Brother Justus Whiskey Names New Chief Growth Officer

George Simpson joins the Minneapolis-based craft distillery to lead sales, marketing, and distribution efforts.

Published on Feb. 12, 2026

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Brother Justus Whiskey Company has appointed George Simpson as its first Chief Growth Officer to spearhead sales, marketing, and distribution for the Minneapolis-based craft distillery. Simpson brings over a decade of spirits industry experience from positions at Heineken, La Pavia, and Spirits Investment Partners. The appointment comes as Brother Justus pursues aggressive expansion following what the company's founder and CEO Phil Steger called its "biggest year yet" in 2025.

Why it matters

The new Chief Growth Officer role at Brother Justus Whiskey signals the company's ambitions to significantly grow its business and brand presence in the American whiskey market, which has seen increased consumer demand for craft, authentic, and innovative products.

The details

As the new Chief Growth Officer, George Simpson will work closely with founder and CEO Phil Steger and company president Helen Hardy as part of the senior leadership team. Simpson's industry knowledge and experience with both large and early-stage beverage alcohol brands are expected to help Brother Justus reach the "next level" and drive "hockey stick sales growth." The distillery, founded in 2014, operates a production facility in Minneapolis capable of producing more than 66,000 proof gallons annually and creates all its spirits from Minnesota-sourced ingredients.

  • Brother Justus Whiskey named George Simpson as its first Chief Growth Officer in February 2026.
  • The company reported that 2025 was its "biggest year yet."

The players

George Simpson

The new Chief Growth Officer at Brother Justus Whiskey, bringing over a decade of spirits industry experience from positions at Heineken, La Pavia, and Spirits Investment Partners.

Phil Steger

The founder and CEO of Brother Justus Whiskey, who called 2025 the company's "biggest year yet" and is now pursuing aggressive expansion.

Helen Hardy

The company president of Brother Justus Whiskey, who will work with the new Chief Growth Officer as part of the senior leadership team.

Brother Justus Whiskey

A Minneapolis-based craft distillery that creates all its spirits from Minnesota-sourced ingredients including barley, water, oak, and peat.

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What they’re saying

“We have devoted more than a decade to working the ground for growth: original, award-winning product, which American whiskey market mover Fred Minnick has called a 'game-changer' and 'everything I want in a whiskey,'”

— Phil Steger, Founder and CEO, Brother Justus Whiskey

“Last year was tough for the industry, but it was our biggest year yet, and 2026 is already off to the races.”

— Phil Steger, Founder and CEO, Brother Justus Whiskey

“George's industry knowledge and success with both large and early-stage beverage alcohol brands are what we need to reach the next level. Driving hockey stick sales growth is goal #1, 2, and 3”

— Phil Steger, Founder and CEO, Brother Justus Whiskey

“Brother Justus is emerging with loads of promise at a time when consumers are looking for something new, different, and authentic — the company is poised to shape the future of American whiskey, let alone the new American Single Malt category.”

— George Simpson, Chief Growth Officer, Brother Justus Whiskey

“I'm fired up to bring the depth and breadth of my experiences to work in an environment with such passion and heritage; the goal is to catapult our whiskey into a sought after sip synonymous with craft, intention, and quality.”

— George Simpson, Chief Growth Officer, Brother Justus Whiskey

What’s next

The new Chief Growth Officer, George Simpson, will work closely with the founder, CEO, and president of Brother Justus Whiskey to drive aggressive sales, marketing, and distribution growth for the craft distillery in 2026 and beyond.

The takeaway

The appointment of an experienced Chief Growth Officer at Brother Justus Whiskey signals the company's ambitions to significantly expand its presence in the burgeoning American whiskey market, leveraging its award-winning products, Minnesota-sourced ingredients, and commitment to craft and quality.