Off Hours Challenges the 'Boys’ Club' Stereotypes of Bourbon
Grace Mahas — September 29, 2020 — Lifestyle
References: instagram & drinkoffhours
Off Hours is a new modern lifestyle bourbon brand that seeks to challenge longtime stereotypes of bourbon as a ‘boys’ club’ beverage. The brand was founded by long-time bourbon drinker Jake Ireland who was looking to find a sprit that "captured his lifestyle and felt inspiring in the modern age."
Jake commented on the inspiration for Off Hours, stating: “I’m a long-time bourbon drinker, and have been looking for a brand that captured my lifestyle and felt inspiring in the modern age. I wanted a bourbon that could be enjoyed out on a boat with friends, but also at a family BBQ that didn’t evoke the traditional stereotypes, such as dimly lit bars, suits and cigars."
The Off Hours bourbon offers a smooth and balanced flavor profile with aromas of creamy vanilla, hints of nutmeg, and toasted pecans alongside rich notes of cinnamon. It boasts a 47.5% ABV and is available at various retailers including Mistral, HiLo Liquor, Jayde's Nobu, The Whaling Club / Fancy Free Liquor, and select Liquor Barn locations, among others.
Image Credit: Off Hours
Jake commented on the inspiration for Off Hours, stating: “I’m a long-time bourbon drinker, and have been looking for a brand that captured my lifestyle and felt inspiring in the modern age. I wanted a bourbon that could be enjoyed out on a boat with friends, but also at a family BBQ that didn’t evoke the traditional stereotypes, such as dimly lit bars, suits and cigars."
The Off Hours bourbon offers a smooth and balanced flavor profile with aromas of creamy vanilla, hints of nutmeg, and toasted pecans alongside rich notes of cinnamon. It boasts a 47.5% ABV and is available at various retailers including Mistral, HiLo Liquor, Jayde's Nobu, The Whaling Club / Fancy Free Liquor, and select Liquor Barn locations, among others.
Image Credit: Off Hours
Trend Themes
1. Modern Lifestyle Spirits - Opportunity for brands to challenge stereotypes and create spirits that resonate with diverse consumer lifestyles.
2. Breaking Gender Stereotypes - Brands can disrupt traditional perceptions by offering products that defy gender norms and appeal to a broader audience.
3. Alternative Bourbon Experiences - Innovative bourbon brands can create unique drinking experiences that go beyond traditional settings and tap into new occasions.
Industry Implications
1. Craft Distilleries - Craft distilleries have the opportunity to challenge established norms and create bourbons that target a modern consumer base.
2. Lifestyle Beverage Brands - Brands in the beverage industry can capitalize on the demand for spirits that align with diverse consumer lifestyles and preferences.
3. Retail and Distribution - Retailers and distributors can curate a wide selection of alternative bourbon brands to meet the evolving tastes of consumers.
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