Diversifying their professional portfolio is an obvious one. Whiskey and country music “both are as American as baseball or apple pie,” asserts Bardstown executive vp of sales and marketing Herb Heneman.Īlan Jackson with some Silverbelly Whiskey.Īrtists end up in the alcohol business for numerous reasons. Chris Stapleton’s version of “Tennessee Whiskey” has spent 327 weeks on the Country Digital Song Sales chart. Paisley’s Alison Krauss duet, “Whiskey Lullaby,” joins such similarly titled hits as Cole Swindell’s “Ain’t Worth the Whiskey,” Highway 101’s “Whiskey, If You Were a Woman,” Michael Ray’s “Whiskey and Rain” and Tex Ritter’s “Rye Whiskey” in the genre’s canon. That has certainly proven true at a musical level since country creatives have been looking through whiskey glasses for decades. “You know, my own state of West Virginia - when you think about that sort of area, Kentucky, Tennessee, the Carolinas, this place where moonshine became something more - it’s just the perfect country beverage.” “We’re talking about a product that comes from stuff that grows right there where we’re from,” says Brad Paisley, who established American Highway Reserve in a partnership with Kentucky-based Bardstown Bourbon. But bourbon, a form of whiskey that is aged under specific parameters, seems to be the most popular among the hard-liquor associations. There are, of course, other signature alcohols: Luke Bryan has a beer, Blake Shelton is affiliated with a vodka, and Kenny Chesney is in the rum business. John Rich’s Redneck Riviera, Jason Aldean’s Wolf Moon, Jon Pardi’s Pardi Batch and Whiskey Myers’ Red Handed are just a few of the partnerships that have sprouted up as artists attempt to expand their impact with deals they hope are as smooth as Tennessee whiskey. It’s one thing to make music that lifts spirits it’s another to enter the spirits industry.Īt least a dozen country acts have tried their hand at a signature whiskey in recent years, with Alan Jackson’s Silverbelly hitting shelves in Nashville on June 30 in the latest iteration of the trend.
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