Cheers: Celebrities in the distilling game

For many, the thought of distilling spirits might call to mind images of moonshiners on the run from government revenuers as they try to bring their illicit products to their customers.

But it’s a pastime that’s catching on with the public in general and a business that a number of celebrities have put their names and money on, some going as far as to design their own custom vodka, gin or whiskey. For them, it’s a passion project.

Sam Heughan is a prime example. Like any good Scotsman, the actor who plays Highland warrior Jamie Fraser on the Starz time-travel drama “Outlander,” is big into whiskey and has loved his country’s national drink since his days in drama school and later as a young actor living and working away from home in London.

His expression of that love has resulted in the Sassenach, the award-winning blended scotch he designed and introduced in 2020.

Its name comes from the nickname Jamie has for wife Claire (Caitriona Balfe) in “Outlander” but its inspiration is how a good glass of scotch makes Heughan feel when he’s away from home.

“Whenever I go somewhere else, I’m drinking whiskey,” he explains, “and that’s what I wanted to do with our whiskey is like wherever you go in the world, wherever you are, pour yourself a glass of the Sassenach and it takes you home.”

Similarly, travel is behind Justin

Timberlake’s love of tequila, which has eventually translated into his own brand,

Sauza 901 Silver Tequila. While on a trip to Jalisco, Mexico, he found himself awed by the craftsmanship, culture and tradition of fine tequila and he eventually came up with the idea that he could achieve a greater connection with his fans through the spirit. And thus, a premium tequila was born.