Jay Ellis And Rabbit Hole Blend Whiskey And Art In New Collaboration

Forbes

a day ago

Jay Ellis drinking a cocktail with Rabbit Hole in it.
For actor and producer Jay Ellis, whiskey has always been more than a drink.
'It reminds me to savor the moments we have with people,' said the actor known for his roles in Insecure and Top Gun: Maverick. 'So much of it, for me, happens around connection — with friends, family, people I work with.'
That ethos of presence, creativity, and storytelling now lives in a bottle, thanks to a new limited-edition single barrel release that is a collaboration between Ellis and Rabbit Hole founder Kaveh Zamanian.
A Meeting of Minds—and Palates
The collaboration began with a conversation. Zamanian, a former psychologist turned whiskey entrepreneur, had heard about Ellis's love for bourbon and his passion for storytelling. The two met in Park City, Utah, during the Sundance Film Festival, where Zamanian brought a selection of samples for Ellis to taste.
'We sat and tasted through different options,' Zamanian recalled. 'It was a really collaborative, fun process. We talked about what stood out, what felt distinct. Jay has a great palate and a clear creative vision.'
The final selection? A single barrel selection of Dareinger, a riff on a core Rabbit Hole offering that is a wheated bourbon finished in Pedro Ximénez sherry casks—rich, smooth, and layered. 'You can have it neat or in a cocktail. It's got depth and balance.'
Dareringer Single Barrel Pick with Jay Ellis.
The Bottle as a Canvas
The bottle's design is just as intentional. Created by South Korean fashion illustrator Kasiq Jungwoo Lee, the label features a modern reinterpretation of Lewis Carroll's White Rabbit—complete with a skateboard and an Apple Watch.
'The skateboard came from my daughter,' Ellis said with a laugh. 'She kept asking for one, and my parents finally gave in. So when I saw that detail, it just clicked.'
Other elements are persona to Ellis: the green in the rabbit's jacket is Ellis's favorite color, and the green-and-yellow palette nods to his childhood love of the Seattle SuperSonics. The watch, he said, is a symbol of time—how we spend it, and who we spend it with.
'It was a really cool process,' he said. 'They let me have an imprint—my own expression—through the artist. That doesn't happen often with brand collaborations.'
Rabbit Hole Distillery
Whiskey as Storytelling
For Zamanian, openness to creative input is part of Rabbit Hole's DNA. Since founding the distillery in Louisville in 2012, he's made it a mission to challenge convention—not just in whiskey-making, but in how the industry presents itself.
'I wanted to make manufacturing look attractive,' he said during a recent tour of the Rabbit Hole facility. 'We designed the distillery to be transparent, beautiful, and educational. Every step of the process is visible.'
That philosophy extends to the brand's core releases, each of which is named with intention and rooted in local history or personal meaning:Cavehill, a four-grain triple malt bourbon, pays homage to generations of Louisville distillers and the historic Cave Hill Cemetery, where many of bourbon's pioneers are buried.Heigold, a high-rye bourbon, honors Christian Heigold, a German immigrant and stonemason who settled in Louisville after the Civil War and carved patriotic symbols into his home as a response to anti-immigrant sentiment.Boxergrail, a sour mash rye, celebrates Louisville's rich boxing heritage and the city's legacy of turning local talent into world champions.Dareringer, a sherry-cask finished bourbon, is a tribute to Zamanian's wife—'the daring ringer' who inspired him to take the leap into whiskey-making.
'Every name tells a story,' Zamanian said. 'It's not just about drinking—it's about connection, about learning something new.'
Zamanian is known for telling lesser-known stories in whiskey. He's also behind Mary Dowling Whiskey, named after an unsung historic female distiller, and co-authored a book about her.
One of the most striking features of the distillery, where both Rabbit Hole and Mary Dowling is made, is a commissioned art piece by Brooklyn-born artist Jeremy Dean. Created in response to Executive Order 13769, which banned travel from several Muslim-majority countries, the piece weaves together threads from the U.S. flag and the flags of the banned nations. It's a quiet but powerful statement about inclusion and identity.
'We don't preach,' Zamanian said. 'We live by example. Art is one way we express our values.'
Jay Ellis, Kaveh Zamanian
Supporting the Next Generation
That commitment to creativity and community is also what drew Ellis to the partnership. Through his short film program, Intrinsic, Ellis supports emerging filmmakers by funding and mentoring their first projects. Rabbit Hole is now contributing to that mission by donating camera equipment and offering additional support to selected filmmakers.
'There are so many barriers for young artists,' Ellis said. 'If you can help open one door, that can change everything.'
Zamanian agreed. 'We started sponsoring Sundance because we believe in that ecosystem—of discovery, of giving people a shot. This partnership with Jay is a natural extension of that.'
A Shared Vision
Both Ellis and Zamanian are outsiders who found their way into traditional industries—Hollywood and Kentucky bourbon, respectively—and brought fresh perspectives with them. Their collaboration is a testament to what can happen when creativity, intention, and craft come together.
'This isn't just about whiskey,' Zamanian said. 'It's about creating something meaningful.'
Ellis echoed the sentiment. 'It's personal. It's about savoring the moment, telling stories, and building something that lasts.'
The collaboration ($125) is available at Rabbit Hole Distillery in Louisville, Kentucky for a limited time.