In addition to being a folk music god and winning a Nobel Prize, Bob Dylan can now add a whiskey brand to his extensive repertoire. Having crooned about whiskey many times throughout his storied career, next month the Americana icon will release a collection of three whiskeys under the brand Heaven’s Door Spirits.
The idea came about in 2015 after liquor entrepreneur Marc Bushala and his business partners sold Angel’s Envy for $150 million and spotted a trademark application for “bootleg whiskey” under Dylan’s name. Bushala reached out to Dylan’s reps to inquire about partnering up to release some small-batch whiskey.
The trio behind Heaven’s Door Spirits—Dylan, Bushala, and chief operating officer Ryan Perry—buy whiskey from outside producers and put their own decided spins on it. The company will release a rye, a bourbon, and a double-barreled whiskey under the Heaven’s Door brand. In addition to this collection, Heaven’s Door Spirits will be releasing an annual limited-edition Bootleg Series in ceramic bottles adorning Dylan’s own paintings. The first, a 25-year-old whiskey, will be released next year for $300 per bottle.
Dylan is just one of a number of musicians and celebrities to release their own brand of alcoholic beverages. The Flaming Lips and Few Spirits released Brainville Rye Whiskey in 2016. The Hanson brothers started Hanson Brothers Beer Company to release their Mmmhops Pale Ale. And while alcohol can often be a new creative outlets for artists to delve into, it can also mean big money. George Clooney sold his tequila company to Diageo for up to $1 billion in 2017.
Whether Dylan’s whiskeys will be a golden goose remains to be seen, but one thing’s for certain: Dylan is happy with the final product. As he described it in a statement to the New York Times, “This is great whiskey.”