New South Spirits operates out of a sleek downtown Greenville location on Augusta Street, bringing craft distilling to South Carolina’s fastest-growing city. Founded by husband-and-wife team Jeff and Jennifer Williams in 2018, this operation started as a passion project that grew into a full-scale distillery and tasting room. Jeff, who spent years in corporate finance, and Jennifer, a former marketing executive, decided to dive into distilling after years of home brewing and experimenting with spirits. The couple transformed their 3,000-square-foot space into a working distillery with custom copper stills and a welcoming tasting room that feels more like a neighborhood bar than a sterile production facility. They focus primarily on vodka, gin, and whiskey, with their flagship products including New South Vodka and Liberty Gin. The operation stays deliberately small-batch, allowing them to experiment with different botanical blends and aging techniques while maintaining quality control over every bottle that leaves their facility. What you’ll find here is an intimate experience where you’re likely to meet Jeff or Jennifer personally during your visit. The space combines the industrial elements of active distillation with comfortable seating areas where you can sample their spirits and cocktails made with house-distilled ingredients. It’s become a popular spot for locals looking for craft cocktails and visitors wanting to understand how small-batch spirits come together in an urban setting.