With Burlington Roots, Watertown Whiskey Pours a Unique Concept into Massachusetts

A new coconut-flavored whiskey is making waves in the Massachusetts spirits scene.

Watertown Whiskey, which hit the market in March 2023, is the brainchild of three long-time friends. Founded by Steve Ciccarelli of Burlington along with Watertown High School buddy Mikey Bortone and college roommate Mark O'Donnell, Watertown Whiskey got its start in southern California, where Bortone has been living for more than 20 years.

"Every time he comes to town, we always get together," said Ciccarelli, who owns a small business focused on consumer product goods with O'Donnell.

Over lunch about five years ago, Bortone pitched an idea Ciccarelli thought was just crazy enough to work. "He said, 'I've got the best idea. Let me know if you think this is right.' So he had been for years mixing whiskey with coconut water. And he loved it." In addition to its unique flavor, Bortone said, the beverage leverages the hydration of coconut water to mitigate some of the unpleasant after-effects of drinking.

The three decided to give it a go, investing time, money, and resources into developing a product they were happy with. "Our mission is to provide a clean, preservative free, all natural drink," said Ciccarelli; there's no other whiskey like it.

The company started distributing in 2023, beginning with California. "You can self-distribute there," said Ciccarelli, and in addition, Bortone was able to leverage a network developed over two decades, including connections in restaurants that were willing to give the product a shot. They found a manufacturer with low minimums to reduce the financial risk to the founders and quickly found they were outselling the required quantities.

While the company was thriving in California under Bortone's eye, Ciccarelli was taking samples around to bars and restaurants here in Massachusetts. "As soon as you get a distributor, let me know," said a number of owners. Then last year, the company connected with Atlantic Beverage Distributors and, armed with an initial list of 50 commitments, dove into an east-coast expansion.

You can now find Watertown Whiskey in over 100 spots across the state in liquor stores, bars, and restaurants from Cask and Flagon in Boston to Osteria Nino, Total Wine, and Olde Towne Liquors here in Burlington – as well as in Rhode Island and New York.

That success, said Ciccarelli, is due to the whiskey's unique, unexpected flavor. "When I walk in and say whiskey, people raise their eye like, 'Oh, no, another whiskey?' But I say, 'Buddy, it's coconut whiskey, I don't think you have this.'" People then often expect it to be too sweet or to taste like suntan lotion, said Ciccarelli, but those expectations melt away once they try the whiskey.

Restaurants have gotten creative, incorporating the spirit into various cocktails, and home consumers can find recipe ideas like the Creamsicle and the Painkiller on the company's website.

The company has plans to expand into other markets, but they're conscious of balancing the investment of building new teams in new locations with the realities of selling enough product to cover costs and make a profit.

With Burlington roots and a bold flavor twist, Watertown Whiskey is proving there’s still room for innovation in the spirits world — one pour at a time.