When COVID-19 hit, Paul Wesley, like a lot of the world, discovered himself at house with nothing to do. So, he and his then-neighbor, The Vampire Diaries co-star Ian Somerhalder, began working collectively to convey a brand new type 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 into one of many fastest-growing whiskey manufacturers, in accordance with Whisky Advocate, which claims they’ve shipped greater than 100,000 instances 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, one of the crucial vital issues to the co-stars-turned-business-partners was that their product was authentically theirs and never simply theirs in identify alone. Not solely do the boys 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 virtually turn into 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 notice how profitable the present was till their bourbon launched.
“We’re in a manner type 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 feel individuals had been like, ‘Oh my gosh, it’s the 2 brothers.’ They instantly had that emotional connection to it, and I feel that’s why it took off, however I didn’t notice how potent that was.”
Whereas the multihyphenate is grateful for the followers’ funding in Brother’s Bond Bourbon, he hopes the alcohol can broaden 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 basically double down on what Brother’s Bond is and core values and actually promote it that manner. Proper now, a variety of our shoppers are followers of me and Ian. What we wish to do is communicate to the bourbon drinker,” the Inform Me a Story actor says. “Our subsequent section is concentrating on the male client, [showing] that it’s not only a form of celeb bullshit, money seize, and that we’re very severe about it.”
Beneath, Wesley particulars what makes Brother’s Bond Bourbon distinctive, how he’s balancing enterprise and appearing, his inventive 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 form 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 feel 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 house, and I began dabbling in, form of attempting completely 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 must be made in America. COVID hit, and I used to be sitting round at house 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 provide you with the concept?
It was one thing we had talked about doing. Once more, when COVID hit, I feel Ian was probably attempting to determine a approach 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 ideal CEO of a liquor firm, and I’ve some cash we will increase, and we discovered some barrels we will mix.” And that was it. Then, I got here up with the identify Brother’s Bond. I’m gonna go forward and take that credit score. I feel I did a fairly good job as a result of I feel it like actually captures the spirit of the corporate. For us, once you drink our bourbon, it’s a manner of bonding. And so it’s our bond, me and Ian, Brother’s Bond onscreen, offscreen. But additionally it’s like, we wish this to form of really feel like a group expertise. We wish to introduce bourbon to individuals and so they have a bourbon collectively, connecting over no matter, whether or not they’re pals or household or on a date. We would like that to be a connective expertise like it’s for us.
How is Brother’s Bond completely 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 and so they say, “Oh, nice. Simply put your names on it, and also you guys can endorse it.” So Ian and I blended this ourselves, that means it’s curated and crafted to our style. So when persons 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 return out with a totally regenerative whiskey, that means, I feel, 85 p.c of the grains in our regenerative whiskey are product of regenerative grain, that means they’re carbon unfavorable. They seize carbon from the environment. They use particular farming strategies that actually is the best way bourbon crops needs to be — no-till [farming] and sure issues like that. We had been one of many first manufacturers which have a carbon-negative bottle of bourbon, which is fairly distinctive. I don’t know if you realize a lot about bourbon, however we’re a four-grain firm, which is type of uncommon. Bourbons are sometimes three-grain, and even our rye is four-grain. I’m getting somewhat nerdy on you, however yeah, stuff like that.
No, that’s OK. That was truly certainly one of my questions. How would you describe Brother’s Bond to somebody who doesn’t know loads 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, that means they’re utterly untouched. Then, you primarily char the barrels to get a few of that oaky texture and that form 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 good mash invoice, and we put it in a bottle. So once you’re consuming it, you’re consuming these forms of grains which have been rigorously aged in these oak barrels. It’s somewhat bit like wine however a very completely different ABV and completely different course of. But it surely’s that form of factor that takes a variety of time, a variety of endurance. It’s very capital-intensive. You need to retailer the barrels. Each bourbon tastes completely 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 vital to you and Ian that your bourbon be constituted of regenerative agriculture?
Ian takes full credit score on that. I didn’t know something about it. Ian could be very enthusiastic about 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 manner of, form of attempting to curb/eradicate the environmental devastation that comes from all of the carbon we’re emitting into the environment. I feel it was Woody Harrelson who narrated it. Ian was in it, and so I watched the documentary, and it simply was pure. We had been like, “Effectively, we wish to give again. We’re beginning this firm. We should always have some form of charitable trigger. We have to have one thing.” After which it simply made good 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 developed 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’d have executed in all probability 40 issues in a different way, however we’ve tailored. We’ve entered this new section. We’ve welcomed new crew members. We have already got an identification, however I feel what we wish to do is basically double down on what Brother’s Bond is and core values and actually promote it that manner. Proper now, a variety of our shoppers are followers of me and Ian. What we wish to do is communicate to the bourbon drinker, who’s all the time for the final 20 years, drank — I don’t know, I’m choosing 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 this.” And I feel, for us, that’s actually our subsequent section is, concentrating on the male client, that it’s not only a form of celeb bullshit, money seize, and that we’re very severe about it.
How do you form 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 complete life, I’ve by no means executed something aside from appearing and directing and producing, and I’m all the time within the leisure trade. Shopper items and merchandise, it’s a very completely different factor. However I feel for those who can type 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 could be very very similar to, what you form 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 need to type of suppose in an analogous manner. 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 along with your leisure profession?
Positively, for me, neither takes a precedence. I imply, it’s certainly one 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, and so they 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 crew members. I must be in entrance of the digital camera. I have to do issues, so far as discovering characters. That, for me, that’s rewarding. I’ve executed it since I used to be a baby. 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 in the case of Brother’s Bond?
Hm, nicely, I imply, I don’t know. They’re all very completely different. However like, if we’re speaking in regards to the alcohol area, those that I don’t take inspiration from, I can’t point out. However, for instance, after I first began the model, I seen Bryan Cranston and Aaron Paul had a mezcal, and I occur to know them fairly nicely. They’re each pals of mine, and I bear in mind I reached out to Aaron about launching a bourbon model, and he was so beneficiant together with his time and gave me some actually clever phrases of recommendation. He was like, “There by no means needs to be a second the place you’re not pushing your child and speaking about your child. It must be a part of your DNA, and it has to actually turn into one thing that’s part of you.” It’s not identical to, “Oh, I’ve 9 manufacturers and an endorsement cope with this and that, and that’s certainly one of them.” It has to actually turn into a part of your DNA. And that’s what these guys try this I feel actually makes them stand out. I feel they’ve executed an outstanding job in actually committing to the mezcal, and I form of took somewhat bit of recommendation from Aaron and tried to do the identical.
What about inventive inspirations? I do know you’ve partnered with Lovesac earlier than.
It’s humorous as a result of after I noticed KidSuper and Lovesac had been collaborating, it type of jogged my memory somewhat little bit of like taking what may very well be simply the common bourbon model and including the factor of me and Ian. With that, we convey a sure perspective that maybe a typical bourbon maker or no matter wouldn’t essentially consider. Lovesac, they’ve been round ceaselessly, and so they have their core issues that work, after which all of the sudden you could have this designer coming in, who doesn’t sometimes do furnishings, and he’s reshaping and reinventing issues. I really like collaborations like that. That’s like an ideal mix of artwork assembly commerce in some ways. And that’s form of what I love about about their collaboration.
Whisky Advocate famous that Brother’s Bond is likely one of the fastest-growing whiskey manufacturers proper now. While you all launched it three years in the past, did you anticipate it could take off on this manner?
I didn’t. I didn’t notice how wildly profitable The Vampire Diaries was, and I feel a variety of the nostalgia and connection was that this was our first venture collectively for the reason that present ended, and we had been once more brothers, though we’re not in a present once more. We’re in a manner type 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 this present day, I can’t stroll down the road with out anyone asking me about it or be in an airport. It’s simply everybody from completely different ages — whether or not it’s a younger woman, a man in his 40s, basketball gamers come as much as me. It was a really particular time, COVID, individuals had been sitting at house, type of reflecting on issues, after which all of the sudden we launched this factor, and I feel individuals had been like, “Oh my gosh, it’s the 2 brothers.” They instantly had that emotional connection to it, and I feel that’s why it took off, however I didn’t notice 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 social gathering, 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 manner?
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 bear 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 type of factor. In case you stroll into your favourite restaurant or bar or one thing, and swiftly 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 type of stuff that I get a kick out of it being me, discovering it out of nowhere someplace.
So, once you see it at a bar, do you all the time go for it, or do you strive different issues too?
Yeah, it’s a must to 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 feel all people has their very own palate, their very own style, their very own degree 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 number of days in the past, and so they had 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 a number of skews. So we now have our 80 proof, which is definitely identical to you possibly can placed on the rocks. My girlfriend loves it on the rocks, and she or he doesn’t sometimes drink bourbon. Then you could have 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 for those who’re not likely anyone who’s used to that, you must possibly minimize it with somewhat water and put it in a cocktail. At Wally’s, for instance — I’m simply choosing a random account; I don’t know for those who’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.
Previous fashioneds have been my go-to drink for a couple of yr now, however just some locations make them good.
That’s true. That’s an artwork inside itself.
How would you prefer to proceed to broaden this model transferring ahead?
Look, I wish to first, actually, have a great grip on, once more, my loyal client, my client that isn’t 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 in search of 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 group. Construct a group of those who 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 broaden. 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 may give to my unborn youngster — or canine.
I’m certain your canine would actually admire it. What are another enterprise ventures you’d prefer 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 possibly creating a novel canine model or canine snack. That’s one thing that I’m desirous about, simply because I really like canines, and I feel you simply must do the issues that you simply’re enthusiastic about, and that’s one thing that I feel is an attention-grabbing class for me. That was type of the one factor. Aside from that, I’m extra centered on the leisure area, primarily.
Ian has form of publicly introduced that he’s not likely desirous about appearing anymore. He’s acquired these dietary supplements. It’s known as The Absorption Firm, which is definitely an incredible product. It’s truly such a great product that I invested within the firm, so I’m rooting for it to succeed. Well being is vital. The whole lot’s a stability. Everybody is aware of consuming an excessive amount of isn’t good for you. It’s all stability. And so I additionally love well being. I simply suppose there’s individuals which can 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 be taught to do this?
I’m gonna give Ian full props on this one. He’s the one who form of confirmed me easy methods 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 acquired these measuring cylinders. He’s pouring the mash payments in numerous measuring cylinders, and he’s including completely different, “Oh, somewhat extra rye, somewhat extra corn.” He has like 40 samples. He’s attempting them at completely 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. Discuss to me somewhat bit about why you wish to try this proper now, why that’s particularly vital proper now.
Once more, it’s a trigger that Ian dropped at us. I feel each firm ought to have some type of a charitable factor. I feel simply pure revenue… Additionally, it must 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?