Discover Statesville
Welcome to "Discover Statesville," the show that takes you on a captivating journey through the heart of one of North Carolina's most charming towns. Co-hosted by community advocates, Richard Griggs and Cindy Sutton, this weekly show brings you the pulse of Statesville, recording live at various spots throughout Statesville in partnership with Sow Media studios.
Join Richard and Cindy as they uncover the hidden gems and local treasures that make Statesville truly special. From the top-notch attractions and exciting events to the remarkable individuals who shape the community, "Discover Statesville" promises to leave no stone unturned.
Hungry for a culinary adventure? Tune in for their delightful restaurant reviews, where they'll guide you to the best places to eat in town. Whether you're a resident or a visitor, this podcast is your ultimate guide to all the things that make Statesville great.
You're invited to come along on this immersive journey, as "Discover Statesville" brings you closer to the heart of our vibrant town. Be prepared to be entertained, inspired, and enlightened each week, as Richard and Cindy share their passion for all things Statesville!
Discover Statesville
Crafting Success and Community: The Woman Shaping Statesville's Spirit Industry
As the clink of glasses and the rich aroma of bourbon mark the merriment of International Women's Month, we sit down with Vienna Barger, the trailblazing co-founder and COO of Southern Distilling Company. Her journey is one for the storybooks – from a public health social worker to a distilling dynamo in Statesville, North Carolina, where she's not just challenging the status quo, but rewriting the rules of the spirits game. Vienna's candid recount of her five-year legislative hustle, which has led to an impressive expansion of her craft from a modest operation to an industry titan producing thousands of barrels, is nothing short of inspiring.
Amidst the backdrop of clinking ice and the smooth taste of Southern Distilling's finest, we toast to the women who are distilling change in the spirits industry. Organizations like Women of the Vine & Spirits and Bourbon Women are spotlighted, celebrating their role in fostering a community of support and empowerment. Vienna Barger, alongside her partner Pete, pour their soul into every bottle and event, fostering local connections, and championing community causes such as their partnership with Purple Heart Homes. With their eyes set on the future, Southern Distilling's accolades and the Great Race Across America beckon to keep Statesville and its passionate artisans in the spotlight. Join us for a pour of this intoxicating tale of community, craft, and the pioneering spirit of women in the world of whiskey.
We're celebrating International Women's Month on Discover Statesville by showcasing an amazing woman who's putting Statesville on the map internationally. Tune in now.
Speaker 2:Welcome to Discover Statesville, the show that takes you on a captivating journey through the heart of one of North Carolina's most charming towns.
Speaker 3:Welcome back to Discover Statesville. Today we are joined by Vienna Barger, co-founder and COO of Southern Distilling Company, located right here in Statesville, north Carolina. Welcome, vienna.
Speaker 4:Thank you.
Speaker 3:I'm glad you're here. So we're going to talk a lot about Southern Distilling, but I guess, before we get into that, tell us a little bit about your history and involvement in the spirits industry.
Speaker 4:Spirits industry actually was new. So this was step two. I was a public health social worker and ran one of North Carolina's Medicaid programs for pregnant women for about 15 years and my husband, pete, and I were looking for a business opportunity, wanting to start a family business of our own, and spent five 10 years really looking at different opportunities. I tell folks we were nearly a dock and dredge marine construction company instead of becoming a bourbon distillery here in Statesville. We're glad you changed your mind. But about a dozen years ago we were briefly talking about doing a winery on a family farm we have here in North Irodale and discovered the concept of making spirits, rather than making wine, from grains, from fruits, and started really investigating the craft spirits space and the craft spirits industry and discovered that it really looked like a dozen years ago it was going to hit a similar trajectory as craft beer.
Speaker 4:Did you know 20, 25 years ago when Sierra Nevada and Anchor Steam and all those folks out in California started disrupting large beer brands with craft beer? So that's really where things started. We started doing some initial due diligence and discovered that North Carolina's laws were really limiting and not friendly towards distilleries. So the first step actually, before we even wrote our business plan, was working on lobbying and enrol for the spirits industry. It was a long journey. Took us five years to get the first law changed that we needed changed and then we were really off enrolling with the business plan for the distillery and getting the business established 10 years ago now and then opening to the public seven years ago.
Speaker 1:How many? Let's talk about that advocating and legislation, because I think that was a game changer for everyone in the state and especially here in Statesville with you guys. But how many laws have you had changed? Was that first law the one to be open on Sunday, or was it?
Speaker 4:No, that actually was the most recent one. The first one was allowing distilleries to be able to sell one bottle of what they make at the distillery per person per year.
Speaker 3:Okay, Rather than having to go through state regulated, rather than having to only buy through the ABC stores.
Speaker 4:So one bottle per person per year. We had to track first name, last name, date of birth, driver's license and have our records available for audit to make sure we didn't sell you a second bottle in a rolling 12 month period.
Speaker 3:Now, is that still? Is that law still in place, or has that been modified so thin? It is not.
Speaker 4:That was our foot in the door. So you may remember there was a law. Actually people think it was just the brunch bill and that that just let us start to have Bloody Marys and Mimosas at 10 am on Sunday rather than waiting until noon in bars and restaurants. But that brunch bill was broader than that and one of the things that was in there was expanding those sales at distilleries so that we could sell larger quantities. Since then we've also gotten it so we can sell on Sundays. We haven't bought ABC stores yet on Sundays, but you can go to visit a local distillery in North Carolina and buy the spirits that they make there.
Speaker 1:So that's a game changer, because you and people are appreciative of that, because you guys are busy on Sundays. I've been in there on a Sunday and people like that.
Speaker 4:you're there, right before COVID we got the laws changed to be able to do beer, wine and mixed drinks at distilleries, like our wineries and breweries in the state were already able to do. So we got parody with all of those folks that are running those other craft beverage businesses to be able to do that and then, like lots of folks, had to close down all the hospitality services for a while. But we are now up back running and serving lots of craft cocktails made with Southern Distilling.
Speaker 1:Company spirits. That's amazing. So you guys, all of your operations are right here in state for right at the facility. I mean, tell us a little bit about the facility and the size of it. I know your production has increased tremendously. Tell us a little bit about that.
Speaker 4:Yeah, we have a 20-acre campus where our distillery, our event center, our mini-donkey pasture and our barrel warehousing is currently located. We are in the process as well of doing an expansion. So we have another piece of property where we're intending to build some other warehouses and planning to put another plant in, working through all the potential needs that we have relative to city and county support, in order to be able to operate at really four times the scale that we currently do. So it's a big change, requires some infrastructure development for us to be able to do that and stay right here in Statesville to do so.
Speaker 3:So how many barrels do you guys produce currently annually?
Speaker 4:Currently, annually, we're just over 20,000 barrels. When we first started, we were running a single shift five days a week and we now have 24-7 production, so we are making bourbon or rye whiskey every day, all the time. And with the expansion you said it would be another 60,000 barrels, so it would take us to over 80,000 barrels annually.
Speaker 3:So how does that as a craft distillery, how does that number? 80,000 barrels annually, how does that compare to some of as a novice in this world, I mean, how does that number compare to some of the larger distilleries in the Southeast region?
Speaker 4:Yeah, relative to craft spirits, we are one of the largest, so most of the craft distilleries operate a pot. Still they operate at a far smaller scale. We referred ourselves as a mid-tier producer, so we're not at that small craft scale. By being mid-tier, that also gives us the opportunity to be able to provide bulk spirits, provide barrels to lots of other partners. So we operate with 130 different clients currently around the world by our bourbon rye whiskey and barrels and use it for their brands.
Speaker 1:I think that's cool. You'd never know that that was happening.
Speaker 3:So even with the expansion, you'll still remain in that mid-tier category.
Speaker 4:Yes we will be on the top end of that. But yes, and rivaling really the folks that are similar sized to us that are in the Kentucky market in the craft space.
Speaker 3:That's amazing in the last 10 years.
Speaker 1:For now there's lots of property available on that road there on Sure.
Speaker 3:Plenty of further expansion opportunity.
Speaker 1:Yeah. So I mentioned when we kicked off the show today that Southern Distilling is literally putting states on the map internationally. So on your bottles it clearly says boldly thank you. That you guys are right here in states for North Carolina and I mean, are you? In every state. Now You're pretty close right.
Speaker 4:Through e-commerce. Some states limit delivery to homes but, yes, and then distribution really on the streets, in retail, in about 15 states that we're currently active probably adding another 5 to 10 next year so takes a lot of resources to do sales and marketing and to launch new markets. So we're trying to be wise about how we do that and make sure that we're going deeper in the places where we are, so that we're not just on one shelf in one place in one state, but we can really get greater saturation and exposure that way.
Speaker 1:Well, I see people on social media all the time in states all over posting either their cocktail or that they're carrying your inventory in their store and I think it's. I mean, as someone who runs tourism for states, it's exciting. It's very amazing to see so many people proud to be showcasing your bourbon in their dreams.
Speaker 4:Well, we're in such a phenomenal location, I have to tell you, the first year we were open, in 2017, we asked everybody that came through the door where they came from. We had visitors from every single state in 10 foreign countries. Come see us that first year, with very little advertising, just word of mouth and people driving by and seeing it.
Speaker 1:I think we just need to move the CVB office into Southern Descending. Have the visitor center right there. We can find you a spot. Yeah, maybe just be a bartender too. That would be amazing.
Speaker 3:Well, and to that point, I guess another thing we want to make sure to mention is you are, as Cindy said, putting states on the map and really increasing awareness about Southern Distilling in this community. You've got some big time partnerships with some big time sports teams here in the area. You guys have a partnership with the Carolina Panthers we do and with Charlotte Football Club.
Speaker 4:We do.
Speaker 3:So talk a little bit about that and how that came to.
Speaker 4:Well, we actually started with Charlotte Football Club during their inaugural season. So, as a really a startup and a new company ourselves, we felt there were a lot of synergies with a brand-new Major League soccer team in Charlotte. It also is a fantastic fan base so much energy, such diversity and really giving us an opportunity to share what has been really an untold story of spirits in North Carolina, with a really significant population. We also get great coverage and Apple TV picked up MLS, so we get to be seen on there too with our Southern Star banners in the stadium. They're prominent banners too. You guys have done a great job and then ultimately, that led into us working with Carolina Panthers as well.
Speaker 3:That's super cool.
Speaker 4:It is a lot of fun. It is a lot of fun and great opportunity for us to really start telling the world that North Carolina makes great bourbon and has for quite some time.
Speaker 1:Absolutely. And in that partnership, those partnerships are just continuing to grow, which we're very excited. They are.
Speaker 4:They are, and we've got a secret special new bottle release coming with Double Shot. So keep your eye out for anything with.
Speaker 3:Double, Shot Anything with Double Shot.
Speaker 4:Surprise on the shelf with Double Shot.
Speaker 3:And us Panthers fans are confident that in just a handful of years we're going to be a major player again. So it's coming. More exposure all the time.
Speaker 1:So you know, Richard, their bottle sales have almost doubled because of my consumption. So not really, but we are Southern Distilling Supporters. You guys make some pretty amazing bourbons. So outside of on the retail side and shipping and internationally you talked about the donkeys and the great things on the things that you have here you guys are open. You talked about the number of people that came in pre-COVID. You guys are open seven days a week for tours.
Speaker 4:We are. We are Yep. We're open seven days a week, monday through Thursday. See if I remember my hours, my hours 10 to 6. Friday, Saturday, 10 to 8. And then noon to 5 on Sunday.
Speaker 1:Wonderful. And then there's a full bar there where you can have cocktails, like you said, and tell us a little bit about that beautiful vent center that you guys have out there.
Speaker 4:That's something newer right, it is, it is. We've had plans for building a nice barn on the grounds on our campus with the goal of keeping the tractor, because we move grain around a lot with tractors and empty barrels, empty pallets, those kind of things undercover. And then, right before the pandemic began, as I mentioned, we got the laws changed to really be able to do beverage services and that meant we could really do substantial events as well. We've taken some lessons from some of the great wineries in the state that have nice event business as well and decided we were going to go that direction, made that barn really nice and upscale. It is beautifully decorated, it's beautiful. We've got a nice fireplace in there as well for the winter season and we've started doing single barrel selection events with bourbon clubs, groups that have been coming in there, corporate groups as well as some events and workshops and looking forward to doing many more.
Speaker 1:So thanks to you, we were actually it's been three years ago now but you and your team, when I first came on board to relaunch tourism in states for North Carolina, you guys leaned way in. You guys were way in and within two weeks helped us pull off a bourbon balloons and battles kind of familiarization tour with some travel influencers in the state of North Carolina. And I don't know if I've ever specifically said thank you to you. But if it wasn't for Southern, just telling, really leaning into tourism, I don't think we'd be halfway where we are today. So Thank you.
Speaker 4:Thank you for that. It was our pleasure to be a part of it. Yeah, and need to link in with the history of the battles and really be able to tell that history of spirits and really the initial spirits, production being what built Statesville initially.
Speaker 1:Right, I mean I just I think it's amazing how it's come full circle. But with today well, this month being International Women's Month, I'd like to talk about a little bit about your role as a woman in the spirits industry, and I didn't realize how big the women in the spirits industry was until I watched you a little bit with the Bourbon Women's Society and I mean there's a lot of great things going on. Can you, can you because you're very involved in a lot of that Can you tell us a little bit about that? I can sure.
Speaker 4:Yeah, it's an exciting time, I will have to say. I was surrounded by beards and flannel shirts and a lot of that. Oh, how old-star, I know no. So there were fewer numbers of us, you know, 10, 12 years ago, but it has been very exciting to see all of the diversity coming into the spirits industry. We have a Women of the Vine and Spirits Organization nationally that partners both, you know, wine makers and spirits producers together in that space, provides lots of support, continuing education and networking, bourbon Women, as well as another group that has branches, chapters across the country. But it really is beneficial to all to have different voices coming in and talking about things and it also gives everyone equal access to be able to say, you know, that isn't something that's just for those people or just for these people, but that we can be equally part of the space and be able to contribute some different things that you may not have seen had all these ladies not been getting together and having some new influence, some different voices.
Speaker 1:Well, I think you're the perfect person to be with us to celebrate especially with Southern Distilling being such an amazing destination business here in Statesville to celebrate International Women's Month. So thank you for coming and spending your time with us.
Speaker 3:So are you guys seeing more craft distilleries popping up across the state?
Speaker 4:We have seen a lot since we got started. So when we were founding our company, there were fewer than 10 active distilleries in North Carolina. Most of those folks are still in business today, but we have over 100 distilleries in North Carolina now. Many are small scale, a lot are more neighborhood and now that we have the opportunity to have beverages at distilleries, a lot of them form more focused on that beverage service rather than on the production and selling bottles outside of the distillery.
Speaker 1:Yeah, For those listeners that are more local, we very much like to always talk about we, Richard, not always talk about that. Statesville is so amazing because of the humans that live, work and play here and kind of make up the patchwork, the fabric of who we are as a community, and I very much include you and Pete in that. Now, Pete, your co-founder and husband, born and raised here right, grew up here, Lots of family here and I've watched you guys be very connected to the community and, thank you, support events and sponsor a lot of the big things that are happening to help them flourish. So can you tell us a little bit about what community means to you guys? And you know for you guys to be involved in some of these things, what that means to you.
Speaker 4:Sure, it's one of our core values, actually of our company, to be rooted in community and I think in a lot of ways in this community of states will be so agriculturally based and so family oriented to begin with, comes very naturally to a company that's an agricultural business that does, you know, value add to the farmers in our area.
Speaker 4:We use over 60,000 pounds of grain a day, so working with our local farmers is critically important to us. We wouldn't be able to make bourbon and rye whiskey without them Right, and being a part of the community is very, very important. We have a great team we have over 50 employees now at Southern Distilling Company and encourage all of them as well to be involved in community events and provide some support to the ones that we've done here locally. We also, in looking for charitable partnerships, really landed on Purple Heart Homes, here headquartered in Stamphill, active across the country, as well as a partner that really aligned with that sense of taking care of folks and doing things that are really at that community level and having that human interaction around a mission that's important to us.
Speaker 1:Yeah, is it your rye? You give a percentage of one of your bottle sales back to Purple Heart Homes. Yeah, the double rye product.
Speaker 4:Yep, yeah. Yeah, we actually was during the pandemic so we had to get together six feet apart and in masks and all that kind of crazy stuff. But we had a great event with Purple Heart Homes coordinating for us to bring in a group of veterans to develop the tasting notes and the profile for double rye. So they've been a part of it from the very beginning.
Speaker 1:Yeah, I didn't know that part of the story. That's very cool. Well, I mean, for you guys to be so rooted in community, I think is exciting, and the fact that you do offer cocktails there and that you get to be open seven days a week. You guys also for someone who might be listening, that's more local have lots of events that people may not realize you're having. Right, you have food truck events and live music events and a full calendar that people should be going out to your website Making sure they know about.
Speaker 4:Yes for sure, Particularly now as the weather is getting a little warmer and it's comfortable to be outside and have music and food truck activities. Absolutely, we do do that. We also offer tours every day, so folks can come in do a tour and a tasting and see how bourbon is made and have the experience right there in the distillery as well, even when we don't have a special event.
Speaker 3:Right. Best to book those in advance.
Speaker 4:on the tours you can walk in. But yes, it's nice if we know you're coming ahead of time so we can plan.
Speaker 3:Well, and you mentioned I do want to touch on this you know we talked about community and you mentioned and this was surprising to me you employing 50 people. So I mean, when we talk about your importance to the community from a tourism perspective, from putting our name on the map perspective, you know growing significance as an employer here locally, which is a big deal for a community our size, I think, so congratulations on your growing opportunities for locals.
Speaker 4:Thank you, thank you and hoping if we get our new plant up and going, we'll be adding more folks with that one as well.
Speaker 1:So we're going to advance your pallet from yucky beard to bourbon. Richard Griggs, I'm drinking water. Sure, that's water in your cup. So what do you see, vanna? That's next for Southern distilling. I mean, is there anything that you want to make sure that we haven't talked about that you want to make sure that our listeners hear about Southern distilling internationally, in the community?
Speaker 4:I think probably the most exciting thing for me and for our Southern star brand is that you know, we built the distillery, we started making bourbon, we put it in the barrels and we waited, and we waited and we waited and now, five, six years later, we have phenomenal, award-winning bourbons, Whiskey, our Paragon-wetted bourbon got best bourbon overall in the New York World Wind and Spirits Competition in 2022. So we're thrilled to be ranking up there with the best in that bourbon category and really, at this point, proud and poised and excited to be taking that out from here and sharing that. So growing our Southern star brand is time, it's exciting and we're really looking forward to having more folks get to experience it, learn about the community we're in and have a great bourbon that builds on the history of what happened here back before Prohibition.
Speaker 1:That's amazing. And speaking of agriculture and awards, you guys were just honored with a pretty big one, right An exporter of the year. Am I saying that right?
Speaker 4:Yes, yes, north Carolina exporter of the year from the US Department of Agriculture. Yeah, that's something to be very proud of. We are very proud of it. It came as a complete surprise, I must say. I know North Carolina is very proud of all of the things they export, particularly sweet potatoes, but we have been very active in doing trade missions and looking at export opportunities. Pete went over to Pro-I and in Düsseldorf, germany, and represented the state and our agriculture there, featuring our whiskeys along with another North Carolina distillery, and we're proud to be out there telling the world about all the good things that come from North Carolina.
Speaker 1:Well, congratulations. I saw everyone shooting, shouting that from the rooftops. Stateful was very proud of you becoming an exporter of the year because it helped. Congratulations, Very, very well deserved. So for people who want to learn more about Southern Distilling southerndistillingcom right, we have a very robust website and share your address with our listeners for someone's local looking to come by.
Speaker 4:Yeah, we are on Jennings Road. It's 211 Jennings Road off of Exit 54, right near the Stateful Auto Action.
Speaker 1:Yeah, if you haven't been on a tour, we highly recommend it. We bring our groups that are coming into town on tours all the time and it's always a highlight of their visit. Everyone loves Southern Distilling and don't know the exact date, but we are looking at getting Pete back on the show, I think in June. Good, he's going on a cross the nation car ride.
Speaker 4:Yes, the Great Race Across America.
Speaker 1:The.
Speaker 4:Great Race Across.
Speaker 1:America which will be launching.
Speaker 4:We'll have a great party here to get him sent off, but then they'll be driving from Owensboro, Kentucky, up to Maine this summer.
Speaker 1:Is that in June? Yes, okay. Well, pete, if you're listening, we're expecting you to be back here in June to talk to us all about the Great Race, and we enjoyed kind of following along last year and look forward to you guys doing it again this year, again putting Statesful on the map. So, vianna, we appreciate you guys so much, we appreciate your investment in Statesful and we're proud to call you our neighbor.
Speaker 4:Thank you, thank you very much.
Speaker 1:Thank you. Southern Distilling everyone. Thank you.
Speaker 2:Thank you for joining Discover Statesful. You can email us at discover at statesfulnccom. Check us out on Facebook at Discover Statesful NC hashtag Discover Statesful and our website, statesfulnccom. Catch us next week as we continue on our journey to uncover the hidden gems, culinary adventures, entertainment, and to be inspired and enlightened as we Discover Statesful.
