The exterior of the new Whiskey House in Elizabethtown, Kentucky

For many, the allure of visiting a legacy whiskey distillery lies in its history. Distillers can be borderline superstitious, arguing that if they change anything about production — from changing the size of the still to altering the fermenters — it will impact flavor.

The founders of Whiskey House, a new, state-of-the-art facility from the founders of Bardstown Bourbon Company, would not argue that those old distilleries have a certain kind of magic. But their goal is to keep experimenting and advancing to stay at the forefront of spirits innovation.

“It will be the most advanced distillery in the country, hands down,” said Whiskey House’s cofounder and CEO David Mandell during a recent hardhat tour of the 176-acre campus in Elizabethtown, Kentucky, which is projected to cost $350 million over the next decade to fully build out and complete.

Whiskey House began producing whiskey on July 1, crafting the spirit for friends, family, and employees.

The founders and initial team at Whiskey House

By “most advanced distillery,” Mandell refers to multiple aspects. The team has attracted talent from several renowned producers, accumulating 347 years of collective experience.

The facility has no master distiller and is the first to focus exclusively on highly-customizable contract whiskey orders without establishing its own brand or handling investment barrels. Production for contract orders is scheduled to start next week.

“We are taking processes, technology and procedures from an advanced manufacturing standpoint,” Mandell said, citing Industry 4.0 — the kind of integrated tech and AI you see from companies like Amazon and Tesla. “The idea that there is one person saying this is how everything is made doesn’t work for us, because we have 30 to 40 different customers doing custom mash bills and highly customized production. So we have to have a huge system with tremendous flexibility.”

John Hargrove, Whiskey House co-founder, president and COO, was in food manufacturing before working at Sazerac and Bardstown. He has taken lessons from that field. Whiskey House’s production building is 110,000 square feet, and is laid out where raw goods come in one side, and the semi-finished product comes out the other, ready to head to on-site warehouses.

The Whiskey House lab

Every piece of equipment has monitors on it, explained Roger Henley, the vice president of engineering and technology, who had a background in the oil and gas sector as well as the automotive industry before moving to work in distilling at Barton’s and Bardstown Bourbon Company.

Customers will be able to log into a custom dashboard and see in real-time all the details about how their whiskey was made, from the source of grains in their custom mash bill to where in the warehouse their whiskey is aging and what current conditions are.

Other distilleries use a lot of this technology, but data collected often stays siloed within departments. Think of QR codes on some whiskey bottles now — it’s likely that data, such as where the grain was sourced or where the barrel was stored in the warehouse, was collected and then entered by hand before reaching the consumer. This system is seamless. Henley said what sets it apart is the ability to centralize that data and have AI models utilize it to create efficiencies and save resources.

One easy-to-understand example is how to optimize alcohol production during fermentation.

“When you think about fermentation, you have multiple different variables: corn grown in different seasons with different nutrient contents, yeast that performs in a certain parameter of temperature degrees, and the same thing for enzymes. You can collect all that data using AI,” Mandell explained. “We could actually figure out the exact conditions to increase alcohol yield and proof gallons, and that will be a game changer.”

The facility is also designed to capture and reuse latent energy throughout the production process, resulting in a 50% decrease of energy consumption as compared to the EPA’s Energy Star Certified Distilleries. It’s got a slew of certifications to assure domestic and global clients everything is up to international code — and is even Kosher certified.

A rickhouse on the Whiskey House campus

The experimentation will continue throughout the aging process. During my recent visit, JT Thomas, the senior warehouse manager, and Phil Mays, the assistant warehouse manager, showed how they were testing a new type of food-grade sealant to help fix barrel leaks, as well as how the windows in the warehouse were designed to open at specific angles to experiment with airflow and its impact on aging.

And speaking of those warehouses, they also have airflow ducts at the base and are built longer and thinner than typical warehouses, so no client ends up in a less-desirable position in the rickhouse.

If a client has a specific request on where they’d like to be placed in the rickhouse, Whiskey House will do their best to accommodate it. It speaks to a larger business model of a contract facility that is built to service clients that have a clear pathway to using the whiskey in a brand. Whiskey House won’t be creating their own brands (or nabbing those most desirable warehouse spots themselves) and it won’t be making or holding investor barrels, something Mandell has seen drive up price and tie up capacity for brands that need production.

“It creates a bubble in the market and it’s really not healthy for the industry,” he said last fall.

In the intervening months, there is now more capacity in the industry as some legacy whiskey brands have slowed down their own production and other contract whiskey makers have expanded, lowering prices that had made it difficult for craft whiskey brands to survive. Mandell said the change in the market has not changed their business outlook.

“They [other producers] watched what we did at Bardstown and they thought it was going to be easy. But they don’t have the knowledge in many cases or the experience to do this type of production. It’s easier said than done,” Mandell said. “So what we’re seeing is that while there’s excess capacity, the best business is coming to us. And it’s what we predicted.”

Monica Wolf, a founder of The Spirits Group, a consulting firm that advises clients on business, production and distillery design, has a holistic view of the industry because she also brokers barrels.

“The frothy nature of the barrel market the last few years, born from financial interest by groups outside of the whiskey industry, was never going to be sustainable,” Wolf said. “The inflated pricing has now corrected and we’re seeing aged barrel pricing at or below where it’s been historically.”

Wolf said the market is nuanced and complicated and “with all times of feast and famine there are winners and losers.”

“From a brand perspective and something that will never change: having the patient capital to invest in new fill barrels at their lowest cost basis, in order to control costs, will always be a winning proposition,” she said.

Wolf mentioned that they are set to commence distilling at Whiskey House for both Lucky Seven and EJ Curley this fall. Ashley Barnes, the group’s Master Blender, has carefully selected and submitted the custom mash bills, yeast strains, and specified the level of char, toast, and seasoning for the barrels.

“Having Whiskey House of Kentucky for quality distillate, made to spec, is an incredibly important part of our process. Choosing a quality barrel cooperage along with the toast, char, and seasoning level of the staves that properly compliment the kind of products we’re intending to make is another important part,” Wolf said.

For Lucky Seven and EJ Curley, the barrels will be taken to their own facility, The Blending House in Shelbyville, Kentucky, where Barnes will oversee the aging and blending process.

Whiskey House has secured sales for 90 percent of their production capacity for the next five years. They are also collaborating with clients including Milam & Greene, Chicken Cock, Western Spirits, and Whiskey JYPSI, in addition to handling overseas production for large legacy spirits companies and ready-to-drink beverages.

If all goes to plan, production will soon double. The company started operations with greater than seven million proof gallons of annual capacity and will expand to more than 14 million proof gallons in 2027.

The space will soon include areas for clients to design their products with the Whiskey House team as well as space for them to host events. Eventually the campus will house 33 rickhouses, a palletized warehouse, a spent grain processing facility, a bottling facility, a rail system, as well as access to one of the highest-yielding hydro stratigraphic limestone aquifers in the region, which sits 120 feet below the property.

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Crossfire Hurricane Rum is a bold, premium blend of exceptional Caribbean rums from Jamaica, Barbados, and the Dominican Republic – fusing three distinct rum-making traditions into one potent spirit. The name is inspired by the opening lyric “I was born in a crossfire hurricane” from the Stones’ 1968 hit single “Jumpin’ Jack Flash.”

For six decades, The Rolling Stones have epitomized rock and roll, enchanting audiences worldwide with their timeless music and electrifying performances. Now, they’re extending their legendary influence into the spirits industry. In collaboration with Crossfire Hurricane Rum, the iconic band is launching a limited-edition gift set. This exclusive collection not only showcases their signature style but also celebrates their highly anticipated Hackney Diamonds 2024 Tour, offering fans a unique fusion of music and premium rum.

Crossfire Hurricane Rum is not just any rum; it’s a harmonious blend of flavors from Jamaica, Barbados, and the Dominican Republic. This fusion of three distinct rum-making traditions creates a spirit as intricate and captivating as the Rolling Stones’ music. Each region contributes its unique qualities: Jamaica offers robustness and depth, Barbados provides smoothness and balance, while the Dominican Republic adds a vibrant aroma and sweetness. Aged up to 5 years in charred oak barrels, this 40% ABV rum reveals flavors of caramelized bananas complemented by a gentle hint of tropical fruit. The premium barrels enrich the complexity, fostering the development of subtle spice notes and a velvety texture. On the nose are baking spices like nutmeg, cinnamon, oak, and toasty tobacco.

The partnership with the Rolling Stones and Crossfire has deeper roots than you may think. The Stones’ affinity for rum traces back to the 1970s, when they recorded their album “Goats Head Soup” in Kingston, Jamaica. Immersed in the island’s vibrant culture, they were enchanted by the Caribbean’s tropical rhythms and the rich flavor of Jamaican rum. This local spirit became a studio session staple and infused their music with an unmistakable island vibe. The name Crossfire Hurricane pays tribute to the Stones as it appears in the opening lyrics to the “Jumpin’ Jack Flash.”

Now, in 2024, the timeless allure of the Rolling Stones is celebrated with the release of the Limited Edition Hackney Diamonds Gift Set (starting at $125). Available at concert venues and online at Reserve Bar, this exclusive set is purposefully designed for the Hackney Diamonds Tour, making it a must-have for ardent fans. Enclosed within a deluxe box, you’ll discover the exquisite Hackney Diamonds bottle—crafted from sophisticated black gloss glass, adorned with a striking gold cap, and emblazoned with the iconic Rolling Stones tongue logo, encapsulating rock ‘n’ roll rebellion and style. Additionally, the set features a flagship bottle of Crossfire Hurricane Rum, an homage to the band’s fiery spirit and enduring legacy.

“The Stones’ love affair with rum began in the ’70s while we were recording our album Goats Head Soup in Kingston, Jamaica,” said Mick Jagger. “With Crossfire Hurricane Rum, we’ve crafted a complex yet smooth spirit that captures the essence of laid-back Caribbean nights spent with mates, music, and mischief.”

If you can’t make it to the Hackney Diamonds Tour there’s still a way to “Drink Like a Rockstar” this summer. Take a look at this cocktail recipe:

Crossfire Hurricane Rum represents a groundbreaking first for The Rolling Stones – their very first product ownership venture. Launched in November 2023, it is the culmination of a pioneering partnership between the iconic rock band, Universal Music Group, and Socio Ventures. This spirit marks a bold new frontier for the legendary Stones.

2 ounces The Rolling Stones’ Crossfire Hurricane Rum

1/2 ounce lime juice, freshly squeezed

Ginger beer, to top (about 5 ounces)

Garnish: lime wheel

Add rum and lime juice to a tall glass filled with ice.

Top with ginger beer.

Garnish with lime wheel.

Crossfire Hurricane Rum represents a groundbreaking first for The Rolling Stones – their very first product ownership venture. Launched in November 2023, it is the culmination of a pioneering partnership between the iconic rock band, Universal Music Group, and Socio Ventures. This spirit marks a bold new frontier for the legendary Stones.

One Community. Many Voices. Create a free account to share your thoughts. 

Our community is about connecting people through open and thoughtful conversations. We want our readers to share their views and exchange ideas and facts in a safe space.

In order to do so, please follow the posting rules in our site’s Terms of Service.  We’ve summarized some of those key rules below. Simply put, keep it civil.

Your post will be rejected if we notice that it seems to contain:

User accounts will be blocked if we notice or believe that users are engaged in:

So, how can you be a power user?

Thanks for reading our community guidelines. Please read the full list of posting rules found in our site’s Terms of Service.

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Our newsletter catches you up with all the business stories that are shaping Charleston and South Carolina every Monday and Thursday at noon. Get ahead with us – it’s free.

Sweet Grass Vodka owner Jarrod Swanger toasts with actor Jeremy Renner, then his celebrity brand rep, in September 2023.

The owner of a rapidly unraveling Charleston vodka company sold his million-dollar house and lost a large chunk of the profits in a court order.

Jarrod Swanger bought a 2,300-square-foot house in Mount Pleasant in 2020 months after launching Sweet Grass Vodka, a business investors now say was built on a series of falsehoods. Swanger convinced those investors to give him millions of dollars and lured actor Jeremy Renner to be the face of his brand, even calling him a co-owner.

Renner cut ties with Swanger earlier this year, while people who sunk money into Sweet Grass are suing Swanger for failing to pay back nearly $750,000 in loans. He also stands accused of owing Renner nearly half a million dollars and employees as much as five weeks in back pay.

Swanger officially sold his Snee Farm home for $1.7 million on June 21, when the deal closed. A sales contract was signed in late April, court records show.

More than a quarter million dollars — the bulk of Swanger’s share of the profit from the sale — was handed over to the court as part of an agreement in a lawsuit brought by investor Stephen McCord.

Alicia and Jarrod Swanger pose for a portrait in the future location of Sweet Grass Vodka inside of The Refinery on Meeting Street Road on Dec. 9, 2021, in Charleston.

The agreement allowed Swanger’s wife, Alicia, to keep half of the $680,000 in net proceeds after a previous order by Judge Jennifer McCoy had called for all proceeds from the sale to be seized. An exemption in South Carolina law also allows Jarrod Swanger to keep $73,700 from the sale.

The caveat protecting Swanger’s wife was the main reason he agreed to the June 12 order, said Swanger’s lawyer, Ronald Jones Jr. He said Swanger’s wife has nothing to do with the business or debts of her husband and noted the judge has yet to make an order on who is to receive Swanger’s cut of the profits.

McCord and his lawyer could not be reached for comment.

Far from the jet-setting lifestyle brushing shoulders with celebrities he enjoyed in recent years, Swanger’s story has devolved into a tale of professional failure mixed with personal tragedy.

With his business shuttered and debts mounting, Swanger’s 16-month-old son fell into the family’s backyard swimming pool on June 11 and nearly drowned.

Swanger and his wife were both at home when the child was found unresponsive in the water, a police incident report states.

The Mount Pleasant house sold this month by Sweet Grass Vodka owner Jarrod Swanger. A judge ordered his share of the profits held by the court until a final decision is made on one of the lawsuits against him.

Story continues below

Police are still investigating and have kept further details under wraps, while refusing to release records related to the incident. A spokeswoman for Mount Pleasant police could not be reached for comment.

The infant was taken to East Cooper Medical Center and then to the pediatric critical care unit at the Medical University of South Carolina’s Shawn Jenkins Hospital. The child was still there as of midweek. No update was available June 28.

Swanger has been selling off his furniture on the Snee Farm Villa HOA Facebook page, posting this month: “Anyone need an office set up for cheap? Or just the table or just the bookshelves?”

Nearly 20 people, among them investors and former employees, told The Post and Courier that Swanger took millions from investors while operating a business built on deception. The craft vodka, billed as made from locally sourced potatoes in a Charleston distillery from his wife’s family’s old Polish recipe, is a watered-down version of alcohol made elsewhere. The farm where Swanger claimed he bought the potatoes confirmed it never sold to him—and it hasn’t had a potato crop in two years.

Investors say they never got their money back, and Swanger never provided them annual tax forms the IRS requires for business partnerships.

On June 14, a judge ruled in favor of South Carolina Federal Credit Union in one of four outstanding lawsuits against Swanger that stated he owed $26,154.30 on a defaulted loan. Swanger also was ordered to pay the credit union’s legal fees. Court records show that loan was repaid as of June 25.

Other lawsuits claim he still owes $37,000 on his bottling equipment and $113,466 as part of an unpaid loan.

Alicia Swanger holds one of the company’s bottles inside the future location at The Refinery on Meeting Street Road on Dec. 9, 2021, in Charleston.

Sweet Grass Vodka and its Sweetgrass Lounge has been closed since April, when Swanger was booted out of the company’s space, located inside The Refinery at 1640 Meeting Street Road on Charleston’s upper peninsula, for failure to pay rent. Swanger still went on to host parties at the lounge until his mid-April eviction, even though his liquor license was revoked in March.

He also failed to pay state income taxes in 2020, 2021 and 2022.

Sweet Grass Vodka hit shelves in 2020 and quickly landed in Total Wine locations, restaurants and six states across the Southeast, including South Carolina. Two years later, Swanger was telling people his company was worth $26 million and would reach $40 million in annual sales by 2023.

In reality, according to a former business partner with copies of the brand’s distribution figures, Sweet Grass in 2023 sold roughly 2,000 cases. Even at retail prices on the company website, that comes to well below $1 million.

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John Ramsey is a reporter on The Post and Courier’s Watchdog and Public Service team.

He has worked as an editor and reporter in Richmond, Va., Fayetteville, N.C. and Rocky Mount, N.C.

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Our newsletter catches you up with all the business stories that are shaping Charleston and South Carolina every Monday and Thursday at noon. Get ahead with us – it’s free.

Sweet Grass Vodka owner Jarrod Swanger toasts with actor Jeremy Renner, then his celebrity brand rep, in September 2023.

The owner of a rapidly unraveling Charleston vodka company sold his million-dollar house and lost a large chunk of the profits in a court order.

Jarrod Swanger bought a 2,300-square-foot house in Mount Pleasant in 2020 months after launching Sweet Grass Vodka, a business investors now say was built on a series of falsehoods. Swanger convinced those investors to give him millions of dollars and lured actor Jeremy Renner to be the face of his brand, even calling him a co-owner.

Renner cut ties with Swanger earlier this year, while people who sunk money into Sweet Grass are suing Swanger for failing to pay back nearly $750,000 in loans. He also stands accused of owing Renner nearly half a million dollars and employees as much as five weeks in back pay.

Swanger officially sold his Snee Farm home for $1.7 million on June 21, when the deal closed. A sales contract was signed in late April, court records show.

More than a quarter million dollars—the bulk of Swanger’s share of the profit from the sale—was handed over to the court as part of an agreement in a lawsuit brought by investor Stephen McCord.

Alicia and Jarrod Swanger pose for a portrait in the future location of Sweet Grass Vodka inside of The Refinery on Meeting Street Road on Dec. 9, 2021, in Charleston.

The agreement allowed Swanger’s wife, Alicia, to keep half of the $680,000 in net proceeds after a previous order by Judge Jennifer McCoy had called for all proceeds from the sale to be seized. An exemption in South Carolina law also allows Jarrod Swanger to keep $73,700 from the sale.

The caveat protecting Swanger’s wife was the main reason he agreed to the June 12 order, said Swanger’s lawyer, Ronald Jones Jr. He said Swanger’s wife has nothing to do with the business or debts of her husband and noted the judge has yet to make an order on who is to receive Swanger’s cut of the profits.

McCord and his lawyer could not be reached for comment.

Far from the jet-setting lifestyle brushing shoulders with celebrities he enjoyed in recent years, Swanger’s story has devolved into a tale of professional failure mixed with personal tragedy.

With his business shuttered and debts mounting, Swanger’s 16-month-old son fell into the family’s backyard swimming pool on June 11 and nearly drowned.

Swanger and his wife were both at home when the child was found unresponsive in the water, a police incident report states.

The Mount Pleasant house sold this month by Sweet Grass Vodka owner Jarrod Swanger. A judge ordered his share of the profits held by the court until a final decision is made on one of the lawsuits against him.

Story continues below

Police are still investigating and have been tight-lipped with any further details while refusing to release records related to the incident. A spokeswoman for Mount Pleasant police could not be reached for comment.

The infant was taken to East Cooper Medical Center and then the pediatric critical care unit at the Medical University of South Carolina’s Shawn Jenkins Hospital. The child was still there as of midweek. No update was available June 28.

Swanger has been selling off his furniture on the Snee Farm Villa HOA Facebook page, posting this month: “Anyone need an office set up for cheap? Or just the table or just the book shelves?”

Nearly 20 people, among them investors and former employees, told The Post and Courier that Swanger took millions from investors while operating a business built on deception. The craft vodka, billed as made from locally sourced potatoes in a Charleston distillery from his wife’s family old Polish recipe, is a watered-down version of alcohol made elsewhere. The farm where Swanger claimed he bought the potatoes confirmed it never sold to him — and it hasn’t had a potato crop in two years.

Investors say they never got their money back, and Swanger never provided them annual tax forms the IRS requires for business partnerships.

On June 14, a judge ruled in favor of South Carolina Federal Credit Union in one of four outstanding lawsuits against Swanger that stated he owed $26,154.30 on a defaulted loan. Swanger also was ordered to pay the credit union’s legal fees. Court records show that loan was repaid as of June 25.

Other lawsuits claim he still owes $37,000 on his bottling equipment and $113,466 as part of an unpaid loan.

Alicia Swanger holds one of the company’s bottles inside the future location at The Refinery on Meeting Street Road on Dec. 9, 2021, in Charleston.

Sweet Grass Vodka and its Sweetgrass Lounge has been closed since April, when Swanger was booted out of the company’s space, located inside The Refinery at 1640 Meeting Street Road on Charleston’s upper peninsula, for failure to pay rent. Swanger still went on to host parties at the lounge until his mid-April eviction, even though his liquor license was revoked in March.

He also failed to pay state income taxes in 2020, 2021 and 2022.

Sweet Grass Vodka hit shelves in 2020 and quickly landed in Total Wine locations, restaurants and six states across the Southeast, including South Carolina. Two years later, Swanger was telling people his company was worth $26 million and would reach $40 million in annual sales by 2023.

In reality, according to a former business partner with copies of the brand’s distribution figures, Sweet Grass in 2023 sold roughly 2,000 cases. Even at retail prices on the company website, that comes to well below $1 million.

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John Ramsey is a reporter on The Post and Courier’s Watchdog and Public Service team.

He has worked as an editor and reporter in Richmond, Va., Fayetteville, N.C. and Rocky Mount, N.C.

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