WAYNE, N.J. — Talk about a name grabber.
Dumbass Whiskey , founded by Wayne resident Peter Spicer a year ago, is all about getting your attention with fun labels and flavored whiskeys.
First, the labels: There's WhiskeyDick (cherry), Bee-Otch (honey whiskey), Fire-Crotch (cinnamon), DumbAss (peach), Butterface (butterscotch) and Red Neck (small-batch bourbon).
Spicer said he knows he pushing the envelope with his monikers, but that in this competitive market, it's being out of the box that sells.
The name, in fact -- what he calls a great conversation starter -- came from an original thought to put his labels upside down. When one of his team members said, "What dumbass would do that to look at a bottle?" the name stuck.
Spicer, who formally worked for a liquor distributor, always knew he wanted to do flavored whiskeys after seeing a rise in whiskey and bourbon sales but also a hole in the market when it came to flavored varieties. Peach was his first entry, with cherry a close second.
Though he gets a lot of requests from customers for other flavors, for now he's holding steady. "I never thought I'd have five flavors, a year in," he admitted.
You can chart Spicer's progress -- he posts a lot of photos of him boxing, stocking, delivering and making his product -- on his Facebook page where, he said, he likes to show his customers he's a small-town entrepreneur doing all he can to make hs product a success. He operates out of a 2,000-square-foot warehouse in Pompton Plains.
Several Bergen and Passaic county stores carry Dumbass Whiskey, including ShopRite Liquors in Hackensack, Solar Array ShopRite in Emerson, Wine Land in Teaneck and B & B Liquor and Wine in Fair Lawn.
"People tell me a lot that I should be on 'Shark Tank, 'which I take as a compliment," he said.
For now, he's working to expand beyond New Jersey into New York. So far he has about 500 accounts -- mainly liquor stores, bars and restaurants in The Garden State.