Off Hours Bourbon has spent the past two seasons building out its role as the official spirit partner of the Detroit Pistons – a pairing Ireland says comes down to shared values more than marketing synergy.
“I think both Off Hours and the Pistons and Detroit in general are built on authenticity and hard work,” founder and CEO, Jake Ireland said during an appearance on Live in the D.
The brand is also working to shake up bourbon’s old image as a drink for a narrow audience. “We’re trying to break those stereotypes. I think we’re trying to make it more approachable,” Ireland said. For him, it’s less about who’s drinking it and more about the occasion. “It’s more about the moments you get a chance to drink it.”
That philosophy extends to how people actually enjoy the bourbon – neat, on the rocks, or mixed into a cocktail. “It’s mixing it, it’s drinking it really however you want to,” he said, pointing to a fall favorite made with local apple cider, lemon juice and maple syrup.
Even the brand’s name reflects that laid-back approach. Ireland wanted something with a positive feel. “I wanted something that had a positive connotation to it,” he said, describing it as the feeling of “being able to walk out of the office” and unwind.
With the partnership heading into its second full season, Off Hours is expanding beyond Little Caesars Arena into local retailers including Total Wine and Plum Market, with Kroger and Meijer partnerships in the works.
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