Bourbon is often a story told through oak and time — but with Art of the Spirits, that story is painted in bold strokes of passion, patriotism, and purpose. For founder Richard Paul, launching a whiskey brand wasn’t a career pivot; it was a personal mission. What started in 2014 as a deeply spiritual and artistic endeavor quickly evolved into a national conversation piece — not just because of the eye-catching labels, but because of what’s inside the bottle and the stories behind them.
In this week’s Bourboneur Weekly Blog, we explore how Art of the Spirits has carved its path in the crowded world of craft bourbon, combining world-class whiskey, striking visual design, and a heartfelt dedication to U.S. military veterans. From the first barrel to the latest hand-painted release, this isn’t just bourbon — it’s a canvas for causes that matter.
“I sold everything I had to start this,” Richard tells us. The idea for Art of the Spirits didn’t emerge from a boardroom — it came from oil paint, promises, and a God-given sense of direction. In 2016, the first bottles were released after a trip to Deadwood, South Dakota, where artist Danial James painted one of the early label artworks. The name reflects what Richard set out to do: bring fine art and fine spirits together in one uniquely American package.
What many don’t see behind the whiskey and art is the deeply personal mission. Richard made promises to special forces veterans — SEALs, Delta Force, and others — to give back through the brand. “I’m not in this for the money,” he says. “I’m just a bootlegger trying to keep promises.”
The early years weren’t east – pouring everything into the dream came with risk. “The turning point of AOTS is when the military and first responders came in to commission us,” he recalls. “That’s when I knew it was working. That’s when the mission became bigger than the brand.”
Launching a whiskey brand that doubled as an art gallery was never going to be easy. “A lot of people didn’t get it,” Richard admits. Early critics were confused by the brand’s bold aesthetic, often mistaking the vintage Americana-meets-fantasy style as something more aggressive than intended.
And then there was the whiskey itself: high-proof, cask strength, single barrels — concepts that, when the brand launched, were still fringe in the broader bourbon world. “One in thirty barrels is a good single barrel,” Richard explains. “So finding them takes time. But when you find one, it’s worth it.”
So what exactly makes the cut? “We have high standards at AOTS – sometimes we all argue too high,” Richard says with a laugh. “But for us, a single barrel has to get a majority vote to be offered in our single barrel program. That vote is based on nose, palate, and most importantly, the finish. Age plays a role, but it’s more about quality than age.”
Yes, barrels are sourced – often from multiple partners under NDA’s. But Richard makes it clear: “We’ve turned down a lot of barrels others say are great. If it doesn’t fit our AOTS standards, it doesn’t go out.”
Though Art of the Spirits is proudly based in Colorado — and recently opened a new building in 2022 — most of their releases are distributed out of state. “Colorado is home,” says Richard, “but the whiskey mostly comes from the Midwest. We’re not big on pushing distro in-state — the demand’s been stronger elsewhere.”
That local footprint, however, runs deep. The Paul family – all seven of them – are hands on. “Our family was always in full support of the dream I was building, but the struggle was real in the beginning,” Richard admits. “All five kids are involved. From cleaning the distillery to making boxes and inserts – they earn hourly wages to help pay for their sports, like jujitsu, baseball, and horse training.”
Perhaps the most powerful part of Art of the Spirits isn’t the bourbon — it’s the impact. Richard shares stories that go beyond whiskey and straight into the heart of why he does this.
Like the Marine veteran who nominated another struggling family to receive help from Art of the Spirits through their online nomination process instead of asking for help for herself, despite raising children with severe medical challenges. Richard not only helped the family she nominated but surprised her with a full cart of groceries from Costco and later received a priceless family heirloom — a military tube containing a letter signed by President Roosevelt about her grandfather who was KIA that is now proudly displayed at their location.
Or the first family Art of the Spirits ever helped: two young children orphaned by a tragic act of domestic violence tied to PTSD. Years later, when he met the children as teens, Richard took them shopping — and ignored their attempts to pick clothes “too nice.” That’s the point. It’s not just about the bourbon — it’s about lifting people up.
These are the stories behind the brand’s Whiskey for Vets initiative, where profits find their way back to those who’ve served.
You might think the hardest part of running Art of the Spirits would be the art. But for Richard, that’s the easy part. “Finding killer barrels is the real challenge,” he says.
Still, he’s committed to keeping the artistic vision alive — partnering not just with professional illustrators but with musicians and veterans who are artists themselves. From Navy SEALs to Air Force vets turned graphic designers, the label art is as authentic as the juice it wraps.
Take the Frogman series, for instance — not just a single release, but a set of carefully selected barrels all bearing the same heroic label. It’s storytelling with continuity, purpose, and punch.
And when it comes to pairing art with whiskey, the whiskey definitely has a say. “Most of our current labels are commissioned by active-duty, veterans, first-responders or veteran foundations,” Richard explains. “We start with what the commissioner is looking for – single barrel, cigar blend, or double oaks. Then we figure out the price point and their commission goals. After that, our team picks several great barrels, and the commissioner’s team does a blind tasting. They vote blindly. But on our end, we’ve already ensured every barrel they taste is top tier.”
Art of the Spirits may be one of the most visually striking brands on the shelf, but Richard is clear about his priorities. “It’s about the juice first,” he emphasizes. Still, the label tells the story — and the stories are worth collecting.
From autographs by former presidents to exclusive one-off collaborations, every bottle is part of a deeper mission. And for Bourboneur collectors? That means each one isn’t just a bottle — it’s a piece of living, breathing, drinkable Americana.
In a market flooded with gimmicks, Art of the Spirits proves that authenticity still sells — especially when it’s barrel-proof and backed by a promise. Whether you're in it for the label, the whiskey, or the mission, this is one brand where every pour has a purpose.
Look out for upcoming releases and artist collaborations — and if you’re lucky enough to snag one, don’t just collect it. Drink it, share it, and tell the story.
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