Bob Dylan in the whisky universe

By the end of 2015, a new name came up in the liquor industry: Bob Dylan.

Mr. Dylan, filled a trademark application with the term “bootleg whiskey”. Among many people, the lifelong fan and liquor entrepreneur Marc Bushala noticed this. Marc had recently sold his bourbon brand Angel’s Envy for $150 million, which makes him, quite important and knowledgeable in this universe. According to Marc, he spent weeks “obsessing over this concept of what a Dylan whiskey could be”.

Mr Bushala reached out to Mr Dylan’s representatives and spoke to Mr Dylan by phone proposing to work together on a portfolio of small-batch whiskeys. According to Mr Bushala the only issue was the name “bootleg” as it would not fit quite right for a top-shelf liquor. “It was a little bit daunting” according to Mr Bushala.

 

Heaven’s Door Spirits

In May 2018, Mr Dylan and Mr Bushala introduced Heaven’s Door Spirits, a collection of three whiskeys – a straight rye, a straight bourbon and a “double-barreled” whiskey. Ryan Perry of Heaven’s Door Spirits and master distiller Jordan Via created these whiskeys with a collaboration with craft whiskey makers from across USA.

This is Mr Dylan’s entry into this unique spirit universe. It is the latest career twist for this artist who has spent more than five decades in mystifying expectations.

According to Heather Greene, a spirits expert, “the heaven’s door whiskey range is a full sensorial celebration of art, music and palate – in other words, life. There is clean intent, passion and skill behind the making of these bottles – from the beautiful packaging to the liquid inside. I guess Bob Dylan can add yet another achievement to his insanely impressive resume”.

Note however, that Mr Dylan is not only licensing his name. He is a full partner in the Heaven’s Door Spirit. Together with Mr Bushala they have already raised more than $35 million from investors.

This is a unique surprise in this incredible universe, which promises some new surprises along the way. It is definitely the perfect blend of art and craft.

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