat Church BBQ has grown into a lifestyle brand in the outdoor cooking industry. The company, based in Waxahachie, Texas, specializes in barbecue seasonings and apparel, supported by a massive digital presence that exceeds 3.5 million followers across social platforms. With annual revenues previously estimated in the $20 million range, the brand leverages its significant reach to influence the barbecue and spirits markets through both product sales and instructional content.
Photographs courtesy of Pursuit Spirits.
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