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The New York Times reports on how music legend Bob Dylan is getting into the bourbon business.

It all started in 2015 when Dylan registered a trademark application for the term “bootle whiskey< a fact that was noticed by Marc Bushala, who had just sold his Angels Envy bourbon brand for $150 million. Bushala reached out to Dylan - who is not the easiest guy in the world with whom to make contact - and made a deal that led to them creating a portfolio of three small batch whiskeys. They consist of “a straight rye, a straight bourbon and a ‘double-barreled’ whiskey. They are Mr. Dylan’s entry into the booming celebrity-branded spirits market, the latest career twist for an artist who has spent five decades confounding expectations.”

Dylan isn’t just lending his name and image to the brand. he is, in fact, a full partner in the business, and has been active in developing the three lines, which will range in price from $50 to $80.

“We both wanted to create a collection of American whiskeys that, in their own way, tell a story,” Dylan tells the Times. “I’ve been traveling for decades, and I’ve been able to try some of the best spirits that the world of whiskey has to offer. This is great whiskey.”

The only thing that didn’t go Dylan’s way was the name. He wanted to call it Bootleg, which could be problematic for a whiskey brand. But they came up with another name - Heaven’s Door - but still plan to “issue an annual Bootleg Series in limited editions, in ceramic bottles decorated with his oil and watercolor paintings.”
KC's View:
Sounds like it is worth a try to me.

One of the interesting things about the Times piece is how it points out that Dylan has long been interested in using his assets - meaning his music and reputation - to endorse brands that he thought synched well with them. Somehow, bourbon sounds perfect.