Sweetens Cove could have began as a humble Tennessee golf course with a cult following, however it shortly developed into one of the vital talked-about new names in American whiskey.
Beloved for its laid-back spirit, star-studded possession, and thoughtfully crafted releases, the model has constructed a fame for pairing critical bourbon credentials with a way of enjoyable and neighborhood that feels uniquely Sweetens.
We caught up with Chris Parsons, CEO of Sweetens Cove, to speak in regards to the model’s origin story, its strategy to whiskey-making, and what followers can count on subsequent.
Take a look at the interview beneath!
Sweetens Cove has a legendary backstory. How would you describe the model’s origin story for somebody discovering it for the primary time?
Sweetens Cove Golf Membership has a long-standing ritual of a toast with buddies and a bourbon shot earlier than teeing off. That custom sparked the concept to create a whiskey worthy of that particular second. So what began as a pre-round ritual changed into a line of award-winning bourbons that seize the spirit of Sweetens—enjoyable, welcoming, and meant to be shared and a scrumptious solution to begin a spherical.
What impressed the choice to carry collectively grasp distillers, notable buyers, and a cult-favorite Tennessee golf course to create a bourbon model?
It was an natural evolution. Sweetens Cove is a spot not like anyplace else in golf—magical, unpretentious, and stuffed with character, which is what led our star-studded possession group to purchase the course within the first place. Rapidly after that, the concept to bottle that magical expertise got here alive.
We needed a whiskey that carried that very same vibe: top-tier high quality with slightly looseness and enjoyable baked in. Bringing nice distillers along with a bunch of passionate companions made it doable to create a model that feels each premium and completely approachable.
Sweetens Cove releases typically promote out immediately. What do you suppose resonates most with followers and collectors?
From the start, Sweetens Cove earned its fame with well-aged, expertly blended, restricted releases that tasted genuinely particular. Collectors gravitated not simply to the standard, however the story behind the bottles together with the golf course, the custom, the sense of neighborhood, giving it an additional layer of curiosity. We imagine the right combination of expertise, shortage, and integrating the cool vibe of the course is what retains folks coming again. Though we have now simply launched what’s going to seemingly be two mainstay expressions, we are going to proceed to innovate and excite with Restricted Version releases.
What units Sweetens Cove’s mixing and growing old course of aside from different premium bourbons?
Our two latest releases of which we’re significantly proud mark a primary for us as they’re each unblended. We tasted an enormous variety of barrels and two stood out instantly: a 5-year Tennessee straight bourbon and a 6-year Tennessee straight wheated bourbon. They have been from nice mashbills, already so extremely effectively aged, balanced, approachable and flavorful we selected to maintain them that approach. We’ll proceed to mix sure releases, however our tenet is to bottle solely what we genuinely love.
How do you resolve what every new launch will look and style like? What’s the artistic course of behind constructing a brand new expression?
We style so much from numerous sources and work meticulously to seek out whiskies that really feel true to the Sweetens profile: approachable, stuffed with character with a capability so as to add an additional layer to our vary. After touchdown our liquid, we carry it to life visually with our new iconic design system and golf-inspired naming. The purpose is at all times that excellent mixture of nice liquid, inspiring golf story and exquisite packaging.
What’s one cocktail you suppose actually showcases the character of Sweetens Cove?
Sweetens Cove works superbly in classics like Paper Planes and Outdated Fashioneds, however a fan favourite on the course this 12 months was the Cart Crush: 3 oz Sweetens, 2 oz lemonade, topped with a splash of Sprite and a lime wedge. It makes for a refreshing, barely effervescent choice that’s dangerously easy.
Sweetens Cove has a powerful emphasis on neighborhood and storytelling. How does the model keep related to its roots whereas persevering with to develop nationally?
Our roots are firmly related to the golf course in TN and stays our core essence and the beginning of each one among our tales. We’ve so many tales to inform from the times and occasions on the course the place the whiskey stays integral to the expertise. We do that via social channels and encourage those that come to share – and people who haven’t made it but to share their very own “candy spots” moments. In different markets outdoors of our dwelling in TN, we search to additional combine ourselves into the golf world each bodily at programs and nation golf equipment, but additionally a brand new crop of eating places and bars that includes golf simulators and golf experiences.
If somebody is attempting Sweetens Cove for the primary time, what’s one of the simplest ways for them to expertise it?
Neat or with a splash of water is an effective way to choose up all of the element in our 93.7- and 95-proof bottlings. However our fundamental suggestion is nevertheless you get pleasure from it. Very like the course itself, we don’t imagine in guidelines. Sweetens holds up in something from neat pours to cocktails, so we are saying if you happen to’re having fun with it, you’re doing it proper!
Are there any upcoming releases, collaborations, or initiatives followers ought to maintain a watch out for?
We’ve acquired a full innovation pipeline within the works. This 12 months we’ll launch a restricted Father’s Day launch with a golf theme—excellent for the golfer/father present choice. We’re additionally exploring just a few new course-driven concepts and collaborations tied to the personalities round Sweetens. There are additionally plans now to construct an on-site dwelling for our Whiskey on the course the place we will mix, bottle and style, giving company a bodily location to expertise all of Sweetens Cove.
What’s one factor folks can be shocked to study Sweetens Cove?
Sweetens Cove truly comes from the valley’s unique title, Sweden’s Cove. Over time the pronunciation shifted, and finally the course—and now the whiskey—took on the title we all know at present.
