In an exciting development for spirits enthusiasts, Village Garage Distillery, nestled in the heart of Bennington, Vermont, has appointed the charismatic Jonathan Goldsmith as its Chief Storytelling Officer. Goldsmith, renowned for his iconic portrayal of "The Most Interesting Man in the World" in Dos Equis commercials, is set to bring his storytelling prowess to this craft distillery, adding a new chapter to the Village Garage legacy.
The collaboration between Goldsmith and Village Garage Distillery began in 2022 during a philanthropic event at the Village Green. Co-founder Glen Sauer recognized the actor and approached him, sparking a connection that would evolve into a remarkable partnership.
“Jonathan was here for a philanthropic event, and I kept looking and going, ‘Hey, that guy - he’s the guy!'” Sauer recalled with a grin. The chance encounter led to a conversation about Vermont, philanthropy, and, of course, whiskey. "An hour and a half later, we said a really awkward goodbye with me wondering whether we should hug or handshake, and then the gears started turning. The rest? It’s a whole story," Sauer added.
Goldsmith's role as Chief Storytelling Officer extends beyond a mere title. He is set to curate a rich tapestry of content through online videos, audio, and more, crafting a narrative that embodies the essence of Village Garage. The distillery, founded on Christmas Eve in 2018 by Sauer and Matt Cushman, occupies the historic "Village Garage" near downtown Bennington, a former tractor dealership that had long remained abandoned.
“We make spirits for people to interact with each other,” Sauer emphasized. “We want people to like and share again in real time, without a screen between them, without the abbreviations and without pushing buttons. Well, sometimes we push each other’s buttons. But that’s also what whiskey is for.”
The portfolio of Village Garage Distillery boasts an impressive array of libations, including vodka, bourbon, rye, gin, and the intriguing maple syrup-flavored whiskey.
In a statement, Goldsmith expressed his affinity for the brand, stating, “From the moment I walked into Village Garage, I knew they had bottled the very reason I live in Vermont. It’s an incredibly well-crafted product that lacks pretension. The liquid, the people, and the story are genuine and unique. It’s elevated yet down to Earth. I feel good there. So I’m inviting friends I know and friends I don’t to share this with me.”
Beyond the distillery's walls, Goldsmith plans to engage with patrons, hosting events, and collaborating with local and nationally recognized artists, fostering an environment where whiskey drinkers can create stories worthy of Vermont legends.
The partnership also marks a return to the drinks industry for Goldsmith, whose debonair and mysterious presence in the Dos Equis commercials made him a household name. As the Chief Storytelling Officer, he aims to create a narrative that resonates with both the local community and enthusiasts beyond Vermont's borders.
The story of Village Garage Distillery, now intricately intertwined with Goldsmith's narrative, began with a shared dream between Sauer and Cushman to open a whiskey distillery. The former "Village Garage," once a tractor dealership, found new life as the distillery's home, breathing vitality into a historic space.
With Goldsmith at the helm as the Chief Storytelling Officer, Village Garage Distillery is set to embark on a new chapter, inviting whiskey lovers to join them in crafting and sharing stories over finely crafted spirits. So, as the saying goes, "Stay thirsty, my friends," for the tales emerging from Bennington promise to be as captivating as the spirits themselves.
About Village Garage Distillery
Founded on Christmas Eve in 2018, Village Garage Distillery traces its roots to the dreams of Glen Sauer and Matt Cushman, native to Bennington, Vermont, a place steeped in family farming traditions spanning over eight generations. The duo acquired the historic "Village Garage," a once-abandoned tractor dealership near downtown Bennington, transforming it into a craft distillery.
In August 2021, Village Garage Distillery introduced its inaugural products in Vermont, marking the realization of a dream nurtured over years. The tasting room and tour experience opened their doors in March 2022. Under the guidance of Head Distiller Ryan Scheswohl, the distillery produces a range of spirits, including Village Bourbon, Village Vodka, Village Bonfire, Village Rye, and Village House Gin, each crafted with local grains and water, redefining the tradition of Green Mountain-made spirits.
Village Garage Distillery's offerings extend beyond Vermont, with availability in New York, parts of New England, and shipping to 41 states. For those curious to explore more about the distillery, additional information can be found on villagegarage.com and Instagram.
Imbued with over 200 years of Vermont tradition, Village Garage Distillery invites all to partake in The Spirit of the Green Mountains. Glen Sauer and Matt Cushman, the founders, shared their dream on a wintery Christmas Eve, setting the stage for a craft distillery rooted in the heart of Bennington. The choice of the historic "Village Garage" symbolizes a revitalization, a transformation from a forgotten space to a hub of craftsmanship and community.
The stars on Village Garage Distillery's label pay homage to the Green Mountain Boys, a nod to the forefathers who fought for independence. They also represent the sky over the lands where families have farmed for generations. In the spirit of American ventures born out of humble beginnings, Village Garage Distillery has evolved into a proud establishment, offering a taste of The Spirit of the Green Mountains to all who pull up a chair, pour a glass, and join in the celebration of Vermont's rich traditions.