For Eric Church, music is all about discovery—listening to different artists, uncovering new songs, and rediscovering classics. But when the 2020 CMA Entertainer of the Year, four-time CMA Award winner, and 10-time GRAMMY nominee set his sights on crafting a spirits brand, he soon learned the two industries had plenty in common.
“With songwriting, the whole process is so fascinating,” Church tells Bourbon+. “You can get up in the morning and have nothing, get a spark of inspiration, and then by that night, you can have a product the whole world ends up falling in love with.”
Spirits, Church adds, are the same thing. It’s an open palette, you can play with different ingredients, combinations, and processes, and the end result can be a unique blend of flavors sure to be a hitmaker in no time.
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