“Whiskey JYPSI is the first manifestation of [Eric Church’s brand] expansion. For their first line, the Legacy Batch, that meant blending different whiskey categories together from various origins—combining Canadian whisky, bourbon whiskey, malt whiskey—instead of blending the grains before fermentation. It’s something [whiskey maker] Sussman says hasn’t been done before.
It… isn’t the usual celebrity path of doing a licensing deal with a liquor company and slapping your name on the label—in fact, [Eric] Church was insistent that his name not appear on the Whiskey JYPSI bottle or branding. ‘In some ways, this is an anti-celebrity brand,’ says Sussman.”