What “Craft” Really Means in Whiskey—and How to Actually Find It?

Elizabeth Mack
Nov 2
6 min read

So many “craft” whiskey labels are owned by big companies. Learn what truly counts as craft, how to read labels, and how to find bottles worth buying.

Keywords: craft whiskey, craft whisky, bourbon, bottled in bond, straight whiskey, mash bill, label decoder, how to read a whiskey label

Introduction

If you’ve ever fallen for a “small‑batch” story only to find out the brand is part of a global portfolio, you’re not alone. Big‑owned “craft” isn’t automatically a bad thing—scale can bring quality and consistency—but if you want whiskey with real craft credentials, there are simple, practical ways to tell the difference.

What you’ll learn in a few minutes

Why so many “craft” labels are owned by large companies
What truly counts as a craft whiskey brand
How to find good craft bottles online and in your local shop
What tends to change (mash bills, processes, flavor) after a big‑company takeover

Why so many “craft” brands end up big‑owned

Whiskey is slow and expensive. Barrels tie up cash for years. Building stills and rickhouses is capital‑intensive. For small producers, partnering with (or selling to) a larger company can be the only way to grow, stabilize supply, or get national distribution.

Distribution is consolidated. It’s hard for tiny distillers to get meaningful shelf space. Spirits also have fewer direct‑to‑consumer avenues than wine, so many brands seek bigger partners to scale.

The market cooled from its boom. When growth slows, acquisitions and “strategic partnerships” pick up. None of this dooms quality—but it does make label literacy your best friend.

What truly craft looks like

There isn’t one single legal definition of “craft” in spirits. A workable 'shopper’s' definition is independence plus transparency:

Independent decision‑making (not just a sub‑label built by a portfolio team).
Meaningful in‑house production—mashing, fermenting, distilling—rather than only bottling sourced whiskey.
Transparent labels and sites that say where the spirit was distilled, aged, and bottled; honest when sourcing or contract distilling is part of the mix.
Scale that fits the story (small isn’t automatically better, but the production facts should match the pitch).

Note: Sourcing isn’t “un-craft.” Many great blenders start with sourced whiskey. The key is honesty and a clear point of view.

How to find good craft whiskey (online & locally)

A Quick online Playbook

Scan for specifics. Mash bill percentages, fermentation details, warehouse style—green flags.
Find the maker. On the label or brand site, look for “Distilled by [Name]” and state of distillation.
Use legal guardrails. “Straight” styles (≥2 years; if <4 years an age statement is required; no additives) and “Bottled‑in‑Bond” (one distiller & season, ≥4 years, 100 proof) carry real meaning.
Confirm the paper trail. The TTB Public COLA Registry lets you look up the filed label record—handy for sorting marketing from facts.
Prefer specifics over vibes. If a site leans hard on lore but light on production details, shop carefully.

Shopping locally (what to ask)

“Which of these are distilled in‑house vs. sourced?”
“Any bottled‑in‑bond or straight releases from small producers?”
“Any single‑barrel store picks or distillery‑only runs?”
“Anyone experimenting with entry proof or unusual fermentation?”

A 5‑minute label decoder you can glance at while shopping is at the bottom of this blog.

What usually changes after a big‑company takeover

Mash bill – The headline percentages often stay, but large owners may standardize grain specs or swap yeast to a house strain for consistency, subtly shifting aroma.

Fermentation & distillation – To increase throughput, fermentations can be shortened and distillation proofs nudged up (still within legal limits), often yielding a slightly cleaner, lighter new‑make.

Entry proof & barrel policy – Moving closer to the 125‑proof entry ceiling reduces barrel count and changes extraction; cooperage specs (char, stave seasoning) and warehouse practices get standardized.

Filtration & proofing – National distribution favors stability; chill filtering and tighter filtration are common, smoothing texture but sometimes muting heavier oils.

Blending philosophy – Larger, more consistent blends; fewer outlier single barrels. Expect the median profile to tighten around a house style.

Compliance & claims – Labels often get scrubbed for precision (state of distillation placements, age statements). The upside: clearer, more compliant information for you.

TLDR Buyer’s checklist

Who distilled it? Look for Distilled by and state of distillation.
What is it legally? Straight (≥2 years; <4 must say so; no additives) and Bottled‑in‑Bond (one distiller/season, ≥4 years, 100 proof) are reliable guideposts.
Do the details add up? Mash bill, fermentation notes, entry proof (≤125), warehouse information.
Is the brand transparent online? Specifics beat storytelling.
Paper trail: Search the TTB Public COLA Registry label record when in doubt.

Absolutely—here’s a curated, fact‑checked list of whiskey/whisky brands that started life as independent “craft” (or small, founder‑led) outfits and are now owned—fully or in majority—by large spirits companies. I’ve grouped them by current parent for quick scanning, and included the acquisition year and a concise note. (Dates refer to the public announcement or deal completion.)

RECENT CRAFT ACQUISITIONS

Diageo

Balcones Distilling (TX) — acquired (full) in 2022. American Single Malt pioneer from Waco. (www.diageo.com)

Constellation Brands

High West Distillery (UT) — acquired (full) in 2016 for ~$160M. Brought Constellation into high‑end American craft whiskey. (Constellation Brands, Inc.)
Nelson’s Green Brier / Belle Meade (TN) — majority stake in 2019 (via acquisition of the distillery business). (Constellation Brands, Inc.)

Bacardi Limited

Angel’s Envy (KY) — acquired (full) in 2015; Bacardi’s entry into bourbon. (Bacardi Limited)

Moët Hennessy (LVMH)

Woodinville Whiskey Co. (WA) — acquired (full) in 2017; founders stayed to run operations. (LVMH)

Pernod Ricard

Rabbit Hole (KY) — majority stake in 2019 through Pernod’s New Brand Ventures unit. (pernod-ricard.com)
Smooth Ambler (WV) — majority stake announced 2016 (completed 2017); partnership to scale the brand. (pernod-ricard.com)
Firestone & Robertson / TX Whiskey (TX) — acquired (full) in 2019. (pernod-ricard.com)
Jefferson’s Bourbon (KY) — came with Pernod’s 2019 acquisition of Castle Brands. (pernod-ricard.com)

Campari Group

Wilderness Trail Distillery (KY) — 70% stake in 2022, with a path to 100% later. (camparigroup.com)

Heaven Hill Brands

Widow Jane (NY) — via 2022 acquisition of Samson & Surrey. (Distillery Trail)
FEW Spirits (IL) — via 2022 acquisition of Samson & Surrey. (thespiritsbusiness.com)
Brenne (France‑made single malt brand) — also part of Samson & Surrey; included in the 2022 deal. (Beverage Information Group)

Rémy Cointreau

Westland Distillery (WA) — acquired (full) 2017; a leading American Single Malt producer. (remy-cointreau.com)

Molson Coors / Coors Spirits Co.

Blue Run Spirits (KY) — acquired (full) in 2023 as part of Molson Coors’ push into premium spirits. (ir.molsoncoors.com)

MGP Ingredients (Luxco)

Penelope Bourbon (NJ/KY) — acquired (full) in 2023 (up to ~$215M deal structure). (mgpingredients.com)

Proximo Spirits

Stranahan’s (CO) — acquired (full) in 2010; one of the earliest craft acquisitions. (Westword)

Tilray Brands (Tilray Spirits)

Breckenridge Distillery (CO) — acquired (full) in 2021. (craftspiritsmag.com)

International / “Independent-to‑Major” Whisky (useful context)

Rémy Cointreau

Bruichladdich (Islay, Scotland) — acquired (full) 2012; revived as an independent in 2001 before sale. (remy-cointreau.com)

Edrington

Wyoming Whiskey (WY, USA) — minority stake 2018, increased to 80% (majority) in 2023. (Whisky Advocate)

Brown‑Forman

BenRiach Distillery Co. (Scotland) — acquired 2016 (GlenDronach, BenRiach, Glenglassaugh). Not “craft” in the U.S. sense, but an independent group bought by a global major. (investors.brown-forman.com)

William Grant & Sons

Tuthilltown Spirits / Hudson Whiskey (NY) — brand rights in 2010; distillery acquired 2017. (WhiskyCast)

Notes & caveats

“Craft” is a spectrum. Some of these brands began as outright micro‑distilleries; others were indie bottlers/blenders or small regional distilleries. After acquisition, many still distill in the original facilities and keep local teams, but brand strategy, distribution and sometimes mash bills / finishes / sourcing can evolve under new ownership.
Stake vs. full buyout. I’ve labeled majority or full where applicable; minority investments aren’t included unless the investor later took control (e.g., Edrington → Wyoming Whiskey).

Bonus: Printable one‑page checklist (PDF)

BELOW THE LABEL DECODER

Keep this on your phone or print it for bottle hunts.