Change is afoot at Firefly Distillery.
Known for years for its signature sweet tea vodka, Firefly is solidifying its hold in the world of whiskey. This summer, Firefly began distributing Bend & Steal, an American Whiskey that blends whiskey from Indiana and bourbon from Kentucky and Charleston. “We bend barrels that we steal from our friends,” said Firefly co-owner Scott Newitt.
While the whiskey has been available in the distillery for a couple of years, it just recently landed on retail shelves and can now be found in more than 200 stores. The whiskey is indicative of the evolution of the distillery, which was founded in 2005 by Newitt and Jim Irvin and has for many years been best known for its flavored vodkas and moonshine.
“It’s always been about the South. And tailgates,” said Newitt of Firefly’s reputation. “And Firefly will stay that, but this is a step up.”
Stepping up and out
Firefly moved to its current location on Spruill Avenue in the beginning of 2020, after outgrowing its original location on Wadmalaw Island.
Now, the distillery takes full advantage of its 20,000-square-foot facility and 18 acres of surrounding land, hosting sold-out, big-name concerts 20 times a year.
The concerts bring new visitors to the venue, which is the perfect opportunity for Newitt to try new products. “It’s a great way for me to expose people to new brands like Bend & Steal,” Newitt said.
The distribution of Bend & Steal isn’t the only new thing going on at Firefly; after years of remaining closed on Sundays, Firefly is now trying out new ways to get people into the space, even when they can’t sell bottles of the good stuff to customers.
You can head to Firefly for Sunday brunch twice a month, with NFL games streamed on big new TVs. And while you can’t currently buy liquor from the distillery on Sundays (hello, lingering archaic South Carolina liquor laws), Newitt hopes that will change soon.
Newitt also figures out if products are working by talking to the people buying them.
“I wanted to prove things at the distillery,” he said. “I’ve worked Saturdays with Jim [Irvin] and worked the cash register. When people do a tasting of Bend & Steal, and they buy it, I ask them what they liked.”
The hands-on approach isn’t new for the owners, who pride themselves on the family-focused aspect of the business.
“We’re still family-owned, and my wife, myself, Jim and his wife all work here,” Newitt said. “I think that really was the ultimate goal when we built Firefly.”
Firefly hosts its inaugural Fall Food Truck Feastival from noon to 4 p.m. Oct. 28. The family-friendly event is free to attend and features 25 food trucks, a local pop-up market and music from DJ Cabana Vibez.
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