136: Modernizing the Whiskey Market with Off Hours Bourbon

We have another special guest this week, Jake Ireland, founder and entrepreneur behind Off Hours Bourbon. Off Hours is a lifestyle brand of bourbon, aimed at giving you some of the best whiskey for those moments when you kick back and relax. Launched in 2020, some might say this brand came along at just the right time; the perfect time for a little "Off Hours" bourbon. 

This bourbon is distilled and aged at MGP in Lawrenceburg Indiana; near and dear to Jake Ireland being his hometown.  It's over 5 years old and it proofed at 95 proof by the Master Blender, Ashley Barnes (one half of the spirits consulting firm, The Spirits Group). As you'll hear from Jake, he skips the folklore and backstories so many bourbons depend on. Instead, he embraces full transparency in the bourbon's sourced origin, age, and its mashbill.  Off Hours is marketing itself to the next generation of bourbon drinkers. The branding is a modern design and utilizes simple messaging, and allows drinkers to choose how they want to drink their bourbon: straight, on the rocks, or in a cocktail. 

Off Hours is seeing great growth and looking to expand their market footprint. They are exploring Single Barrel Bourbon releases very soon as well. It can be found in major retailers around Kentucky and surrounding states. You can also purchase Off Hours Bourbon from retailers like Flaviar, Caskers and Drizly starting at $41.99 for a 750 ml bottle.

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Cheers,
Scott, Jake, & Michael
Bourbon Lens

 

 

About Jake Ireland:

Jake Ireland grew up in Indiana, close by to the distillery that Off Hours currently sources barrels from. He went to Indiana University and started his career in healthcare and then moved into venture capital investments.

During his time spent in this field, Jake was able to invest in and become an owner in a bourbon brand where he learned a host of lessons on both what works and what to avoid in order to breakthrough in the hyper competitive spirits industry.

Jake founded Off Hours after years of perfecting the product and launched the brand in 2020. He currently resides in Los Angeles with his wife Lauren and two children, Evan and Ella.

Show Links:

• Drink Off Hours Official Website
• Voyage L.A. Feature - Exploring Life and Business with Jake Ireland
• Forbes Feature - Modernizing A Traditional Spirit: Off Hours Wants To Change The Way You Think Of Bourbon
• Yahoo Life Feature - Whiskey of the Week: Off Hours Is a New Bourbon Great for Sipping & Cocktails 
• Thrillist Feature on Ashley Barnes - What It's Like to Be a Professional Whiskey Taster