Heritage Distilling Co. of Gig Harbor, Washington, has announced two key appointments to its executive leadership and Board of Directors. These include Troy Alstead, a seasoned global executive and former COO of Starbucks Corporation, to its Board of Directors, and Andrew Varga, a leading spirits marketer and advertiser with more than four decades in the adult beverage industry, to lead Heritage’s business development initiatives as a strategic consultant and Chief Revenue Officer, as well as to serve as a Director.
Founded by Justin and Jennifer Stiefel and Drew and Sara Kellerman in 2011, HDC has consistently received acclaim from the American Distilling Institute, earning the title of the most-awarded craft distillery for the past decade. HDC’s distinguished lineup of award-winning spirits features an exquisite selection, including Cocoa Bomb Chocolate Whiskey, Stiefel’s Select Whiskey, and Florescence Vodka – a special collaboration with Celebrity Chef Danielle Kartes and Rustic Joyful Food. Other noteworthy additions to the Company’s suite of spirits also includes the Salute Series – a premium line of whiskeys which has raised more than $130,000 to date in support of military and veteran nonprofit partners.
“We are thrilled to have both Troy and Andrew on the Heritage team,” said Justin Stiefel, CEO and co-founder of Heritage Distilling Company. “Troy’s extensive experience in scaling global brands and Andrew’s expertise in marketing and sales provide unparalleled leadership that will help us expand our footprint and deliver our innovative spirits to more consumers. Their appointments reflect our commitment to building a world-class team to support the next stage of our journey as a publicly traded company and a leader in the craft distilling industry.”
Troy Alstead brings over two decades of executive leadership experience to Heritage, having served in multiple senior roles at Starbucks Corporation, including Chief Operating Officer, Chief Financial Officer, and Chief Administrative Officer. During his tenure, he played a critical role in expanding Starbucks’ global footprint, overseeing operations across Europe, the Middle East, Africa, and Greater China. Troy is the founder of Ocean5, a premier event and entertainment venue with a strong focus on sustainability, and Table 47, a restaurant dedicated to serving locally sourced, sustainable cuisine. He also serves on the Board of Directors for Levi Strauss & Co. (NYSE: LEVI), Harley-Davidson, Inc. (NYSE: HOG), Array Technologies Inc. (NASDAQ: ARRY), OYO Global, and RASA Indian Grill.
“Heritage Distilling Company has built an extraordinary reputation for quality, innovation, and community impact,” said Troy Alstead. “I am honored to join the Board and look forward to contributing to Heritage’s growth as it continues to redefine craft distilling while making a positive impact on the communities it serves.”
Andrew Varga brings over 40 years of adult beverage industry experience to Heritage. He was appointed strategic consultant and the Company’s Chief Revenue Officer in April 2023 and recently joined Heritage’s Board of Directors following its IPO. Throughout the course of his career, Andrew has held executive roles at companies such as Brown-Forman Corporation, where he was instrumental in launching brands like Woodford Reserve and Old Forester. He also served as chief marketing officer at Papa John’s International and president of Zimmerman Advertising.
“I’ve spent my career fostering connections between brands and consumers,” said Andrew Varga. “Heritage’s unwavering passion for crafting premium spirits, relentless dedication to quality, and commitment to innovation position the company for remarkable growth. I’m thrilled to join the team during this transformative time and am eager to help propel the Heritage brand to even greater heights.”
Heritage operates two production distilleries and seven tasting rooms across Washington and Oregon, including: Heritage tasting rooms in Gig Harbor, Tumwater, and Roslyn, Washington, and two tasting rooms in Eugene, Oregon on Madison Street and 5th Street; Thinking Tree Spirits in Eugene; and a Heritage tasting room at Angel of the Winds Casino in Arlington, Washington. The Company’s premium spirits are available in select retailers and for direct-to-consumer delivery in 45 states and Washington, D.C., through Liquid Rails. For more information on Heritage Distilling Company, visit heritagedistilling.com.