Heaven’s Door Whiskey: Don’t Knock It

The New York Times: “In late 2015, an unexpected name popped up in the liquor industry press: Bob Dylan. A trademark application for the term ‘bootleg whiskey’ had been filed under Mr. Dylan’s name. Among those who noticed the news was Marc Bushala, 52, a lifelong fan and a liquor entrepreneur … So he reached out, and after being vetted by Mr. Dylan’s representatives, Mr. Bushala … talked to Mr. Dylan by phone, and proposed working together on a portfolio of small-batch whiskeys.”

“Next month, he and Mr. Dylan will introduce Heaven’s Door, a collection of three whiskeys — a straight rye, a straight bourbon and a “double-barreled” whiskey. They are Mr. Dylan’s entry into the booming celebrity-branded spirits market, the latest career twist for an artist who has spent five decades confounding expectations … Heaven’s Door is meant to conjure a broader idea of Mr. Dylan that is part Renaissance man, part nighthawk. The label design is derived from his ironwork sculptures, with rural iconography — crows, wagon wheels — in silhouette. And in promotional photos lighted like classic movie stills, a tuxedo-clad Mr. Dylan, 76, gazes off in a dark cocktail lounge or lonely diner, glass in hand.”

“Mr. Bushala and Ryan Perry, the chief operating officer, struggled to interpret Mr. Dylan’s wishes. Often they came in the form of enigmatic comments or simply glances … He and Mr. Perry recalled Mr. Dylan’s tasting a sample of the double-barreled whiskey and saying that something was missing. ‘It should feel like being in a wood structure,’ he said … Months later, the men returned with a sample that they felt embodied ‘that sweet, musty smell of a barn,’ Mr. Bushala said, and presented it to Mr. Dylan, who commented approvingly.”

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