Julious Grant is Redefining the US Spirits Market with Distinctive Flavor Profiles

From the sun-kissed vineyards of California to the bustling streets of Tokyo, the world of spirits is vast, diverse and ever-evolving. In its expanse, every once in a while a visionary emerges, someone who not only understands the tapestry of tastes, but also possesses the audacity to reinvent and redefine them. Enter Julious Grant, an industry veteran who is reshaping the world of artisanal spirits one brand at a time.  

With over three decades of C-Suite experience at global spirits powerhouses like Beam Suntory, Bacardi, and Moët Hennessy, Grant's pedigree is indisputable. But in 2019, he made the entrepreneurial leap, launching Brand House Group. Through his new venture, Grant has artfully blended his vast industry know-how with a deep-rooted passion for artisanal spirits, crafting a meticulously curated portfolio that's been winning awards, producing stellar reviews from spirits journalists and tantalizing the palates of spirits enthusiasts across the US.  

"I've always believed in redefining and elevating the consumer experience," Grant reflects. "With Brand House Group, I wanted to bridge my heritage with my global insights, showcasing the pinnacle of each tradition while tailoring it to resonate with today's marketplace." 

Grant’s influence and vision is evident across the entire portfolio. O’RTE Single-Estate Tequila, for instance, is a celebration of Grant’s half-Mexican heritage boasting a distinct flavor profile produced with 100% blue agaves harvested from a new Jalisco estate each year. OMAGE California Artisanal Brandy rivals the finesse of a fine cognac, but with distillation and barrel aging variations that deliver an innovative twist on the classic French spirit.  

"I've been fortunate to understand and appreciate diverse cultures, and O’RTE and OMAGE are embodiments of that,” he said. “But I didn’t want to bring to market more of the same wrapped in fancy packaging. For me it was about evolving what’s currently available, by creating a brandy using California grape varietals in the style of a French Cognac that any lover of top-shelf bourbon or scotch can enjoy and by adding flavor profiles to my tequila that can only be produced using agaves from one estate with the perfect soil, climate and topography.”  

Yet, it's Grant's audacious move to introduce the U.S. market to ICONIC Spirits, a line of exceptional Japanese spirits, that stands out. Thus far, he’s introduced TEITESSA, a single-grain Japanese whisky consisting of five expressions aged between 15 and 30 years; AWAYUKI, a vibrant gin infused with some of the world’s most precious strawberries harvested in Japan’s Nara prefecture; Shunka Shuto blended whisky with an ode to the Japanese seasons; and Bikoku’s use of Mount Fuji's pristine waters, each serving as a bridge connecting East to West.  

Reflecting on his vision, Grant notes, "It’s all about offering something truly authentic. Over the years, I've cultivated an immense love for Japanese spirits, recognizing their unparalleled craftsmanship. With ICONIC Spirits, I aim to merge the Eastern elegance I adore with the Western market's dynamism. We're not just introducing products; we're bringing cultures together, one bottle at a time." 

ICONIC Spirits’ recent introduction of HAIKEN Japanese Handcrafted Vodka is a shining example of this mission. Born from the pure waters of Mt. Katsuragi and nurtured rice from the Hyogo prefecture, HAIKEN is more than just a drink. According to Grant, “It's a story – a tale of Japanese tradition meeting modern palates.”  

Grant’s journey has always been about pushing the envelope. It’s not just about the age-old traditions, but how they can be evolved for the contemporary consumer. With every sip of O’RTE single-estate tequila or AWAYUKI Japanese Strawberry Gin, Grant offers a piece of his vision – a world where artisanal spirits aren't just enjoyed but celebrated. 

In an era where global is the new local, Julious Grant is more than just a name in the spirits world; he's a beacon, guiding us through a journey of tastes, cultures, and traditions. His story, much like his spirits, is one of passion, innovation, and the relentless pursuit of perfection.