Hercules Mulligan was born during the Covid-19 pandemic and initially marketed through a direct-to-consumer push. After becoming one of the best-selling new brands in the liquor direct-to-consumer industry, the brand has built a distribution network of more than 40 markets in just seven months.

"We built a solid fan following nationally with consumers via DTC, and we're excited to now leverage our national awareness by expanding to over 40 U.S. markets," says Luttmann. "We are also honored to be a consumer-supported brand, having raised over $3m on-line via our enthusiastic base of 2,000 consumer-investors, as well as some very prominent investors from the industry." Notable industry investors include John McDonnell (former President, International & COO, Patron Tequila), Guillaume Cuvelier (Founder, Svedka Vodka; former Co-Chairman, Davos Brands), Mark Andrews (former Chairman and Co-Founder, Castle Brands), Gilbert Schneider (former CFO, Seagrams), Roseann Sessa (former VP Marketing at Castle Brands, current President at Savvy Drinks), and Ben Weinbroer (former sales executive at Rabbit Hole, Whistlepig, and Leblon).

Hercules Mulligan's Sales Leader is Anthony Faletra, VP Sales (former GM, Hammer & Sickle Vodka; former Brand & Sales Director, Red Hook Brewery). "Our approach to distribution is to work with real brand-builders at the local level," say Faletra. "In some cases, we work with the local independent distributor who has a passion for building new emerging brands. In other cases, we work with a national distributor who has strong regional capabilities. But in all cases, we work with our top customers directly, working with our distributor partners to provide education and service above and beyond the industry standard."

Hercules Mulligan was a tailor, Irish immigrant, spy and unsung hero of the American Revolution.  He's immortalized in the brand.  Distribution has been focused in retail stores for home consumption, and Irish Pubs and Neighborhood Bars for the on-premise.

The distributor network includes 20+ open and control state markets with RNDC including West Coast, Mid-Atlantic, and New England markets; Empire Merchants in NY State; Martignetti in Massachusetts and Rhode Island; Empire in Georgia, Tennessee, and Colorado; Greenlight in Texas; Grantham in Florida; ProMark in Illinois; Cork in Nevada; General Beverage in Wisconsin; Bell Boy in Minnesota; and Mystic in Louisiana.