The Origin of DuBlasé and the Meaning Behind the Brand Name

Many know that the origin of whiskey is over 1,000 years old and distillation was brought to the Western Hemisphere when the great migration took place in the early 18th century. 

Fast forward to 2021, both casual drinkers and connoisseurs alike have a variety of whiskey brands to choose from. As the industry has evolved, so has the rise and acknowledgement of black-owned spirits. That brings us to our premium brand of DuBlase Whiskey: a new 6X distilled, Florida-grown, smooth flavored whiskey that has been drawing a lot of attention and inquiry since it’s initial launch earlier this year. 

You may be curious about where the name “DuBlase'' came from? What is the origin story behind the brand?

“What does it mean and how is it pronounced,” many ask. 

Let’s delve in: DuBlase, pronounced Du - bläˈ - sí, has a personal and heartfelt backstory that we’re proud to share with our customers. 

Our founder and CEO, Darrin Eakins, came up with the brand name related to the college Greek-life he experienced at Florida A&M University in Tallahassee, FL.

The original name, "Golden Age Whiskey," was created based on the brand’s parent company Golden Age Innovations. But was quickly changed to be more personal and reflective of himself. Eakins decided to rename his whiskey after his “Line Number” of his fraternity at Florida A&M University. If you aren’t familiar with fraternities and sororities of the Divine 9, let us break some of the culture down for you. The term “line” comes from when fraternities and sororities debuts a new group of members, the group is often referred to as a line. The number comes form the new member’s numerical order in the group. When he became a member, there were 12 members on his line, which debuted in the spring of 2008, Eakins was number 11. In fraternity and sorority culture, the term "Ace" usually means the number 1 or 1st member on the line, and "Double Ace" would be the number 11 or 11th member on the line. As an ode and dedication to his line number, DuBlase was born from reformatting the phrase "Double Ace."

To add a special touch, Eakins incorporated a black medallion in the middle of the DuBlase label design, which represents 12 edges for each member of his line, who helped inspire the spirit of the DuBlase brand.  

DuBlase was developed and launched to the public to be enjoyed over monumental life moments or celebrations amongst friends. When you think of DuBlase Whiskey, think of comradery amongst colleagues, family & friends. Whether it’s brotherhood, sisterhood or a special bond with family or work friends, enjoy special milestones and moments with loved one’s with a toast of a glass of DuBlase whiskey.