J.J. PFISTER DISTILLING
"From the ground up"
J.J. Pfister Company was a clothier business in San Francisco since 1877. When the current generation of the family wanted to get into distilling, it turned to Thoroughbred Spirits Group for help on, well, everything. "We're really rebuilding the legacy of J.J. Pfister from the ground up," says Thoroughbred founder Scott Schiller, "helping develop the liquid itself, the packaging, the bottles, and finding vendors, equipment and even the layout for the building."
With Thoroughbred’s guidance, J.J. Pfister is now under construction on a multi-million distillery in the heart of Sacramento and will launch its potato vodka in 2017, and whiskies and gins in late 2018. Thoroughbred Creative Director, Benjamin Carr, is building the brand’s identity by modernizing its pre-Prohibition roots, and he’s excited about what’s coming down the pipe. “For an Englishman who’s madly in love with America, there’s great appeal for me with J.J. Pfister,” he says. “We took a lot of old imagery – old crates, vans, bottles and such – and are bringing it into the modern world. The design needs to last; it can’t be part of a fad.”
Similarly, Thoroughbred Director of Strategy and Brand Development, David Large, is also working to make J.J. Pfister last, but from a financial perspective. “We’re looking at the economics of the business and what that can look like not just for this generation but for two more generations down the road.”