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This story continues NJBIZ’s recent catchup with the team behind Eric LeGrand Bourbon. 

The founders behind Eric LeGrand Bourbon, its namesake Eric LeGrand and Brian Axelrod, recently spoke with NJBIZ about the rollout of the brand’s latest offering – a special single barrel edition that has received rave reviews from bourbon experts – as well as other developments, new partnerships and more.

Axelrod stressed that New Jersey remains at the heart of the young company’s efforts. However, he noted plans to take the brand everywhere. Eric LeGrand Bourbon’s expansion has already included states such as New York and Massachusetts.

“We’re made in the USA (distilled and bottled in Kentucky),” Axelrod told NJBIZ. “So, we should be in all 50 states – and who knows, one day around the world. Most importantly, is putting good product in that bottle so people keep coming back.”

He said that the special single barrel edition is an example of just that.

“We nailed it. We went through some of the barrels that we had – we found the right ones. And we bottled it, I think, at the perfect proof (52% ABV to mark LeGrand’s famous Rutgers number for a 104 proof),” Axelrod explained. “And reviews are going to come in to back us up. So, it’s a super exciting time. Now, you can go to a bar, to a liquor store – you’re going to see two different bottles of Eric LeGrand Bourbon, which a year-and-a-half ago was a dream. And now it’s coming true.”

Lessons learned

The special edition is available at select Jersey liquor stores and restaurants. It’s also available through the LeGrand Bourbon website, as well.

LeGrand described it as an important moment for the brand and part of an exciting time for the company’s evolution.

“Eric, Brian has worked in the liquor industry for a bit – and you’ve now been involved over the last few years. What is the biggest lesson you have learned in this time since launching the brand?” NJBIZ asked.

He pointed to working with the industry stakeholders at liquor stores, and restaurants and bars – and developing a rapport.

“Getting them to be on board fully with the brand – and following up with people,” he explained. “The biggest thing is building the relationship with those restaurants and liquor stores – and making sure you try to do as much as you can to help move that bottle off the shelf. That’s the biggest lesson – sometimes people will show you love that you have no idea who they are, but you become friends. Or some people may be your friends, and they don’t show you as much love as you think that they would.”

‘A relationship business’

Axelrod echoed that point – noting that it is a three-tier system to navigate.

“We can’t go out and just sell it to places. We have a distributor that has to take in the product, has to sell it. And then you have the decisionmakers at these places – that for whatever reason they take or for whatever reason they don’t,” Axelrod explained. “What I love about the business that I’ve been in for 25 years – it’s a relationship business. You can still have conversations with real people, sit down – sometimes you’re doing it over a cocktail and it’s acceptable because it’s work. And then you form bonds with some of these people who really buy into [the product] and really want to support what we are doing. Whether it be the product, they believe in Eric’s story – they want to support the charity.”

At the end of the day, Axelrod said, it’s a product that’s going to be served to their customers.

“So, they have to believe in what’s coming out of that bottle,” he stressed. “That’s why we’re so particular with our partners in Kentucky giving us a great liquid to serve. We’re lucky we have some great partners in this business that have our backs. And we couldn’t be more thankful for them.”

The mission

As NJBIZ has reported before, the brand is tightly affiliated with the Christopher and Dana Reeve Foundation, which LeGrand is a longtime supporter of and partner with through his Team LeGrand. Of every case sold of the original edition – and now this special edition – $5.20 (another nod to Eric’s No. 52) is donated to the foundation. The organization is dedicated to curing spinal cord injuries by advancing innovative research and improving quality of life for individuals and families impacted by paralysis.

During the Eric LeGrand Bourbon’s one-year anniversary celebration earlier this year, LeGrand and Axelrod presented a check for $9,064 to the foundation.

“What’s been it like to have a charity so near and dear to you and your mission intertwined as you build this business?” NJBIZ asked.

“It’s everything – because it’s the purpose. It’s the mission behind it,” said LeGrand. “I tell people sometimes, you hear about the foundation, you see the events. Sometimes you can get lost in what the actual cause is for – and that’s to find a cure for paralysis. Having them at the forefront of that and continuing to remind people about it and being able to show people that this is what are doing; and this is the reason why we are doing it – I think is huge. Because it just continues to bring more awareness to people with spinal cord injuries, learning more about the foundation, and just how many people are affected by this injury.

“So, being able to have the Christopher and Dana Reeve Foundation behind it as our driving purpose – that’s just a home run.”

Looking ahead

“You guys have been laying the groundwork – you have this big launch. As you look toward the end of this year into the start of next year – any other areas of focus, goals?” NJBIZ asked. “What’s next on the horizon?”

“I would say definitely getting this [special edition] sold first. We want to focus on really selling out of the single barrel and making sure it’s moving off the shelf,” said LeGrand. “We always have some things planned. That’s a wait-and-see. More collaborations coming.”

“We have a lot of ideas,” said Axelrod. “For the end of the year, through around the holiday time, we are going to push the message of – giving a gift that gives back. When you walk into a store where there’s a lot of options that you can grab – whether it be just in the bourbon aisle or all throughout the space. But there’s not many brands that can change people’s lives out there. And this one can not only change Eric and his family’s lives, but with the Christopher and Dana Reeve Foundation – we’re helping people along the way. That’s what we are going to push – give a gift that gives back, whether it be our small batch bourbon or the single barrel.

That’s what we are going to push – give a gift that gives back, whether it be our small batch bourbon or the single barrel.
– Brian Axelrod, Eric LeGrand Bourbon co-founder, talking about the brand’s holiday message

“And then next year, we have a lot of ideas. We have a lot of people that want to work with us,” Axelrod continued. “So, to Eric’s point, for that – stay tuned. At the end of the year, it’s really just focusing on the holidays – winning the holidays.”

New kind of Barrel

LeGrand said he is most excited about the fact that he feels like they have not even scratched the surface. And for more opportunities to raise awareness to people about what they are doing at the brand. Eric says that is happening as the founders and the team grind away each and every day.

“I think the potential is endless. We’ve done well, obviously in this state and in a few other states. But there’s just so much more to do in the State of New Jersey, where if we really do this the right way – this thing could just explode,” said LeGrand. “That’s what excites me the most.”

“He said it perfect,” Axelrod added.

As the conversation wrapped, Axelrod noted that LeGrand just recently got a new puppy – an Italian Mastiff – fittingly named Barrel.

“You can put that in there – Barrel is our new whiskey mascot,” said LeGrand.

As we expand our pack, remember to stay tuned for another exciting surprise dropping tomorrow! #bELieve pic.twitter.com/cuVjLfPNca

— LeGrandWhiskey (@LeGrandWhiskey) October 31, 2024