From the Track to the Tumbler: How Off Hours Is Redefining Bourbon for the Modern Drinker This week on Startup to Storefront, we’re diving into the story behind Off Hours Bourbon, the brand that’s rewriting the bourbon playbook. No smoky rooms, no old school gatekeeping, just a fresh take on a timeless spirit. Founded by Jake Ireland, Off Hours blends California cool with Midwest roots, creating a whiskey that’s approachable, design forward, and made for today’s consumer. With national retail expansion, a growing following, and standout partnerships including their new collaboration with La Colombe, Off Hours is setting a new standard in spirits. We break down the brand’s rise, their mixology competition for bartenders across the country, and the strategy behind appealing to a new wave of bourbon drinkers.

On this episode, you’ll learn:

Why Gen Z is shifting the alcohol industry and how legacy brands are struggling to keep up

How Off Hours and La Colombe are teaming up for a nationwide bartender competition

What it takes to build a bourbon brand that actually resonates with a younger audience

Why Off Hours leans into downtime, personal moments, and a more modern take on whiskey culture

What makes high proof bourbon and rye different and how to taste them

How Whole Foods style thinking is shaping female focused bourbon strategies