Brother’s Bond Bourbon Eyes Global Expansion With South Africa in Sight
In an exclusive interview with Craft Cask, Vincent Hanna shares the brand's journey, innovative approach, and why South Africa is on their radar for future growth.
Brother’s Bond Bourbon, the American whisky brand co-founded by actors Ian Somerhalder and Paul Wesley, is preparing for broader international growth with South Africa under consideration. Speaking with Craft Cask, Vincent Hanna, co-founder and CEO, discussed the company’s rapid rise, its unique blend strategy, and where the brand is heading next.
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Vincent Hanna, CEO and Co-Founder of Brother's Bond
From Pandemic Launch to Industry Disruptor
Brother’s Bond Bourbon launched officially in 2020, just weeks into the COVID-19 pandemic. With bars closed and traditional distribution channels disrupted, the team pivoted to a direct-to-consumer model. Partnering with ReserveBar, a leading online platform for premium craft spirits, they sold $1 million in pre-orders within 24 hours—a first for a whisky brand and a milestone that signaled the power of a digital-first launch strategy.
"We launched entirely through social media," Hanna explained. "The data we collected showed us who our consumers were and where they were, which helped guide our retail rollout. It was real-time market research that most brands pay millions to access."
Since then, Brother’s Bond has expanded into 49 U.S. states and recently entered the EU, UAE, Asia, and the UK. The brand has built a loyal and engaged consumer base, with fans regularly sharing their pours on social media. Its portfolio has also grown to include new expressions like a high-rye bourbon, a bold cask strength release, a regenerative grain bourbon that champions sustainable agriculture, and a bottled-in-bond edition designed to showcase purity and age transparency. These innovations have reinforced Brother’s Bond’s identity as a disruptor blending tradition with forward-thinking values.
All Brother's Bond Whiskies (as of April 2025):
Brother's Bond® Original Cask Strength Straight Bourbon Whiskey
Brother's Bond® Regenerative Grain Bourbon
Brother’s Bond® Bottled-In-Bond Straight Bourbon Whiskey
A Four-Grain Portfolio for Every Palate
Brother’s Bond offers a distinctive range of American whiskies each crafted using their signature four-grain mash bill of maize, rye, wheat, and malted barley. The flagship 80-proof bourbon provides a smooth, approachable entry point for new whisky drinkers, while the cask strength expression appeals to seasoned enthusiasts seeking bold character and a longer finish.
Their rye, also built on the four-grain foundation, has surprised many with its accessibility and complexity. "We created a four-grain rye to soften the intensity and bring in more balance," said Hanna. "It appeals to people who don’t usually enjoy rye—and those who love it."
As part of our conversation, the team at Brother’s Bond shared samples of their 80-proof bourbon, cask strength, and rye expressions with Craft Cask—marking the first time these whiskies have reached South African shores. A thoughtful gesture that reflects the brand’s interest in connecting with new audiences and introducing their full range to whisky lovers around the world.
Bartenders, particularly in New York, have embraced the rye for cocktails, offering it as a distinct alternative to bourbon in classics like the Old Fashioned. Hanna noted, “They end up selling two drinks instead of one, because customers want to taste both (referring to the 80 proof & high-rye release).”
South Africa: A Strategic Market Under Review
South Africa has also recently made global headlines in the whisky world. At the 2025 World Whiskies Awards, local distiller Three Ships won gold for Best Blended Whisky with its Bourbon Cask Finish. This international recognition reflects both the quality of local production and a growing interest in bourbon-style profiles, making the timing ripe for Brother’s Bond to consider its move.
Hanna, who has deep ties to the region through previous work in the wine industry, sees enormous potential in South Africa. "There's a growing middle class and a strong food and wine culture—those are ideal conditions for whisky growth," he noted.
While Brother’s Bond has not officially launched in South Africa, the team is actively exploring the market. "We're awaiting clarity on global trade tariffs and ensuring we can support the market properly before making a move," Hanna said.
For more on trade developments affecting American whisky, see our coverage of South Africa’s 2025 whisky tariffs and the evolving US-EU whisky trade landscape.
American whisky is still a small but rising category in South Africa, traditionally a Scotch-leaning market. However, increased interest in craft spirits and bourbon’s mixability, are shifting consumer preferences—especially in urban bars and lounges.
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Building a Legacy Beyond Celebrity
Though co-founded by two globally recognised actors, Brother’s Bond has steadily outgrown the celebrity brand label.
"Our success now extends beyond the fan base," Hanna emphasised. "Many of our customers don’t even know Ian and Paul—they just like the whisky."
About Brother's Bond Distilling Company
From day one, the company has embraced a hands-on approach. The core team remains deliberately small and closely involved in every stage of development, with Ian Somerhalder leading blending efforts and advocating for regenerative farming—a cause he’s championed since 2011. "We built this from scratch and stayed true to our values," Hanna said. "This isn’t an endorsement—this is their company."
That ethos is central to Brother’s Bond’s identity. “Bonding over bourbon” is more than just a tagline; it’s the connective tissue of their story—from how they source grain, to the stories they tell, to the way they interact with fans and retailers. The whisky is designed to foster real moments of connection—whether it's around a braai in Cape Town, a rooftop bar in New York, or an intimate dinner at home.
Paul Wesley plays a pivotal creative role, drawing on his storytelling background to influence the visual and verbal identity of the brand. “Every label, every word on the bottle—he’s had his hand in it,” Hanna noted, underscoring how the authenticity extends beyond the product itself into the narrative.
Discover more about their whiskies and global story on the Brother's Bond Distilling Company profile.
Sustainability at the core of the brand
Brother’s Bond is pushing the industry forward through its commitment to regenerative agriculture—a mission that extends beyond the brand itself.
“(Sustainibility) is one of the challenges we have for ourselves as a company,” said Hanna, “but it's also one we want to challenge the industry to take on.”
Ian Somerhalder has been an advocate for regenerative farming since 2011, long before Brother’s Bond launched. The brand’s Regenerative Bourbon is a product of that ethos—sourced from grains grown within 50 miles of the distillery, using practices like no-till farming, reduced pesticide use, and planned grazing.
“It’s better for the planet, the farmer, and the whisky,” said Hanna. “And the consumer can actually taste the difference.”
The brand aims to eventually source 100% of its grains from regenerative farms. “We’re not far off,” Hanna explained. “And we don’t want to be the only ones doing this—we want other distilleries to get on board.”
Interestingly, many producers may already be using regenerative grains unknowingly, due to farmers independently adopting better practices. But unlike the early wave of organic wine marketing, the whisky world hasn’t yet embraced terroir or grain origin with the same storytelling depth.
“Why don’t we care about where the grains come from?” Hanna asked. “We’re trying to change that—different ryes, different corns from different regions all contribute to flavour, just like wine.”
Explore how distillers around the world are reshaping the industry with forward-thinking practices in sustainable whisky production.
Financial Backing and Strategic Partnerships
Brother’s Bond Bourbon has recently strengthened its global expansion ambitions with a significant $7.5 million funding round. This investment will scale up production, sharpen its direct-to-consumer strategy, and drive international market entry.
Coinciding with the funding, the brand has secured a key distribution partnership with Banfi Vintners, known for its global reach in premium wines and spirits. With a deep legacy in the Tuscan wine industry and a strong footprint across Europe, Banfi adds credibility and distribution muscle to Brother’s Bond’s ambitions.
“These investments are about more than growth—they're about building sustainable infrastructure and taking our story to the world,” Hanna said. "With Banfi’s expertise and reach, we’re positioned to scale responsibly and meaningfully."
Brother’s Bond has also partnered with Brand Venture (UK/Europe), Nimbility (Asia), Craft & Culture (UAE), and RNDC (USA), ensuring efficient warehousing, logistics, and distribution in each region. These alliances provide the foundation for Brother’s Bond’s international rollout while maintaining brand consistency across diverse markets.
The partnerships discussed during our interview also reflect a boots-on-the-ground approach. Brother’s Bond continues to collaborate closely with regional allies and tastemakers, including exploring partnerships in South Africa's bar scene and premium retail. As Hanna shared, "We’re still new globally and always open to chatting with the right people in the right markets."
Brother’s Bond Bourbon has evolved from a pandemic-born startup into a formidable global player redefining what a modern whisky brand can be. As the company expands into Europe, Asia, and the Middle East—with South Africa and Australia under strategic review—it continues to challenge conventions in both flavor and consumer engagement. The brand's mission goes beyond bottles, aiming to foster community, sustainability, and authenticity with every sip.
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