Marshall Louis is the co-founder of Herman Marshall whiskey, and the “Marshall” in its name. Born in Cape Town, South Africa, he built the business side of the brand while his partner Herman Beckley made the whiskey. Together they founded Dallas County’s first legal distillery since Prohibition in 2010.
From Cape Town to Dallas
Marshall came to Dallas from Cape Town, South Africa, decades before Herman Marshall existed, and his family history includes winemaking. In Dallas he built and ran a commercial construction business. When he met Herman at a North Dallas Starbucks, he had sold that business, retired, and was planning a life of scuba diving and fishing.
Outside the Bottle
The two partners split the work cleanly. Herman handled everything inside the bottle, and Marshall handled everything outside it: packaging, marketing, distribution and keeping the lights on. It was Marshall who decided it was time to see how their bourbon stacked up against the rest of craft whiskey. That led to entering the 2013 American Distilling Institute spirits competition, where Herman Marshall Bourbon won a silver medal. He also led the brand’s push beyond Texas into Oklahoma.
Garland Roots and an Imperfect Circle
Marshall has said the distillery’s original yeast came from the Mexican Paintbrush, the city flower of Garland, where Herman Marshall was born. He’s also the one with the explanation for the HM logo’s slightly imperfect circle: “because life isn’t perfect.”
Learn More
Read the full founding story in How Herman Marshall Got Its Name, or visit our tasting room in downtown Wylie to taste the whiskey Marshall and Herman started.
Marshall Louis FAQ
Who is Marshall Louis?
Marshall Louis is the co-founder of Herman Marshall whiskey and the “Marshall” in its name. He’s a native of Cape Town, South Africa, who built a construction business in Dallas before co-founding the distillery.
What was Marshall Louis’s role at Herman Marshall?
He ran everything outside the bottle (packaging, marketing, distribution and the business), while Herman Beckley ran everything inside it.
Where is Marshall Louis from?
Cape Town, South Africa.