John Rich Launches Redneck Spirits Group

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Pictured (L-R): TJ McDaniel, Heather McDaniel, Kevin Sachs, John Rich, Elaine Wordsworth, Steve Wordsworth and Jason Rebrook. Photo: Jason Davis Photography

John Rich has announced the launch of Redneck Spirits Group, a venture to send Redneck Riviera liquors nationwide.

The new entity, partnered with Bonavita Beverage Group of Louisville, Ky., will offer popular Redneck Riviera and Granny Rich Reserve Whiskeys, and ready to drink Howdy Dew!, an 8% ABV flavored malt beverage.

“Our motto is, ‘Work Hard, Play Hard’ and that is what the team at Redneck Riviera has done,” says Rich. “Since we launched in 2018, we have been honored with awards and deemed one of the fastest growing American whiskey brands on the market. Today, we are proud to announce a new chapter with the Redneck Spirits and Bonavita Beverage Group. It is an exciting time for the Redneck Riviera brand, and we are looking forward to building an even larger footprint with our new partners in Kentucky.”

Since the launch of Redneck Riviera Whiskey in 2018, the brand has seen a lot of growth. In less than 18 months, the brand has gone from a regional to a national brand in over 40 states. The new partnership will allow the brand to go to the next level.

Folds of Honor will continue to receive a portion of every bottle sold. To date, Redneck Riviera bottle sales has helped fund over 100 scholarships to children and spouses of our fallen and disabled heroes.

“We are thrilled to be part of the Redneck Riviera team as we help build the next chapters with John,” says Kevin Sachs, one of the principal founders of Bonavita Beverage Group. “After one short meeting, we felt immediate chemistry and like-mindedness. What John and his team has accomplished by bringing a product into a competitive market in a unique fashion in a very short period of time is remarkable. RRW is becoming one of the great success stories in American whiskey and brand creation in recent years. The Bonavita Beverage Group was formed in 2020 for the express purpose of scaling craft brands. We knew we could help take Redneck Riviera to the next level. For us, this is not another “celebrity brand,” but a lifestyle brand with depth and roots that truly stands for something, and is the essence of John Rich—proudly American, patriotic, rugged, blue collar, work hard, play hard. The connection to Folds of Honor is sincere, authentic, humble and respectful.”

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