About
Handled is the licensed infrastructure that lets creators, clubs, and companies create and launch their own spirit. In weeks.
Ted Gay and Ian Williams first worked together at Churchill Downs, home of the Kentucky Derby and in the heart of bourbon country. Together they helped build TwinSpires, a leading online wagering business in one of the most regulated industries in America. In spirits they saw the same wall: the three-tier system is complex and puts middlemen between brands and their customers. They started Handled to do the messy stuff, so partners can create and launch their own bottle — in weeks, without a license or upfront cost.
The name on the bottle is yours. You own it.
Every bottle goes out under a partner's name, so quality is our job.
Licensing, compliance, and production are the hard parts. We take them off your plate.
Each drop has to be good enough that you want the next one.
Co-founder · LinkedIn
Ted spent nearly a decade at Churchill Downs Incorporated, where he served as Chief Strategy Officer, then President of TwinSpires. Most recently he was Chief Strategy Officer at Louisville Brands. A Lexington, Kentucky native, he holds an economics degree from the University of Virginia.
Co-founder · LinkedIn
Ian has spent more than two decades in regulated gaming. He was President of Online Gaming at Churchill Downs Incorporated, where he helped grow TwinSpires and led the early build of its sports betting and iGaming businesses, then served as COO of WynnBET and President of Wynn Interactive.
You choose the spirit and the profile. We source it from our multi-distillery network, including Log Still, Wild Turkey, Bardstown Bourbon, Barton 1792, and others. You get liquid with a real distillery behind it, without buying a barrel.
We design the label around your brand: your name, colors, and references. Or bring your own designer, and we make the final art compliant. You approve every label before anything is filed or printed.
We handle federal label approval (TTB/COLA) and state registrations, and every bottle is sold through licensed retail partners. You never need to become a liquor licensee.
We source the glass and closures and coordinate bottling and casing with our producers, on a timeline we confirm before we commit. You get a finished bottle with your name on it.
We build your drop page with age verification and checkout through licensed retail partners, who ship to most US states. We handle tracking and customer service. You share the link; we handle the orders.
See sales while the drop runs, and get a full breakdown when it closes. Payment arrives 30 days after fulfillment, with no unsold-bottle bill.
You never need to become a liquor licensee. Handled and our licensed retail partners handle compliance.
No fee, no cost per bottle, and no unsold-bottle bill. You earn on bottles sold.
Not net. A $79.99 bottle pays you $16. Gifting and pouring are priced per drop.
From sign-off to live drop in about 12 weeks.
The name is yours, on every bottle you sell, gift, or pour. You approve every label.
Each drop stands on its own. Do one, or come back for the next.
Creators
A limited-edition release with their name on it, sold straight to their audience.
Clubs
Country clubs and fan communities, for members, events, and the bar itself.
Companies
Client gifts, employee recognition, and numbered runs for VIPs and events.
Send a drop brief or book a 15-minute call with a co-founder. We'll come back with a bottle concept.
Write lfd@handledspirits.com or book a call. We reply within one business day.
About fifteen minutes and a few decisions on liquid and label. You promote the drop.
About 12 weeks from sign-off to live drop. Payment arrives 30 days after fulfillment.
| Company name | Handled Spirits |
|---|---|
| Type | Handled Spirits LLC, a Kentucky limited liability company. Licensed custom-label spirits company. |
| Founded | 2026 |
| Founders | Ted Gay and Ian Williams |
| Headquarters | Louisville, Kentucky |
| Website | handledspirits.com |
| Core offering | Licensed infrastructure that lets creators, clubs, and companies create and launch their own spirit. |
| Pricing | No upfront cost, no cost per bottle, no inventory. Partners who sell earn 20% of the shelf price. Gifting and pouring are priced per drop. |
| Contract terms | No long-term commitment required. Each drop stands on its own. |
| Services | Liquid sourcing, label design, federal and state approvals, production, drop page, fulfillment through licensed retail partners, reporting. |
| Distillery network | Log Still Distillery, Old Louisville Distillery, Wild Turkey, MGP of Indiana, Bardstown Bourbon, Barton 1792, Wilderness Trail, Green River |
| Licensing | Federal & state licensed. TTB/COLA-approved labels. Sold through licensed retail partners. |
| Timeline | About 12 weeks from sign-off to live drop |
| Contact | lfd@handledspirits.com · reply within one business day |
| Notable partners | Roaring Riot Reserve · Bottoms Up Vodka (Brandon Cole Bailey) · Matzah Ball Vodka (Country Club Adjacent) · Owl Creek Country Club |
| Social | Instagram @handledspirits · LinkedIn /company/handledspirits |
Nothing upfront. No license to buy, and no inventory to hold. On bottles you sell, you earn 20% of the shelf price. A $79.99 bottle pays you $16.
You earn on bottles sold. There is no unsold-bottle bill.
Payment arrives 30 days after fulfillment.
About fifteen minutes, plus a few decisions. A short call, then choices on the liquid and the label. You promote the drop. We handle the rest.
Yes. Bring your own designer if you like. You approve every label before anything prints.