Our backstory

As with many great ideas during the Covid-19 pandemic, this one was put on hold for several years but is now emerging … we are fundraising for Hell & Heaven Spirits, Inc. to launch the first of a portfolio of spirits brands, Devil Road American Whiskey.

Hell and Heaven Spirts, Inc., is focused on building a unique brand … one that is a bit rebellious, and epitomizes the deeper devil and angel in all of us. For our first endeavor, we plan to launch Devil Road, a metaphor for the winding and tortuous road we are all on, but one that celebrates the journey, and rewards our toil with something special.

Our value proposition:

We will blend, not distill, a whiskey and bourbon profile that is satisfying on the rocks, but uniquely mixes well with Dr. Pepper and other mixers. We will strive to achieve a moniker as strong as “7 and 7” cocktail (Seagram’s 7 and 7-Up) achieved in its day, to generate excitement and word-of-mouth at fine establishments that serve Devil Road. Our marketing will leverage the bad and good decisions one makes when enjoying the whiskey, but in a humorous and light-hearted way. In addition to the every-day blend for mixing, we will create seasonal and experiential offers intended to drive brand awareness and market position.