Sweetens Cove: From Golf Ritual to Bourbon Phenomenon

Sweetens Cove may have started as a humble Tennessee golf course with a cult following, but it quickly evolved into one of the most talked-about new names in American whiskey.

Beloved for its laid-back spirit, star-studded ownership, and thoughtfully crafted releases, the brand has built a reputation for pairing serious bourbon credentials with a sense of fun and community that feels uniquely Sweetens.

We caught up with Chris Parsons, CEO of Sweetens Cove, to talk about the brand’s origin story, its approach to whiskey-making, and what fans can expect next.

Check out the interview below!

Sweetens Cove has a legendary backstory. How would you describe the brand’s origin story for someone discovering it for the first time?

Sweetens Cove Golf Club has a long-standing ritual of a toast with friends and a bourbon shot before teeing off. That tradition sparked the idea to create a whiskey worthy of that special moment. So what started as a pre-round ritual turned into a line of award-winning bourbons that capture the spirit of Sweetens—fun, welcoming, and meant to be shared and a delicious way to start a round.

What inspired the decision to bring together master distillers, notable investors, and a cult-favorite Tennessee golf course to create a bourbon brand?

It was an organic evolution. Sweetens Cove is a place unlike anywhere else in golf—magical, unpretentious, and full of personality, which is what led our star-studded ownership group to buy the course in the first place. Quickly after that, the idea to bottle that magical experience came alive.

We wanted a whiskey that carried that same vibe: top-tier quality with a little looseness and fun baked in. Bringing great distillers together with a group of passionate partners made it possible to create a brand that feels both premium and totally approachable.

Sweetens Cove releases often sell out instantly. What do you think resonates most with fans and collectors?

From the beginning, Sweetens Cove earned its reputation with well-aged, expertly blended, limited releases that tasted genuinely special. Collectors gravitated not just to the quality, but the story behind the bottles including the golf course, the tradition, the sense of community, giving it an extra layer of interest. We believe the right mix of craftsmanship, scarcity, and integrating the cool vibe of the course is what keeps people coming back. Although we have just released what will likely be two mainstay expressions, we will continue to innovate and excite with Limited Edition releases.

What sets Sweetens Cove’s blending and aging process apart from other premium bourbons?

Our two newest releases of which we are particularly proud mark a first for us as they are both unblended. We tasted a huge number of barrels and two stood out immediately: a 5-year Tennessee straight bourbon and a 6-year Tennessee straight wheated bourbon. They were from great mashbills, already so incredibly well aged, balanced, approachable and flavorful we chose to keep them that way. We’ll continue to blend certain releases, but our guiding principle is to bottle only what we genuinely love.

How do you decide what each new release will look and taste like? What’s the creative process behind building a new expression?

We taste a lot from various sources and work meticulously to find whiskies that feel true to the Sweetens profile: approachable, full of character with an ability to add an extra layer to our range. After landing our liquid, we bring it to life visually with our new iconic design system and golf-inspired naming. The goal is always that perfect combination of great liquid, inspiring golf story and beautiful packaging.
 

What’s one cocktail you think truly showcases the character of Sweetens Cove?

Sweetens Cove works beautifully in classics like Paper Planes and Old Fashioneds, but a fan favorite at the course this year was the Cart Crush: 3 oz Sweetens, 2 oz lemonade, topped with a splash of Sprite and a lime wedge. It makes for a refreshing, slightly effervescent option that is dangerously smooth. 
 

Sweetens Cove has a strong emphasis on community and storytelling. How does the brand stay connected to its roots while continuing to grow nationally?

Our roots are firmly connected to the golf course in TN and remains our core essence and the start of every one of our stories. We have so many stories to tell from the days and events at the course where the whiskey remains integral to the experience. We do this through social channels and encourage those who come to share – and those who haven’t made it yet to share their own “sweet spots” moments. In other markets outside of our home in TN, we seek to further integrate ourselves into the golf world both physically at courses and country clubs, but also a new crop of restaurants and bars featuring golf simulators and golf experiences.
 

If someone is trying Sweetens Cove for the first time, what’s the best way for them to experience it?

Neat or with a splash of water is a great way to pick up all the detail in our 93.7- and 95-proof bottlings. But our main suggestion is however you enjoy it. Much like the course itself, we don’t believe in rules. Sweetens holds up in anything from neat pours to cocktails, so we say if you’re enjoying it, you’re doing it right! 
 

Are there any upcoming releases, collaborations, or projects fans should keep an eye out for?

We’ve got a full innovation pipeline in the works. This year we’ll launch a limited Father’s Day release with a golf theme—perfect for the golfer/father gift option. We’re also exploring a few new course-driven ideas and collaborations tied to the personalities around Sweetens.  There are also plans now to build an on-site home for our Whiskey at the course where we can blend, bottle and taste, giving guests a physical location to experience all of Sweetens Cove.
 

What’s one thing people would be surprised to learn about Sweetens Cove?

Sweetens Cove actually comes from the valley’s original name, Sweden’s Cove. Over time the pronunciation shifted, and eventually the course—and now the whiskey—took on the name we know today.