Den of thieves
A premium bourbon that turned up the notes of Cacoa, smokey oakiness and hints of dark roasted vanilla coffee.
Den of Thieves Whiskey represents a narrative-driven entry into the American whiskey market, founded by Jason Armstrong. Armstrong's professional background is eclectic, with past roles as a bartender, massage therapist, and wine importer, including five years living in Italy. The impetus for the whiskey brand emerged from a trip with friends along the Kentucky and Tennessee whiskey trails in 2017, which sparked the idea of creating his own spirit. The brand's name draws inspiration from Armstrong's upbringing in Brooklyn, reflecting a code of honor and community protection he observed. In a compelling twist, after naming the brand, Armstrong discovered his own maternal grandfather had been a bootlegger in Georgia.
The company targets a broad consumer base, from seasoned whiskey connoisseurs and cigar smokers to newcomers to the spirit. Its business model centers on the production and distribution of premium, small-batch bourbons. The product line debuted in 2018, was briefly taken off the market for refinement, and relaunched in late 2019. Distribution has expanded from New York to include New Jersey, South Carolina, Georgia, Florida, Texas, and Illinois, with the firm reporting that sales have doubled annually.
Den of Thieves offers a portfolio of distinct whiskey expressions. The core offerings include a Straight Bourbon, an 8-Year-Old Barrel Select Straight Bourbon, and two infused whiskies: Ginger Vanilla and Chocolate. The Straight Bourbon is matured in charred oak barrels, delivering notes of vanilla, caramel, and a hint of smokiness. The flavored expressions were developed to offer a balanced infusion in a quality whiskey, with the Ginger Vanilla created specifically to pair well with cigars. The Chocolate whiskey provides notes of cocoa and dark-roasted coffee. The company positions its spirits as premium yet affordable, suitable for sipping neat, on the rocks, or as a component in cocktails.
Keywords: American whiskey, bourbon, craft spirits, flavored whiskey, small batch, spirits distribution, cigar pairing, Black-owned business, premium spirits, beverage industry