Everyone loves a good cocktail, but making one at home can be a hassle: you don't know how or have the ingredients, the time, or the tools. Plus, most bottled cocktails are made with inferior Spirits and flavor systems from a laboratory. We’re here to revolutionize that completely. 

Enter Hercules Mulligan, our take on an Irish Old Fashioned with three Rums, Ryes, Fresh Ginger and Bitters with “Rum & Rye;” and HM’s unique twist on a Manhattan cocktail, with two Irish Whiskeys, Ryes, and Maraschino Cherry Bitters with “Eyr & Rye” (Eyr = Irish and is “Rye” backwards, a “spy’s ultimate palindrome). All designed with HM the spy in mind to wow his guests and create some interesting discussion….

Hercules Mulligan Rum & Rye is a ready-to-serve Old Fashioned that lets you enjoy a first-class, bar-grade cocktail at home with no inconvenience. We want our consumers to have a trusted, high-quality cocktail right in their home bar.

Simply pour over ice and enjoy. Easy as that.

Our aged Rums are sourced from French Guiana, Jamaica, and Puerto Rico, our aged Rye Whiskeys come from New York, Pennsylvania, and the Midwest US, and our Irish Whiskey is a blend of grain and malt whiskeys from Ireland. Rum & Rye’s fresh ginger is macerated by our partner Josh Morton in Brooklyn.

Enter: Our Irish take on Manhattan

A delicious second act of the blockbuster revolutionary Ready-To-Serve Bottled Craft Cocktail: the Irish-American Manhattan. Like the man, the latest release, Hercules Mulligan Eyr & Rye, lives a double life—blending two iconic Spirits from both sides of the pond, uniting their distinct features into a ready-to-serve Manhattan. The Irish twist on the classy & classic cocktail is a blend of three Rye Whiskeys, two Irish Whiskeys, aromatic and maraschino cherry bitters, and a splash of cherry juice. Hercules Mulligan Eyr & Rye pays tribute to the unsung hero of the American Revolution by adding an Irish twist to a classic recipe, creating balance among duality.

We put the highest quality ingredients at the front of what we are doing. No fake ingredients or flavors - only the great quality spirits and real ingredients. Hercules Mulligan Rum & Rye and Eyr & Rye are blended and bottled by our Master Blender Mario Mazza in Westfield, NY. 

Does the name Hercules Mulligan ring a bell? Popularized in ‘Hamilton: An American Musical,’ Hercules Mulligan was an unsung hero of his time who tricked British soldiers into spilling their best-kept war secrets. Not to mention he also saved George Washington's life - twice. He was a real person with an incredibly badass story.  Not to mention, Hercules Mulligan is now one of the most sold drinks at the Richard Rodgers Theater, the home of Hamilton.

We can't imagine a better inspiration for a brand that's about to lead the revolution in the ready-to-serve cocktail scene. We evoke the same sense of bold independence in Hercules Mulligan. 

And it's not just us. Our data is backed by experts who awarded Rum & Rye a Double Gold medal at the 2021 San Francisco World Spirits Competition; Eyr & Rye a Double Gold medal at the 2023 San Francisco World Spirits Competition; and Rum & Rye 96 points and the Chairman’s Trophy at F. Paul Pacult’s 2023 Ultimate Spirits Challenge.

We are perfectly positioned in the cross-section of Whiskey, Rum, and Bottled Cocktails. With the growing popularity of these categories, Hercules Mulligan has found an ever-expanding audience. These categories combined generated over $4.4 billion of revenue on a yearly basis , and they are projected to grow even more.

This is the best time for you to join. 

According to our research, we are outrunning our competitors thanks to you, our community!

Community Owned & Built

We are continuing our meteoric rise after accomplishing an amazing crowdfunding round last summer. Here is how WE, the Hercules Mulligan Community, believe we are outrunning our competitors.

Building the brand - the community way

The Hercules Mulligan community is a mix of existing crowdfunding investors and Flaviar - one of the world’s largest Spirits communities, making the way we run the business, make decisions, and scale sales unique.  

With Flaviar, we can rely on established distribution channels and help with scaling on-premise (bars and restaurants) and off-premise (liquor stores, etc.), and maintain a loyal direct-to-consumer community of hundreds of thousands of devoted Spirits lovers.

With hundreds of thousands of members, data points, and reviews, we can fine-tune our product, scale the sales, and land new accounts, thus enabling us to move and grow considerably faster and smarter than traditional Spirits brands, in our view. 

Angels are joining our community

We know we cannot do or know everything by ourselves. Why not invite some of the world's smartest minds to join us. Over $1 million has been submitted by angels like Guillaume Cuvelier, founder of Svedka and co-founder of Davos Brands - owners of Aviation gin; John McDonnell, President and COO of Patron Tequila; and Brian Zeug, ex Managing Director of Google.

Power of the media 

Our meteoric rise and our superior product have received the attention of highly credible and well-respected media outlets, which reinforces our relevance, credibility, and interest to hundreds of new points of distribution. 

Experience and team you could only wish for

Hercules Mulligan’s team consists of seasoned Spirits experts, entrepreneurs, and professionals in the heart of the world - New York City. The founding team has launched, scaled, and sold successful Spirits and digital businesses before - so we know what it takes and how to do it again. 

Steve Luttmann, the founder of Hercules Mulligan, previously created Leblon, one of the most known Cachaça brands, and sold it to Bacardi. He has prior experience at an executive level from companies like Möet Hennessey and Unilever. 

Mario Mazza, owner of Five & 20 Spirits distillery in Westfield, NY, and owner of Mazza Wines, one of the largest wineries in Pennsylvania.

Ryan Malkin, one of the country's best alcohol attorneys and former attorney at Pernod Ricard, the second largest spirits company in the world

Anthony Falters, VP of Sales - Eastern Region, 20+ years in sales leadership in the industry; General Manager, Hammer & Sickle Vodka; Brand Manager & Region Sales Manager, Redhook Ale Brewery

Josh Katz, VP of Sales - Western Region, 15+ years in sales experience in the industry, including Head of Sales at Flaviar, National Sales Director at Bols, and Sales Manager at Russian Standard

Michelle Water, VP of Sales - Western Region, proven sales leader with experience as a Sales Rep at Regal Wines, leading on-premise manager for Fiji Waters and Justin Vineyards

In early 2024, we pivoted in our sales approach, bringing Josh Katz to manage the Western U.S., allowing Anthony Faletra to focus on the Eastern U.S. and Michelle Waters to manage process, planning, and reporting as our National Sales Director. We also redeployed our resources, swapping three FTE sales reps in Greater NYC in order to build a nationwide team of brokers, sales reps, and brand ambassadors remunerated predominantly on commissions. We now have 22 sales people across the U.S. driving HM sales.

We are taking the market by storm.

With over 100,000 bottles sold since launch, our sales revenues have grown by 69% from 2022 to 2023. Our new product, Eyr & Rye, quickly sold out when launched last year, and has widened the brand’s net to more “whiskey”-focused aficionados. We plan on continuing to present unique items in the future, with Rum & Rye continuing to be the brand’s flagship product.

On and off-premise growth and accounts + map 

Overall case volume was 3,271 9-liter cases, or 39,252 750ml bottles. Last year, Hercules Mulligan expanded to all major markets and is now actively selling in 28 markets. To more efficiently and effectively manage the broad footprint, we pivoted in early 2024, focusing on a commission-based approach with 22-person commission-based team of sales reps, brokers, and promotional assistants. Our main focus continues to be retail, focusing on the home consumer looking for the high-quality cocktail solution at home.

Ratings and reviews

Due to our reliance on data from hundreds of thousands of Flaviar users to constantly improve our Spirit to perfection, Hercules Mulligan has garnered over 3,000 reviews and ratings from Flaviar members, resulting in an average rating of 8.2 out of 10^X, compared to the "other Spirits" category average of 7.6 out of 10. Recently launched Eyr & Rye is already becoming a next favorite with a 9.3 out of 10 rating.

Even though we scaled the DTC sales, we still managed to keep an outstanding 18% repurchase rate, almost 3x bigger than the Flaviar standard. 

Our Gross Profit margin is currently 42%. Since we are already ahead of the game regarding profits, we plan to invest in repeat consumer sales as well as geographic expansion. 

Our vision is to create an authentic and iconic Spirits brand and a community that will become a staple in the industry. We want to show you how a Spirits brand of the future is built and how great it is to be part of one.

With so many new drinkers and fans, we want to give everyone a new opportunity to own a chunk of the future.

We also plan to develop product innovations to add to the Hercules Mulligan portfolio at higher price points and with different Spirits bases, creating other opportunities for consumers to enjoy the brand, leveraging credentials with our various communities along the way. We are particularly excited by our future “Secret Reserve,” in which we will offer rare age-statement dark spirits such as Ryes, Rums, and Irish Whiskeys under the Hercules Mulligan mark.

This Summer, we plan to open our brand home, The Herc, in a top tourist spot in Lower Manhattan, NYC. Located in a landmarked building on 220 Front Street, which is on a cobblestoned street in the South Street Seaport Historic District, The Herc will be a major generator of awareness, trial and buzz for visitors to NYC from across the U.S. and the world. In addition to our base products, The Herc will also serve as an incubator for new products and ideas, including “HERC”-branded wine and beer, and some unique merchandising offerings, such as our unique “book safe” containing 5 vials of HM’s Rum & Rye inside.

We are eager to claim an enormous chunk of this multi-billion dollar opportunity. We have the advantage, the resources, and the means that otherwise take years to build.

And this is where you come in.

We are here today to open the doors to a new round of funding and invite you to join in the success of Hercules Mulligan. There is strength in numbers.

We stand for community-supported Spirits. We stand for you. Stand with us and join the Spirits revolution with Hercules Mulligan.