When Jake Norris observes the current whiskey culture in America, he feels a tinge of disappointment. Many enthusiasts have shifted towards collecting rare bottles instead of enjoying the spirits themselves, a trend to which he contributed during his time at renowned distilleries like Stranahan’s and Laws Whiskey House. He helped initiate the sought-after Stanahan’s Snowflake program, where fans would camp out for a chance to snag limited-release bottles, often trading them for significantly higher prices in the secondary market.

However, Norris believes this trend detracts from the true essence of whiskey. "What good is a record if you don’t play it? What good is a painting if there’s a tarp on it?" he mused. Whiskey, he argues, should be celebrated and savored rather than relegated to a shelf.

To inspire a shift towards drinking rather than hoarding, Norris has launched The Curated Barrel Project. His goal is to release eight unique whiskey expressions over the next two years, each made by aging original bourbon recipes in various casks to create distinct flavors. To encourage enthusiasts to enjoy these releases, he plans to host chef-driven pop-up events and offer accompanying zines with each bottle.

The first bourbon release from this venture, titled The Control, was introduced this month. Unlike future expressions, this one is not cask-finished, intended to showcase the bourbon’s original recipe consisting of 75% corn, 21% rye, and 4% malted barley. Aged for seven years, around 400 bottles are available for purchase.

Norris’s journey with The Curated Barrel Project began in 2024 when he found himself with 30 barrels of aging whiskey. Initially distilled in 2019 while he was consulting for another company, the bourbon underwent a pause due to the pandemic, leaving him with spirits that now had matured longer than anticipated.

Upcoming releases will be aged in various casks, including Cognac and Port barrels, enhancing their flavor profiles. In parallel to The Curated Barrel Project, Norris is also finalizing a distillery in Arvada, separate from his current releases but set to produce whiskey in the future. This new distillery will serve as the venue for the pop-up dinners he plans to host.

On May 28, Norris will welcome chef Manny Barella, a former “Top Chef” contestant, for a four-course pairing event. This unique gathering encourages guests to bring their own plates and cutlery, fostering a sense of connection and community among attendees.

With the added element of a zine—featuring a QR code linking to a custom playlist and Norris’s artwork—The Curated Barrel Project aims to shift focus from a collection mentality to a more immersive experience with whiskey. "I thought, why can’t whiskey be like that?" explains Norris, echoing his nostalgia for cherished memories tied to the act of enjoying music.

The first batch of The Control is available for $99, alongside tickets to the pop-up dinner priced at $250 per person. Additionally, memberships are offered at $800, ensuring holders receive a bottle from each batch and an exclusive bonus bottle. For more details, visit The Curated Barrel Project.