The Tale of Moon Moonshine: On the Road to 100 Bars

When the founders of Moon Moonshine, Amit Singla and Penny Peavler, worked together in 2020 through an MBA program mentorship, they had no idea that they’d be planting seeds for an idea that would revolutionize the whiskey industry for years to come. 

As Singla, a Fortune 500 consumer-product marketing consultant, guided Peavler through her MBA journey, they connected through a shared passion for the consumer product marketplace and, as fellow Kentuckians, a deep love for bourbon. Drawing on her experience as the founding director of the Official Start of the Kentucky Bourbon Trail and CEO of the Frazier History Museum, Peavler threw herself into deepening her expertise. She curated an immersive exhibit on the Prohibition era and white whiskey and took master classes on the ins and outs of whiskey production. 

But even still, the entrepreneur pair felt like they needed to do more and give back by preserving the history of whiskeys for generations of drinkers to come. That’s how Moon Moonshine was born.

Through numerous series of trend forecasting, Singla and Peavler spoke with over 400 21-29 year olds about what they want to see in a spirit. They took every detail possible into account especially flavor, drinkability, sugar content, and accessibility. They went through several rounds of sampling, trying over 30 different flavor profiles to concoct just the right ones. Whatever it took, their moonshine was going to embody everything young drinkers wanted in an ideal liquor. 

Moon Moonshine is an authentic, grassroots effort. Singla and Peavler believe that successful brands are built through positive relationships, and a great spirit is built in by the bars. The ultimate vision is being the #1 moonshine brand in America, but the only way to get there is through one bar at a time. By August 2026, Moon Moonshine will achieve its first milestone of being in 100 different bars. Since officially launching this past July, they've expanded into 27 Florida bars from the Panhandle to Fort Lauderdale. Between their caring, customer-centered model, product consistency, and responsible marketing and consumption, Peavler and Singla are just getting started. 

Moon Moonshine is preserving history for a better future. Through actively teaching new drinkers about the history of whiskey through Moon Moonshine in their 20s, they will remember its impact and standout qualities in their 30s and beyond, making it their go-to liquor. 

At the end of the day, Moon Moonshine represents the passion of two “scrappy entrepreneurs from Kentucky”, as Singla loves to say. They are disrupting the alcohol industry for the better with a versatile, unmistakably modern spin on not only a liquor brand,

but also a core chapter of American history. When raising your glass of Moon Moonshine with your friends, loved ones, and passersby, we hope our legacy radiates through each sip, and are so excited to become part of the core memories you make at your favorite bar. Whether at the first bar or the 101st, we guarantee that Moon will reflect the pride we have not only in our team but also in you, the drinker, and the whiskey world as a whole. 

The Moon Milestone Gallery

Alongside our Road to 100 bars journey, we're excited to share more of our story through photos highlighting our proudest milestones thus far!

Our first pickup set of sample bottles where we were helping to formulate our delicious product and get samples made. This image rustically captures the entrepreneurial spirit and the “whatever it takes” mentality to get our product out on into the market.

The very first bar purchase of Moon Moonshine! These folks made history at Elkborn Tavern in Lexington, KY.

A photo full of “firsts”! We made our first sale at Elkhorn Tavern in Lexington, KY, right in the heart of Moon Moonshine’s home. This is the first customer check our company ever received.

Getting our product off the ground surely takes a village! Amit and his family hand label the initial product run together.

Every liter of Moon Moonshine is hand-bottled and hand-labeled right in the Blue Grass State. Here’s an inside look into that process.

In July 2025, we officially launched Moon Moonshine across the state of Florida. Every day, we clink our glasses to our hard working, talented staff. Find us at a bar near you from Tallahassee to Fort Lauderdale, and be sure to check out our socials. All of it is made possible by this crew right here. To the moon baby!