Decision Points E73 – Whiskey with a Texas Soul: Building Still Austin with Chris Seals

Chris Seals didn’t set out to run a distillery—he set out to spend time with his dad. What began as a father-son exploration quickly turned into one of Texas’s boldest whiskey ventures.

In this episode of Decision Points, Chris Seals, co-founder and CEO of Still Austin Whiskey Company, shares how curiosity, authenticity, and timing transformed a family idea into a fast-growing spirits brand. With a background in English, Economics, and a career as an economist, Chris never imagined his path would lead to whiskey. But after conducting a feasibility study with his father, navigating Texas’s evolving liquor laws, and tapping world-renowned master blender Nancy Fraley, the Seals family leaned fully into the business of bourbon.

Chris explains how Still Austin carved a unique identity by sourcing 100% of its grains from Texas family farms, marrying local terroir with Scotch and Cognac traditions to create a whiskey that stands apart. He dives into the challenges of inventory management, raising capital, and scaling production to 100,000 cases annually—while staying true to the artistry that built the brand.

Today, Still Austin sits at the crossroads of tradition and innovation. With plans to expand beyond Texas while protecting its Austin roots, Chris and his team are setting their sights on reshaping how the world views American whiskey—and ensuring that “Texas-made” becomes a mark of excellence.