When chatting with Jake Ireland about all things bourbon, it’s clear he’s more interested in the conviviality of whiskey rather than the pomp and circumstance of the spirit.
There’s a sense of levity in his brand, Off Hours Bourbon, which is now 2 years old and putting more modern thought behind whiskey. There are no grand age statements or long-winded distiller histories here; Off Hours is a bourbon meant to be enjoyed with one’s guard down and in much more casual environs than storied brands.
“Now that we’re two years in, we’re getting to this inflection point about streamlining our approach as we expand into new markets,” Ireland, 36, says.
The Los Angeles-based entrepreneur grew up around distilling in Indiana through family involvement and was an investor in a few previous brands before venturing out on his own. Off Hours was distributed in seven states, with Illinois launched as the eighth in early 2023.
There’s a sensibility in the way Ireland is positioning Off Hours—as an everyday bourbon that’s approachable enough to enjoy on the front porch, but sleek enough to stand on the bar at a trendy cocktail destination. Moving forward, Ireland expects to expand Off Hours’ nascent Single Barrel offering along with some other limited offerings and typical barrel finishes, like Port Casks.
Recently, Penta caught up with Ireland by phone from his southern California home.
In the bourbon industry, I am most inspired by… I’m most inspired by the constant innovation across the industry. The facilities, the brands, the unique strategies, and the overall reach are continuing to push limits. Oftentimes, I wander the aisles to see what calls out to me as a bourbon drinker. I have been so interested in how legacy brands are working to appeal to a younger demographic. From different types of casks to unique partnerships, I think they are working to bring in a new consumer as they realize there are a lot of different types of bourbon drinkers out there.
The next biggest trend in whiskey will be… We are starting to see more collaborations between bourbon distilleries and rum and tequila distilleries along with breweries to introduce unique flavor profiles to each other’s audiences. I think we’re also going to continue to see out-of-the-box cocktails and people exploring more with whiskey pairings, similar to our popular bourbon and coffee cocktails or fruit-forward cocktails that are different from the “typical” whiskey cocktails like an Old Fashioned.
If I’m not drinking whiskey, I’m drinking… a beer. I enjoy trying new brands or styles, but my go-to is Bell’s Two Hearted IPA from a craft brewery in Michigan.
The one thing I can’t live without in my home is… The grill. I really enjoy barbecuing, especially with friends and family. In Southern California you can grill outside pretty much year-round, so I’m out there a couple times a week. I love making chicken for tacos, and a dry rub rib is always a good pairing with a glass of Off Hours.
If I could have a drink anywhere, with anybody, it would be… It would be to go back and enjoy one more drink with my dad on the porch before he passed. When I think about why I created Off Hours, it truly was to encourage people in today’s hectic world to put their phones down and spend time with the people you love. I think we can all relate to the fact that we don’t do enough of that.
I am most looking forward to traveling to… I can’t wait to get back to Aspen, Colo. My son loves snowboarding and it’s so fun watching him improve every year. We love staying at Hotel Jerome and enjoying the winter weather we don’t get to enjoy at home in Los Angeles. It’s fun to go with the whole family and whether it’s a walk through town, lunch at Clark’s Oyster Bar, or getting on the mountain with him. It’s definitely a happy place for us.
The business advice I use most often is… “Understand the risks involved but don’t be afraid to fail” because you will never know how far you can go without taking a few risks. Early on in my career, I decided to take a leap of faith and leave the industry I studied and got my start in. When deciding what to do next, I returned to my Indiana roots as I grew up close to a distillery where a lot of friends and family worked. I invested in and was very involved with a few different liquor brands before deciding to go out on my own. Looking back, I am so glad I took that risk.
A passion of mine that few people know about is… Cooking. I don’t have as much time to try new recipes nowadays, but pouring a glass of bourbon and cooking dinner for my family is one of my favorite daily activities. One of my favorite meals to cook is a crusted halibut. My wife loves it, it’s simple and healthy to make and pairs well with wine or bourbon.
This interview has been edited for length and clarity.
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