The Full Story

YOUR SPIRIT LAUNCH PARTNERS

Welcome to American Icon Spirits Company – the Rebel Engine Behind the EVEL SPIRITS Brand.

Born from the vision of Lathan Mckay and Lizzie Mack (Biographies are below.), AISC isn’t just another independent spirits and consulting company—it’s a movement. Blending the renegade spirit of American legends with the craft of distillation, we help everyone from micro-distilleries to major labels defy the status quo. With the backing of iconic American families and a fully loaded arsenal of consulting, bottling, blending, and brand-building tools, we don’t just launch spirits—we ignite them. Every release and project is a custom ride, tailored to the soul of the brand and the fire of its creators. AISC was launched based on passionate founders who wanted to remove the barriers of selection, bottling, blending, distributing, marketing and promoting daring whisk(e)ys across the globe and grow iconic brands based on American Icons. Supported by a global team, we focus on creating win-win relationships with our partners.

We sponsor the Daring Distiller's Competition (founded in 2024) identifying distillers that were crafting exceptional and different whiskeys. Land Run Distillery in Newkirk Oklahoma was our inaugural winner for innovations in cask finishing and mash bills.
We provide a variety of programs to support distillers, investors, wholesalers, distributors, and of course American Icons to celebrate their legacies.

Lathan Mckay

A manifesto , Self described “victim of his own passions”

Evel Knievel museum co-founder, entrepreneur, producer, historian and the unapologetically driven CEO behind American Icon Spirits Company and Evel Spirits. From kickflips to Knievel, McKay’s life reads like a movie script—equal parts vision, passion and pure American ambition. He was a sponsored skateboarder by 14, on a journey for self discovery across the world. But his biggest leap came not on a board, but behind the wheel of a legacy.

In 2012 he licensed Evel Knievel Enterprises with artist Robby Hull & Motorcycle industry hall of fame member Marilyn Stemp. a visionaries dream that that brought new energy to the brand itself.

Over more than a decade, McKay assembled the largest collection of Evel Knievel memorabilia on Earth—a completists dream of American daredevil history. The current Themed Entertainment Award winning museum is soon on the move from Kansas. Now opening in Q1 2026 as a new 35,000 square foot interactive experience in Las Vegas with co-founder Mike Patterson and partners Rob Steele, Joe Pennington & the Knievel family.

The museum and artifacts have been featured in multiple documentaries produced by Mckay and on History channel’s American Pickers. In 2025, the Smithsonian named Evel Knievel one of nine American National Treasures, thanks in part to McKay’s efforts to preserve and amplify the icon’s legacy. A major Evel Knievel feature film is also in the works.

McKay has already lived multiple lives: And now, the next chapter is already rolling—a feature-length narrative docudrama on McKay & Patterson's Evel journey is in production with acclaimed producer Derik Murray (Network Entertainment).

Through Evel Spirits, McKay is blending legacy, rebellion, and American mythology into a bottle—because some spirits aren’t distilled. They’re born to fly.

“Evel Knievel Is The Fountain of Youth”

Lathan Mckay

Lizzie (Elizabeth) Mack

Engineer by Degree, Distiller by Destiny, Fixer by Nature

Lizzie Mack is the co-CEO of American Icon Spirits Company, founder of the Daring Distillers Competition, and the fearless engine behind the company’s full-service spirits launch platform—built from the ground up with brainpower, bourbon, and a bit of mischief.

Armed with a chemical engineering degree from Purdue and an early career steeped in construction, distillation, logistics, and supply chain grit, Lizzie didn’t just learn how to make things work—she learned how to make them scale. She’s helped businesses of all sizes dodge disasters (and the occasional hostile takeover), launch award-winning products, and outpace failure rates like a sprinter in stilettos over the last three decades.

By the time she published her best-selling book, Mission to Million$ - Taking Big Ideas and Making Them Reality, Lizzie had become known as a corporate Swiss Army knife—equally at home leading billion-dollar projects from the C-suite as she is elbow-deep on a plant floor, cracking jokes and solving supply chain crises before lunch.

Trained in industrial psychology and an avid artificial intelligence nerd with a soft spot for whisk(e)y, Lizzie made it her mission to blend technical precision with emotional intelligence—bringing not just daring, but sustainable services to the spirits industry. Her business programs have reached over 25,000 executives, entrepreneurs, and production leads across 50+ industries, and her colorful, no-BS style and sense of humor has landed her on Fox, ABC, NBC, CBS, and stages nationwide.

Since 2018, she’s gone full throttle into spirits—earning her sommelier certifications, pursuing judging credentials, and channeling her Scottish roots into a love affair with whisky. Her upcoming book, Whisk(e)y Business: How to Make It, How to Lose It, and How to Come Back Stronger, distills everything she’s learned from building brands, breaking molds, and bouncing back with a barrel-aged vengeance.

And yes—she’s the one who once gave a keynote with a whisky in one hand and a whiteboard marker in the other. She swears both were necessary!