Listen to the music of Eric Church and you will quickly discover that he is a creator who has long been unwilling to conform to industry norms, conventions, or expectations – weaving his way through rock and blues to country and soul in the creation of his songs. All with lyrics that stand alone as poetic statements of Eric’s heart, soul, and life experience. He just wanted to create a whiskey to match.
As luck would have it, Eric met a serial entrepreneur named Raj Alva who had a similar passion for whiskey – and an outstanding track record as a pioneering businessman. Together they set out to create a series of the world’s finest whiskeys – in untraditional ways.
As serious whiskey enthusiasts but not yet experts in making it, Eric and Raj sought the help of experienced masters in the art and science of the spirit who might reimagine traditional whiskey industry conventions. After meeting with a host of master distillers and blenders, Alva and Church selected whiskey-blending pioneer Ari Sussman as the master blender for their first release. “I was excited to work with these guys because it all centered on quality and creativity,” Sussman said. “There were no rules or parameters. It just had to be the finest whiskey possible. Period.”