About Us
World Class Brands No Bullshit in Sight Integrity in Our Core
Our Philosophy
At Wooler Brands, we don’t believe in “bullshit brands.” The spirits we’re bringing to market are the real deal, crafted with quality, integrity, and a genuine story behind each bottle. We’re serving up booze with a backbone.
Quality is always our first priority, and we’re committed to creating spirits that stand out in a crowded industry. Wooler Brands is here to raise the bar because the world deserves better spirits.
“Wooler Brands was born from experience, resilience, and a shared passion for creating spirits that matter.”
Charles Wooler
Our Story
Before Wooler Brands, I spent years working for two of the industry’s top distributors, starting at the very bottom rung of the liquor industry ladder. Through hard work and dedication I worked my way into a position where I felt I could make the most impact and thats what I did. I had the chance to collaborate with incredibly talented people and help carry some of the worlds now top brands into the place they are now. This journey that taught me the importance of believing in myself and the power of building a brand with grit and gumption.
Just as Wooler Brands was taking off in 2021, life threw me a curveball. I suffered a severe stroke and needed time to heal and regain my strength. Four years later, I’m back, and I’m not alone.
Today, I’m joined by my son, Chuck, and together, we’re building Wooler Brands as a true family venture. With my years of industry experience and connections, and Chuck’s energy and insight into the latest trends shaping our business, we’re ready to make our mark in the spirits world.
My love for bourbon has always been a driving force, and I’m incredibly excited about the new bourbon brand we’ve crafted. But we’re not stopping there, vodka is our other major project because launching these two together reflects the vision and ambition we have for Wooler Brands.
“We’re committed to crafting spirits that bring people together not just for the taste, but for the trust behind it. Whether you lean whiskey or vodka, one thing is true. You’re not just sipping a drink. You’re sipping our story.”
Our Logo
Our logo, the sheep with the crooked crown, is more than just a symbol. It’s a nod to our heritage, infused with a playful spirit.
My parents immigrated from England and raised me and my three brothers in California. Some of my fondest memories are of our trips back to England, visiting family and friends, soaking up both cultures. We’re proud of our English roots, and equally grateful and proud to be American. Remembering where you come from builds character, and it’s a value that guides everything we do at Wooler Brands.
“We set out to make a bourbon we’d be proud to serve to our best friends and pass down to our kids. Wooler Whiskey is that bourbon.”
Jason Peter Wooler
“These bottles are full of hard work from great friends working together with a shared passion for quality and togetherness - we hope they are shared with your great friends and loved ones.”
Jason Peter Wooler