Celebrated Colorado Distiller Launches 'Big, Weird, Eccentric' Whiskey Project

Jake Norris, former founding distiller at Stranahan's and Law's, is debuting a new direct-to-consumer whiskey program and dinner series.

Apr. 7, 2026 at 8:04pm

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A photorealistic studio still life featuring a copper still, oak barrel staves, and a bottle of whiskey, arranged elegantly on a clean, monochromatic background to symbolize the craftsmanship and attention to detail behind the Curated Barrel Project.A curated still life of premium whiskey-making tools and materials reflects the artisanal approach behind Jake Norris' new Curated Barrel Project.Arvada Today

Jake Norris, a well-known figure in the Colorado distilling scene, is launching a new whiskey project called the Curated Barrel Project. The program will feature a series of special-release whiskies, including a seven-year bourbon and various cask-finished versions, that will be sold directly to consumers. Each release will come with a zine containing tasting notes, articles, and a playlist, as well as a QR code to reserve tickets for a 50-person whiskey pairing dinner hosted at Norris' future distillery in Arvada.

Why it matters

Norris' new venture represents a more personal, experiential approach to whiskey appreciation, moving away from the 'whiskey snobbery' and 'intellectual jousting' that he feels has alienated some consumers. By curating a complete sensory experience around each release, Norris hopes to reconnect drinkers with the joy of exploring and enjoying whiskey.

The details

The Curated Barrel Project will offer at least eight special-release whiskies over the course of the year, with the first being a seven-year bourbon followed by a variety of cask-finished expressions. The whiskies will be produced to Norris' specifications at Southern Distilling Company in North Carolina, using a 75% corn, 21% rye, 4% malt bourbon mashbill. Bottles will be available only through direct-to-consumer sales, with 400 to 600 bottles per batch.

  • The first Curated Barrel Project release will be a seven-year bourbon.
  • Subsequent releases, including cask-finished versions, will be offered roughly once per quarter.

The players

Jake Norris

The former founding distiller at Stranahan's Whiskey and Law's Whiskey House, who is now launching his own whiskey project in Arvada, Colorado.

Southern Distilling Company

The North Carolina distillery that will be producing the whiskey for Norris' Curated Barrel Project to his specifications.

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What they’re saying

“I want world-class chefs serving up totally memorable meals in a fucking ugly, dusty warehouse. It's cool, and it's real. And people should be there for the experience, not for the wallpaper.”

— Jake Norris, Founder

“This isn't supposed to be big-business whiskey. This is more organic. This is an art project, and it's imperfect. Not contrived or performatively, but it's just imperfect because it's imperfect.”

— Jake Norris, Founder

What’s next

Norris plans to launch the Curated Barrel Project in the coming months, with the first whiskey release and the inaugural whiskey pairing dinner scheduled for later this year.

The takeaway

Norris' new whiskey venture represents a shift away from the stuffy, elitist culture that has sometimes alienated casual whiskey drinkers. By focusing on creating a holistic, immersive experience around each release, he hopes to reconnect consumers with the joy and creativity of craft whiskey.