Meat Church BBQ Invests in Pursuit Spirits, Bridging Barbecue and Bourbon Audiences

Meat Church BBQ founder Matt Pittman has acquired a minority stake in Pursuit Spirits, a Kentucky-based bourbon and rye whiskey producer, marking a notable crossover between two highly engaged enthusiast categories: barbecue and American whiskey.

The investment is designed to help accelerate Pursuit Spirits’ growth, supporting operational improvements, expanded distribution, and new product collaborations. It also gives Pursuit access to Meat Church’s one-million-plus audience, a highly loyal community built through BBQ products, classes, events, and a massive YouTube presence.

Both companies are positioning the deal as more than a financial transaction. Leadership described it as the first time major voices in barbecue culture and bourbon culture have formally aligned with a shared stake in each other’s success. The partnership opens the door to co-branded whiskey releases, experiential activations, and deeper storytelling at the intersection of food, spirits, and lifestyle.

The investment also coincides with the opening of Pursuit Spirits’ Whiskey Row visitor experience in Louisville, which launched last August and serves as a physical hub for brand immersion.

Founded in 2018 by Kenny Coleman and Ryan Cecil, Pursuit Spirits produces the Pursuit United line of bourbon and rye whiskeys. Cecil, who also serves as master blender, called the partnership a “game-changer,” citing expanded capacity for innovation and experiential brand-building.

Is this the next evolution of influencer-led brands — where creators move from endorsements to ownership and equity — or is this a uniquely natural fit given how tightly barbecue and bourbon audiences already overlap?

Curious whether we’ll see more creator-founded food brands taking minority stakes in adjacent alcohol or beverage companies.

Source: The Spirits Business