Off Hours Founder Jake Ireland talks to us about making a bourbon and a rye that eschew traditional whiskey marketing methods and instead focus on the modern millennial drinker
Despite what many think, just because a whiskey brand is old, doesn’t mean its whiskey is better. Of course we’re fans of classics like Buffalo Trace or Lagavulin, but we also admire newer names like WhistlePig or Wolves. Still, modern drinkers don’t have many places to turn when it comes to a bourbon or rye made for their tastes and marketed to their sensibilities. It’s a problem that Jake Ireland, Founder & CEO of Off Hours Spirits, recognized and looks to fill with his whiskeys.
Classic whiskeys tend to come with “an embellished backstory about a distant family relative or a folktale based on the region with a package design that is not necessarily up with the times,” says Ireland. “I began seeing how whiskey drinkers were being pigeonholed and a growing number of younger, millennial drinkers were being left out of the conversation. Being a bourbon drinker and millennial myself, I felt strongly that there was an opportunity in the space for a more up-to-date or modern bourbon that wasn’t based on stereotypes or preconceived notions about bourbon.”
Since its launch, Off Hours has picked up a slew of awards, including Double Gold at the San Francisco World Spirits Competition. The brand just unveiled its rye whiskey and we sat down with Ireland to learn more about the brand, the whiskey, and what the new rye brings to the table.
Spirited: Where did the idea for Off Hours Bourbon come from?
Jake Ireland: After leaving my career in Sports Medicine, I began working for a family office handling their venture investments. One early investment we made was in a bourbon brand where I was able to learn firsthand the ins and outs of the industry. I began seeing how whiskey drinkers were being pigeonholed and a growing number of younger, millennial drinkers were being left out of the conversation. Being a bourbon drinker and millennial myself, I felt strongly that there was an opportunity in the space for a more up-to-date or modern bourbon that wasn’t based on stereotypes or preconceived notions about bourbon. I was up for the challenge and dreamt up Off Hours to fill the void.
Sp: Why did you want to enter the whiskey world?
JI: After taking years to learn about the industry and identifying an opportunity to introduce a new type of bourbon whiskey, I felt driven to bring it to life.
Sp: You’ve picked up a number of awards already, despite only being around for a few years. How does it feel to be recognized so early on and does it impact any of your choices moving forward?
JI: It’s an award in and of itself each time someone tells me how much they enjoy Off Hours. Having various organizations within the industry recognize what we’re doing is a true honor.
Sp: You call yourselves a “modern bourbon.” What does that mean and how is it different from other Bourbons out there right now?
JI: It’s more about the brand being less intimidating and more approachable or relatable to today’s millennial lifestyle. Bourbon is a category that, for years, has been based on using the same traditional or “old school” marketing approach – an embellished backstory about a distant family relative or a folktale based on the region with a package design that is not necessarily up with the times.
Sp: Can you tell us a bit about the rye whiskey? How long is it aged? Where do you get your distillate from?
JI: Our new Off Hours Rye Whiskey is made using a carefully selected blend of 95% rye and 5% malted barley that is aged for six years.
Sp: What flavors should we be looking for when sipping it?
JI: The high rye content gives a peppery and somewhat spicy flavor, setting it apart from our traditional bourbon. The Rye does retain the Off Hours classic oak and vanilla notes, thanks to the charred barrels, so it’s a perfect balance between bold and smooth.
Sp: What do you like to pair with the whiskey?
JI: We recommend first trying our Rye neat to taste its notes and the spicier flavor but truly, enjoy it however you want to! My personal opinion is the mature, well-rounded profile pairs really well with grilled meats.
Sp: What’s the best way to drink Off Hours?
JI: All of our whiskeys can be enjoyed neat or on the rocks but the flavor profiles are great for cocktails whether in an Old Fashioned, Bourbon Spritz, or even in an Irish Cold Brew Bourbon Martini.
Sp: What’s next for Off Hours Bourbon?
JI: We’re excited to get our Rye into the hands of our consumers!
Sp: Is there a cocktail you’d recommend making with it?
JI: The Irish Cold Brew Martini
The Irish Cold Brew Martini:
Ingredients
2oz Off Hours Rye
1.5oz La Colombe cold brew concentrate
0.5oz vanilla extract syrup
0.5oz Frangelico
1.5oz heavy cream
0.5oz vanilla extract syrup
Directions
Dry shake in a shaker and pour over cold brew.
Note: Stir don’t shake to maintain color.
Sp: Where did the idea for the cocktail come from?
JI: We love showing people new and fun ways to enjoy whiskey and I think people see Rye as particularly tricky to use in nontraditional cocktails. Offering a twist on the super popular espresso martini, it’s hard to resist this flavor combination.
Sp: What should we pair with the cocktail?
JI: This is a delicious cocktail that is perfect with rich foods whether enjoying a charcuterie board, steak dinner, or slice of chocolate cake.
For more information, head over to Off Hours Bourbon’s official website.