# Stereotype-Challenging Bourbons Off Hours Challenges the 'Boys’ Club' Stereotypes of Bourbon By Grace Mahas | Published 2020-09-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/off-hours References: [drinkoffhours](https://drinkoffhours.com/) & [instagram](https://www.instagram.com/drinkoffhours/) [Off Hours](https://www.trendhunter.com/trends/collaborative-mixology-competition) is a new modern lifestyle bourbon brand that seeks to challenge longtime stereotypes of bourbon as a ‘boys’ club’ beverage. The brand was founded by long-time bourbon drinker Jake Ireland who was looking to find a sprit that "captured his lifestyle and felt inspiring in the modern age." Jake commented on the inspiration for Off Hours, stating: “I’m a long-time bourbon drinker, and have been looking for a brand that captured my lifestyle and felt inspiring in the modern age. I wanted a bourbon that could be enjoyed out on a boat with friends, but also at a family BBQ that didn’t evoke the traditional stereotypes, such as dimly lit bars, suits and cigars." The Off Hours bourbon offers a smooth and balanced flavor profile with aromas of creamy vanilla, hints of nutmeg, and toasted pecans alongside rich notes of cinnamon. It boasts a 47.5% ABV and is available at various retailers including Mistral, [HiLo Liquor](https://www.trendhunter.com/trends/blood-pressure-health-system), Jayde's Nobu, The Whaling Club / [Fancy Free Liquor](https://www.trendhunter.com/trends/craize), and select Liquor Barn locations, among others. Image Credit: Off Hours ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 48% | Activity: 79% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Modern Lifestyle Spirits:** Opportunity for brands to challenge stereotypes and create spirits that resonate with diverse consumer lifestyles. - **Breaking Gender Stereotypes:** Brands can disrupt traditional perceptions by offering products that defy gender norms and appeal to a broader audience. - **Alternative Bourbon Experiences:** Innovative bourbon brands can create unique drinking experiences that go beyond traditional settings and tap into new occasions. ### Industries Being Reshaped - **Craft Distilleries:** Craft distilleries have the opportunity to challenge established norms and create bourbons that target a modern consumer base. - **Lifestyle Beverage Brands:** Brands in the beverage industry can capitalize on the demand for spirits that align with diverse consumer lifestyles and preferences. - **Retail and Distribution:** Retailers and distributors can curate a wide selection of alternative bourbon brands to meet the evolving tastes of consumers. ## Related on Trend Hunter - [Boundary-Pushing Whiskey Products](https://www.trendhunter.com/trends/jeffersons-bourbon.md) - [Collaborative Mixology Competitions](https://www.trendhunter.com/trends/collaborative-mixology-competition.md) - [Daytime Bourbon Cocktails](https://www.trendhunter.com/trends/ready-to-drink-bourbon-cocktail.md) - [Orange-Inspired Bourbon Expressions](https://www.trendhunter.com/trends/orange-blossom-bourbon.md) - [Expertly Mixed Spirit Cocktails](https://www.trendhunter.com/trends/horse-neck-kentucky-bourbon.md) - [Naturally Infused Bourbons](https://www.trendhunter.com/trends/five-springs-infused-bourbon.md) - [Bourbon Barrel-Aged Seltzers](https://www.trendhunter.com/trends/delicious-seltzer.md) - [Affordable Personalized Bourbons](https://www.trendhunter.com/trends/personalized-bourbon.md) - [Innovative Bitcoin Bourbons](https://www.trendhunter.com/trends/bitcoin-bourbon.md)