Jackson McCrea Whiskey didn’t begin in a distillery; it began with a question. One rooted in research, curiosity, and a deep understanding of how culture shapes what we drink and who those drinks are made for.
Founded by an entrepreneur whose work centers on storytelling, history, and inclusion, Jackson McCrea Whiskey was born from a desire to rethink tradition without abandoning craft. The brand took shape in 2020 during an unassuming moment over an Old Fashioned, but quickly evolved into something far more intentional. Before a single barrel was selected, the founder surveyed women whiskey drinkers — asking how they experience whiskey, what flavors resonate, and what was missing from the category altogether. Those insights became the blueprint for the brand. We sat down with Founder Sheila Jackson to learn more.
PPLA: Why did you decide to get into the spirits industry? Was there a specific moment or experience that made you jump in?
SJ: Yes. During my early research, I learned that women’s olfactory bulbs are significantly more developed than men’s. That insight reframed how I thought about whiskey altogether.
If women experience aroma and flavor so deeply, it raised an obvious question for me: why weren’t their preferences shaping how whiskey was being made? That realization revealed a real gap, and once I saw it, I couldn’t ignore it.
PPLA: What was the hardest challenge and the biggest joy in launching this brand?
SJ: The hardest challenge has been learning an industry that doesn’t offer a lot of transparency. Much of what you need to know isn’t immediately visible, so it required extensive research, informational interviews, and a willingness to ask questions, understand the status quo, and then innovate with intention.
The biggest joy has been watching people taste Jackson McCrea for the first time and pause. That quiet moment—when someone realizes whiskey can be layered, balanced, and expressive without being harsh—is deeply satisfying. It’s when the intention behind the whiskey really resonates.
PPLA: What sets Jackson McCrea Whiskey apart from other whiskey brands?
SJ: Jackson McCrea is a rye reimagined. We use a Tennessee rye finished in French Syrah barrels in California wine country and bottle it non chill-filtered, which gives the whiskey depth, balance, and a distinctive mouthfeel.
What truly sets us apart is how the whiskey was developed. Before making the product, we surveyed women whiskey drinkers to understand their flavor preferences and how they enjoy whiskey. Those insights directly informed how Jackson McCrea was crafted—from balance and texture to finish.
Engaging women as consumers from the very beginning is core to our mission. We listened first, then crafted the whiskey.
PPLA: Tell us a bit about the process that goes into making your whiskey
SJ: I’m a Tennessee girl. So we had to start with a well-structured Tennessee rye, then finish it in French Syrah barrels sourced from California wine country. That secondary aging introduces subtle fruit notes, warmth, and complexity.
We bottle non chill-filtered to preserve the whiskey’s natural oils and character. It’s a deliberate choice that prioritizes texture and integrity.
PPLA: Do you suggest drinking it straight or as a cocktail?
SJ: I always recommend starting neat so you can fully experience the whiskey on its own terms. Pouring it over a single large rock is another favorite—it allows the whiskey to slowly unfold, revealing the journey of flavor as it opens in the glass.
My go-to cocktail is the Jackson McCrea Perfect Manhattan. I prefer a drier Manhattan, and the recipe is on our website. Jackson McCrea also shines in whiskey-forward cocktails where the character of the whiskey stays front and center.
PPLA: What has been a major milestone for the brand’s journey?
SJ: A major milestone was securing placement in more than 40 locations of a top national wine and spirits retailer. For an independent, woman-led brand, that level of distribution represents real validation.
Receiving the Innovation Award from the SIP Awards, along with Gold Medal recognition from the San Francisco World Spirits Competition and a Gold award from The Fifty Best Rye Whiskey competition, was another meaningful moment. These honors affirmed both the quality of the whiskey and the intention behind how we built it—grounded in research, craft, and a distinct point of view.
PPLA: What are some misconceptions about whiskey or myths you want non-whiskey drinkers to know?
SJ: One of the biggest misconceptions is that whiskey has to be harsh or intimidating. It doesn’t. Whiskey can be layered, expressive, and approachable.
Another myth is that there’s a “right” way to drink it. There isn’t. The right way is the one that works for you.
Today, Jackson McCrea resonates with women who already love whiskey and with seasoned connoisseurs drawn to nuance and craftsmanship. As the brand grows, its mission expands as well, inviting more women into the whiskey conversation and showing that the category can be expressive, complex, and approachable without intimidation.
Ultimately, Jackson McCrea Whiskey is built on listening—to consumers, to flavor, and to experience. It’s about challenging outdated assumptions, expanding who whiskey is for, and honoring tradition while making space for something new. And according to the brand, this is only the beginning.
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