FOUNDED BASED ON a love OF whiskey

We founded Brain Brew in January of 2016 because we LOVE all WHISKeY – spelled both with and without an “e” – in cocktails, neat and on the rocks. We called it “Brain Brew” to remind ourselves to keep thinking – smarter, faster and more innovatively. 

After 18 months, we took two of eight Double Gold Medals at the North American Bourbon & Whiskey competition. As we sat sipping our winning Bourbons, we were struck by how much fun we were having creating new bourbons and sharing them with family and friends.    

From this was born a simple idea…. To Enable Everyone to Have Their Own Bourbon.   

When COVID hit, like many fellow craft distilleries, we produced hand sanitizer.  With the help of  our community we ended up donating over 500,000 bottles worth.   Pictured:  Joe Girgash  coo / co-founder and Doug Hall ceo / co-founder.  

IT’s All about the wood

It’s been long understood that 70% of the flavor and 100% of the smoothness of bourbon and all whiskies comes from the interaction of whiskey and wood.   Great whiskey is created when the spirit soaks into the barrel wood during the warmth of the day and summer then comes out of the wood during cool nights and winters.   The result is a chain reaction of transformations in the whiskey that takes it from raw and rough to complex and smooth. 

After some exploratory experiments we quickly learned that the key to success was to not CHANGE the natural process of wood and whiskey – through chemicals, crazy energy sources or biochemistry – BUT RATHER to SIMPLY REDUCE VARIATION IN THE NATURAL WHISKEY PROCESS.   To do this we designed and built special equipment that allowed us to manage the heating and cooling within a tenth of a degree.  The result is a level of quality control of the whiskey / wood interaction that has never before been seen in the industry.

18 months later, after thousands of experiments and hundreds of quantitative consumer taste we won 2 of 8 Double Gold medals at the North American Bourbon & Whiskey Competition.    As we sat sipping our winning Bourbons – we were struck by how much fun we were having creating new bourbons and sharing them with family and friends.    

From this was born a simple belief…. Everyone Deserves Their Own Bourbon.

Whiskey Row 1800s

The 1800s were the golden age of custom whiskey

In the 1800s, most whiskey was purchased from whiskey merchants who were barrel blenders. They would buy whiskey from farmers to distilleries. Then, they would blend various barrels together to unlock different tastes depending on their customer’s preferences. 

In Cincinnati, there were over 75 barrel blenders and even more all over the world. One of the most famous barrel blenders was Johnnie Walker in Scotland.  

Today, with our custom bourbon offerings, we are returning bourbon to its roots in the 1800s.  Or said another way we are returning bourbon to being, “Of the People – By the People – For the People”.

The birth of noble oak

Our sister company, The Eureka! Ranch, that Doug founded is a world leader in the invention of breakthrough products and services. One of the Eureka! Ranch’s longest continuous clients is Edrington – distillers of The Macallan – the world’s most expensive whiskey as well as Highland Park, Famous Grouse and others.

At a meeting in Scotland Doug presented some of the new whiskies that he and Joe and created.  The products tasted were promising enough for the CEO of Edrington to encourage further exploration.  The result was a collaboration between Brain Brew and Edrington that lead to Noble Oak Double Oak Bourbon.  It’s a 95 point, SF Double Gold Medal Winning Bourbon that is aged in American Oak then WoodCraft finished by Brain Brew with European Sherry Oak Staves.

The Edrington Marketing team in New York developed amazing packaging and made a meaningful statement to the world – promising to plant a tree for every bottle of Noble Oak sold.   With world class product, and packaging and marketing Noble Oak volume soared and quickly it became available in 45 states across the USA.

To fulfill demand Joe lead the expansion of our distillery – built on the grounds of the Eureka! Ranch just east of Cincinnati and seven miles north of Kentucky. 

Today, we can produce and bottle over 1 million cases a year. 

Noble Oak 2


We have been very blessed in the support we have received on this “adventure” from our family, friends and fans of our distillery. We are overwhelmed with the support you give us in our quest to think smarter, faster and more innovatively.  

Thank You!  Thank You!   Thank You!


Doug Hall – co-founder / ceo – contact Doug

Joe Girgash – co-founder /coo – contact Joe

Yes – we actually started in the Garage at the Eureka! Ranch.  Today this is where all WoodCraft™ Finishing is done.

Our Bottling Warehouse opened in April 2020.  

The Great Room at our Eureka! Ranch tasting room.  It’s where we conducted live Bourbon Blending experiences before COVID-19 closures in Ohio.

Our founder and CEO, Doug Hall, teaching Bourbon Blending

The Planet Eureka! Foundation

When COVID hit – like many distilleries  – the Brain Brew Crew, with the support of our fans, donated the equivalent of over 500,000 eight ounce bottles of hand hand sanitizer to those in need – hospitals, food pantries, teachers, nursing homes, police and fire departments and at risk citizens.

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