Louisville Legend Russ Smith Launches Bourbon Brand


It wasn’t till Russ Smith discovered himself surrounded by cherry bushes, waterfalls and miles of bright-green foliage among the many Fujian province in China that he started to really admire the little issues.

Possibly it was the 62 factors he averaged in China’s Nationwide Basketball League, or the 81 he dropped with Luoyang in 2017. However principally, as Russ tells us over Zoom, it was the time he spent alone that allowed him the wanted headspace to fall in love with a brand new craft, bourbon.

“It allowed me to actually absorb what I used to be doing and simply be comfortable once more. My first three years as a professional, yeah, I used to be getting paid fairly effectively, however I used to be sad,” he says. “I need to be revered for my craft. And I feel which means extra to me, my craft being appreciated, my creativity being appreciated.”

​​After fascinating the faculty basketball world at Louisville, the forty seventh total decide within the 2014 NBA Draft bounced round from the Pelicans and Grizzlies to the G League—and even a brief stint in Turkey—earlier than reinventing himself as soon as once more in China’s NBL.

The 32-game season over the summer season was coupled with an immense quantity of downtime, wherein Russ thought to himself, After I get residence, what am I gonna work on?

As somebody who meticulously mastered every craft he fell in love with, the 6-0 guard’s ardour for creating, innovating and buying new expertise blossomed into Mr. and Mrs. Bourbon, based, owned and operated by Mr. Russdiculous himself.

Seeing how 50 Cent, Hov and Diddy executed totally different partnerships with alcohol manufacturers impressed Russ to sooner or later launch his personal liquor firm. However he additionally at all times knew that he was going to do issues just a little bit in another way, identical to he does on the hardwood.  

The Brooklyn native set school basketball ablaze at Louisville, main this system to the 2013 NCAA nationwide title whereas averaging 18.7 factors, 2.9 dimes and three.3 boards a recreation as a junior.

With a nickname simply as chilly as his illustrious profession—and floater-game to match it—it was solely a matter of time earlier than his jersey was raised into the rafters. On January 22, throughout halftime of the Cardinals’ residence recreation towards Notre Dame, this system’s fifth highest-scorer (1,908 factors) and all-time steals chief (257) was honored as Louisville’s fifth retired jersey.

As Russ leans again on his egg-shell white desk chair, he talks about how that night time was as full circle of a second as anybody may discover. The movies of Rick Pitino, Peyton Siva and Luke Hancock on the jumbotron speaking about their favourite Russdiculous moments was a pleasant shock, too. 

“There was a cut-off date the place it was exhausting for me to get on the courtroom. So, simply doing no matter they [Kyle Kuric and Peyton Siva-Ed] mentioned, listening, following directions,” Smith says. “I suppose that’s the most effective reminiscence as a result of when you don’t hear, you ain’t gonna get nowhere.”

Now surrounded by barrels of bourbon, flasks and tasting glasses, he did greater than hear when his ardour for bourbon whiskey began to take type: he examined, picked brains and soaked up data from the business’s greatest. 

His obsession with bourbon began two years after his profession at Louisville, as he continued to foster connections with donors and supporters of this system. The faculty-shelf stuff that he was used to ingesting on the Ice Home was worlds away from the brown coloured spirits he was now dabbling into. 

The notes, hints and avenues of flavors that stuffed his nostrils and palate piqued his curiosity and shortly he was having conversations with the highest liquor corporations on this planet—Brown Forman, proprietor of Jack Daniels, grasp distiller Drew Kulsveen and the parents at Peerless Distilling Co. Having direct ties to the whiskey-bourbon capital of the world by means of the rock paved the way in which for a deep-dive grasp class into the business. 

“Being right here, I felt prefer it was nearly like a calling,” Russ says.

From authorized paperwork to calls with the dry items division, to sourcing out his personal legal professionals and participating in every step of the tasting course of, Russ is concerned in each single facet of his firm. 

His hands-on method and unrelenting want for extra data made it clear to vets within the business that Russ was certainly prepared to interrupt in the identical manner he broke out on the collegiate hoops scene—with just a little little bit of grace and an entire lotta aptitude.

As he and his workforce narrowed down the staple taste of the model, Russ picked up batches from the warehouse and despatched them round to family and friends, nonetheless seeking to steadiness the sensational notes a bourbon connoisseur would admire whereas fulfilling that burn that his boys desired from spirits like Hennessy. That’s when his peculiar palate and wonderful understanding of a well-finished bourbon got here into play.

Russ retains all of his concepts, critiques and suggestions from his journey to this point in a small leather-bound pocket book. Its function serves as greater than a set of recorded notes, it’s an emblem of the purpose for his model, making a taste profile that lasts for much longer than a lifetime. 

Finalizing that long-standing taste took years of tasting, experimenting and numerous journeys to totally different distilleries round Kentucky, deciding on 4 totally different labels of bourbon.

Having only recently returned from a tasting a number of days earlier, the notes and hints from Mr. and Mrs. are contemporary in Russ’ thoughts as he breaks down the variations between the 4 totally different labels for us. 

He begins with the black label, the model’s premium product, aged 12 years straight out of the barrel with no lower, and completed in a cabernet sauvignon cask. Notes of licorice and cherries fill your nostrils whereas it sits like honey on the palate. 

The crimson label is “extremely scorching,” sitting at a 125 proof with preliminary notes of vanilla and a jalapeno-peppermint end that’s accompanied by a state staple, the Kentucky Hug. The blue label is lower to a 110 proof and is accompanied by heavy vanilla notes, whereas the inexperienced label fills its customers with wafts of butterscotch, sweet corn and honey, incorporating the model’s signature jalapeno-mint end. 

Within the land of whiskey and horse racing, Russ says he’s linked most with the tempo of changing into a Kentuckian. The state’s pastimes and passions have rubbed off on the previous Louisville guard, as Russ has immersed himself on this planet of bourbon, reveling in sharing experiences over honey-colored liquor. 

He wanted it too.

Most lately, Smith joined the G League’s Fort Wayne Mad Ants, proving but once more why he needs to be on an NBA roster, dropping 43 factors off the bench in his January 6 debut. He nonetheless holds the G League all-time report for many factors in a single recreation (65). In simply seven appearances, the Brooklyn native averaged 16.4 factors in 20.1 minutes earlier than asserting he’d miss the remainder of the season with a shoulder harm.

“It’s like, rattling, one other time, one other time. That is gonna be the fourth time,” Smith says. “I need it to go effectively, however to have folks round me that care about me, that present me plenty of love, that help me, which means rather a lot.”

With a shoulder on the mend and basketball goals nonetheless as vivid as ever, Smith’s new ardour serves as a homage to the state and the those who have supported him ever since he touched down as a university freshman in 2010. 

Continually fascinated about how they will all win, Russ is aware of he’s not simply promoting a spirit, he’s promoting himself to customers and to the neighborhood he’s come to name his personal. 

As our dialog begins to wrap, his ardour for longevity on this house is crystal clear—he begins to speak concerning the monumental figures within the business: Brown Forman, Pappy Van Winkle, E.H. Taylor. Actual folks, a whole bunch of years previous, whose names proceed to stay related due to the legacy they constructed ages in the past. 

“It’s like having a legacy in actual time,” Smith says. “That’s how I need to deal with my model, and that’s how others take a look at myself. So there’s no higher manner than to have a spirit that we will all share in that have.” 


Photograph courtesy of Russ Smith and by way of Getty Photographs.



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