Acquisition Growth Following its acquisition by Heaven Hill in February 2022 for $40 million, Samson & Surrey is poised for expanded distribution and increased brand visibility within the spirits market, opening opportunities for retail partners and distributors to strengthen their craft spirits portfolio.

Premium Brand Portfolio Representing notable craft brands such as FEW Spirits, Bluecoat Gin, Widow Jane Whisky, Brenne, and Mezcal Vago, the company offers a diverse and high-quality product lineup that appeals to premium consumers, providing a pathway for sales efforts toward upscale department stores, specialty retailers, and premium hospitality venues.

Market Positioning With annual revenues estimated between 1 million and 10 million and a focus on craft and authenticity, Samson & Surrey appeals to consumers seeking artisanal and story-rich spirits, creating opportunities to target niche markets and elevate brand storytelling in marketing campaigns.

Leadership Expansion The appointment of a senior vice president of sales, John Roa, in 2020 indicates a strategic push to grow sales channels and strengthen relationships with distributors and key accounts, offering potential for sales teams to leverage leadership and new initiatives to increase market penetration.

Technological Engagement Utilizing modern tools such as Cloudflare, Microsoft 365, and Google Maps, the company demonstrates a tech-savvy approach that enables streamlined operations and outreach, presenting opportunities for digital marketing, direct-to-consumer sales, and data-driven market expansion strategies.