The collaboration leverages the historic 1926 theatre facility of Kennay Farms to manage the entire lifecycle of a liquor brand. This "farm-to-glass" model utilizes grain grown on the family’s own land, with spent mash recycled back into agricultural operations to feed livestock. The infrastructure includes onsite laboratory testing, a test kitchen for cocktail formulation, and an inventory of over 3,000 aging barrels, allowing the venture to produce a diverse range of vodka, gin, bourbon, and rye.

Bella Rio handles the commercial side, including marketing, label design, and e-commerce support. The portfolio currently features ROCK'N Vodka and Bella Rio Bourbon, both linked to Cheap Trick guitarist Rick Nielsen. The company is actively vetting two additional celebrity partnerships and has opened a Regulation Crowdfunding offering to invite outside investors into its expansion efforts. Beyond production, the venture is securing high-profile retail milestones, including an upcoming appearance at the 300th store opening for Total Wine & More in Lansing, Michigan, on October 23, 2026.