Sweetens Cove could have began as a humble Tennessee golf course with a cult following, nevertheless it shortly developed into one of the crucial 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 popularity for pairing critical bourbon credentials with a way of enjoyable and group 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 anticipate subsequent.
Try 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 thought 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 deliver 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 wherever else in golf—magical, unpretentious, and stuffed with persona, which is what led our star-studded possession group to purchase the course within the first place. Shortly after that, the thought to bottle that magical expertise got here alive.
We needed a whiskey that carried that very same vibe: top-tier high quality with somewhat 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 usually promote out immediately. What do you assume resonates most with followers and collectors?
From the start, Sweetens Cove earned its popularity 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 group, giving it an additional layer of curiosity. We imagine the correct mix of expertise, shortage, and integrating the cool vibe of the course is what retains folks coming again. Though now we have simply launched what’s going to probably be two mainstay expressions, we’ll proceed to innovate and excite with Restricted Version releases.
What units Sweetens Cove’s mixing and getting 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 nicely 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 determine what every new launch will look and style like? What’s the inventive course of behind constructing a brand new expression?
We style quite a bit from numerous sources and work meticulously to search 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 deliver it to life visually with our new iconic design system and golf-inspired naming. The purpose is all the time that excellent mixture of nice liquid, inspiring golf story and exquisite packaging.
What’s one cocktail you assume actually showcases the character of Sweetens Cove?
Sweetens Cove works fantastically in classics like Paper Planes and Previous Fashioneds, however a fan favourite on the course this yr 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 possibility that’s dangerously easy.
Sweetens Cove has a powerful emphasis on group 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 considered one of 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 by way of 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 exterior of our house in TN, we search to additional combine ourselves into the golf world each bodily at programs and nation golf equipment, but in addition a brand new crop of eating places and bars that includes golf simulators and golf experiences.
If somebody is making an attempt Sweetens Cove for the primary time, what’s the easiest way for them to expertise it?
Neat or with a splash of water is a good 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 for those who’re having fun with it, you’re doing it proper!
Are there any upcoming releases, collaborations, or initiatives followers ought to preserve an eye fixed out for?
We’ve received a full innovation pipeline within the works. This yr we’ll launch a restricted Father’s Day launch with a golf theme—excellent for the golfer/father present possibility. We’re additionally exploring a couple of new course-driven concepts and collaborations tied to the personalities round Sweetens. There are additionally plans now to construct an on-site house for our Whiskey on the course the place we are able to mix, bottle and style, giving visitors a bodily location to expertise all of Sweetens Cove.
What’s one factor folks can be stunned to study Sweetens Cove?
Sweetens Cove really 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 right this moment.
