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, a podcast focused on the whiskey industry that also includes co-host Fred Minnick. 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 the company's expansion into new markets and the completion of its visitor experience on Louisville's Whiskey Row. On Bourbon Pursuit and the Behind the Pursuit podcasts, Coleman and Cecil have been candid about the "financial reality" and "growing pains" of their scaling efforts, citing construction delays and the high overhead of their downtown project. Cecil even joked in earlier stages of fundraising that while securing capital was a milestone, it also meant "signing up for $8 million in debt," underscoring the capital-intensive nature of the industry. By partnering with Meat Church, Pursuit Spirits seeks to resolve these liquidity issues while gaining direct access to a lifestyle demographic that mirrors the brand's core consumer base.
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.
