The Stories: They are the new generation of whiskey makers, making their brand pop on shelves to appeal to a consumer who cares about what they’re eating and drinking. “You never shut off:” there’s always something to do when you live where you work. Bourbon in coffee on Christmas morning is a tradition. Frey tests new products all the time.

The Backstory: Colby Frey comes generations and generations – 170 years – of farmers. Colby and Ashley met in college in Nevada. Colby woke up one day and thought, why aren’t we making whiskey with all that we grow on the farm? Once Ashley was introduced to farm life, she never wanted to go back to city life.

Words Of Wisdom: “Be good to the land, and the land will be good to you.” “Whenever you do something, you always have to give something back.” Farming requires optimism. “When I die I can’t take it with me; I have to take really good care of the land in order to pass it on.”

On Inspo: “We consider ourselves temporary caretakers, custodians, and stewards of the land.” Frey Ranch’s branding, packaging, and visuals are packed with meaning.

What Else: Colby Frey wants to be at the industry’s forefront for where the grains for spirits come from. Frey Ranch tours are complimentary. Frey Ranch hosts food + drink events, and creates exclusive cocktail recipes. Discover more:

freyranch.com