For Immediate Release
Anchor Distilling Co. Announces New Company Name & Logo
* Iconic San Francisco Distiller & Importer Honors Hometown History & Company’s 25 Years of Spirits Innovation
* Since 2010, Anchor Distilling Co. Has Grown 500%; Poised for Future Growth
* Hotaling & Co. to Reinvest & Focus on Acceleration of Premium Niche Spirits Portfolio Under New Ownership
San Francisco, Wednesday, January 31, 2018 – Last August, Sapporo Holdings Limited acquired Anchor Brewing Company, and although Anchor Distilling was not part of the sale, the company relinquished the rights to the “Anchor” trademark. Today, Anchor Distilling Company announces its next evolution. Beginning today, January 31, 2018, the iconic San Francisco company will take on a new name: Hotaling & Co. (pronounced ho-de-ling) a reference to one of Anchor Distilling’s most beloved small batch whiskies and to the San Francisco legend A.P. Hotaling, who came out West during the Gold Rush and quickly became one of the most reputable spirits dealers in the country.
Born in 1828, Hotaling moved from New York to California in 1852, where he found his calling in San Francisco as a purveyor of fine whiskies and proceeded to build the largest liquor wholesaler in the West. In San Francisco drinks culture, Hotaling’s name became immortalized when his whiskey warehouse on Jackson Street survived the 1906 San Francisco earthquake and fire. In 2006, on the 100 th anniversary, Anchor Distillery released a special aged expression of Old Potrero named Hotaling’s to commemorate the event that miraculously didn’t harm the warehouse and inspired the words of poet Charles K. Field:
"If as they say, God spanked the town
For being over frisky,
Why did He burn the churches down
And save Hotaling's whiskey?"
“The Hotaling name pays tribute to our organization’s past as it has been the name of our rarest and most sought-after expression of Old Potrero Whiskey, Hotaling’s, and celebrates our connection with SanFrancisco.” says Dennis Carr, who remains the company’s President and CEO, and oversees a staff of 47 people. Hotaling & Co. will also remain under the recently announced ownership of London’s Berry Brothers & Rudd and Tony Foglio.
Founded in 1993, the now-named Hotaling & Co. is credited with creating the first American craft whiskey (Old Potrero) and gin (Junípero Gin) after Prohibition. Over the last eight years, Anchor Distilling Company has grown 500% through its distilling and importing business, success that reflects the thirst for super- premium craft spirits amongst American consumers and bartenders. In August 2017, Anchor Distilling Company became a fully independent company, appointed its new executive team in October, and in November announced its new ownership poised to take the company into the future. As Hotaling & Co. it will remain the exclusive U.S. importer representing the renowned spirits portfolio of brands including: Luxardo Liqueur and Cherries, Nikka Whisky, Kavalan Whisky, HINE Cognac, Tempus Fugit Spirits, Alessio, BarSol Pisco, Shrub & Co., Ypioca Cachaça, New Zealand Whisky Collection, Chinaco Tequila, Briottet, C. Drouin Calvados, The King’s Ginger, Mezcal Amaràs, Hirsch, No.3 Gin, Slaur, English Harbour Rum, Chateau de Montifaud Cognac, Senior Curacao Liqueur, Karlsson’s Gold Vodka, Etter and F.Meyer. Hotaling & Co. will also continue to sell and market the brands produced by the now-named Hotaling & Co. Distillery, including Junípero Gin, Old Potrero whiskies, Old Tom Gin, HOPHEAD Vodka, and Genevieve Gin.
The Future of Hotaling & Co.
Dedicated to San Francisco, Hotaling & Co. will be moving its corporate office, distillery and tasting room to a new location in San Francisco proper. Spirits enthusiasts can look forward to a rebirth of the beloved brands under the new name as well as new spirit introductions from around the world.
The new logomark aims to highlight the company's commitment to honoring tradition, while carrying a passion for innovation and quality into the future. The first pillar represents the company’s 25 years as a distiller and the second the continuation of its journey as an importer, both in the distinctive international orange of San Francisco’s Golden Gate Bridge.
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About Hotaling & Co. (pronounced ho-de-ling)
Hotaling & Co., formerly Anchor Distilling Company, is an importer and distiller of fine spirits headquartered in San Francisco. Originally established in 1993 by beverage visionary Fritz Maytag, fueled by the bold realization that there were no pot-distilled whiskies or high-end craft gins being made legally in America at the time. As a result, Anchor Distilling Company is credited with creating America’s first craft whiskey (Old Potrero) and gin (Junípero Gin) after Prohibition.
In 2010, Fritz Maytag retired and sold Anchor Distilling Company to a business partnership that included Tony Foglio and London's oldest wine and spirit merchant, Berry Bros. & Rudd. With the sale, Anchor Distilling Company expanded beyond production on Potrero Hill to incorporate importing a collection of super-premium craft spirits from around the world.
Today, newly named Hotaling & Co., has earned a nationwide reputation for its curated portfolio of premium craft spirits imported into the U.S. that is made up of over 300 specialty products from nearly 23 countries. The Hotaling name remains a part of San Francisco drinking culture as the distillery celebrates 25 years of production, a proud tradition that will continue into the future alongside the other core business pillars: importing and consumer education.