Mama take this badge off of me
I can’t use it anymore
It’s getting dark, too dark to see
I feel I’m knockin’ on heaven’s door
– Knockin’ on Heaven’s Door, Bob Dylan
Introduction: At TFWA World Exhibition in Cannes this October, well-known travel retail and spirits category veteran Jean-Philippe (JP) Aucher unveiled a “different, distinctive and disruptive” brand portfolio for his new agency company JP-GTR.
Few spirits brands embrace those qualities as much as Heaven’s Door bourbon, a brand linked by both commercial and creative involvement with the great American singer/songwriter Bob Dylan. Aucher plans to develop the brand in travel retail to complement its strong US success and growing export presence.
In this exclusive Q&A interview with The Moodie Davitt Report Founder & Chairman Martin Moodie (a Dylan aficionado for the past half century), Eric Hundelt, EVP, Global Brand Director of Heaven’s Door Whiskey (Spirits Investment Partners), and Master Distiller Ken Pierce – a 35-year veteran of whiskey making – share insights into the journey of this storied brand.
Martin Moodie: You’re a young brand albeit with an incredible connection to one of the world’s most famous men. Behind it, there’s both a commercial story and a creative story. If I were a travel retailer reading this for the first time, what can you tell me about the journey so far?
Eric Hundelt (EH): I won’t do the story as much justice as our founding partner Marc Bushala does because Marc is so passionate about what he’s done. The brand itself goes back to around 2017. Dylan was looking to launch a whiskey brand, and he was going to call it Bootleg. Marc read it and thought, “I think we can do better.”
Marc got in touch with Bob Dylan’s manager. They began discussing and Marc presented the Heaven’s Door concept, which Dylan loved. That was the genesis of where we are today.
So the brand started in 2017 and we started shipping the same year. It has performed exceptionally well, winning numerous awards.
This is our foray into Kentucky bourbon, and we began shipping Ascension, our 92-proof Kentucky bourbon, in July this year. We’re also set to open our brand home in Louisville proper in Nulu, in a historic 180-year-old church that we’ve refurbished.
We recently acquired a distillery in Louisville, in Pleasureville which is about 45 minutes outside of Louisville proper. At Six Mile Creek, we’re establishing the Heaven’s Door distillery [see panel at foot of page].
It will feature a record store and what will likely be one of the world’s largest whiskey bars, offering a fantastic Dylan experience. So we’re pretty excited about that. We expect it to open in Q4 of this year.
Martin Moodie: How did you get involved with the project?
EH: Marc played a pivotal role in the inception of the Angels Envy whiskey brand. Together with his team they established and later sold the brand to Bacardi. When I became the initial Bacardi team member to join Angels Envy, it was impossible not to recognise Marc.
My experience encompasses several whiskey ventures. In December 2022 I was offered the chance to lead the marketing efforts for the Heaven’s Door brand within the Spirit Investment Partners (SIP) organisation, our parent company under which we have multiple businesses.
We manage the Heaven’s Door brand, which I oversee. We also have our Playboy Spirits trademark, where we offer Rare Hare, a signature series of high-end spirits. We’re launching a seltzer brand under that trademark called Play Hard Vodka Seltzer. In 2024, we have plans to introduce a tequila bearing the Playboy brand, known as 3 Hares. This exciting launch will feature a complete range of tequila varieties, including Blanco, Reposado, Anejo, Cristalino, and Extra Anejo.
Let’s talk about the Bob Dylan connection. I doubt Dylan is someone who puts his name on a bottle lightly. Everything I’ve read about Heaven’s Door indicates that he’s very much involved conceptually and on an ongoing basis. Is that right?
EH: Very much so. He’s deeply involved in the liquid development.
When you look at the current packaging, you’ll notice the bottle with all the gate artwork inspired by Bob’s own metalwork.
All our activities draw inspiration from the artistry of Bob Dylan. Currently we’re introducing a new, slightly more sophisticated and upscale packaging design. Notably, the Heaven’s Door brand name takes a prominent position at the top, instantly grabbing attention.
We’ve also reduced the size of the gates and placed the gate artwork precisely in the bottle’s centre. This transformation beautifully embodies the artistic influence of Bob Dylan. So every time we make a significant decision, we make sure to involve Bob.
Johnny’s in the basement, mixing up the medicine
I assume Marc is a Dylan fan?
EH: Yeah, he’s a huge fan. In fact, we’ve just launched something exciting. Bob Dylan has a book just come out called Mixing Up the Medicine, a 600-page work containing everything he has ever done, including pictures and artwork.
When we were discussing it, Marc knew the quote from the song immediately. We thought, “If he’s launching this book, perhaps we should release a whiskey to commemorate it.”
It just so happened that through our whiskey trading, we had a significant amount of Minnesota wheated whiskey in our inventory. Given Bob’s Minnesota roots, it made perfect sense.
In October we began shipping a special limited release, a seven-year-old wheated bourbon brand we’re calling Homesick Blues, which comes from Dylan’s song Subterranean Homesick Blues, which has the lyrics ‘Johnny’s in the basement, mixing up the medicine’. We’re pretty excited about it. Marc certainly lights up when he talks about Dylan and the impact Dylan has had on his life.
Take me on a trip upon your magic swirling ship – travel retail beckons
Your recent entry into travel retail suggests broader international aspirations. Where are you in that journey?
EH: We have made substantial progress in the United States. We’re nationally distributed, and we’re available in 42 of the 50 states. So we’re essentially a national brand. On a global scale, working with Ronan [Gillespie, Founder of Irish business development consultancy Next Step International] we’ve expanded into 17 European countries, Canada, and we’re significantly increasing our focus on Asia Pacific.
At the moment, about 85% of our business is in the US, and 15% from exports. Our goal for next year is to reconfigure our model, aiming for 75% of our business in the US and 25% from export. With Ronan we’re exploring growth opportunities in the UK, Spain, Germany, and other markets [main story continues under panel below].
Ah, but I was so much older then, I’m younger than that nowI discovered Bob Dylan’s music by accident in the summer of 1974, writes Martin Moodie and it has been an integral part of my life ever since. I remember the moment as if it was yesterday, walking along Sumner beach in my hometown of Christchurch, New Zealand late on Saturday night with a friend listening to music on my transistor radio after a heavy night out drinking under age at the local pub. It was a perfect summer evening, golden sand under our feet, the Pacific waves rolling in as they had for centuries, myriad stars flickering like fairy lights in the night sky. Suddenly on the radio burst a high-pitched raspy voice, half-whine, half-growl, backed by the simple strum of an acoustic guitar. The lyrics riveted me then as they still do today. Crimson flames tied through my ears, rollin’ high and mighty trapsPounced with fire on flaming roads using ideas as my maps“We’ll meet on edges, soon,” said I, proud ’neath heated browAh, but I was so much older then, I’m younger than that now Some four and a half minutes later I discovered the song – My Back Pages – and the artist’s name. By Monday afternoon I had bought my first Bob Dylan vinyl, simply titled Another Side of Bob Dylan. Nearly half a century on, some 50 more albums in my possession, barely a day passes by that I don’t listen to Dylan. At university I even wrote a dissertation on Mr Tambourine Man. Extraordinarily, the man who won the 2016 Nobel Prize in Literature “for having created new poetic expressions within the great American song tradition” is still writing songs, still touring.  David Bowie likened Dylan’s voice to “sand and glue”; Joyce Carol Oates said it was “as if sandpaper could sing”. To me, in its countless incarnations over the years, Dylan’s voice is simply inseparable from the words he utters, a blend without equal. “For six decades and counting, the world has been reckoning with Bob Dylan and his musical journey,” opine Writers and Editors Mark Davidson and Parker Fishel in the preface to the just-published Mixing up the Medicine. In my case, make that five decades. The fact that I can now enjoy another kind of blend, a great American whiskey so associated by liquid and label with the man himself while listening to my Dylan choice of the moment gives me immeasurable satisfaction. Each time I listen and sip, I think back to that summer night of 1974. Ah, but I was so much older then, I’m younger than that now. |
We also see significant potential in Mainland China, Taiwan, South Korea and Canada (where we plan to double our business). Export is undoubtedly a substantial opportunity for us, and travel retail is a key focus. Through Ronan and another colleague Andy McNamara who manages our APAC business, we’re intensifying our efforts in travel retail.
I don’t travel internationally very often, and my first experience with travel retail was back in 2006 when I visited London. It was eye-opening to see the beautiful stores and the overall experience – something not quite as common in the United States, although it’s improving.
When Ronan and Andy presented these opportunities, we were absolutely onboard. It’s not only a way to boost our sales volume but also to make a memorable impact. The primary opportunity for Heaven’s Door is to build widespread brand awareness, and this is a fantastic way to achieve that.
So, we anticipate significant growth globally next year, focusing on Europe, APAC, travel retail and more.
Consider some of the world’s great airports, such as Dubai, the busiest global gateway by international passenger numbers. Think about the diverse traveller base passing through, representing every nationality and region. Given that your product category is universal and the fact you have the involvement of one of the greatest musicians and poets of the past century, I believe people at airports around the world will take notice.
If you also offer tastings, which I think is crucial – as people might wonder if it’s just a celebrity-endorsed brand – I genuinely believe this channel is perfect for your brand.
EH: Indeed. Our communication strategy is going to be a blend of Bob Dylan’s influence and a strong emphasis on our brand’s intrinsic qualities. We want to highlight the finest ingredients, the exceptional water source, and the meticulous production process led by our Master Distiller Ken (Pierce) and his team.
There are many remarkable aspects that we need to convey. It’s important for people to understand that this isn’t just a brand with a celebrity name slapped on it, as you mentioned earlier. Dylan is deeply involved yet the liquid itself stands on its own merits.
So we’re balancing the unique qualities of our product with Dylan’s imagery, so when people taste our liquid they’ll experience its exceptional quality.
This often leads to strong conversion rates from sampling to purchase. We’ll definitely be incorporating tastings in our strategy.
Do you envision creating travel retail-exclusive products?
EH: That’s one of the great aspects of our company, our agility. For example, consider our Homesick Blues, the wheated whiskey. Marc, Alex (Moore, Chief Operating Officer), and I began discussing this project around April or May, and we were on track to ship it in September for October delivery.
We produce various single-barrel expressions and unique creations, and our operations team’s flexibility allows us to make this happen. While we prefer these to be occasional rather than the norm, it can be a lot of fun. So, yes, we can certainly develop exclusive expressions for travel retail.
Was Heaven’s Door Dylan’s choice as a name?
EH: I believe it was Marc who initially suggested the name to him. The song Knockin’ on Heaven’s Door is one of Dylan’s most famous and very memorable. I find it amusing because as I mentioned my previous role was with Angel’s Envy, and then I worked on a Texas whiskey brand called Devils River.
Now I find myself Knocking on Heaven’s Door. It seems I’m staying within this thematic realm. This song is incredibly recognisable and memorable, making it a fun choice.
Ken tell us about the challenge of creating the liquid that goes into a bottle associated with a legendary creator in another field. That’s got to be pretty exciting.
Ken Pierce (KP): Absolutely, it’s an exhilarating experience. It also underscores the importance of maintaining exceptionally high standards. Bob, in his music and artwork, sets a high bar for himself, and we aim to do the same at Six Mile Creek.
Our primary goal is to ensure that the whiskey possesses a distinct character. This involves achieving a balance of the oakiness acquired during aging, the fruity notes resulting from oxidation, and the extraction of elements like vanillin, which imparts flavours of vanilla and floral notes. These are the key elements we look for.
If you had to pick one Heaven’s Door expression to introduce both a novice and a whiskey aficionado to the brand, which would it be?
KP: When it comes to Kentucky bourbon, I’d definitely recommend our Heaven’s Door Ascension. This is our first Kentucky Straight Bourbon Whiskey. It’s a special blend of two Kentucky straight bourbons, carefully crafted, unfiltered, aged for at least five years and bottled at 92 proof.
Projecting growth and therefore production for a new brand can be challenging. How are you preparing for the future?
EH: It’s a great question. What sets us apart is our variety, offering both Kentucky and Tennessee whiskeys.
Tennessee has been our foundation, but Kentucky is on track to surpass it next year. We encourage consumers to try and enjoy both. Our Double Barrel is also exceptional, so those are the three expressions I would recommend.
As for planning for growth, this year we are projected to reach approximately 55,000 9-litre cases, a +40% increase from last year’s nearly 40,000 cases. We anticipate this growth trend will continue.
Additionally, with the work at the Heaven’s Door Distillery at Six Mile Creek, where we will lay down more barrels and boost our capacity, we have the ability to produce over 50,000 barrels annually.
KP: The current distillery has a capacity of about 8,000 barrels and the new one will have the potential to produce around 40,000.
EH: So it’s a fantastic opportunity. We will be aging Heaven’s Door whiskey, and it’s worth mentioning that one of Marc’s other ventures includes contract distilling for other brands. This allows us to share our outstanding whiskeys with other distilleries and producers to create unique expressions with our liquid.
In terms of positioning for the future, it’s remarkable how Bob Dylan resonates across generations with many younger people also appreciating his music.
EH: Yes, it’s incredible that at his age, over 80, he’s still touring. He just completed his European tour and recently launched his North American tour, which will continue for the rest of the year. In fact, I’m looking forward to attending my first live Dylan concert.
Spanish is the loving tongue
On which note, what can you tell us about your collaboration with Dylan on the Bootleg Series?
EH: With the Bootleg series, we’re currently working on Volume V. Each volume corresponds to Dylan’s artistic themes. Each bottle is adorned with one of Dylan’s original paintings on a hand-crafted ceramic bottle and is presented in a bespoke leather journal.
Bootleg Vol. V showcases Dylan’s acrylic on canvas painting titled No Vacancies (2019) from The Beaten Path collection.
You’ll see a lot of Route 66 iconography in ‘The Beaten Path series’, referencing hotels, motels, and sights along the famous Route 66. This year’s release is a 114-proof, 18 Year Old straight bourbon finished in Spanish vermouth casks.
We collaborate closely with Dylan’s team to understand his artistic direction. We create whiskey expressions that align with his inspiration. These curated whiskeys are typically priced above US$599 in the US, and they’re a must-have for any whiskey collector. ✈
Contacts:
JP Global Travel Retail: Jean-Phillipe (JP) Aucher – jpaucher.gtr@gmail.com
Serving up a taste of historyNext Spring, Heaven’s Door will inaugurate a new distillery in Pleasureville, Kentucky, nestled on 160-acres along Six Mile Creek.
The distillery has been crafting small batches of high-quality bourbon since 2018. Its charm extends beyond the distillation process, with two striking stillhouses housed within towering western-style barns, an inviting Visitors Centre featuring panoramic valley views, and an 18th-century grist mill. The distillery also displays two 18th-century cabins and a lovingly restored Moravian barn, serving as a testament to the rich history surrounding the site.
“This is a momentous occasion for Heaven’s Door,” said Heaven’s Door Spirits Co-Founder and CEO Marc Bushala. “We selected this location for its remarkable natural beauty and unique ecosystem that has enabled us to make exceptional bourbon and create an unrivalled visitor experience. “We are committed to the art of craft whiskey and honour the legacy of the many pioneers who have helped make Kentucky bourbon what it is today. We are thrilled to have Heaven’s Door be part of this storied tradition.” In addition to its Pleasureville distillery, Heaven’s Door is to open a unique brand experience in a former church in downtown Louisville. The attraction will house a small live music venue, a private event space and a restaurant and bar featuring one of the largest selections of American whiskeys in the country.  The Heaven’s Door brand centre includes plans to construct a new 15,000sq ft immersive art experience adjacent to the church featuring a collection of Bob Dylan’s paintings and metalworks, as well as curated exhibitions of other artists. The company had previously announced that it intended to open a showcase distillery and brand centre in a 160-year old church in Nashville, Tennessee, which it acquired in 2016. “With our distillery opening in Pleasureville, having our brand experience in Louisville made more sense,” said Bushala. “We will use the Nashville property as the seat of The Heaven’s Door Foundation, the company’s philanthropic arm which supports charities for the arts.” |
