Country Star Eric Church and entrepreneur partner Raj Alva recently announced the debut release from their Outsiders Spirits brand, Whiskey JYPSI.
The first release, Whiskey JYPSI’s Legacy Batch 001, is based on a traditional bourbon mash bill. However, instead of blending the grains before fermentation, or sourcing from the usual geographies, Whiskey JYPSI lived up to its name – sourcing individual aged whiskey components from various origins, then scientifically blending them to recreate the mash bill.
Outsiders partners took a hands-on approach to every aspect of their new whiskey, creating and curating everything from inception to release – from taste, packaging and marketing to point of view.
“Whiskey JYPSI celebrates doing things the unconventional way. It’s the commitment to the creative spirit, the process and the journey that excite me the most” said Eric Church. “It’s meant to inspire others to take chances like we have – follow a different path and enjoy and experience life at its fullest.”
As whiskey enthusiasts but not yet experts in making it, Outsiders sought the help of experienced masters in the art and science of the spirit who could reimagine the traditional whiskey industry conventions. After meetings with various master distillers and blenders, they chose Ari Sussman, the former head of Spirits Development at the Artisan Distilling Program at Michigan State University and an award-winning whiskey maker, for their first release.
“I was excited to work with these guys because it all centered on quality and creativity,” said Ari Sussman. “There were no rules or parameters. It just had to be the finest whiskey possible. Period.”
Recognizing that whiskeys are created every day all over the world, Sussman took Church’s lead in departing from industry conventions, with new processes destined to disrupt the category. “Eric’s music led the way to JYPSI’s unique mix,” Sussman said. “I immersed myself in Eric’s music, thinking it just might influence my process,” adds Sussman. “What I discovered was a rich, diverse blend of music and an artist who doesn’t conform to the usual norms. That inspired me, so I took that road in creating the premiere batch of Whiskey JYPSI.”
Whiskey JYPSI has partnered with ReserveBar to make Legacy Batch 001 available in 38 states for $199.99.
