Gibb brings global luxury brand building expertise and growth-oriented leadership to the trailblazing craft whiskey producer
WhistlePig Whiskey, the #1 leader in independent craft whiskey, today welcomes Charles Gibb, a dynamic leader in the spirits industry, as its new Chief Executive Officer. This appointment marks the next stage of evolution for the WhistlePig brand and its highly awarded super premium whiskey portfolio.
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Charles brings a wide breadth of global expertise to WhistlePig, particularly through the introduction of spirits and cocktail mixers to new audiences across various geographies. He launched Fever-Tree’s North American arm, driving the mixer brand to the top of the ginger beer and tonic water charts while expanding their business to tackle multiple drinking occasions. Previously at Belvedere Vodka, Gibb spearheaded their global expansion efforts – establishing their Project RED and James Bond partnerships, and elevating the brand’s presence worldwide. His tenure at Bacardi, Diageo and Moët Hennessy further underscores a career defined by strategic brand-building, innovation, and international market development.
“As a Scot, I could not be more excited to be joining this exceptional American whiskey brand. I thrive in an innovative, dynamic and entrepreneurial environment,” said Gibb. “I’ve been involved with start-ups, initiated new markets and transformed developed markets by breaking apart paradigms to accelerate growth. That’s exactly what WhistlePig does with whiskey. We have the perfect mix to shake up the market. Or stir up, if you prefer.”
WhistlePig has never been limited by the way things are done. From transforming an abandoned Vermont dairy barn into a pioneering grain-to-glass distillery to crafting category-defining releases, the brand has taken American whiskey to a new level of quality and innovation. Over the past two years, WhistlePig broke new ground by expanding beyond its signature Ryes into aged Bourbon and super-aged Single Malt. Today, WhistlePig is the market leader in ultra-premium Rye and fastest-growing ultra-premium Bourbon in the US. Gibb joins the team at an inflection point: building on WhistlePig’s market disruption, driving brand growth, and championing bold innovation to offer consumers the world’s best whiskey.
“Post an extensive search process, where we had an opportunity to consider various exceptional candidates, we are excited to welcome Charles to the WhistlePig team as we tackle the next phases of growth,” said Wilco Faessen, Co-Founder and Chairman of WhistlePig Whiskey. “We also want to express our gratitude to Marty Birkel for taking the reins as CEO on an interim basis to enable a thorough search, and the upcoming transition.”
To learn more about WhistlePig Whiskey, visit whistlepigwhiskey.com. You can also check out WhistlePig Whiskey on Facebook, X and Instagram.
About WhistlePig Whiskey
Located off the grid on a 500-acre Vermont farm, WhistlePig Whiskey is crafted by a new generation of whiskey makers driven to reinvent and unlock the flavor of whiskey, starting with Rye. Through rebellious pursuit of experimenting and breaking boundaries in the industry, WhistlePig has become the leading independent craft whiskey brand, awarded Best Rye Whiskey (SFWSC 2021). WhistlePig is committed to becoming the best whiskey both on and for the planet, starting with its solar-powered Farm and distillery, and local grain-to-glass operation. For more information, head to whistlepigwhiskey.com.
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