Although we were fascinated by the delicate process that goes into making every bottle, we realized that many folks don’t share the same appreciation because they find whiskey too harsh, too smokey, or too sweet. Please note that MSRP may have changed since the date of our review. In 2017, after four years of development and feedback, we finally bottled Misunderstood Ginger Spiced Whiskey. After our first bottling run, we drove from Kentucky to Jersey City throughout the night to make it to Jersey City Whiskey Fest, which was Misunderstood’s debut to the world. According to Sean, “JD and Chris set out to make a whiskey for everyone and it has proven to resonate with novice drinkers and cocktail enthusiasts alike. The product is distilled at 80 proof from 100% Midwest grains in Bardstown KY, and aged in American Oak barrels. I asked about a signature drink and was told that the “Stood and Soda” (a High Ball) was becoming popular. What I particularly enjoy about the craft spirit movement is that it attracts people with vision and who are willing to think outside the box. After three months of hitting the pavement and lots of Watermelon Ginger Smashes, we sold out of our first batch and started partnering with distributors. Canada: Of all the whiskey-producing countries in the world, Canada (arguably) is the most misunderstood, and it’s not hard to see how it got a bad rap: 75 percent of all Canadian whisky … Beautiful article beautifully written and warmly received. A Second Shot for Both Brands “Diageo sells portfolio of brands to Sazerac,” read the headline of the press release.It went on to say that among the brands acquired were Seagram’s VO and VO Gold. We just had a vision. So, when he heard glowing reports about Misunderstood from the trade, he reached out to JD and Chris and added them to his portfolio. They grew up a block apart in Montclair, NJ and often worked together in various “enterprises” ranging from lemonade stands to DJ events to house painting. The obvious question is, what’s ahead for JD and Chris. We weren’t the delivery boys anymore. It quickly became the number one craft brand at Fedway. However, our drive to create something special and share it with the world has been with us long before taking a sip of whiskey. From lemonade stands when we still had our baby teeth, to DJ event and house painting companies in the unforgettable college years. Must be +21 yrs. Through years of experimentation, Misunderstood Whiskey … As luck would have it, Sean ran into the guys at the Louisville Airport and what followed was a press release with this headline: MISUNDERSTOOD WHISKEY BECOMES FIRST DOMESTIC BRAND TO JOIN SAZERAC’S GROWING 375 PARK AVENUE SPIRITS PORTFOLIO, They have entered into a strategic alliance with plans for regional and national rollout over time. Find Misunderstood Whiskey at one of our awesome retailers, get Misunderstood delivered, or purchase online! Sean is one of those executives with a strong entrepreneurial orientation and a keen eye for high potential brands. Bartenders gravitated to use Misunderstood in cocktails that were typically based with gin or vodka. Much to our surprise, we were overwhelmed by the people’s reactions as Misunderstood became a crowd favorite that night. In addition to being enjoyed neat or on the rocks, Misunderstood Whiskey’s early success can be attributed to its versatility in premium cocktails and regard as a fun tool for bartenders. We’ve known each other since we were seven years old and grew up a block apart in Montclair, NJ. Must be +21 yrs. We started this business with absolutely no experience besides drinking the stuff. Our whiskey is a blend of mostly bourbon with a slight touch of American whiskey, aged in American oak barrels, and proudly blended & bottled at 80 proof in Bardstown, Kentucky. The refreshed JSQ Lounge. Misunderstood is more than a bottle of whiskey now. Misunderstood is inspirational. This is an 80 proof American blended whiskey distilled from midwest grains, aged in used American oak barrels, and proudly infused & bottled in Kentucky. JUST A LITTLE MISUNDERSTOOD . JD Recobs and Chris Buglisi, founders and owners of Misunderstood whiskey, have been friends since childhood, age seven to be exact. Late last year we announced that 93-year-old Joseph Barone, the longtime owner of the beloved Journal Square Pub, had sold the business. The whiskey is bottled at 80 proof with an impressively smooth and refreshing ginger finish that is crafted for whiskey … The aroma (nose) provides ginger (of course), but also vanilla, and a bit of citrus. Thanks for reading! No one actually believed it was our first day in business. During those few months, we realized Misunderstood’s true potential in the cocktail world and its ability to break traditional whiskey barriers. Drink Responsibly. But let’s also add the drive, enthusiasm and hard work of the founder. I’ve always said that for a new brand to succeed, it needs to be relevant and unique. Their passion for experimenting with various ingredients and crafting interesting beverages has brought forth a high-quality whiskey that everyone can enjoy. Made by friends, enjoyed by friends. Misunderstood Ginger Spiced Whiskey is an American blended whiskey distilled from Midwestern grains, aged in American oak barrels, and proudly infused and bottled in Kentucky. In addition to being enjoyed neat or on the rocks, Misunderstood Whiskey’s early success can be attributed to its versatility in premium cocktails and regard as a fun tool for bartenders. With 375 Park Avenue Spirits providing the wind to the brand’s back and with their work ethic the formula for success is there. Much to our surprise, we were overwhelmed by the people’s reactions as Misunderstood became a crowd favorite that night. Misunderstood Whiskey is here to get you through quarantine! Misunderstood is unconventional. Misunderstood Whiskey: The Goodfella, the Lobby Bar at the MC’s signature drink, is made with Misunderstood Whiskey’s ginger-infused whiskey (it has tasting notes of … Although starting a business together came up casually in conversation, we finally had the opportunity to collaborate on a project we both obsessed about....the beautiful, brown nectar of the gods. American . On the way they dropped off cases to an online retailer. And, if you can imagine, all initially sold by the guys and delivered by them. JD Recobs and Chris Buglisi, founders and owners of Misunderstood whiskey, have been friends since childhood, age seven to be exact. I’m not much of a taste expert but their description resonated with me as I drank the product. American Whiskey with a little gingerly love. In fact, the ginger is visible (well ground up) in the bottle and collects at the bottom if it’s left to sit for a while. We were self-distributing in NJ which meant we were both the sales team and delivery boys. Misunderstood Ginger Spiced Whiskey quantity Add to cart. We just had a vision. old to view ©2018, Cask & Barrel Club Sean is the GM of Bond & Royal. The finish is a very enjoyable butterscotch and baking spices. Born from curiosity, they produce boundary-pushing whiskey. We spent many sleepless nights running home from our corporate jobs to blend, infuse, and spit out lots of homemade infusions. In 2017, after four years of development and feedback, we finally bottled Misunderstood Ginger Spiced Whiskey. We were exhausted, anxious, nervous, and excited to say the least. Use Misunderstood Whiskey in all your favorite seasons & classic cocktails. We immediately knew we had something people wanted and it was a very surreal experience. “I feel that Canadian Whisky as a whole is a much-misunderstood spirit, as the regulations on it are very loosely written. Ever since then, we've been building the business glass by glass. Somehow, he knows intuitively which craft or startup will make it. We spent every day going door-to-door on our bicycles to have bar managers try Misunderstood, sometimes waiting for hours until someone showed up. Drink Responsibly. DBA MISUNDERSTOOD WHISKEY WEBSITE PRIVACY POLICY . Interestingly, the subtitle on the label is “Legend One.” So, I’m guessing that Misunderstood Ginger Spiced Whiskey is just the beginning. Last Revised on January 01, 2021. Thanks, Art, In an age of fleeting brand loyalty and increased consumer curiosity, Misunderstood is one of the few brands I’ve seen consumers return to time and time again as a staple in their pantry and cocktail repertoire.”, Jason Schladenhauffen, president and CEO of 375 Park Avenue Spirits, added, “The success that Chris and JD have been able to achieve…is a testament to the strength of the brand and the stewardship they’ve provided,”. JD Recobs and Chris Buglisi, founders and owners of Misunderstood whiskey, have been friends since childhood, age seven to be exact. (Photo by @mr_serran0) • • • • • They grew up a block apart in Montclair, NJ and often worked together in various “enterprises” ranging from lemonade stands to DJ events to house painting. Your email address will not be published. What followed next was a back office and distribution relationship with Park Street Imports and adding Florida and Upstate NY to their market repertoire. The worst that could happen is that we have a bunch of whiskey to drink, right? Each of these endeavors taught us the value of being different and have carried much influence in our lives. Starting from a kitchen recipe by two childhood friends, JD Recobs & Chris Buglisi, Misunderstood Whiskey is an American Whiskey, aged in American oak barrels, blended with all … Link in bio to read our interview with @vintageonfirst owner, Mark Rosado. They grew up a block apart in Montclair, NJ and often worked together in various “enterprises” ranging from lemonade stands to DJ events to house painting. Sean O’Rourke was the head of the craft spirit division at Fedway Associates, an important and powerful distributor in New Jersey. Misunderstood Whiskey Ginger Spiced Whiskey rating was calculated by tastings.com on 10/22/2018. Remember, a winning new brand needs relevance, uniqueness and hard work by the founders. ... Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators except as disclosed on the Website. The product, subtitled as “Legend One,” is described as “an 80 proof American blended whiskey distilled from Midwest grains, aged in used American oak barrels, and proudly infused & bottled in Kentucky.” MGP, Source Of Much Sourced Whiskey, Is Misunderstood. The whiskey for our friends. Misunderstood was founded by two friends with a passion for craft whiskeys with a universal appeal. We’ve met some awesome friends throughout, made unforgettable memories, and have enjoyed every glass of Misunderstood that’s been poured. Misunderstood Whiskey, Aperol, Orange Bitters, Lemon, Apple Butter, Clove. Must be +21 yrs. This made us work harder to develop a unique, high quality whiskey that was the perfect balance between complexity and drinkability. Please note that MSRP may have changed since the date of our review. The scene shifts. He shares his journey from thrifting across the world and selling at flea markets to opening a Hoboken storefront and taking vintage digital in 2020. Misunderstood isn’t too hard to understand: It makes just one product, whiskey flavored with ginger and other spices. Whiskey has been our passion since graduating college. JD Recobs & Chris Buglisi, Co-Founders, Misunderstood Whiskey Co. ©2020 Buglisi Recobs Group INC. | All Rights Reserved | Misunderstood is a Registered Trademark of Buglisi Recobs Group Corp | Misunderstood Whiskey, 40% Alc./Vol., 375 Park Avenue Spirits a division of the Sazerac Company , Louisville KY | Laugh Regularly - Enjoy Responsibly. This made us work harder to develop a unique, high quality whiskey that was the perfect balance between complexity and drinkability. As you can imagine the Misunderstood Mule is outrageous. The first few months in business was the most tested period of time for the brand. American Whiskey with a little gingerly love. 17.5k Followers, 2,428 Following, 583 Posts - See Instagram photos and videos from Misunderstood Whiskey Co. ® (@misunderstoodwhiskey) We lived, breathed and learned the industry day in and day out. We’ve always had the “get up and go” mindset and individually ran the gamut of small businesses from a young age. I loved the taste — ginger bread, toasted oak, caramel, vanilla. Subscribe to the Booze Business feedby entering your email address below: Your email address will not be published. The next question was, would anyone buy it?”, Satisfied with the product they had developed in their kitchens, the path to launch involved the usual obstacles — finding a manufacturer, raising money, getting distribution, and much more. A eureka moment followed and the idea of a new and different flavored whiskey came to the surface. Misunderstood is an American whiskey blended with all natural ginger. “We started this business with absolutely no experience besides drinking the stuff. Drink Responsibly. Misunderstood is made by friends and enjoyed by friends. I’ve know JD and his parents since he was 15…and I am so happy for JD and Chris! $32.99 The Whiskey For Everyone. At the time, the future owners, Jersey City natives Sebastian and Frank Cupo provided little details about their plans for the neighborhood staple. Misunderstood Ginger Spiced Whiskey is known as the most versatile spirits. John’s Bernbach’s team (with Tom and Neil’s involvement), came up with a simple yet powerful message. Thanks for the head’s up, Arthur! “Generally, everyone thinks of whiskey as high-end, super craft and full of … As many startup booze business entrepreneurs will tell you, launching a brand is not for the faint of heart or the lazy. Misunderstood is good vibes. Great article…I’ve given Misunderstood as gifts to many people and it has always been a hit. It is not a shooter product, in my view, but a very pleasant sip and savor experience. “We’re extremely humbled to join Sazerac’s 375 Park Avenue Spirits Portfolio,” says JD Recobs, co-founder of Misunderstood Whiskey. Unfortunately, their ardor for whiskey was not shared by their friends who hated whiskey. Miramar Rakia From Bulgaria: The American Dream. “HoHA,” Hoboken Hospitality Alliance, was formed in 2019 with a mission to help support local open restaurant Operators & Vendors from the Hoboken community, who have a passion for the industry and want to be a resource to the community. Our ginger balances perfectly with the subtle sweetness of our high midwestern corn mash bill , making Misunderstood approachable for rookies, yet complex enough for connoisseurs. Misunderstood Whiskey | Welcome! The SRP is roughly $30 for a 750ML. Here’s how they describe the reaction to Misunderstood Whiskey: “1,500 people were in attendance to taste products showcased by nearly 100 established brands…and well, us. Fortunately, they found a manufacturer in Bardstown, KY and began production of what they describe as the whiskey for everyone — “an introductory whiskey for the novice yet complex enough for the connoisseur.”. Misunderstood is an American whiskey blended with all natural ginger for a mellow finish while maintaining the integrity of the whiskey. Direct-to-Consumer Spirit Sales: Why so Hard. Co-founders JD Recobs & Chris Buglisi started Misunderstood Whiskey out of their kitchen in Montclair, New Jersey. This isn’t just a bourbon, this is a Frontier Whiskey. Inspired by his great-great-grandfather Augustus Bulleit, who made a high-rye whiskey between 1830-1860… The Concept and the Packaging. The next question was, would anyone buy it? I found this fascinating on a number of levels. And who else to take the risk with other than your best friend. The whiskey maker backed away from a promise to acknowledge its debt to a black distiller — until Fawn Weaver swooped into town and took up the cause. The whiskey that enthusiasts, newbies, and even those who experience “whiskey-phobia” can share. This is the story of two childhood friends who had an idea and the tenacity to make it happen, in no less a difficult and complicated endeavor than the spirits business. Misunderstood is an American Whiskey blended with two types of all-natural ginger. I tried it many different ways, but on the rocks with a twist of lemon peel was my favorite. No one actually believed it was our first day in business. The product is enjoyable neat or on the rocks, and has also gained traction as a cocktail ingredient. ... Green was rented out by his owners… They grew up a block apart in Montclair, NJ and often worked together in various “enterprises” ranging from lemonade stands to DJ events to house painting. They quickly depleted their first production run. Whiskey & Ginger - what more do you need?! Bourbon . Shop. old to view ©2018, Cask & Barrel Club So, after bottling their first run, they drove overnight back to New Jersey with cases in their car and launched at The Jersey City Whiskey Fest (the inaugural event in 2017) and 1,500 thirsty attendees. Whiskey’s problem is accessibility — and it’s a problem that JD Recobs and Chris Buglisi, co-founders and co-owners of the Misunderstood Whiskey Company, are determined to solve. If our store is acquired or merged with another company, your information may be transferred to the new owners so that we may continue to sell products to you. And, yet their friends were drinking flavored whiskey and liking it. 1,500 people were in attendance to taste products showcased by nearly 100 established brands…and well, us. The end of college and entering the workplace also brought a graduation from Captain and Coke to bourbon. This is exactly why we set out to create the whiskey for everyone. Must be 21+ Made by friends, enjoyed by friends! We spent many sleepless nights running home from our corporate jobs to blend, infuse, and spit out lots of homemade infusions. THE PARLOR AT THE ASHFORD. The whiskey for our moms. We hope you enjoy Misunderstood Whiskey as much as we enjoy crafting it. ... “While our core business will continue to be supplying other brand owners with premium distilled spirits, development of our own portfolio of brands is an important part of our long-term strategy,” said Griffin as part of the Remus announcement. JD Recobs and Chris Buglisi, founders and owners of Misunderstood whiskey, have been friends since childhood, age seven to be exact. Misunderstood Whiskey | 152 followers on LinkedIn. Our Ginger Spiced Whiskey is enjoyed by whiskey connoisseurs, whiskey rookies, and even those who suffer from what we call “whiskey-phobia” (you know who you are). Their college years were characterized by the usual and expected choices until graduating. Our whiskey is a blend of bourbon & American whiskey, aged in American oak barrels, and proudly blended & bottled at 80 proof in Kentucky. I would be willing to try this. Sean left Fedway and joined the Sazerac Company, which in addition to the namesake brand company, also has the Bond & Royal and 375 Park Avenue Spirits divisions. Misunderstood is an American whiskey blended with all natural ginger for a mellow finish while maintaining the integrity of the whiskey. Good thing for appetizers. Required fields are marked *. 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