When COVID-19 hit, Paul Wesley, like many of the world, discovered himself at residence with nothing to do. So, he and his then-neighbor, The Vampire Diaries co-star Ian Somerhalder, began working collectively to carry a brand new sort of bourbon to the market.
Their effort to kill time led to the creation of their now-very profitable alcohol: Brother’s Bond Bourbon. Since launching in 2021, the model has turn out to be one of many fastest-growing whiskey manufacturers, in line with Whisky Advocate, which claims they’ve shipped greater than 100,000 circumstances throughout the U.S. over the past three years.
Wesley and Somerhalder portrayed beloved onscreen brothers Stefan and Damon Salvatore, respectively, on the hit CW present, bringing their shut relationship offscreen for Brother’s Bond Bourbon.
When creating their whiskey model, some of the essential issues to the co-stars-turned-business-partners was that their product was authentically theirs and never simply theirs in title alone. Not solely do the lads hand mix the bourbon themselves however they’re additionally concerned with each single step of the method of the corporate — a lot so it’s nearly turn out to be their full-time job whereas appearing is extra of their freelance gig.
The Star Trek actor credit The Vampire Diaries followers for the corporate’s fast-growing success, noting that he didn’t actually understand how profitable the present was till their bourbon launched.
“We’re in a approach sort of tapping into the nostalgia of the present that everybody misses as a result of it’s simply unbelievable how well-liked the present is,” Wesley tells The Hollywood Reporter in an unique interview. “We launched this factor, and I believe individuals have been like, ‘Oh my gosh, it’s the 2 brothers.’ They instantly had that emotional connection to it, and I believe that’s why it took off, however I didn’t understand how potent that was.”
Whereas the multihyphenate is grateful for the followers’ funding in Brother’s Bond Bourbon, he hopes the alcohol can increase and discover its personal fandom amongst longtime whiskey drinkers, who for the final 20 years have relied on Maker’s Mark, Woodford Reserve or another model.
“What we wish to do is admittedly double down on what Brother’s Bond is and core values and actually promote it that approach. Proper now, lots of our shoppers are followers of me and Ian. What we wish to do is converse to the bourbon drinker,” the Inform Me a Story actor says. “Our subsequent section is focusing on the male client, [showing] that it’s not only a kind of celeb bullshit, money seize, and that we’re very severe about it.”
Under, Wesley particulars what makes Brother’s Bond Bourbon distinctive, how he’s balancing enterprise and appearing, his artistic inspirations and extra.
Paul, speak to me about Brother’s Bond. Why did you wish to launch a bourbon model, and why this one?
Ian Somerhalder and I did a sequence for eight years collectively, and we kind of grew to become referred to as the brothers who’re preventing over a lady for eight years, and the one time they’re bonding is after they’re having a bourbon. So, for us, we’ve had bourbon on our minds for eight years. Except for that, we shot the present in Georgia. After work, if you wish to wind down and have a drink, I fell in love with having bourbon. I believe it was as a result of, as I used to be capturing, in my thoughts, I used to be like, “Ugh, I want this was actual bourbon,” however it was truly iced tea. So I went residence, and I began dabbling in, kind of attempting totally different bourbons and attempting to get a really feel for my palette and what I preferred and actually fell in love with the method and actually fell in love with the notion of it being actually the one true American spirit. Bourbon needs to be made in America. COVID hit, and I used to be sitting round at residence as everybody else was. Ian was as nicely, and he lives down the road — or he used to — not by design, after which we stated, “Hey, let’s do that. Let’s create a bourbon.” So, it grew to become this COVID venture that, frankly, I didn’t suppose was going to be as A) well-liked and B) time-consuming.
Paul Wesley and Ian Somerhalder
Nick Tininenko/Getty
You touched on this a bit, however how did you and Ian give you the concept?
It was one thing we had talked about doing. Once more, when COVID hit, I believe Ian was probably attempting to determine a strategy to do some wine model that by no means took off. I don’t know what occurred. It by no means got here to fruition. After which, he known as me and stated, “Hey, I even have an important CEO of a liquor firm, and I’ve some cash we are able to increase, and we discovered some barrels we are able to mix.” And that was it. Then, I got here up with the title Brother’s Bond. I’m gonna go forward and take that credit score. I believe I did a reasonably good job as a result of I believe it like actually captures the spirit of the corporate. For us, whenever you drink our bourbon, it’s a approach of bonding. And so it’s our bond, me and Ian, Brother’s Bond onscreen, offscreen. But additionally it’s like, we would like this to kind of really feel like a neighborhood expertise. We wish to introduce bourbon to individuals they usually have a bourbon collectively, connecting over no matter, whether or not they’re associates or household or on a date. We wish that to be a connective expertise like it’s for us.
How is Brother’s Bond totally different from different bourbons in the marketplace?
It’s hand-blended by me and Ian. So, it’s very distinctive. It’s not like anyone handed us a mix and the bottle they usually say, “Oh, nice. Simply put your names on it, and also you guys can endorse it.” So Ian and I blended this ourselves, which means it’s curated and crafted to our style. So when individuals are attempting Brother’s Bond, it’s one thing that we truly created versus it’s just a few random product, which frankly talking, is almost all of celebrity-owned manufacturers — with some exceptions. And so we actually pleasure ourselves on that.
We are also one of many first bourbons to come back out with a totally regenerative whiskey, which means, I believe, 85 % of the grains in our regenerative whiskey are fabricated from regenerative grain, which means they’re carbon destructive. They seize carbon from the environment. They use particular farming strategies that actually is the best way bourbon crops ought to be — no-till [farming] and sure issues like that. We have been one of many first manufacturers which have a carbon-negative bottle of bourbon, which is fairly distinctive. I don’t know if you recognize a lot about bourbon, however we’re a four-grain firm, which is sort of uncommon. Bourbons are sometimes three-grain, and even our rye is four-grain. I’m getting a little bit nerdy on you, however yeah, stuff like that.
No, that’s OK. That was truly one in every of my questions. How would you describe Brother’s Bond to somebody who doesn’t know quite a bit about whiskey? I simply began consuming it, so I don’t know a lot.
So, primarily, you’re taking grains — corn, rye, wheat, barley — you’re placing them in virgin oak barrels, which means they’re fully untouched. Then, you primarily char the barrels to get a few of that oaky texture and that kind of smoky really feel. You let it sit there. Our bourbon is aged a minimal of 4 years. It sits there. We pull out the blends, we re-blend it once more to create our personal excellent mash invoice, and we put it in a bottle. So whenever you’re consuming it, you’re consuming these kinds of grains which were fastidiously aged in these oak barrels. It’s a little bit bit like wine however a completely totally different ABV and totally different course of. Nevertheless it’s that kind of factor that takes lots of time, lots of endurance. It’s very capital-intensive. You must retailer the barrels. Each bourbon tastes totally different. All of them have distinctive, what they name, mash payments.
Brother’s Bond Bourbon co-founders Paul Wesley and Ian Somerhalder.
Courtesy of Brother’s Bond
Why was it essential to you and Ian that your bourbon be comprised of regenerative agriculture?
Ian takes full credit score on that. I didn’t know something about it. Ian may be very obsessed with regenerative agriculture. He did a film known as Kiss the Floor that’s on Netflix, and it’s all about that motion. It’s a approach of, kind of attempting to curb/get rid of the environmental devastation that comes from all of the carbon we’re emitting into the environment. I believe it was Woody Harrelson who narrated it. Ian was in it, and so I watched the documentary, and it simply was pure. We have been like, “Effectively, we wish to give again. We’re beginning this firm. We should always have some kind of charitable trigger. We have to have one thing.” After which it simply made excellent sense. We’re a grains firm. We’re an agricultural firm. So it’s an ideal match, versus one thing else that we’re not associated to.
You all launched in 2021. How have you ever advanced as an organization as a bourbon since then?
Oh my God, it’s been such a studying curve. I’ve by no means launched an organization earlier than, and I’ve by no means been concerned like this. Hindsight’s 2020. I might have completed in all probability 40 issues in another way, however we’ve tailored. We’ve entered this new section. We’ve welcomed new staff members. We have already got an identification, however I believe what we wish to do is admittedly double down on what Brother’s Bond is and core values and actually promote it that approach. Proper now, lots of our shoppers are followers of me and Ian. What we wish to do is converse to the bourbon drinker, who’s at all times for the final 20 years, drank — I don’t know, I’m selecting a random model — Maker’s Mark or, no matter, Woodford Reserve and have them go, “I wish to give this a shot. I wish to do that.” And I believe, for us, that’s actually our subsequent section is, focusing on the male client, that it’s not only a kind of celeb bullshit, money seize, and that we’re very severe about it.
How do you kind of take your creativity as an actor and a director and apply it to Brother’s Bond?
That’s probably the most rewarding side. My entire life, I’ve by no means completed something aside from appearing and directing and producing, and I’m at all times within the leisure business. Shopper items and merchandise, it’s a completely totally different factor. However I believe should you can sort of discover moments of creativity in that, whether or not it’s, “Effectively, what’s our identification, how can we promote it?” Even design, we’re redesigning a few of our labels. It’s identical to, what’s the emotion related to the product, which may be very very like, what you kind of put into a personality. You’re like, “Effectively, what’s the emotion? What’s my arc? What am I? How is the viewers connecting with me onscreen?” You must sort of suppose in an identical approach. It’s like, how is that client connecting with this bottle after they have it of their hand? That’s an experiential factor.
How are you prioritizing and balancing your small business ventures together with your leisure profession?
Undoubtedly, for me, neither takes a precedence. I imply, it’s one in every of these conditions the place, with appearing, it’s very a lot a contract job. For instance, I’m going off to shoot season 4 of Star Trek: Unusual New Worlds in February, they usually know that. So, I’ve accounted for that point, and I’m dedicated to that, and Ian’s gonna take over a few of my duties, and I’ve different staff members. I should be in entrance of the digicam. I must do issues, so far as discovering characters. That, for me, that’s rewarding. I’ve completed it since I used to be a toddler. I’ve actually been doing theater since I used to be in third grade, and so I’ve to proceed doing it. And likewise it feeds the product. If I’m doing nicely, then the corporate’s thriving as nicely, as a result of I’ve extra eyeballs on me, I suppose.
What are some manufacturers you’re taking inspiration from relating to Brother’s Bond?
Hm, nicely, I imply, I don’t know. They’re all very totally different. However like, if we’re speaking in regards to the alcohol area, those that I don’t take inspiration from, I cannot point out. However, for instance, after I first began the model, I observed Bryan Cranston and Aaron Paul had a mezcal, and I occur to know them fairly nicely. They’re each associates of mine, and I keep in mind I reached out to Aaron about launching a bourbon model, and he was so beneficiant along with his time and gave me some actually smart phrases of recommendation. He was like, “There by no means ought to be a second the place you’re not pushing your child and speaking about your child. It needs to be a part of your DNA, and it has to essentially turn out to be one thing that’s part of you.” It’s not identical to, “Oh, I’ve 9 manufacturers and an endorsement take care of this and that, and that’s one in every of them.” It has to essentially turn out to be a part of your DNA. And that’s what these guys try this I believe actually makes them stand out. I believe they’ve completed an outstanding job in actually committing to the mezcal, and I kind of took a little bit bit of recommendation from Aaron and tried to do the identical.
What about artistic inspirations? I do know you’ve partnered with Lovesac earlier than.
It’s humorous as a result of after I noticed KidSuper and Lovesac have been collaborating, it sort of jogged my memory a little bit little bit of like taking what might be simply the common bourbon model and including the factor of me and Ian. With that, we carry a sure perspective that maybe a typical bourbon maker or no matter wouldn’t essentially consider. Lovesac, they’ve been round eternally, they usually have their core issues that work, after which all of the sudden you’ve got this designer coming in, who doesn’t sometimes do furnishings, and he’s reshaping and reinventing issues. I like collaborations like that. That’s like an ideal mix of artwork assembly commerce in some ways. And that’s kind of what I like about about their collaboration.
Whisky Advocate famous that Brother’s Bond is likely one of the fastest-growing whiskey manufacturers proper now. If you all launched it three years in the past, did you count on it will take off on this approach?
I didn’t. I didn’t understand how wildly profitable The Vampire Diaries was, and I believe lots of the nostalgia and connection was that this was our first venture collectively for the reason that present ended, and we have been once more brothers, despite the fact that we’re not in a present once more. We’re in a approach sort of tapping into the nostalgia of the present that everybody misses as a result of it’s simply unbelievable how well-liked the present is.
To at the present time, I can’t stroll down the road with out anyone asking me about it or be in an airport. It’s simply everybody from totally different ages — whether or not it’s a younger lady, a man in his 40s, basketball gamers come as much as me. It was a really particular time, COVID, individuals have been sitting at residence, sort of reflecting on issues, after which all of the sudden we launched this factor, and I believe individuals have been like, “Oh my gosh, it’s the 2 brothers.” They instantly had that emotional connection to it, and I believe that’s why it took off, however I didn’t understand how potent that was.
Ian Somerhalder as Damon Salvatore and Paul Wesley as Stefan Salvatore in ‘The Vampire Diaries.’
The CW/Courtesy of Everett Assortment
Completely. I used to be very late to The Vampire Diaries get together, however I’ve been watching it now, and I get it.
You’re late. You’re a decade late. (Laughs.)
I do know. (Laughs.) However I made it. How does it really feel to see individuals help it on this approach?
It’s superior. When it turns into a part of your common life, and also you see it, that’s when it’s cool. I keep in mind the primary time I noticed Vampire Diaries on an airplane on the TVs, and I used to be like, “Oh my god, so cool.” It’s that sort of factor. In the event you stroll into your favourite restaurant or bar or one thing, and unexpectedly you see it, you’re like, “Holy shit. Whoa. I did that. I created that. Now it’s there.” Seeing it at an airport or one thing, that’s the sort of stuff that I get a kick out of it being me, discovering it out of nowhere someplace.
So, whenever you see it at a bar, do you at all times go for it, or do you strive different issues too?
Yeah, you must help the account. Completely. Truthfully, even when I don’t drink it, even when I don’t really feel like consuming, I’m gonna order a number of Brother’s Bonds, and tip the workers nicely, and thank them for supporting the model.
How is the easiest way to drink it? Would you say straight? As a cocktail?
I believe everyone has their very own palate, their very own style, their very own stage of expertise with bourbon. My mother would by no means drink it neat. My mother loves it in a cocktail that we created known as the Mystic Charmer [Brother’s Bond Straight Bourbon Whiskey, lemon juice and honey syrup, topped with Ginger Ale]. She loves. My mother and father had their forty fifth marriage ceremony anniversary a couple of days in the past, they usually have been simply making these drinks for everyone. It was hilarious. I drink it on the rocks or neat. It additionally simply relies upon. We’ve got a number of skews. So we’ve our 80 proof, which is actually identical to you would placed on the rocks. My girlfriend loves it on the rocks, and she or he doesn’t sometimes drink bourbon. Then you’ve got like, cask power, which is like 115 proof, and that’s one thing that I can drink it neat, and I can drink it on the rocks, however should you’re not likely anyone who’s used to that, you must perhaps lower it with a little bit water and put it in a cocktail. At Wally’s, for instance — I’m simply selecting a random account; I don’t know should you’ve heard of Wally’s in L.A. — they make a cask power quaint. That’s phenomenal with Brother’s Bond. There’s other ways to do it. Everybody has their very own factor.
Outdated fashioneds have been my go-to drink for a few 12 months now, however just some locations make them good.
That’s true. That’s an artwork inside itself.
How would you wish to proceed to increase this model transferring ahead?
Look, I wish to first, actually, have a superb grip on, once more, my loyal client, my client that’s not going to that’s, “That is my bourbon. That’s my go-to. I’m gonna purchase that for my bar.” And so simply construct that loyal base. I’m searching for long-term dedication. It’s like I’m on a courting app, that’s what I actually wish to win over these bourbon drinkers after which construct a neighborhood. Construct a neighborhood of folks that perceive our trigger, whether or not it’s giving again — we donate a portion of all of our gross sales to Kiss the Floor — whether or not it’s simply the style profile, or they love the side of bonding with somebody, no matter. Simply nurture that additional after which increase. We simply launched on-line in Europe. I wish to go to then hit Europe arduous, retailers and on-premise, after which I wish to hit South America, simply actually make Brother’s Bond a legacy model that I can provide to my unborn little one — or canine.
I’m certain your canine would actually admire it. What are another enterprise ventures you’d wish to discover — if any?
I hadn’t thought of that. I’ll say I used to be dabbling within the notion… I’m obsessive about my canine, and I’ve been having some conversations about perhaps creating a singular canine model or canine snack. That’s one thing that I’m serious about, simply because I like canine, and I believe you simply should do the issues that you simply’re obsessed with, and that’s one thing that I believe is an attention-grabbing class for me. That was sort of the one factor. Aside from that, I’m extra centered on the leisure area, primarily.
Ian has kind of publicly introduced that he’s not likely serious about appearing anymore. He’s received these dietary supplements. It’s known as The Absorption Firm, which is definitely an incredible product. It’s truly such a superb product that I invested within the firm, so I’m rooting for it to succeed. Well being is essential. Every little thing’s a steadiness. Everybody is aware of consuming an excessive amount of isn’t good for you. It’s all steadiness. And so I additionally love well being. I simply suppose there’s individuals which might be smarter than me that would in all probability do it higher than me, so I’m not even gonna go there.
You talked about earlier that you simply and Ian hand-blended the bourbon. How did you study to do this?
I’m gonna give Ian full props on this one. He’s the one who kind of confirmed me the way to do it. I don’t know the way he figured it out. I don’t know if he watched tutorials. I do know we spoke to a grasp blender a number of occasions, who suggested us. However you must see him. He’s received these measuring cylinders. He’s pouring the mash payments in numerous measuring cylinders, and he’s including totally different, “Oh, a little bit extra rye, a little bit extra corn.” He has like 40 samples. He’s attempting them at totally different occasions a day. He loves this shit. He loves mixing.
You additionally famous {that a} portion of your proceeds go to Kiss the Floor. Speak to me a little bit bit about why you wish to try this proper now, why that’s particularly essential proper now.
Once more, it’s a trigger that Ian dropped at us. I believe each firm ought to have some type of a charitable factor. I believe simply pure revenue… Additionally, it needs to be natural to that firm, and this was simply natural to us. We’re actually making bourbon out of grains, and regenerative agriculture is actually grains. And so for us, it’s identical to, why wouldn’t we become involved in that?
