Larrikin Bourbon names hospitality and brand director

Larrikin Bourbon Co. has named Susanna Westerfield as director of hospitality and brand engagement, adding a leader focused on consumer experiences, bourbon tourism and brand growth. The move comes as the Kentucky bourbon company expands into 18 states and leans into hospitality as a commercial driver.

Why it matters: - Larrikin Bourbon Co. is adding leadership aimed at turning hospitality and brand experiences into more consumer loyalty and sales. - The hire supports the brand’s expansion as it grows beyond Kentucky and seeks deeper engagement with bourbon visitors and buyers.

What happened: - Larrikin Bourbon Co. appointed Susanna Westerfield as Director of Hospitality and Brand Engagement. - The role is focused on consumer experiences, brand relationships and hospitality-driven growth. - Greg Keeley, founder and distiller of Larrikin Bourbon Co., said Westerfield brings bourbon industry experience, operational discipline and a hospitality mindset. - Westerfield said she is excited to join Larrikin at a stage of growth and sees an opportunity to create memorable bourbon experiences.

The details: - Westerfield previously held leadership roles at J. Mattingly Distillery in Frankfort, Kentucky. - Her background includes distillery hospitality, bourbon tourism, operational leadership and consumer engagement. - Her work has centered on building hospitality experiences that support loyalty and measurable results. - Westerfield’s expertise also includes team development, organizational change, system implementation, reporting optimization and cross-team training. - She has explored AI applications in the bourbon sector, including personalized consumer experiences, demand forecasting and operational efficiency. - Larrikin Bourbon Co. is available in 18 states. - The brand has received ASCOT Awards recognition, including Platinum and Double Platinum honors. - Larrikin describes itself as a Kentucky bourbon company built on craft, character and a spirit of good-natured rebellion. - The company says it emphasizes quality whiskey, memorable experiences and a distinctive voice in the bourbon category.

Between the lines: - The appointment signals that Larrikin sees hospitality as more than a tasting-room function and as part of its growth strategy. - Bringing in a leader with both distillery operations and consumer-facing experience suggests the company wants tighter alignment between brand story and business results. - Westerfield’s AI-related experience hints that Larrikin may be open to using data tools to sharpen guest experiences and operations.

What’s next: - Westerfield is expected to help expand Larrikin’s hospitality programs and strengthen consumer-facing brand work as the company grows. - Larrikin’s continued state-by-state expansion will likely increase the importance of experiences that build repeat demand and brand loyalty.

The bottom line: - Larrikin Bourbon is betting that hospitality leadership can help convert brand interest into durable growth.