Constellation Brands takes stake in craft distiller Black Button

USA | Taking localism to its logical conclusion, over 90 percent of ingredients in Black Button’s spirits are grown or produced in its home state of New York. Calling itself a farm distillery, Black Button was founded in Rochester, New York, in 2012 by Jason Barrett, then only 24 years old. Mr Barrett stems from a family of button-makers. Their buttons have closed suits worn by presidents, popes, kings, and businessmen the world over, he says on his website.

Black Button’s sales have more than tripled since 2014, and in 2017 the company expanded and opened a tasting room and bottle shop in Buffalo, New York. It now makes 115,000 bottles of spirits each year, distributed in eleven US states and Japan.

Constellation Brands is headquartered in Victor, New York, some 30 km away from Rochester. It is highly plausible that executives have driven past Black Button regularly and observed its progress. When the opportunity arose, they must have made Mr Barrett an offer he could not refuse. It was announced on 6 February 2019 that Constellation Brands, through its venture capital firm, has acquired a minority stake. No financial details were disclosed, though.

As part of the deal, Black Button will continue to produce, market and sell its range of spirits, such as its Straight Bourbon Whiskey, Citrus Forward Gin, seasonal Lilac Gin and Bespoke Bourbon Cream.