Co-founder and former Atlantan Chris Lawson and his best friend and new Atlanta resident, Brad Wright developed the concept to fill the niche for a full premium liquor product line under one brand. Each spirit is crafted in small batches at a different, specialized distillery in locations ranging from Indiana to Trinidad.
Lawson and Wright knew Atlanta was a great launching pad into the mainstream. They softly introduced the brand in select cities in Kentucky, Tennessee and Michigan. But they’ve saved their biggest bang – and official launch party – for Atlanta, one of the largest and most bar-and restaurant-centric hubs in the Southeast, and a city where the median age is 33. “I knew Atlanta was our next logical step,” says Lawson. “I lived in Atlanta for 4 years and loved the energy, the venues, and the people. I know this market is ready for our product and will appreciate the quality of the spirits!”
With more than 5.7 million people, Atlanta is a mecca for thriving businesses, young professionals, celebrities, the arts and nightlife. Wright and Lawson recognize that Atlanta is also diverse, so a varied demographic can enjoy their premium products. The owners of High Liquors also hold the city and its philanthropic ventures top of mind, having participated in a variety of charity events including gloATL and the Chauncey Davis Foundation. According to Wright, “We want to promote and support Atlanta and help it thrive, which is one of the reasons I moved here and chose it as our official launch city.”
Having partnered with Atlanta-based Empire Distributors, High Liquors is now available in some of Atlanta’s most popular destinations including STK, The Havana Club, Opera Nightclub, and in over 40 beverage retailers in Georgia including Green's Beverage Stores and Tower Beer, Wine & Spirits.
About High Liquors
High Liquors is the world’s first full line of ultra premium spirits that includes vodka, rum, whiskey and tequila. Each spirit is made at a different, specialized distillery that produces them in smaller batches, through a handcrafted process. Longtime friends and co-founders Chris Lawson and Brad Wright dreamed of launching a business together since they met at the University of Kentucky in 1999. During the next decade, they triumphed through their separate business ventures, while constantly exploring ways to collaborate. Finally, in April 2009, during a night of cocktails and reminiscing, they determined that they wanted to create an exceptional liquor brand that was worthy of life’s greatest celebrations. To ensure that the liquors High produced were made from the highest quality ingredients and materials available, Lawson and Wright chose not to be tied to one producer, but rather, source their products form independent distilleries from around the world. For almost two years they sampled from only the most renowned independent distilleries in the world, at the same time, working on a completely custom bottle and graphically refined image worthy of the most comprehensive ultra premium brand. High Rum is distilled in Trinidad and Tobago, High Vodka in Ketchum, Idaho, High Tequila in Tequila, Mexico, and High Whiskey in Lawrenceburg, Indiana.
Not only does High Liquors use the finest distillery for each spirit, the products are made in smaller batches and take more time to distill because they are handcrafted instead of produced using an automated process. “All of our products are made with a lot of TLC,” says Wright. High Liquors plans to expand their top quality product line to include gin and scotch later this year. www.highliquors.com