Stories are an essential part of the whiskey experience. Over a lifetime, it’s possible to build a collection of adventures, memories, and heart-warming moments that are touched in some way by the magical power that only whiskey can offer. Whiskey Network has the unique privilege to tell as many of these as possible.
Earlier this year, it was my honor to be able to tell the story of Whiskey Jypsi by Outsider Spirits. For the uninitiated, it’s an authentic new brand of whiskey borne from a lauded poet (Eric Church), a whiskey wizard (Ari Sussman), and a shrewd businessman (Raj Alva). This is not a “celebrity brand.” It’s a ground up, dream-to-reality story of the power of good whiskey. The trio’s commitment to passion and quality are the backbone of the brannd.
Since that story, there’s been a flurry of activity around the brand. Recently, a story caught my eye and it’s important to pass this along to our readers. We’ve all witnessed (or personally experienced) how Hurricane Helene devastated parts of North Carolina, Tennessee, South Carolina, Georgia, and Florida (a direct hit). Without a thought, decorated and celebrated artist Eric Church sprang into action.
The result is Church’s first solo single in over three years. He immediately signed over the publishing royalties of this new song to aid the people of North Carolina. The title of the song is “Darkest Hour” and it’s widely available across the major platforms for music.
Here’s a snippet of the lyrics:
All I really know is I never know / What’s coming around the bend
But you should know you’re not alone / Hang on and hold my hand
In your darkest hour / Baby I’d come runnin’
In your darkest hour / I’d light your way
Baby don’t give up / I’ll do everything in my power
To take even a minute off your darkest hour
On top of this, Church’s charity Chief Cares is stepping up to aid people in all states that have been impacted.
Furthermore, the “Concert for Carolina” (October 28th, 2024) was a star-studded event that broke records and raised over $24 million for Hurricane Helene relief efforts. Led by Luke Combs, Eric Church, Billy Strings, and James Taylor, these legendary artists put on a spellbinding performance for the 82,193 fans in attendance. The performance lives on with over 7.1 million views of the stream so far. This effort continues and there is still much work left to be done.
Eric Church says, “‘Darkest Hour’ is a song dedicated to the unsung heroes, the people who show up when the world’s falling apart. This is for the folks who show up in the hardest times, offering a hand when it’s most needed, and standing tall when others can’t. Even in your darkest hour, they come running. When the night’s at its blackest, this is for those who are holding the light, guiding the lost and pulling us through. The message of the song specifically in this time is about Hurricane Helene and the people that need help, but in a broader view, it’s about any challenging times that we have in our life, which we’ll all have. And it’s always important to know that in your darkest hour, there are people that will come running, there are people that will help. And I think it’s also important to be one of the people that go running when other people need help.”
The best kind of whiskey stories are those that warm your heart. The brands in the industry that dig deep to provide good whiskey are a great part of that coverage. However, there are those who have the power to help a bit more by bringing us together for the greater good. It is the pinnacle of the industry when those associated with whiskey brands give an extra effort to take care of their fellow humans.
Eric Church, Whiskey Jypsi, and everyone else involved have demonstrated how much they understand the power of a moment. As Church sings in the song, even to take a minute off your darkest hour.
Please visit the official social media channels of Eric Church and the Chief Cares website for more information on how you can help those affected by Hurricane Helene.
To learn more about the brand and how you can taste Whiskey Jypsi, please go here.
