TOWNSEND, Tenn. - The Board of Directors has appointed Cassie Halley as the company’s next Chief Executive Officer, following her work this year leading marketing and retail operations and helping bring greater cohesion and clarity across the organization. 

Cassie comes from a blended background of agency marketing, brand strategy, and hands-on hospitality leadership. This mix has shaped her operational approach and her philosophy around building both culture and customer experience. Before joining Company Distilling, she served as CMO and COO of Little Arrow Outdoor Resort in East Tennessee, where she helped drive its evolution into a consistently sold-out, top-rated destination known for hospitality and community connection. 

As Company Distilling continues expanding its distribution footprint across Alabama, Colorado, Florida, Georgia, Missouri, Oklahoma, South Carolina, Tennessee, and Texas, Cassie’s perspective comes at an interesting moment for the craft spirits category. Growth has cooled, consumer expectations are shifting, and transparency around sourcing, production, and authenticity has become more important than ever. Cassie has a clear point of view on how younger leaders are approaching these challenges, how hospitality mindsets are influencing the next era of distilling, and where craft brands have opportunities that large producers often can’t move quickly enough to capture. She’s deeply interested in how distilleries can evolve as community anchors, how experiential travel shapes whiskey tourism, and how craft brands can meet consumers who increasingly care about the “why” and “how” behind what they drink. 

“Cassie brings a rare combination of operational discipline, creativity, and a genuine love for this industry,” said Master Distiller Jeff Arnett. “She understands how to build a brand that lasts, and she leads with the kind of clarity and respect that brings out the best in people.” 

Cassie added, “Company Distilling was founded on the belief that great spirits bring people together. I’m honored to help lead us into this next chapter and build on the foundation that’s already been laid.”