Upstate Business Becomes First Distillery Allowed to Manufacture in City Limits
A group of engineering pals are mixing their passion for spirits to make historical strides in downtown Greenville. Locals, Lisa Messenger, Todd Harbin, and T.C. Beinke, recently opened their enterprise, New South Spirits Distillery, on Augusta Street, forever altering the landscape of this charming southern city.
Defying Obstacles to Pursue a Dream
“The companies we owned previously were all engineering-focused and involved product testing. However, with this venture, it’s our product from birth to grave. We’ve literally poured ourselves into it,” affirms Lisa Messenger. These innovators specialize in high-quality artisanal rum and tequila, surprisingly, deeply distilled in downtown Greenville.
Historically in Greenville’s downtown, distilleries weren’t permissible. Tasting rooms were allowed within city limits, but the manufacture of liquor was strictly prohibited. However, the landscape changed in the summer of 2023 when lawmakers broadened the zones where micro-distilleries and microbreweries could operate. “Being the first within this area is a huge responsibility. It’s simultaneously exciting and daunting,” confesses Todd Harbin.
A True Testament to Local Spirit
Their commitment to Greenville is tangible, as displayed through their product branding. Images from Greenville adorn all their rum bottles, whereas images from Myrtle Beach grace their agave beverages. Harbin passionately states, “We wanted to do this in Greenville. We’re an SC-certified producer and take representing this region very seriously.”
Distribution of Duties Securing Success
Harbin, apart from being a co-owner, acts as the head distiller, responsible for the entire process of liquor creation. Lisa oversees the bottling, marketing, and accounting, while T.C. acts as the master cocktail creator.
The process of learning and mastering distillation has been self-taught. Regarding the journey, Harbin says, “Transitioning from the birth of the idea to getting it onto store shelves- it’s quite extraordinary. Watching something being born and seeing it reach the market is inspiring.”
Embracing the Future
The company has recently partnered with a distributor, hopefully bringing their creations to store shelves soon. Pending this, the owners invite guests to stop by for tastings and tours from Wednesday to Saturday. But due to state laws for ABC stores, New South Spirits cannot operate past 7 p.m. For now, they intend to extend their operating hours once they add a food offering to their menu.
