Cars, Whiskeys and Motorcycles

Cars, Whiskeys and Motorcycles

Using custom motorcycle sounds to create a sonically infused whiskey

Interview | 03 Sep 2024 | Issue 31 | By Sailor Guevara

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As the American whiskey industry continues to grow and expand, so does the ingenuity and pioneering spirit expressed in the new distillery footprints, and in new American whiskey releases. Located in Connecticut, accessed down typical New England winding tree-covered country roads, is a shining multi-story glass-front building. Parking outside the building features classic cars, hot rods, and choppers on the other side of the glass. This is the home of American Metal Whiskey.

 

American Metal Whiskey is an extension of the award-winning American Metal Customs shop, known for its iconic custom cars and motorcycles. Three of the four founders, Chris Bishop, Brian Stephenson, and celebrity custom builder Josh Allison, gave a tour. The facility was mind-blowing, to say the least. Allison, known for his award-winning custom work and extreme attention to detail, is an artist, who is one of the top metal fabricators in the world. Allison’s custom hot rods and motorcycles receive recognition in critically acclaimed industry magazines and TV shows, and he often receives invitations to showcase his work at renowned custom motorcycle shows. Allison’s lifelong passion for cars and motorcycles led him to be the former lead fabricator and shop manager at Orange County Choppers, and he is now the creative mastermind behind American Metal.

© American Metal

These gentlemen know a thing or two about building brands, with an impressive list of high-profile brands in several industries under their belts. The whiskey, however, is a passion project, and it is one to which they apply the same dedication to the ultimate craftsmanship as they do with their custom work on vehicles. As whiskey enthusiasts themselves, putting their stamp on a whiskey of their own was no small task.

 

Founded in 2021, the group worked with one of the most reputable Tennessee distilleries in the state to develop their small-batch whiskey. Their inaugural release in May 2023, a 90-proof straight whiskey, already garners awards. The attention to detail and meaningful connection in every aspect is so apparent. “We take great pride in producing small-batch, ultra-premium whiskeys that are skillfully created using the finest ingredients and traditional distillation methods that celebrate the art of aging and blending.”

 

Following the first release, the dream had always been to push the level of whiskey innovation to new heights. It was imperative that the whiskey itself be not only premium, but also connected to Allison’s custom work. So, they developed a patent-pending process using the signature sound of the custom motorcycle called the Disciple, which was hand-built by Allison. This process captured a one-of-a-kind sound.

 

“Infusing the signature sound of a custom bike that I built into the whiskey has never been done before, and it delivers a taste that is truly iconic, in my opinion,” explains Allison. “Our patented approach marks an industry milestone by merging motorcycle sounds and whiskey.”

© American Metal

In order to sonically infuse the whiskey, Allison explains they submerge a waterproof speaker playing a recording of the signature sound of the infamous Disciple custom motorcycle into the new American oak barrels. The sound pushes the whiskey in and out of the barrel’s char, which uniquely transforms its color and flavor. This process can take anywhere from four to six months.

 

Allison was happy to talk more about the nitty-gritty of whisky production, inside the Bootlegger’s Speakeasy — a gorgeous hidden oasis behind what seems to be a shelf in a small vintage gas station. Behind that shelf lies the speakeasy, decked out with a chandelier larger than most living rooms, a custom-built humidor, a vintage jukebox, and rock memorabilia. The tufted leather couches are the perfect place to enjoy a glass of whiskey and puff on a premium stogie. And then, there’s the Glamour & Grit Lounge. As with everything these guys do, every detail has been precisely custom-crafted to honor their passion for car and motorcycle culture, and for whiskey.

 

In tasting the line-up, everything they had to offer was rich and flavorful with depth and interest. This is what you can expect from American Metal Whiskey, with their 10 Years Old a particularly memorable expression. Both expressions have a nose of sweet corn and vanilla bean, with warm baking spices hanging out in the background. From the nose, you’ll feel you have a familiar glass of corn-based American whiskey in your hand. The flavor will not disappoint. Although the flavors are rich with butterscotch, marzipan, and citrus, the profile is approachable and easy to drink without losing out on flavor. The balance of sweet and spicy comes off perfectly in these expressions with a lovely velvety texture and a long, warm finish of caramel and very
soft oak.

 

A love of whiskey and craftsmanship has produced a collection of distinctive products. Embodying and honoring the rich heritage and tradition of American whiskey production, while also showcasing the group’s innovative approach to the craft, is easy to see. From the packaging to the label design, and it seems everything in between, American Metal Whiskey’s founders continue their exceptional artistry and connection to custom car and motorcycle culture without gimmicks and fanfare.

 

Possibly one of the most notable takeaways with these founders is their humble nature. It could be argued that Josh Allison can be considered a celebrity, and his kindness and genuine nature buck the idea of “celebrity”. In all the founders of this brand, there is a clear, distinct love for what they do and a desire to bring joy to others through their craft, whether it be cars, bikes, or whiskey.

 

“We have an unwavering dedication to pushing the boundaries of what is possible, which results in insanely good whiskey.”  

© American Metal
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