Unbound by Convention

Our Story


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 various genres from 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. And he 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 could reimagine the traditional whiskey industry conventions – and bring a series of rich, complex blends of whiskey and bourbon to life in a variety of releases over time. After meetings with various master distillers and blenders, they chose whiskey maker Ari Sussman for their first release. “I was excited to work with these guys because it all centered on quality and creativity,” Sussman notes. “There were no rules or parameters. It just had to be the finest whiskey possible. Period.”


Join our community of whiskey drinkers and enthusiasts to stay updated on new releases, brand announcements, and more.