Although several states went right to work profiting from producing and selling alcoholic beverages and spirits once Prohibition ended, not everyone jumped right on board. Several states, especially across the South, felt more inclined to stick to their traditions (and religious convictions) and keep distilleries and other operations to a minimum.

In 2022, Landry launched a whiskey line themed around quarter horses, a quintessential Texas icon. Last year, Austin Whiskey Co. became the first grain-to-glass distillery in the city since Prohibition ended. And now, Craig Bryan is bringing a fresh face to the shelves with ReVerb Distilling, which will be available in four varieties on release:

Bourbon Whiskey

Rye Whiskey

Gin

Rum

ReVerb Distilling is paying homage to its Austin roots and the roots of founder Craig Bryan. A marine veteran, Bryan lives in the city and loves calling the Live Music Capital of the World home.

How ReVerb Was Born

The concept for this line of spirits comes from Bryan’s appreciation for music and unique understanding of how music can aid in the aging process for spirits to create unique, inspired flavor profiles and curated products for locals and out-of-towners alike.

Craig created ReVerb Distilling with the concept that aging in the barrel is what gives spirits their flavor and quality. They start with the highest-quality ingredients, create their spirits, and then age them in barrels using a unique process involving sound and music.

That noise creates ReVerberation, or shaking of the barrels, which causes more of the spirit to come into contact with the charred barrel than in other aging methods. Because of this, they retain a much stronger flavor profile and higher quality as they continue to age. It’s also an opportunity, says Bryan, to offer a one-of-a-kind product to customers:

Imagine picking up a locally distilled Rye Whiskey aged on Chris Stapleton tunes or a Rum that was aged with some heavy EDM. Although ReVerb’s product line isn’t this refined yet, that’s the ultimate goal of founder Craig Bryan.

The Process

We asked Bryan to further explain his aging process, including how the music is used. The barrels are being rolled and moved as they always are, but they’re also being exposed to music for a specific period of the day. Bryan likes to use heavy bass at the moment, but he hopes that in the future, he’ll be able to customize the music and blends more, as mentioned above.

There’s also an aging process that uses heat and cooling. When the barrel is cooling, the spirit gets hit with the music. Then, it’s heated, and the spirits get pulled back into the wood, where they continue to age before being bottled and sold.

ReVerb Rum Nods to the Marine Corps

The Rum has a bit of an ode to the Marine Corps, Bryan being a veteran himself. The red stripe coloring and blue background match the signature red and dress blues of the Marine Corps. He’s also considering using sea shanties, naval hymns, and other similar music to age the rum.

The rest of the spirits are anyone’s guess. However, you can guarantee you’ll never have to question quality when selecting a product like ReVerb.

Quality First, Always

Craig Bryan has big plans, including manufacturing his own spirits instead of just aging and distributing them. However, part of his plan includes a continued focus on quality ingredients. Bryan is looking forward to the day when he can visit farms, get to know farmers, and find the best grains to create the best spirits in Texas and maybe even the country.

The Inspiration Behind ReVerb Distilling

Craig recalls many positive memories that involved some excellent music and a beer or cocktail in hand. From watching sunsets to spending time with family and friends, listening to music has always been an enjoyable pastime. He also values the idea of legacy and having something he can bring to people that they can “see and hold and have, and build those same memories I have from it.”

Growing up on a farm, he also has the background to understand grains and ingredients better than others. He knows how to find quality grains, what constitutes “quality” in grains in the first place, taste profiles and how to use them, and so much more. Bryan likens it to eating a really good piece of bread:

Even with “homemade” bread, you can distinguish between one made with store-bought white flour and another made with good, fresh-ground organic flour. Grains are the same in spirits, which is why he is working on the front end to get the highest quality ingredients in the first place and then using aging to refine the flavor profile of each spirit.

Paying It Forward

Craig Bryan isn’t just profiting from his brainchild, either. He’s also created several endowment funds and is donating to organizations throughout the state and country. You can find the complete list on the ReVerb Distilling website, including names like SAFE, CASA, the Nature Conservancy, HAM (Health insurance for Musicians), the Navy-Marine Corps Relief Society, and many others.

He also donates to media, the arts, and many local charities and organizations across Austin, keeping true to his roots.

What’s to Come and Where to Buy

ReVerb isn’t on shelves just yet, but Craig hopes it will be by November, if not sooner. He’s also working on the manufacturing side of things and shared with us his vision for the distillery property he owns:

Picture two long, narrow horse barns, sitting in a V-shape with a slight hill at the top of the V. At the bottom of the V, there will be a little stage, and people can sit on the hill and enjoy live music right there at the distillery. Every time I get a local artist to come play, I’ll open the doors to the rick house and let the live aging begin.

Look for ReVerb Distilling products this holiday season and learn more at ReVerb Distilling.