How CarbonBetter Supports Fierce Whiskers’ Sustainability Journey
Fierce Whiskers, a grain-to-glass Texas whiskey distillery, is leading the industry in sustainability with CarbonBetter’s guidance.
When founders Tri Vo and Tim Penney established their Austin-based distillery, they envisioned creating world-class whiskey while making sustainability a cornerstone of their operations. Even before producing its first bottle, Fierce Whiskers (FW) partnered with CarbonBetter’s Climate Services division to embed sustainability into the heart of its operations. This proactive approach ensured that FW wasn’t just distilling the best whiskey in Texas—it was doing so in a way that minimized its environmental impact. CarbonBetter has supported FW at every step to achieve its sustainability goals, guiding them from initial disclosures to full transparency and pioneering product launches that set new spirits industry standards.
From the outset, CarbonBetter partnered with FW to build a foundation of sustainability practices and internal processes that would support long-term impact. Through initiatives like installing a rooftop solar array, creating efficient energy management systems, and defining key performance indicators (KPIs), CarbonBetter enabled FW to set up the infrastructure necessary to grow responsibly. By embedding these practices into its daily operations, FW was able to reduce its environmental footprint and establish a baseline for tracking future progress. In the following sections, we’ll discuss how FW built on this foundation to release yearly sustainability reports and launch sustainable products with CarbonBetter’s guidance.
Sustainability Reporting: CarbonBetter Enables FW’s Journey from Initial Disclosures to Full Transparency
First Report: Prioritizing Early Transparency
Fierce Whiskers’ Goals
FW’s inaugural sustainability report, released in 2021, marked the beginning of its commitment to transparency and set a baseline for tracking progress even before full production began. The report detailed early efforts in sustainability, including emissions and energy usage tracking from the first whiskey barreled in 2020.
This report demonstrated that even early-stage companies could disclose meaningful environmental data, laying the groundwork for future sustainability efforts. As you’ll read in this blog post, the key is to start somewhere—no matter how small—and continue progressing with incremental steps.
CarbonBetter’s Role
To develop its environmental baseline, CarbonBetter worked closely with FW to establish foundational practices, guiding the development of data collection and reporting frameworks for Scope 1 and 2 emissions, such as natural gas usage and electricity consumption. We calculated emissions, energy consumption, water use, and waste against production rates, using proof gallons as the unit of measure for whiskey production. Our team used methodologies aligned with the Sustainability Accounting Standards Board (SASB) standards for the Food & Beverage Sector, specifically focusing on Energy Management, Water Management, and Ingredient Sourcing.
Key initiatives included installing a rooftop solar array in April 2021, which provided 14.5% of the distillery’s electricity in 2022 and 9.1% in 2023, reducing reliance on grid power and contributing to Austin Energy’s renewable energy goals. CarbonBetter assisted in selecting the solar panels that aligned with FW’s long-term sustainability goals and identified KPIs for tracking progress, setting the stage for future Scope 3 emissions reporting.
Second Report: Adding Scope 3 Data & Scaling Production
Fierce Whiskers’ Goals
For its 2022 report, FW turned to CarbonBetter for help expanding its sustainability reporting to include some Scope 3 emissions data, providing a more comprehensive view of its environmental footprint. While Scope 3 data was initially limited to emissions from the production and transport of inputs, FW continued to develop a more detailed accounting framework for future disclosures.
This second report captured some supply chain impacts, including ingredient sourcing, transportation, and packaging. For instance, sourcing grains from Amarillo, Texas, presented challenges due to the region’s high water stress, emphasizing
the importance of considering environmental and socio-economic factors in procurement decisions. This broader perspective enabled FW to set reduction targets aligned with its growth trajectory.
CarbonBetter’s Role
To achieve FW’s goal of continued improvement and expanding disclosures, we guided FW in setting transparent improvement goals and refining processes for tracking Scope 3 emissions to ensure the data was accurate, accessible, and actionable.
We calculated FW’s indirect emissions, developed methodologies for continuous monitoring, and integrated the expanded reporting framework into annual disclosures. Our approach followed guidance from Life Cycle Assessment (LCA) standards and utilized emission factors from resources such as the U.S. EPA’s eGRID for Scope 2 calculations and Title 40 of the Code of Federal Regulations for Scope 1.
“We wanted sustainability to be part of who we are, so from the very beginning, we set out to consider how things could be done sustainably. We really want to invite other brands and competitors to do what we’re doing. We don’t want to be the first and only; we want to be the beginning of doing things better.”
TRI VO, CO-FOUNDER, FIERCE WHISKERS
Third Report: Reducing Emissions Intensity Amid Production Growth (2023)
Fierce Whiskers’ Goals
The 2023 report highlighted FW's achievements in lowering emissions intensity while increasing production. FW tracked on-site water management against production outputs and improved data accuracy by installing a discharge meter to monitor actual water discharged from the facility.
Total emissions across Scopes 1, 2, and 3 were reported at 1,077 metric tons of CO2e, reflecting a significant reduction in emissions intensity per bottle. Energy efficiency efforts, such as the generation of 66,927 kWh from the rooftop solar array, contributed to this success.
CarbonBetter's Role
With baselines set early, and progress made with each reporting year, CarbonBetter continues to support FW in its efforts to manage its emissions intensity while scaling and enhancing reporting quality and consistency. For this third report, our team worked with FW to address data limitations and expand the scope of environmental metrics, including water use and waste management, as part of the comprehensive sustainability strategy. By refining data collection processes and aligning reports with industry standards, we help FW clearly communicate progress to stakeholders.
Pioneering Sustainable Spirits Product Launches with Carbon Accounting and Offsetting
Fierce Whiskers’ Goals
FW’s journey toward sustainability included groundbreaking product launches that set new benchmarks in the spirits industry, including carbon-negative and carbon-neutral bourbon.
In 2022, FW released the world’s first carbon-negative bourbon, called Five O’Clock Shadow. FW later launched Smoke + Mash, Volume 1—a carbon-neutral whiskey—in 2023. While FW aims to make the best whiskey and bourbon in Texas, they needed CarbonBetter’s support ensuring these key launches had a neutral or negative carbon footprint.
Building on this success, FW later launched its first main product, called Texas Straight Rye Whiskey, available for purchase online or on-site at its Austin-based distillery.
CarbonBetter's Role
To achieve FW’s carbon goals with Five O’Clock Shadow and Smoke + Mash, Volume 1, we conducted comprehensive carbon accounting for each product's lifecycle, covering emissions from grain cultivation to distribution.
Our accounting methods utilized standard protocols for carbon footprint calculations, including Scope 1, 2, and 3 emissions based on operational boundaries defined in collaboration with FW. Then, we guided FW in selecting impactful carbon offset projects, such as regenerative grazing initiatives in Texas, where they source ingredients that support soil health and local agriculture. We also helped expand FW's Scope 3 tracking for a more holistic view of each product’s environmental footprint, allowing the distillery to communicate sustainability achievements effectively.
As a result of this work, FW launched Five O’Clock Shadow bourbon and Smoke + Mash, Volume 1 whiskey as carbon-negative and carbon-neutral spirits, respectively, offsetting 7.32 metric tons of CO2e through high-quality carbon projects.
You Don’t Have to Wait – Start Now
At every step, CarbonBetter has helped FW achieve its sustainability goals through a pragmatic, step-by-step approach—ensuring that each action taken was both impactful and manageable. This approach has proved that organizations can begin wherever they are and make significant progress. FW has made remarkable strides, from early reporting and expanding disclosures to pioneering sustainable products. CarbonBetter has been a trusted partner throughout, helping FW navigate each step to integrate sustainability into the distillery's growth. If you're ready to start your sustainability journey, don’t wait. Partner with CarbonBetter to make informed decisions, take meaningful action, and achieve your sustainability goals.
No matter where your organization is in its sustainability journey, we're here to help. Contact us today to learn more.
CarbonBetter guided Fierce Whiskers in developing annual sustainability reports aligned with industry standards such as the Sustainability Accounting Standards Board (SASB) and Life Cycle Assessment (LCA) methodologies. This approach allowed FW to report on Scope 1, 2, and 3 emissions accurately, which supports both compliance and stakeholder engagement through transparent communication of environmental impact.
CarbonBetter provides end-to-end support for sustainable product launches by conducting detailed carbon accounting across each product’s lifecycle, from raw materials to distribution. For FW, this included selecting high-impact carbon offset projects and sourcing renewable energy solutions that allowed them to launch carbon-neutral and carbon-negative products, effectively setting new standards within the industry.
For companies looking to initiate or enhance their sustainability efforts, CarbonBetter offers a comprehensive approach that includes setting up emissions tracking and reporting, renewable energy integration, product lifecycle assessments, and carbon offset selection. Their step-by-step, scalable framework is tailored to meet each company’s unique goals and position them as sustainability leaders in their market.
Ready to go carbon-negative?
At CarbonBetter, we believe in progress over perfection. It’s not about doing everything—it’s about doing something. With over a decade of experience in the energy industry, we partner with organizations to guide them in the transition to a net-zero economy. CarbonBetter’s sustainability specialists work closely with partners across all industries to integrate sustainability solutions seamlessly into any business.
CarbonBetter helps organizations of all sizes measure, reduce, report, and offset their emissions, and tell stories about their sustainability journey.
Telling stories about sustainability efforts helps other organizations take action that will then, in turn, inspire others—it's never too early or late to start.
Read More About Fierce Whiskers' Sustainability Journey
Fierce Whiskers Distillery 2023 Sustainability Report
Fierce Whiskers, a minority-owned American bourbon distillery, focuses on quality and sustainability from grain to glass. The 2023 report shows a continued reduction in emissions intensity, increased solar energy use, and the launch of its first main product.
Fierce Whiskers Launches World’s First Carbon-Negative Bourbon
The Austin distillery Fierce Whiskers is releasing 257 carbon-negative bottles of Five O’Clock Shadow from Barrel #47 in a limited release.
Fierce Whiskers Releases Carbon-Neutral Smoke + Mash Volume 1
In its first rye whiskey release, Fierce Whiskers has 454 bottles carbon-neutral bottles from barrels 255 and 270 ready to go.