Monongahela Whiskey Exchange brings diversity to local wine and spirits scene

Aaron Kendeall, a whiskey distiller and owner of Monongahela Whiskey Exchange (MWX), found himself drawn into the world of spirits just as he reached the legal drinking age. While studying Japanese in college and exploring Japan, he became captivated by the art of distillation and blending. Kendeall’s background in marketing and journalism serendipitously led him to the spirits industry, where he discovered a deep fascination with its history and chemistry.

“The olfactory nerve, the sensory perception, you are trying to explain color, flavor — you are doing tasting notes and trying to tie together all these sensory perceptions, which are really deep in the human consciousness. It is a really fun thing to get into,” Kendeall said.

He transformed his passion into a brand, not only promoting his own products but also helping other spirit brands gain exposure nationwide, with a particular focus on highlighting minority-owned brands. Kendeall’s journey led him to uncover the rich historical roots of spirits in Western Pennsylvania, challenging the conventional association with Kentucky.

“So much of America’s history of distillation starts with Western Pennsylvania. The story of American whiskey starts along the Monongahela River,” he said.

“During the time when there were only 13 colonies, they preferred wine, brandy, and those things were shipped in. It was only when you got to the frontier, the Allegheny Mountains, where the people had to make their own. That is where beer became popular and these other types of spirits like cider and whiskey,” Kendeall said.

With this realization, he decided to go back to his roots: Pittsburgh. Kendall graduated from Plum Borough High School, then attended West Virginia University and graduate school at Point Park University. Kendeall spent years in Washington, D.C., until 2019.

“Alcohol is also really interesting because it was outlawed, and there is a lot missing history and a lot of nuggets to be found along the way,” he said. “The captain of the first ship to sail into the port of New Orleans after Prohibition ended in 1933 was a Black captain from one of the British colonies — there are probably hundreds of stories of everyday folks that we have to uncover.”

In his research, Kendeall has also found Black people at the forefront as gems in the spirits industry. He talks about Elmer Lucille Allen, a Black woman who worked at Brown‑Forman, a distillery company founded in 1870.

“She worked as a laboratory molecular scientist, she also worked at NASA. She is elderly now and she didn’t drink — she was just there for the science, but she was a big part of all of the brands like Jack Daniel’s. Now is time to celebrate those folks,” he said.

Kendeall is also the chief programming and marketing officer for Diversity Distilled, an offshoot of Black Bourbon Society, which was how he connected to Black-owned brands. He is a partner and co-owner of Noire Expedition in the Strip District. Noire Expedition will be part of Barrel & Flow, a Black arts and craft beer festival on Aug. 10 in Pittsburgh’s Strip District.

He is importing brands into Pennsylvania.

“It seems like I’m in a place where I can make some difference — importing brands that you know might otherwise have not been available in a controlled state system,” he said. Kendeall is also working with Pennsylvania producers to help them become national and international. Currently, he is importing a Scotch brand from Essex in the U.K.

While his brand is based online, currently retail customers must shop at the state’s Fine Wine & Good Spirits stores. Licensees, bar managers, beverage directors and restaurateurs can find the products by searching Kendeall on the Pennsylvania Liquor Control Board’s Liquor Online Ordering Portal.

Collaborating with a diverse range of partners, from Casa De Reyes Tequila to Redd Rose Vodka and Mt. Pleasant Club Whiskey, Kendeall’s MWX portfolio reflects his commitment to amplifying unique voices and flavors in the spirits industry.

Taylor Redd, 33, of Redd Rose Vodka, is in the MWX portfolio. Redd, from Cincinnati, began working with Kendeall in July 2023.

“If I could clone Aaron and put him into every distribution office that I talk to, then Redd Rose would probably be all over 50 states today,” she said with a laugh.

Redd started in the industry as a mixologist 11 years ago. But in the early days, she quickly learned that she is an anomaly.

“Less than 2% at an executive level, and Black and minority women only make up less than 0.5% of the spirits industry,” Redd said.

“Aaron has been a greater part of how Redd Rose will continue to grow and continue to be amazing in the marketplace. Even though we have not had much exposure in Pennsylvania, he is making sure that our brand is being pushed out there and has been a tremendous help in all aspects,” Redd said.

Troy Hughes of Mt. Pleasant Club Whiskey, based in Washington, D.C., is also part of the MWX portfolio. Hughes met Kendeall years ago in Louisville, Ky., at a whiskey event with the Black Bourbon Society. The brand began after Hughes found a 110-year-old bottle of whiskey in his house. He, along with a friend, began reviving the brand.

“Black people are very underrepresented in the industry, especially on the production side, it’s important,” Hughes said. “Working with Aaron, it’s such a cool thing to work with people like that.”