After just four years of operation, Greensboro-based craft whiskey company Broadstreet Infamous has gained statewide popularity.
Most recently, the Lake Country business stepped onto a bigger stage as the official craft whiskey of Gas South Arena in Duluth.
For CEO Lorenze Tremonti, his venture with bourbon whiskey began nearly 10 years ago when he crafted the product as a personal hobby. When the COVID-19 pandemic unfolded, Tremonti saw it as an opportunity to hone his skills for the passion project.
“What started as a hobby and just trying to have fun and give samples to my close friends and everything, turned into something more serious when I went down to the Orlando Whiskey Festival,” Tremonti said. “[That event] was actually hosted by my business partner and best friend, Mark Matuszek. So, I showed up with a big pitch deck and these samples in a tasting flight, and it kind of shocked him. Then I asked him about coming on board, and he did.”
Tremonti said that before he visited the Orlando festival, he had convinced his childhood friend, Peter Allen, to join him in his business idea, and the two then worked together to get Matuszek on board. Allen now serves as the Broadstreet Infamous chairman, while Matuszek remains as the company president.
In 2024, the three purchased their building at 208 E. Broad St., Greensboro, where they are currently renovating the space into a distillery.
Tremonti added that to attain long-term success, the team also decided to begin distributing their products statewide late last year.
“We decided that we have to do what would give us leverage with these banking institutions and show them that we can distribute and make products that we can sell and get into stores,” he said. “We signed the distribution deal with Savannah Distributing Company, so that was a big linchpin for us. It’s working, and now we’re in just over 100 accounts, and we’re very proud of that fact.”
Tremonti said he also signed a deal with the Atlanta Gladiators, a Gwinnett-based professional hockey team, to operate as their official craft whiskey. To do so, he spoke with authorities at Gas South Arena, the ECHL team’s home arena.
“It's a huge accomplishment because, you know, it's 1.5 to 1.75 million people per year going in there for concerts or whatever's going on,” Tremonti said. “The recognition that you get from that obviously is a big boost, but we want to convey that everybody knows the plan was always to build that distillery, and we’re getting closer every single day.”
With the Gas South Arena deal signed, Tremonti said he now looks forward to hosting tastings at events there, giving thousands of attendees a chance to sample his company’s products.
Overall, Tremonti said he feels “honored” to have Broadstreet Infamous representing Greensboro and hopes the distillery will help increase tourism in the city. He said helping the community with the business is one of his team’s top priorities.
“We’re just making headway, and that’s what it’s about; every single day is to keep progressing and doing so until we break dirt,” Tremonti said. “It’s about making the dream work. Being a good steward of society matters more to us than anything, along with giving back to the community and doing things that are important for it.”