Eastside Distilling has signs a distribution deal with Southern Glazer’s Wine and Spirits for its Redneck Riviera Whisky. Credit: Pixabay.

US-based craft spirits maker Eastside Distilling has selected Southern Glazer’s Wine and Spirits to distribute its Redneck Riviera Whisky in California, US.

The whisky has been developed in collaboration with multi-platinum selling country music artist John Rich.

Eastside Distilling Sales senior vice-president Jarrett Catalani said: “We are pleased to team up with Southern Glazer’s to develop the market in California for Redneck Riviera Whisky. Southern Glazer’s distributes other Eastside Distilling products and this agreement creates the opportunity to expand the relationship.

“I expect that Southern Glazer’s will place our whisky in grocery chains and liquor retailers in California, and will use their dedicated Walmart team to take advantage of our recent authorisation in Walmart.

“The initial interest that we have been getting from California has been outstanding.”

“Southern Glazer’s distributes other Eastside Distilling products and this agreement creates the opportunity to expand the relationship.”

Launched in January, Redneck Riviera is a small batch whisky. It is produced by Eastside’s distilling team.

It is a smooth and drinkable whisky with hints of vanilla and honey which is  crafted for working men and women in the US, and will be nominally priced.

The brand Redneck Riviera, which makes clothes, food and spirits, as well as runs hospitality locations, was created in 2014.

It has expanded its reach beyond California within the US by opening a bar in Las Vegas and is planning to open another location in Nashville later this year.

Southern Glazer’s Wine and Spirits is the largest wine and spirits distributor in North America. It has operations in 44 US states, as well as the District of Columbia, Canada and the Caribbean.