Brother Justus Whiskey Company, a Minneapolis-based craft distillery, has announced the next step in its aggressive growth plans: naming George Simpson, a spirits industry vet, to the newly created role of Chief Growth Officer (CGO).
“We have devoted more than a decade to working the ground for growth: original, award-winning product, which American whiskey market mover Fred Minnick has called a ‘game-changer’ and ‘everything I want in a whiskey;’ manufacturing consistency, efficiency, and scalability; and an original brand rooted in Minnesota’s unique landscape and heroic history that every American can relate to,” said Phil Steger, Founder and CEO of Brother Justus Whiskey Company. “Last year was tough for the industry, but it was our biggest year yet, and 2026 is already off to the races. George’s industry knowledge and success with both large and early-stage beverage alcohol brands are what we need to reach the next level. Driving hockey stick sales growth is goal #1, 2, and 3. George is ready to run full tilt toward achieving it.”
As CGO, Simpson will build and oversee execution of strategies in both the sales and marketing functions — building an efficient, integrated, and powerful capability that maximizes the company’s standing with consumers, the industry, and distributors. He will work directly with Steger and Helen Hardy (President) as part of the senior leadership team.
“Brother Justus is emerging with loads of promise at a time when consumers are looking for something new, different, and authentic — the company is poised to shape the future of American whiskey, let alone the new American Single Malt category — and I’m fired up to bring the depth and breadth of my experiences to work in an environment with such passion and heritage; the goal is to catapult our whiskey into a sought after sip synonymous with craft, intention, and quality,” said Simpson.
Simpson brings a lifetime of consumer product goods experience to work on behalf of the company, including more than a decade in the spirits and spirits-adjacent industries, including Heineken, La Pavia, and Spirits Investment Partners (SIP).