About Us
World-Class Brands
No Bullshit in sight
Integrity in our core
Our Philosophy
At Wooler Brands, we don’t believe in “bullshit brands.” The spirits we’re bringing to market are the real deal, crafted with quality, integrity, and a genuine story behind each bottle. We’re serving up booze with a backbone.
Quality is always our first priority, and we’re committed to creating spirits that stand out in a crowded industry. Wooler Brands is here to raise the bar because the world deserves better spirits.
“Wooler Brands was born from experience, resilience, and a shared passion for creating spirits that matter.”
Charles Wooler
Our Story
Wooler Brands is born from experience, resilience, and a shared passion for creating spirits that matter.
In 1993, I entered the industry as a part-time merchandiser, driven by a strong work ethic and a desire to learn. Over the years, hard work and persistence opened doors that took me around the world, sourcing wine and spirits for the American market and collaborating with exceptionally talented people to help build some of the world’s leading brands.
That journey shaped my belief in the power of building brands from the ground up, guided by grit, ambition, and authenticity. In 2018, I founded Wooler Brands to bring those values to life through my own brands.
But Life threw me a curveball. I suffered a severe stroke in 2021 and needed time to heal and regain my strength. Five years later, I’m back, and I’m not alone.
Today, I’m joined by my sons, Chuck and Patrick, and together, we’re building Wooler Brands as a true family venture. With my years of industry experience and the energy and insight my kids bring, we’re ready to make our own mark in the spirits world.
“We’re committed to crafting spirits that bring people together not just for the taste, but for the trust behind it. Whether you lean whiskey or vodka, one thing is true. You’re not just sipping a drink. You’re sipping our story.”
Our Logo
Our logo, the sheep with the crooked crown, is more than just a symbol. It’s a nod to our heritage, infused with a playful spirit.
My parents immigrated from England and raised me and my three brothers in California. Some of my fondest memories are of our trips back to England, visiting family and friends, soaking up both cultures. We’re proud of our English roots, and equally grateful and proud to be American. Remembering where you come from builds character, and it’s a value that guides everything we do at Wooler Brands.
“We set out to make a bourbon we’d be proud to serve to our best friends and pass down to our kids. Wooler Whiskey is that bourbon.”
Jason Peter Wooler
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