If we’re being honest, celebrity spirits brands are a dime a dozen. However, when Country singer Eric Church released his Whiskey JYPSI Legacy Batch 001: The Journey, many whiskey fans (including yours truly) were pleasantly surprised. Focusing on flavor over fame, the inaugural expression was a blend of sourced whiskeys from across the country.
For its encore, Whiskey JYPSI is introducing its Explorer Series. It begins with a 103-proof, 6-year-old straight bourbon and a mash bill of 65% corn, 30% rye, and 4% malted barley, distilled in Kentucky and Tennessee. Using French Oak from the Forest of Tronçais for its spiciness and leather notes, and White Oak from Appalachia for added sweetness, richness, and viscosity, this is the first finished expression from the brand.
In honor of its release, we chatted with Whiskey JYPSI Master Blender Ari Sussman about making the move from wine to whiskey, working on a celebrity brand and what’s next.
The Whiskey Lifestyle: You started your spirits career in wine, what brought you to whiskey?
Ari Sussman: I began my journey in the spirits world by working as a field laborer before moving into the winery and brandy distillery. During the off-season, I worked in bars to expand my knowledge of both wine and spirits. It struck me that many casual wine drinkers seemed to have a deeper understanding of wine compared to whiskey enthusiasts and that American whiskey appeared somewhat limited in its variety compared to other whiskey-producing regions like Scotland and Ireland. This got me thinking about the potential for innovation and creativity in the whiskey world. At the same time, craft spirits were beginning to explore full-flavored and heirloom grains, the impact of soil and climate, non-standard yeast and bacterial fermentations, cross-disciplinary blending approaches, cask finishing, and other methods of creating new directions in American whiskey.
TWLS: How did your experience in wine influence how you make whiskey?
AS: I’ve gathered insights from various corners of the industry, including winemakers, sommeliers, and bartenders. Winemakers showed me the importance of rigor, scientific precision, a touch of tradition, collaboration, and vigilance. For example, they demonstrated how seemingly minor decisions can unexpectedly affect the final product.
From bartenders, I learned about the power of storytelling and how narrative can influence our perception of a drink, shaping our memories and experiences with it. And sommeliers reminded me that while aesthetic preferences can play a valuable role in business, nothing beats the joy of sharing a bottle of wine with fellow workers after a long harvest.
When it comes to producing whiskey, there are essentially two key stages: distillation and blending. Distillation involves decisions such as selecting grains, yeast, fermentation conditions, and equipment. Blending, on the other hand, encompasses a wide range of choices from barrel types, anticipated time in barrel, product roadmaps, maturation conditions, the creation of accords, resting spirits, prototyping, tasting panels, etc. These two aspects of whiskey making require distinct skill sets, and so we strive to collaborate with experts across the industry, including importers, coopers, scientists and tasters.
TWLS: How did you come to work on JYPSI?
AS: I received a call from a connection about a new American whiskey brand in search of a whiskey maker. I usually act as a connector – matching new companies with talented whiskey makers looking for new opportunities. As the discussions unfolded, it became evident that founders Raj Alva and Eric Church were genuinely passionate about innovation, collaboration, breaking boundaries, and crafting exceptional whiskey – a refreshing rarity in the industry – and I wanted to be a part of it.
TWLS: What was your goal re: Legacy Batch 001?
AS: Legacy 001 introduced our first cross-category whiskey blend. It featured a combination of a 99% corn bourbon, 20-year-old Canadian rye, and an American single malt, blended in the proportions of a classic 70% corn, 21% rye, 9% malt bourbon mash bill. Our goal was to use high-quality ingredients that harmonize seamlessly and to develop an approach to blending that is both delicious and thoughtful.
TWLS: Celebrity brands often get a bad rap. Did you have any hesitation in signing on to the project?
AS: Most celebrity brands are not very good. Generally, seeing a celebrity’s signature on a bottle raises a red flag. Typical celebrity brands usually involve an existing company seeking to expand its market with an endorsement, resulting in predictable branding, marketing and liquid. Outsider Spirits, however, breaks this mold entirely. Eric and Raj built this company with their hands from the ground up. They assembled a dedicated team, acquired premium whiskey stocks, secured new fill contracts, and more. Their genuine passion for whiskey, whiskey culture, and the business shines through. As active co-founders, they steer the company and are involved in every crucial decision. Also, Eric’s signature doesn’t appear on the bottle.
TWLS: What’s next for JYPSI?
AS: We’re constantly growing our collection of rare whiskey stocks sourced globally for future blends. At the same time, we’re introducing limited edition releases that highlight our experiments with wood and whiskey, delving into the agricultural and cultural aspects of the regions and woods involved. It’s an exciting moment for us!
Whiskey JYPSI’s Explorer Bourbon is available now for $69.95.
