Today we’d like to introduce you to Andy Rieger.
Hi Andy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Originally founded in 1887 by Jacob Rieger, Andy Rieger’s great-great-great-grandfather, J. Rieger & Co. was once the largest mail-order whiskey house in the United States before Prohibition forced its closure. After a 95-year hiatus, the family revived the brand in 2014, joined by a team of industry luminaries including Ryan Maybee (renowned bar visionary), Steve Olson (Del Maguey), Tom Nichol (former Master Distiller of Tanqueray and creator of Tanqueray No. Ten), and Dave Pickerell (former Master Distiller of Maker’s Mark).
Initially reopening as a 15,000-square-foot manufacturing facility, J. Rieger & Co. has since expanded to a 100,000-square-foot distillery campus centered around a stunning historic 1901 brick building. The site features four distillation systems, 10,000 barrels of aging whiskey, a 4,000-square-foot historical exhibit, and four world-class food & beverage outlets—including the now-infamous 40-foot slide from the second-floor social lounge. The brand is now distributed in 30 states and five countries, with 75 employees under its umbrella.
We all face challenges, but looking back would you describe it as a relatively smooth road?
2013–2014:
As the first employee, long-time operator, and only personal guarantor, the weight of every decision fell on my shoulders. Starting a distillery at that time was no small feat. Licensing and regulatory pathways were unclear, and most people, including local officials, were unfamiliar with the business model. To make things more complex, I was living in Dallas and had to manage the entire startup remotely until I moved back to Kansas City six months before opening.
2016–2019:
The next major challenge was the development of our campus. I chose not to hire a developer and instead taught myself every aspect of the process. This included lobbying, financial structuring, tax credit strategy, equity fundraising, and debt financing. It was incredibly difficult, given that our vision was very different from a traditional distillery. We were not just building a production facility; we were creating a destination that combined history, hospitality, and manufacturing. Did I mention this is located in a non-retail area that is one of our lowest-income communities?
2020:
When COVID hit, we quickly pivoted to become the largest hand sanitizer producer within at least a 250-mile radius during the first 10 weeks of the pandemic. What started as a crisis became an opportunity to serve our community. We produced over 250,000 bottles in that short time, despite major operational challenges and a limited on-site workforce. Not everyone was able or willing to be present, but those who remained rose to the occasion and kept us moving forward.
2021–2023:
Like many businesses, we faced staffing challenges and morale issues. Despite offering health insurance, PTO for hourly employees, retirement plans, and two family meals a day, all while operating at a loss, there was still dissatisfaction among some employees. Over time, we realized that just a few disruptive individuals could have an outsized impact. Once they left, morale improved, and the rest of the team consistently demonstrated strength and resilience.
2024–2025:
The liquor industry has become more difficult. Sales have slowed, and we have seen complacency emerge in parts of the organization. In response, I have leaned in harder than ever. I now regularly travel across Missouri and Kansas, including to remote areas, to drive sales. Despite my role as President, I am also one of the top three performers on our sales team. That is the kind of commitment it has taken to keep us moving forward.
“It doesn’t matter what position you find yourself in right now. What matters is whether you improve your position today. Every ordinary moment is an opportunity to make the future easier or harder.”
Appreciate you sharing that. What else should we know about what you do?
I’ve never quite fit the mold. I was a dual Math and Finance major at SMU, finishing a semester early before spending over four years in the private equity and investment banking world. Eventually, I returned home to restart my family’s distillery, bringing a completely different lens to the business.
I am not a traditional industry veteran, and that is intentional. My background gives me a unique perspective that complements the strengths of the rest of our team. Outside of work, my passion lies in studying macroeconomics, financial data, and geopolitical trends. That mix of curiosity and analytical training has shaped how we run the distillery by thinking not just as manufacturers, but as strategic operators with a broader view of the world and the markets we serve.
How do you think about happiness?
Professional:
This is a slightly shameful answer, but having no emails makes me genuinely happy. Since I am the driver of most business activities I am involved with, any delay typically falls on my shoulders. An empty inbox means everything is moving and nothing is waiting on me.
Personal:
I love movie night with my two boys, who are five and seven. It is a simple tradition that brings us closer and is something I always look forward to.
Hybrid:
I take my ten-year-old dog, Pepper, to work almost every day. Having her follow me around brings real joy, both to me and to the entire team. She is a constant source of calm, happiness, and the occasional distraction everyone appreciates.
Pricing:
- Our Bourbon won best craft Bourbon from the ASCOT awards at just $30-35 SRP.
- Our Rye and Kansas City Whiskeys are also around $1/oz to the wholesale trade.
- Our Vodka 1L is $0.50/oz to the trade (wholesale price)
- Our Gin 1L is $0.70/oz to the trade (wholesale price)
Contact Info:
- Website: https://www.JRiegerCo.com
- Instagram: https://www.instagram.com/jriegerco/?hl=en
- Facebook: https://www.facebook.com/JRiegerCo/
- LinkedIn: https://www.linkedin.com/company/jacob-rieger-&-company
- Twitter: https://x.com/JRiegerCo
- Youtube: https://www.youtube.com/@jriegerco
- Yelp: https://www.yelp.com/biz/j-rieger-and-co-kansas-city
