Michael Paladini
“From Mattress Maker to Bourbon Maverick”
Michael Paladini’s narrative exemplifies modern entrepreneurship: he transformed a career in mattresses and tech into founding a distinctive bourbon brand that resonates deeply with consumers and critics alike. Paladini’s story is not the classic distiller-in-the-family origin; his ambition, creativity, and consumer-first mindset quickly carved out a place for Penelope Bourbon in the crowded spirits marketplace.
Originally from New Jersey, Michael graduated from Siena College in 2004 with a Bachelor's degree in Political Science and Government. After a short tenure studying in Spain, he returned to the U.S. to build business experience in sales and marketing leadership roles at high-growth tech firms like Salesforce.com, Buddy Media, SmartRecruiters, and Dynamic Signal.
In 2014, he co‑founded Bear Mattress with his brother. The company was a startup that rapidly grew and, by 2019, promptly earned its spot on Inc. Magazine’s list of fastest-growing private companies in the U.S. It was during this period of entrepreneurial success that Michael met his business partner (and neighbor) Danny Polise, and the two had an idea: start a bourbon company—not because they were distillers, but because they loved bourbon and believed that they understood what consumers truly valued in a good whiskey.
The groundwork for Penelope Bourbon was soon laid by Michael and his wife Kerry, alongside Danny Polise. The bourbon’s name came about to commemorate the expected birth of the Paladini’s daughter, whom they planned to name Penelope. Together, the trio sought to embody both celebration and craftsmanship. The company, initially based in Roselle, New Jersey, produced whiskey by outsourcing distillation via MGP, then applying its own unique finishing and proprietary blending techniques.
Penelope Bourbon’s rise was swift, even though early sales were made out of the trunk of Michael’s car because no distributor was initially interested. Their efforts paid off by September 2019, when they had secured distribution, and the brand rapidly expanded across 30 U.S. states and four countries by the early 2020s. Then, in May 2023, MGP/Luxco, Penelope’s partner/producers, made an offer to the Paladinis and Polise to acquire 100% of Penelope Bourbon for $105 million upfront, with potential earn‑outs available, pushing the value to as much as $215 million. The deal included inventory and intellectual property. Better yet, Michael and Danny were retained on board to oversee the brand’s continued growth. Now, in 2025, Michael serves as Vice President of Strategy at MGP, reflecting his strategic contributions to the parent company over their short partnership. Penelope Bourbon is now made at the historic Ross & Squibb distillery in Lawrenceburg, Indiana.
Michael Paladini’s consumer-first approach is notable: absent any legacy distilling background, he focused on what he, as a whiskey drinker, loved, and engineered his brand to fit that profile. Penelope’s blending strategy uses three different MGP mash bills, a method that offers unorthodox but compelling flavor consistency across its products, including Four Grain Bourbon, Barrel Strength, Architect, and the experimental Toasted Series. The brand has also earned acclaim by pioneering creative cask finishes, including French rosé, Hungarian Tokaji, Spanish Vino de Naranja, and other unexpected options, in a line called the Cooper Series. The rosé-finished bourbon, in particular, emerged from a suggestion by Kerry, Michael’s wife, and was developed after months of trials using grenache barrels and oak chip soaking to ensure a bold, balanced flavor. The Paladini’s impact on the spirits industry is thus shaped less by lineage and more by consumer empathy, creative finishing, and relentless hustle. In a field crowded with new brands using the same sourced whiskey, Penelope has managed to stand out through its quality and flavor innovation.
Michael joined Wine Enthusiast’s “Future 40 Tastemakers” in 2023, recognized for bringing a fresh perspective to American whiskey. Critics praised Penelope not only for its successful design but also for its disciplined branding and pricing strategy: great product, great price, and great accessibility. And even after acquisition, Penelope continues releasing inventive products, for example, their recently announced Peach Old Fashioned ready-to-drink cans, proving that the brand is not afraid to enter into new categories, even while staying grounded in quality bourbon.
Michael Paladini did not inherit whiskey credentials; he built them. From tech sales and mattress startups to launching Penelope Bourbon as a brand centered around consumer taste, family celebration, and innovation, he has redefined what it means to found a modern whiskey company. His bold choices of unusual blends, uncommon but tasteful barrel utilization, ultra-aged light whiskey, and ready-to-drink canned cocktails reflect both risk-taking and vision. Michael Paladini reminds entrepreneurs and whiskey drinkers alike that legacy comes in many forms, sometimes starting in New Jersey, simply with a newborn daughter and a dream.
Sources:
Penelope Bourbon homepage, www.penelopebourbon.com
Distillery Trail, MGP acquires Penelope Bourbon, www.distillerytrail,com, May 8, 2023
Contributed by Tracy McLemore, Fairview, Tennessee
