Ole Smoky Distillery, LLC, headquartered in Gatlinburg, Tennessee, is the most visited distillery in the United States and a global icon in the world of flavored moonshine and craft whiskey. Since its inception in 2010, Ole Smoky has carved out a dominant presence in the American spirits industry, blending Appalachian heritage with modern product innovation.
Core Business and Product Portfolio
Ole Smoky operates as a manufacturer, retailer, and exporter of moonshine, whiskey, and ready-to-drink beverages. Their product lineup is divided across several key categories:
- Moonshine:
- Signature offerings include Original Moonshine, Apple Pie, Peach, Blackberry, White Lightnin’, Cherries, and the high-proof Blue Flame (128 proof).
- Whiskeys:
- Flavored and straight whiskeys such as Salty Caramel, Mango Habanero, Peanut Butter, Cinnamon, and Tennessee Blended Whiskey.
- Canned Cocktails:
- Mountain 'Rita, Apple Pie Ginger, Blackberry Lemonade, Mountain Mule and assorted Variety Packs targeting the convenience market.
- Cream Liqueurs:
- Innovative dairy-based liqueurs like Cookies & Cream, Banana Pudding, Butter Pecan, and Mountain Java.
- Specialty Editions:
- Premium small batch whiskeys under brands like James Ownby Reserve and tribute series like Popcorn Sutton, reflecting deep regional roots.
Manufacturing and Visitor Experience
Ole Smoky operates four distillery locations in Tennessee, including The Holler (Gatlinburg), The Barn (Pigeon Forge), The Barrelhouse (Gatlinburg), and 6th & Peabody (Nashville), which double as production centers and tourist destinations. These sites welcome over 4.5 million annual visitors, making Ole Smoky the most visited distillery in the U.S.
Their immersive visitor experience includes live distilling demonstrations, tasting tours, merchandise sales, and live music, elevating the brand beyond just spirits to a lifestyle and tourism destination.
Market Reach and Distribution
Ole Smoky’s distribution network covers all 50 U.S. states and extends into multiple international markets, including Europe, Canada, and Asia. The company utilizes a strong retail and e-commerce presence, supplemented by collaborations with platforms like ReserveBar and national retail chains such as Total Wine & More.
In 2022, Ole Smoky was ranked the #1 moonshine brand in the U.S., commanding over 40% of the moonshine market share, and was among the Top 25 Craft Distillers by volume, according to Nielsen.
Financial Performance
As of recent industry estimates, Ole Smoky’s retail and on-premise revenue is projected to exceed $100 million annually, driven by both spirits sales and its tourism operations. The company’s ability to monetize multiple revenue channels—product sales, tourism, licensing, and online merchandising—adds to its robust financial positioning.
Target Market
Ole Smoky targets a diverse consumer base that includes:
- Millennial and Gen Z drinkers interested in flavored and RTD (ready-to-drink) products.
- Traditional whiskey connoisseurs through its small-batch and reserve editions.
- Tourists and collectors via distillery-exclusive products and seasonal flavors.
- Retailers and distributors in the alcohol and beverage sectors across on- and off-premise channels.
Certifications and Compliance
Ole Smoky operates under full compliance with the Alcohol and Tobacco Tax and Trade Bureau (TTB) and FDA regulations. Their facilities are built to GMP standards, and their labeling and advertising follow the stringent standards applicable to alcoholic beverage producers in the United States and abroad.
Digital and Brand Engagement
With a strong online presence across YouTube, Instagram, TikTok, and Facebook, Ole Smoky has cultivated a loyal community. Their YouTube channel features behind-the-scenes distillery tours, product reviews, and mixology tutorials that have amassed tens of thousands of views.
Their brand identity is steeped in Appalachian heritage, resonating deeply through campaigns that highlight local culture, music, and craftsmanship.
Major Achievements
- Recognized as the #1 moonshine brand in the world by volume.
- Hosts over 4.5 million annual visitors across four Tennessee locations.
- Over 40% market share in the flavored moonshine category.
- Ranked among the Top 25 U.S. Craft Distillers by volume.
- Expanded into canned cocktails and cream liqueurs, addressing high-growth categories in the alcohol industry.
- Launched premium lines like James Ownby Reserve for upscale consumers and whiskey collectors.
