Today we’d like to introduce you to Jake Ireland.
Hi Jake, please kick things off for us with an introduction to yourself and your story.
I grew up in Indiana, near the distillery where our Off Hours is produced. However, I never expected to work in the alcohol industry as my background is in sports medicine with a doctorate in physical therapy. It wasn’t until I left healthcare and had an opportunity to invest in a bourbon brand that I realized my passion for the industry and the ability for it to bring me back to my Midwest roots. I really dug into the industry at that time and learned a significant amount about what it takes to start, build and run a bourbon brand but almost more importantly, I learned what not to do. I feel fortunate for all of the learnings and it was because of that experience that I knew I wanted to found my own Bourbon brand and build it in an authentic and meaningful way whilst applying all of the lessons learned. Additionally, my upbringing and the Midwest culture mixed with a west coast lifestyle that I lead today has afforded me a great opportunity when building a brand that is meant to speak to both audiences and beyond.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Through my first experience in the spirits industry, I learned lessons on both what works and what to avoid in order to breakthrough in the hyper-competitive spirits industry. One of the things that always stuck out to me is how archaic the alcohol industry is, especially when it comes to bourbon and whiskey and I felt strongly that it was time for someone to change that. I believe in dispelling the idea that you have to wear a suit to drink a glass of bourbon or that it can only be enjoyed poured over rocks at the end of the day and that it isn’t just meant for dimly lit bars. My brand, Off Hours is built on being transparent and authentic and it focuses on not only an exceptional smooth and balanced bourbon but also on the experience itself – the places we enjoy it at, the people we enjoy it with, and the adaptable/approachable way in which the modern bourbon drinker enjoys the beverage. This is certainly not the popular direction to take amidst a very traditional industry which of course can come with its challenges, but it has been well worth it.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Off Hours is authentically crafted straight bourbon whiskey for today’s modern drinker — regardless of background, ethnicity or what you do for a living or for fun – Off Hours is very much so about who you enjoy it with, the conversations you’re having while on your own “off hours” and how you make that moment in time a lasting one. The drink itself is crafted with aromas of creamy vanilla, hints of nutmeg and a silky finish of lingering honey, Off Hours bourbon is meant to engage our senses and change perceptions. This is bourbon for creating memories, for celebrating each other, and for building real-life connections. It’s not about preconceived notions of artisanal cocktails and dimly lit bars. It’s for everyone, everywhere. It was founded by Jake Ireland and launched in 2020, Off Hours is aged in American white oak barrels for over five years at MGP Distillery in Lawrenceburg, IN. Off Hours product details: Recipe Information: Corn (75%) Rye (21%) and Malted Barley (4%) Style: Bourbon Whiskey Alcohol by Volume: 47.5% (95 Proof) Age: 5+ years in new white oak barrels.
Do you have any advice for those just starting out?
If you’re new to bourbon, my advice is to keep an open mind. Don’t let stereotypes or preconceived notions dictate your experience. There are several ways to drink bourbon outside of what most people will tell you. Drink it however you feel most comfortable and with the people, you enjoy spending time with.
- On our website www.drinkoffhours.com the price of one bottle is $46.99. Pricing at a host of stockist locations varies
- Email: firstname.lastname@example.org
- Website: https://drinkoffhours.com
- Instagram: https://www.instagram.com/drinkoffhours/?hl=en
- Facebook: https://www.facebook.com/drinkoffhours/
Photographer for the image of Jake Ireland: Cibelle Levi
Photographer for the balance of the photos: Adrian Martin