Breckenridge Distillery Expands California Distribution with Winebow
Breckenridge Distillery, owned by Tilray Brands (NASDAQ: TLRY), has announced a strategic distribution partnership with Winebow for the California market. The agreement covers Breckenridge's complete spirits portfolio, including their bourbon whiskey, rum, vodka, gin, and new tequila offerings.
Winebow will manage distribution through their Benicia facility, leveraging their established infrastructure for logistics, sales coverage, and retail activation. The partnership builds on an existing relationship and aligns with Breckenridge's growth strategy in the California market.
Breckenridge Distillery, controllata da Tilray Brands (NASDAQ: TLRY), ha annunciato una partnership strategica di distribuzione con Winebow per il mercato della California. L'accordo include l'intero portafoglio di distillati di Breckenridge, tra cui bourbon, rum, vodka, gin e le nuove proposte di tequila.
Winebow si occuperà della distribuzione dal proprio magazzino di Benicia, sfruttando la sua infrastruttura consolidata per logistica, copertura commerciale e attività promozionali nei punti vendita. La collaborazione rafforza un rapporto già esistente e supporta la strategia di crescita di Breckenridge in California.
Breckenridge Distillery, propiedad de Tilray Brands (NASDAQ: TLRY), ha anunciado una alianza estratégica de distribución con Winebow para el mercado de California. El acuerdo abarca todo el portafolio de licores de Breckenridge, incluyendo bourbon, ron, vodka, ginebra y sus nuevas tequilas.
Winebow gestionará la distribución desde su instalación en Benicia, aprovechando su infraestructura establecida para logística, cobertura de ventas y activaciones en el comercio minorista. La asociación se basa en una relación previa y coincide con la estrategia de expansión de Breckenridge en California.
Breckenridge Distillery는 Tilray Brands (NASDAQ: TLRY)의 소유로, 캘리포니아 시장을 대상으로 Winebow와 전략적 유통 파트너십을 체결했다고 발표했습니다. 이번 계약은 버번 위스키, 럼, 보드카, 진 및 신규 테킬라 제품을 포함한 Breckenridge의 전체 증류주 포트폴리오를 포함합니다.
Winebow는 베니시아(Benicia) 시설을 통해 유통을 담당하며, 물류, 영업망, 소매 활성화를 위한 기존 인프라를 활용할 예정입니다. 이 파트너십은 기존 관계를 기반으로 하며 캘리포니아에서의 Breckenridge 성장 전략과 일치합니다.
Breckenridge Distillery, détenue par Tilray Brands (NASDAQ: TLRY), a annoncé un partenariat stratégique de distribution avec Winebow pour l'État de Californie. L'accord couvre l'ensemble du portefeuille de spiritueux de Breckenridge, y compris bourbon, rhum, vodka, gin et leurs nouvelles offres de tequila.
Winebow assurera la distribution depuis son site de Benicia, en s'appuyant sur son infrastructure établie pour la logistique, la couverture commerciale et l'activation en points de vente. Ce partenariat s'appuie sur une relation existante et s'aligne sur la stratégie de croissance de Breckenridge en Californie.
Breckenridge Distillery, im Besitz von Tilray Brands (NASDAQ: TLRY), hat eine strategische Vertriebspartnerschaft mit Winebow für den kalifornischen Markt bekannt gegeben. Die Vereinbarung umfasst das gesamte Spirituosen-Portfolio von Breckenridge, einschließlich Bourbon, Rum, Wodka, Gin und den neuen Tequila-Varianten.
Winebow wird den Vertrieb über seine Anlage in Benicia abwickeln und dabei die vorhandene Infrastruktur für Logistik, Vertriebsabdeckung und Handelsaktivierungen nutzen. Die Partnerschaft baut auf einer bestehenden Beziehung auf und unterstützt Breckenridges Wachstumsstrategie in Kalifornien.
- Strategic expansion of distribution network in California, a key market
- Partnership with established distributor Winebow leverages existing infrastructure
- Builds upon successful existing relationship with proven partner
- None.
Insights
Tilray strengthens California spirits distribution by shifting Breckenridge portfolio to Winebow, enhancing market reach with established partner.
Tilray's Breckenridge Distillery has made a strategic shift in its California distribution strategy by appointing Winebow as its exclusive distributor in the state. This move represents a significant operational decision that could strengthen Tilray's position in the competitive California spirits market.
The partnership builds on an existing relationship between the companies, suggesting this isn't merely a distributor change but a deliberate expansion of a proven collaboration. Winebow's established infrastructure in California—including their Benicia facility—provides Breckenridge immediate access to a robust distribution network with strong local relationships.
What makes this particularly notable is that Winebow will handle Breckenridge's complete spirits portfolio, including their bourbon whiskey, standard whiskey, rum, vodka, gin, and newly launched tequila. This comprehensive approach indicates Tilray is looking to maximize Breckenridge's brand presence across multiple spirits categories rather than focusing on selected product lines.
From a business perspective, this partnership addresses three critical distribution components: logistics efficiency, salesforce coverage, and retail activation. These elements are essential for spirits brands to succeed in California's crowded market, where shelf space and visibility remain significant challenges.
While the announcement doesn't include specific financial projections, the strategic alignment suggests Tilray is positioning Breckenridge for accelerated growth in California, which represents one of the largest spirits markets in the country. The move indicates confidence in Breckenridge's premium positioning and growth potential within Tilray's broader beverage portfolio.
BRECKENRIDGE, Colo., Sept. 03, 2025 (GLOBE NEWSWIRE) -- Breckenridge Distillery, an award-winning craft distillery and spirits brand owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), has announced a strategic change in its California distribution approach, appointing Winebow, a respected national partner, to manage distribution responsibilities within the state.
Winebow, a trusted leader in nationwide beverage distribution, is now overseeing Breckenridge Distillery’s full spirits collection across California—including its celebrated bourbon whiskey, whiskey, rum, vodka, gin, and newly launched tequila. Winebow’s strong presence on the West Coast and dedication to exceptional service make them the perfect partner to help Breckenridge Distillery thrive and reach even more fans throughout the Golden State.
“This collaboration builds upon a longstanding and highly valued relationship, during which Winebow has consistently demonstrated excellence in representing our portfolio,” says Michael Horan, Breckenridge Distillery Executive Vice President of Sales. “We hold Winebow in the highest regard and deeply respect their go-to-market strategies, which align closely with our vision for growth. We are confident that this expanded partnership will drive significant momentum and strengthen our position in the California market.”
Breckenridge Distillery remains committed to delivering premium craft spirits to California retailers and on‑premise accounts. Winebow, with its existing Benicia facility and deep local relationships, will leverage its infrastructure to provide focused support in logistics, salesforce coverage, and retail activation.
For more information about Breckenridge Distillery, visit breckdisitllery.com. Follow Breckenridge Distillery on Instagram @breckdistillery. Age 21+. Always enjoy responsibly.
About Breckenridge Distillery
Founded in Colorado in 2008, Breckenridge Distillery is the “World’s Highest Distillery,” and is best known for its award-winning blended bourbon whiskey, a high-rye mash American-style whiskey.
One of the most highly awarded distilleries in the U.S., the Breckenridge Distillery is proudly a 3x Icons of Whisky and 10x winner of Best American Blended winner at the World Whiskies Awards by Whisky Magazine and a 4x winner of Colorado Distillery of the Year by the New York International Spirits Competition. Most recently, Breckenridge Port Cask Finish was named World’s Best Finished Bourbon at the 2024 World Whiskies Awards, joining Breckenridge High Proof, named World’s Best Blended Whiskey and Breckenridge Gin, named World’s Best Compound Gin at the World Gin Awards by Gin Magazine. Breckenridge spirits have been awarded 6 Double Golds at the San Francisco World Spirits Competition.
The Breckenridge Distillery is more than award-winning spirits, offering an immersive guest experience. Named as one of the country’s Top Visitor Attractions by Whisky Magazine, guests can dine at their award-winning restaurant, enjoy show-stopping cocktails, learn about their highly awarded spirits with an in-depth tasting, and get an inside look at their active production facility. New to the distillery, guests have the opportunity to blend their own whiskey as they learn the inner workings of whiskey production.
To learn more about Breckenridge Distillery, visit www.breckenridgedistillery.com. Keep up with Breckenridge Distillery on Instagram by following @breckdistillery and become a fan at facebook.com/BreckDistillery.
For more information about Tilray Brands, visit www.tilray.com and follow @tilray on Instagram, Twitter, Facebook, and LinkedIn.
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, New Zealand and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
For further information, please contact
Media: news@tilray.com
Investors: investors@tilray.com
FAQ
What is the new distribution partnership between Breckenridge Distillery and Winebow for TLRY stock?
How will the Winebow partnership affect Breckenridge Distillery's California presence?
What products are included in the Breckenridge-Winebow distribution agreement?
Who owns Breckenridge Distillery?
