EST. 2022
About Lionheart Whiskey Co.
We’re inspired by the values of Lionheart: having the courage to be exceptional. That’s the foundation that each of our hand-selected whiskeys are built upon—bold yet elegant, familiar yet new, and best shared with friends. You see, when you’re passionate about something, you want to be part of it, contribute in your own way. And then share it so others can enjoy and appreciate it as much as you do. That’s how Lionheart Whiskey Co. began.
Each expression of our barely legal rye whiskey is well balanced, sweet yet spicy. Every barrel is meticulously hand-chosen and then carefully blended for a one-of-a-kind flavor. For now, we’re focused on “barely legal rye” at 51%. This is a nod to the high-rye whiskey America was raised on, while bringing in notes of bourbon that our wonderful neighbors to the East created and we’ve grown to love. We invite you to gather with friends, share a bottle, and raise a glass to living boldly.
Simply put, quality is the foundation for our whiskey. And being able to contribute to the local and national whiskey community with Lionheart Whiskey Co.’s distinct flavors is an honor that we’re excited to share with you.
Distillation & Aging
Contract distilled by one of the best “big guys” in the game, our barrels age in rickhouses for at least five years.
Blending & Proofing
After our barrels mature, we bring them into the carriage house (our production room), then meticulously intertwine them to create our perfect blend—using only the best, natural Missouri limestone spring water to add a familiar taste of home.
Finishes & Bottling
Some barrels are selected for our experimental wood finishing series. Others go straight from the barrels or proofing tank into bottles. All of it happens right here in Hermann.
Distillery Tours
Get a behind-the-scenes look at how our bold spirits are made, hear our story, and enjoy a guided tasting flight — capped off with a hands-on lesson in crafting the perfect Old Fashioned. Walk-ins welcome.
Pairings & Events
Join us for one-of-a-kind whiskey pairings, small corporate retreats, or private gatherings. We host curated events designed to delight your senses and bring people together — all centered around our bold, small-batch spirits.
Founder's Friends
Gain access to limited-edition releases, events, and behind-the-scenes content. Become part of our story, join an exclusive group of supporters who share our passion for craft spirits and community.
It’s Time To
Meet the Team
Clayton Newell
PROPRIETOR
When you find something you’re passionate about, you go all in. Clayton has always preferred and appreciated the complex flavor of whiskey. After many years of tasting incredible whiskeys and developing a palate for the variety of notes and flavors of whiskey, he knew he wanted to join the community of passionate whiskey makers. To do more than taste, but create and contribute by offering whiskey connoisseurs another premium spirit to share amongst friends. Because when you love something so much, you want to be part of it. Clayton is honored to roll up his sleeves and bring fresh, bold expressions of rye whiskey to the incredible community of whiskey fans everywhere.
Marie Newell
(CLAYTON’S WIFE) MARKETING
With a background in branding and a deep love for meaningful work, Marie has helped shape the look, feel, and story of the distillery from the beginning—designing labels, building the website, writing our updates, and bringing Clayton’s ideas to life one project at a time. You’ll find her giving tours, hosting events, and occasionally wrangling their two daughters between whiskey barrels. For Marie, Lionheart isn’t just a business—it’s a chance to live out her faith, invest in their community, and bring the wildest whiskey dreams to life—then makes sure people hear about them.
Brandi Lambright
ADMIN ASSISTANT & PHOTOGRAPHER
Brandi keeps Lionheart running smoothly—supporting Clayton, managing special projects, and making sure every guest feels right at home. With a background in photography, she helps capture the story behind our spirits through beautiful images and candid moments showcasing the heart of what we do. Talkative and full of heart, she never misses a chance to swap stories. Whether she’s coordinating details, greeting guests, or framing the perfect shot, Brandi brings warmth, creativity, and care to everything she does.
Ron Thomas
CENTRAL & EASTERN MO BRAND AMBASSADOR
Ron first discovered Lionheart as a guest. Now he shares the same sense of excitement with everyone who walks through the door. With a background in hospitality and training as an emergency responder, he brings calm confidence and genuine curiosity to every interaction. Outside of work, Ron enjoys studying stock trading and exploring new ways to challenge himself. Personable and full of good energy, he has a knack for making every guest feel welcome and part of the Lionheart family.
Nathan "Goldie" Goldstein
KANSAS CITY REGION BRAND AMBASSADOR
Goldie’s been in hospitality long enough to know that great experiences don’t just happen—they’re crafted. He brings that same mindset to representing Lionheart across Missouri, especially in the Kansas City area where he’s built strong relationships with retailers and local hotspots. Known for his easy charm and love of good conversation, Goldie shares our whiskey with the same passion he brings to everything in life—bold, genuine, and unmistakably his own.
Think Your Name Goes Here?
CONTACT CLAYTON FOR OPPORTUNITIES
Some of the Highlights IN
Our Brief History
2021
Renovations and restorations begin at 215 Schiller in the historic 1848 Dr. August Nasse building in downtown Hermann.
Participant in local community events like Cookie Walk and Santa Rampage, showcasing passion for food and beverage flavor and quality.
2022
Introduced the Founder’s Friends program.
Opened to the public at 215 Schiller in downtown historic Hermann on June 17, 2022. Hired two full-time brand ambassadors.
Volunteer and participant in various local community events in Hermann and throughout Missouri.
Organized and held German Town Jams, a free community concert series for the local community that benefitted the Hermann Arts Council.
Curated art for the showroom to elevate the tasting room experience.
Hosted first Motorcycle Show at River Front Park, benefiting the Hermann Community Food Pantry.
Won 1st Place at the HogsHead Smokefest as “Dad and the Barbecutie”.
Lionheart Small Batch Rye Whiskey Featured in Country Living Magazine.
Launched our online store, hosted our first pairing events, started selling Old Fashioned Box Sets due to customer demand.
Hosted “Old Fashioneds with Jesus” bible studies on Wednesday nights.
2023
Showcased product at Missouri Bacon & Bourbon Festival.
Debuted 1st Special Release: 8 Year American Whiskey with Barbados Rum Cask Finish.
Participated in Hermann Whiskey Trail, Hermann Harvestfest, Witches & Wine, Cookie Walk, and Santa Rampage. Continued bible study.
Hosted German Town Jams as a single event. Hosted second motorcycle show. Partnered with Juniper’s Gin Library for the first Backyard Chili Cook Off. All events benefiting local charities.
Defended 1st place title at Smokefest successfully.
Donated generously to multiple causes.
Welcomed more Founder’s Friends, expanded retail locations across the state of Missouri with a focus on Columbia to St. Louis routes.
Clayton and Marie partner to bring Clout Coffee to Hermann.
2024
Showcased product at Missouri Bacon & Bourbon Festival and Missouri Bourbon Fest.
Debuted Experimental Wood Series: Brazilian Amburana Cask Finish.
Debuted Coalesce, a blend of rye and bourbon whiskeys.
Welcomed more Founder’s Friends, expanded retail locations across the state of Missouri with an expansion into the Kansas City area.
Created 375mL box set of Small Batch & Single Barrel Rye for the holidays.
Participated in Hermann Whiskey Trail, Hermann Harvestfest, Witches & Wine, Cookie Walk, and Santa Rampage. Continued bible study.
Hosted German Town Jams as a single event. Partnered with Juniper’s Gin Library for the Backyard Chili Cook Off. All events benefiting local charities.
Won Beloved Pawn Food Fight to support the Hermann Youth Center. Lost 1st place title at Smokefest to Brandi’s husband.
Donated generously to multiple causes. Start selling tickets to raffle off the motorcycle to benefit Hermann youth.
Hosted Quench by Marley popup.
Sponsored SoulRoot Band. Started partnering with Lost Cousins in Macon, MO for events.
Attended the Missouri Bridal Expo and debuted the mobile bar trailer.
2025
Submitted 3 whiskeys to NYISC and won Gold, Silver, & Bronze.
Named Top 3 Things to Do in Hermann on TripAdvisor.
Welcomed more Founder’s Friends, expanded retail locations across the state.
Hosted multiple pairings and private tasting events in Hermann and Macon.
Showcased product at Missouri Bacon & Bourbon Festival and Missouri Bourbon Fest.
Participated in Hermann Whiskey Trail, Hermann Harvestfest, Witches & Wine, Cookie Walk, and Santa Rampage. Replaced bible study for adults at the shop with Youth Group at a local church.
Partnered with Juniper’s Gin Library for the Backyard Chili Cook Off to benefit local charity. Reclaimed 1st Place title at Smokefest. Continued sponsoring SoulRoot Band.
Donated generously to multiple causes. Raffled off the motorcycle to benefit Hermann youth.
Clayton and Marie exit Clout Coffee to concentrate fully on Lionheart’s growth.
Hosted Ave Maria Baking Company during Oktoberfest for boozy breakfasts on the weekends.
2026
Purchased the building and location at 215 & 213 Schiller Street
Added on-property stays to the experience as Rickhouse Retreats
…and so much more to come!
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