Today we’d like to introduce you to Floyd Wheeler.
Hi Floyd, thanks for joining us today. We’d love for you to start by introducing yourself.
The CEO of Free State Distillery, Inc,, Floyd “Beau” Wheeler is not only an Executive Bourbon Steward, but also Wine and Spirits Educational Trust (WSET) Level 2 certified and has been awarded the Distinctivo T Award by the Consejo Regulador del Tequila in Mexico City, Mexico. His journey to launching his brand began with a small barrel his father bought him as a Christmas gift more than 10 years ago. Already an avid bourdon hunter and collector, the small barrel became a test bed for honing flavor profiles in spirits and the most requested pour at his many house gatherings over the years. In 2017 he learned through an article in Whiskey Advocate Magazine that brands could actually buy barrels of whiskey on a large scale and create their products. From there he also decided he wouldn’t only make great bourbon, he would make great and exceptional spirits. From his home gatherings he felt like people who enjoyed Rum, Vodka, and other spirits were sometimes left out of the instant culture and community that sprang from bourbon. He wanted to expand the tent and invite everyone to the table with an exceptional and interesting pour.
Background:
Mr. Floyd Wheeler focused on adult learning and development for over 20+ years before broadening into the full lifecycle and scope of Talent Management, Organizational Development and Performance. Mr. Wheeler led the U.S. Defense Intelligence Agency and Intelligence Community in several global learning, development, and performance programs in support of national security. Floyd’s last role in Government was leading the U.S. Food and Drug Administration’s Learning and Organizational Development program focused on scientific and regulatory employees in a wide variety of fields and levels.
In his last role before launching the distillery and spirits brand, Floyd was the Vice President of Talent Management and Development at Sonos, Inc. Floyd holds a Master’s in Educational Technology, as well as executive certifications from the Pratt Institute and Massachusetts Institute of Technology (MIT) where he completed programs in Design Thinking and Executive Education program in Strategy and Innovation at the Sloan School Management.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Definitely not a smooth road. Our primary challenge has been funding and very much related, location. We began looking for a space to operate in 2018 and even though we were pre-approved for almost $1 Million to buy, the zoning for distilleries limited us to an area that was managed by one property group who refused to do business with a start-up in any capacity. We didn’t need that much money, only about half of that to start, but because we couldn’t buy we had to lease. The lease is almost double what the loan would’ve been, and we’ve been paying that since 2020 – I estimate this has cost us about $150k in non-revenue generating expenses so far and continues to cost us every month. Compounding this, I was laid off in June of 2024 and my wife in March of 2025. I had a short severance worth about 3 months – enough time to open the doors on the distillery in earnest in October 2024 and then went from a ~$300k annual salary to nothing. My goal was to get another job, at least part-time, however running the distillery has proven to be a more than full time job. I can’t see a way to run it effectively and work even part-time. My wife, Kimberly, has supported us as best we can on 1 salary/severance. If it wasn’t for her we would’ve lost everything we’ve built personally and in the distillery. She was laid off overnight after 21 years of Federal Government service. So far it has been a curse but also a blessing in that she has had time to support me fully for the last several months, but time is running out on her severance and we will ultimately have to make tougher decisions even if she’s able to find employment.
We’ve been impressed with Arthur Wheeler Spirits Co., but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Our brand is Arthur Wheeler Spirits Company. Our distillery is called Free State Distillery Inc. Our brand is exceptional spirits together. What makes us unique is we focus on premium spirits in multiple categories under one brand vs. one spirit done multiple ways. We can’t and won’t hide behind fanciful names for our products. Our name, Arthur Wheeler, is my name, my father’s & grandfather’s name. I stand on it and behind it. I create exceptional spirit expressions in every category or it doesn’t come to market (which is why we don’t have a Gin yet – I haven’t been happy with one yet). We right now offer limited releases of Bourbon, Rye Whiskey, Agave Spirit, Rum, & Vodka. I am most proud a few things – 1st – we created a space where our community can come together. We didn’t just put a bottle on a shelf, we created a space where we’ve hosted toy drives, campaign fundraisers, community listening sessions, mental health panel, retirement parties, expos for small businesses and other causes all in the first year. 2nd – Our spirits have one 7 international medals including 4 golds, and the Best Craft Whiskey of the Year 2025 at the International Bartenders Spirits awards in San Fransisco. I knew I had a good palette for spirits, but this solidifies for me that I belong in this industry – 3rd – We are the first official whiskey partner of the Washington Commanders. They were gracious enough to bring us on as a partner before we even had liquid in a bottle. We attribute a lot of our early success to this partnership. I am a lifelong Washington and Baltimore Oriole fan!
What makes you happy?
Bringing people together. I just love watching have people a good time. I don’t necessarily need to be having one with them I just love watching it. I think I get this from my dad hosting BBQs at our house growing up and once I was old enough to not be playing with other kids, it was he and I on the grill, cleaning up, taking care of people during the BBQs that I enjoyed the most. Just creating the environment for people to laugh, get to know each other, talk about their histories and experiences, it fuels me and gives me energy. Even after being on my feet for a full day of working the bar, doing tours, manning events, the next day I’m usually the most energized from feeding of everyones energy the night before. It’s pretty magical.
Contact Info:
- Website: www.awsco.co
- Instagram: @awsco.co / @freestatedistillery
- Facebook: https://www.facebook.com/FreeStateDistillery/ https://www.facebook.com/awscodotco
