465 - Crafting An Authentic Celebrity Whiskey with Ari Sussman of Whiskey JYPSI

Bourbon Pursuit

Most of us scoff at celebrity whiskey because let's be honest, most celebrities don't care as much about the product as they do sales. But on a past whiskey quickie we reviewed Whiskey JYPSI and that one changed our mind. It wasn't until we started diving into it that we discovered Ari Sussman. He's a whiskey maker for many brands like Whiskey JYPSI, Three Chord, and Mammoth Distilling, but his history with spirits will fascinate you. He's truly a student of the art where he spent years overseas bartending, discovered vintage cocktail books, and was an integral part of the first ever university distilling program at Michigan State. We talk to Ari about his past and then dive into the Whiskey JYPSI brand and how Eric Church and himself are trying to change the face of celebrity booze.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about finding better bourbon in the Netherlands.
• How did you get to this point in your career?
• What old school cocktails and liqueurs fascinated you?
• Were you trying to use the University of Michigan distilling program to innovate new things?
• Can you talk about blending 50ml bottles?
• What brands did you help build?
• Why would a company want to ghost blend?
• How did you get hooked up with Whiskey JYPSI?
• Why is this celebrity brand different than others?
• How have you added in Canadian whiskey and light whiskey into a blend?
• What do you feel is more innovative in world whiskey that's not happening in American whiskey?
• Why are you trying to be different in this celebrity world?
• Why JYPSI?
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