Few flavored whiskeys strike a chord with both connoisseurs and casual drinkers, but Black Shire Distillery’s Blackberry Flavored Whiskey, recently named Flavored Whiskey of the Year at the 2025 Bartender Spirits Awards, does just that. With 90 points and tasting notes celebrating its “rich black cherry and cocoa aromas” and “firm spirit presence,” this award puts the small Missouri distillery on the national radar.

But for Derek LeRoy, distiller and storyteller at Black Shire, the win is not just about recognition. It’s about expanding the brand’s footprint with integrity, keeping the spirit of Missouri agriculture alive in the glass, and proving that flavored whiskey can be both authentic and artful. In this conversation, he shares how the distillery is scaling up distribution, deepening partnerships, and navigating the evolving landscape of American craft spirits—all while staying rooted in heritage and place.

Image: Blackberry Flavored Whiskey - “Flavored Whiskey of the Year” at the 2025 Bartender Spirits Awards.

Congratulations on taking home Flavored Whiskey of the Year at the 2025 Bartender Spirits Awards. What does this recognition mean for Black Shire Distillery, and how do you plan to leverage the win, both domestically and internationally?

Thank you! We’re incredibly honored to receive Flavored Whiskey of the Year at the 2025 Bartender Spirits Awards. This recognition is a proud moment for Black Shire Distillery and a testament to the hard work and passion of our team. It validates our commitment to crafting high-quality spirits that are rooted in tradition, yet unafraid to push boundaries.

Domestically, we plan to use this momentum to expand our distribution footprint and deepen relationships with retailers and bartenders who value award-winning, craft products. Internationally, the award provides a powerful introduction to new markets, and we look forward to sharing the Black Shire story and spirit with a broader global audience.

Ultimately, this win energizes us to keep innovating while staying true to the quality and character that define Black Shire.

Image: Black Shire Distillery.

Your Blackberry Flavored Whiskey received 90 points and was praised for its rich black cherry and cocoa aromatics. What inspired the development of this expression, and what do you feel sets it apart from other flavored whiskeys on the market?

We’re proud of the 90-point recognition and the kind words about the whiskey’s character. The inspiration for our Blackberry Flavored Whiskey came from a desire to showcase the rich agricultural heritage of Missouri while offering a flavor profile that appeals to both whiskey lovers and newcomers.

We focused on using real blackberry essence—not overly sweet or artificial—balanced with the depth of aged whiskey. What sets it apart is its layered complexity: the natural fruit notes shine without overpowering, while the black cherry and cocoa aromatics create a smooth, approachable experience. It’s a flavored whiskey with real integrity—crafted, not candy-coated.

Image: Derek LeRoy tasting in the cellar room.

Could you walk us through your current marketing approach for the Blackberry Flavored Whiskey? What platforms and storytelling methods are you using to bring the product to life for consumers and the trade?

Absolutely. Our marketing approach for the Blackberry Flavored Whiskey focuses on authenticity, storytelling, and connecting the product to both place and palate. We highlight the natural flavor and craft process behind the whiskey, emphasizing that it's not just flavored, it’s thoughtfully infused with real character.

On the consumer side, we’re active on social media platforms like Instagram and Facebook, using rich imagery, short-form video, and behind-the-scenes content to showcase everything from cocktail ideas to the distilling process. We lean into seasonal moments—like summer sipping and holiday gifting—to keep the whiskey top of mind.

For the trade, we’re leveraging press coverage, awards recognition, and targeted outreach to key accounts and distributors. We offer tasting kits, POS materials, and host in-person tastings and events to engage bartenders and buyers directly.

Overall, it’s about crafting a story that resonates—bold, approachable, and rooted in quality.

Image: Hermann’s 73rd Maifest at the Maifest Market. Source: Black Shire Distillery.

Where can whiskey lovers currently find the Blackberry Flavored Whiskey? Are you working with specific retail chains, independent bottle shops, or restaurant groups in the US, and do you have plans for broader national or international distribution?

Right now, our Blackberry Flavored Whiskey is available at our tasting rooms in Hermann, Missouri, and we’ve recently begun distributing across the state. We're currently focused on building strong partnerships with a mix of independent bottle shops, select restaurants, and boutique retailers who value craft spirits.

We’re also laying the groundwork for broader national availability through online platforms and distributor relationships, with the goal of making Black Shire accessible to whiskey lovers across the U.S. International expansion is on the horizon as well—we’re excited to bring a taste of Missouri to a global audience in the near future.

Image: Black Shire Distillery - Tasting Room.

5. How do you support your importers and distributors in moving stock? What kind of promotional or activation support do you provide?

We’re early in our distribution journey, so we’re learning and adapting quickly, but our goal is to be a responsive and supportive partner. We work closely with our distributors to understand what tools and strategies are most effective in their markets.

So far, we’ve supported with branded point-of-sale materials, social media content, and in-person tasting events where possible. We also highlight accounts carrying our whiskey through our digital platforms to help drive traffic. As we grow, we’re committed to building out more structured programs—like staff training, incentives, and co-branded promotions—to help move product and build brand awareness.

Ultimately, we see our distributors as an extension of our team, and we’re here to help them succeed.

What expansion plans are in motion for Black Shire Distillery—whether in terms of new expressions, increased production, or tapping into new markets?

We’re in an exciting phase of growth at Black Shire Distillery. We’ve recently launched statewide distribution in Missouri, and that rollout is helping us refine both our production and portfolio. We’re focused on scaling thoughtfully—maintaining our quality while expanding reach.

Looking ahead, we have a few surprise releases in the works, including limited-edition expressions that showcase our creativity and commitment to craft. We’re also exploring new market opportunities beyond Missouri and laying the groundwork for broader regional and national distribution.

It’s all part of building the Black Shire brand in a way that feels authentic and sustainable, both in the bottle and beyond.

Image: An outstanding lineup of spirits crafted by Derek LeRoy.

What steps is Black Shire taking to reduce environmental impact, whether in sourcing, packaging, or operations?

Sustainability is something we’re always keeping in mind as we grow. While we’re still refining many of our processes, we’re exploring thoughtful approaches in areas like packaging, sourcing, and day-to-day operations to help reduce our overall footprint. It’s an ongoing part of our conversation as we plan for the future of Black Shire.

Conclusion:

Black Shire’s journey isn’t one of overnight success or flashy marketing; it’s one of careful momentum, of listening to markets while staying grounded in origin. The Blackberry Flavored Whiskey may be their most decorated bottle to date, but it’s clear that it’s just part of a larger vision: to craft spirits that respect tradition while speaking to today’s drinker. With new releases ahead and broader reach on the horizon, Black Shire Distillery is shaping not only what flavored whiskey can taste like, but what it can mean.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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