Mike Rowe to promote whiskey brand at Southern California Costco locations
KNOBEL Tennessee Whiskey, founded by television host Mike Rowe, is expanding distribution to select Costco stores in Southern California this November.
KNOBEL Tennessee Whiskey is launching at 14 Costco locations across Southern California. To coincide with the retail rollout, brand founder and television personality Mike Rowe will host promotional appearances at the Cypress and Van Nuys stores in early November.
The whiskey, which retails for $39.99, is produced using the Lincoln County Process and aged for five years in new American oak barrels. The brand, named after Rowe's grandfather, operates in partnership with the mikeroweWORKS Foundation, a non-profit that advocates for skilled trades and career opportunities in the skilled labor sector.
In addition to the two signing events, the product is now stocked at other regional Costco outlets, including locations in Burbank, Torrance, and Huntington Beach. The brand previously received recognition at the 2026 American Distilling Institute International Spirits Competition.