Jake Norris thinks people should have dinner parties again.
He said so himself, last night, while addressing a crowd of roughly 40 whiskey aficionados at his new distillery in Arvada.
Folks were gathered there to celebrate the first release of the Curated Barrel Project, a new direct-to-consumer bottle series from the acclaimed distiller.
Manny Barella was there, serving a once-off family-style menu of dishes that went well with whiskey and flexed his fine dining chops. Things like huitlacoche arancini, carnitas with mole verde, charred broccolini with cotija and lime, and epazote polenta were passed around and enjoyed by diners, many of whom began the night as strangers.
At the end of dinner, Norris guided guests through a tasting of the new juice. The award-winning whiskey maker taught everyone to taste like a pro. The crowd felt grateful to be learning from the man who distilled the first legal drop of whiskey in Colorado. Norris was the founding Head Distiller for both Stranahan’s and Laws Whiskey House and has spread his talents worldwide through years of consulting for brands like Woody Creek Distillers, St. Augustine Distillers and Sabbatical Distillery. The guy lives and breathes the stuff. Lots of people who know him call him Jake Whiskey. “I’ve been in the whiskey industry as long as there has been a craft whiskey industry,” he said.
On Wednesday, May 13, Norris, alongside partners Scott Kerkmans and Nate Grimm, launched the Curated Barrel Project with a seven-year straight bourbon whiskey aptly titled “The Control.” This will be the first of eight bottles Norris plans to release quarterly. Each bottle will run roughly $100 bucks and is available exclusively online. There is also an option to become a member, which guarantees all eight bottles, plus a special release with a unique cask finish that’s only available for those who commit to the series. “Everybody is playing on an even field,” said Norris.
With the Curated Barrel Project, Norris hopes to democratize the buying process and sell a product that’s an affront to the hype-focused, status-oriented end of whiskey culture. There’s a lot of love in the venture, but it’s also clearly fueled by righteous anger against the big corporate branding and inauthentic nonsense stories that surround plenty of today’s most-coveted bottles. “The reason I’m so passionate about it is I’m disenchanted with whiskey,” said Norris. “I’m bringing whiskey back to experience and accessibility.”
While The Control is decidedly high quality, it’s meant to facilitate social events, be shared over backyard barbecues or be passed around a campfire. “If you don’t open the bottle, it doesn’t exist. It’s a token. Don’t save it, spend it. Call your buddies and have them help you kill it,” said Norris. Norris sees whiskey as a communal sacrament, meant for births, deaths, celebrations and mourning. “It’s an experience, not a thing. That’s part of the beauty of it. It’s ephemeral,” he continued. “You have to destroy it to enjoy it.”
The project is also partly dedicated to Norris’ best friend Tom, who passed away two years ago. “He would have excellent bottles, and he wasn’t hesitant to break them out,” said Norris. “He wasn’t waiting for a special occasion. He made the occasion special.”
Each bottle will come with a custom zine, handcrafted by Norris and his artist cohort. There will be a completely different zine for each batch, complete with bottle information, visual art and a Spotify playlist to help deepen the drinking experience. “More importantly, it’s a letter from me,” said Norris.
With each release, Norris plans to host an exclusive dinner party at his distillery. The events are limited to 50 seats. Those interested can only gain access through a code that comes with the confirmation email from purchasing a bottle. Each dinner will feature a new chef. The lineup will be organized by Coperta’s Paul C. Reilly, who has agreed to act as project manager for the dinners. “I’m not casual about food,” said Norris. “I’m excited for this project because I get to team with these badass chefs.”
Guests are asked to bring their own plateware, which will be washed and bussed during the duration of the meal. Glassware will be provided. “I love great things, but I’m not real big on fancy,” said Norris.
The Curated Barrel Project is about more than just whiskey. It’s a call to action, and a rallying cry against the last creepy vestiges of post-COVID isolationism. “Let’s find out what we have in common, not what we don’t have in common,” said Norris.
Bottles from the Curated Bottle Project can be purchased here.
All photos courtesy of Kyle Cooper.
