The expansion into New Jersey follows a broader growth strategy for the distillery, which successfully debuted in California earlier this year. Peter Kelly, Director of Craft Spirits at Fedway Associates, noted that the partnership centers on the brand's authentic narrative and product quality, positioning it to appeal to a demographic where women now account for 40% of whiskey consumption.

Happenstance produces a 90-proof, cabernet-style bourbon featuring notes of vanilla, hazelnut, honey, and toasted oak. The brand’s current portfolio includes the 6-Year Founder’s Edition and the 10-Year Reserve Edition. With this latest move, the company now maintains a retail presence in Tennessee, Texas, Florida, Georgia, South Carolina, California, and New Jersey.