{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Jake Ireland - Off Hours","description":"From the Track to the Tumbler: How Off Hours Is Redefining Bourbon for the Modern Drinker This week on Startup to Storefront, we\u2019re diving into the story behind Off Hours Bourbon, the brand that\u2019s 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\u2019s approachable, design forward, and made for today\u2019s 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\u2019s 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\u2019ll 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 ","author_name":"Startup to Storefront","author_url":"https:\/\/www.startuptostorefront.com\/","html":"