Jonathan Crocker: Leading the Bourbon Renaissance with Frank August

Jonathan Crocker, CEO of Frank August

In a world where bourbon is often defined by tradition and heritage, Jonathan Crocker is carving a new path. As the CEO and Co-Founder of Frank August, Crocker has taken a modern and innovative approach to whiskey-making, blending creativity, quality, and storytelling to create a brand that appeals to a new generation of bourbon enthusiasts.  

A Vision Born During Challenging Times  

The idea for Frank August was born during the pandemic—a period that challenged norms and sparked creative ventures. Crocker and his business partners, who had long shared a passion for bourbon, turned their casual conversations into a groundbreaking business venture. Their shared vision was clear: to offer a premium bourbon experience that combines authenticity with innovation.

From Fashion to Bourbon  

Jonathan Crocker’s path to bourbon was anything but conventional. Before founding Frank August, he spent years as a leader in the fashion industry, serving as Vice President at AG Jeans, a premium denim brand known for its quality and contemporary designs. This experience gave him a deep understanding of branding, craftsmanship, and connecting with consumers—skills he has seamlessly translated into the world of bourbon.

Crocker’s transition from fashion to whiskey was driven by his entrepreneurial spirit and a passion for creating something meaningful. Leveraging his ability to build cohesive, relatable brands, he has redefined how bourbon is presented and experienced.

Blending as a Craft: Sourcing and Mastery  

What sets Frank August apart is its ability to source and blend whiskey with precision and artistry. The brand joins a rich tradition of blending and sourcing that has defined many successful bourbon houses. Renowned distilleries like MGP Ingredients in Indiana and Heaven Hill in Kentucky have long supplied high-quality aged barrels to brands looking to create exceptional blends. Similarly, blending-focused distilleries like Bardstown Bourbon Company have elevated the craft by combining sourced whiskey with in-house distillates to produce innovative products.

Frank August proudly embraces this blending tradition, sourcing premium bourbon from carefully selected barrels and blending them to achieve a signature flavor profile. The brand’s Case Study series exemplifies its mastery of blending, with each release showcasing unique characteristics through experimental finishes and aging techniques. By meticulously curating barrels and innovating with processes like double-oaking and secondary barrel proofing, Frank August demonstrates its status as a blending powerhouse in the bourbon world.

The Frank August Philosophy  

At the core of Frank August is a commitment to quality and craftsmanship. The flagship Small Batch Kentucky Straight Bourbon Whiskey and limited Single Barrel releases reflect Crocker’s dedication to delivering exceptional spirits. Collaborating with industry legends like Drew Kulsveen, a James Beard-nominated master distiller, Crocker ensures that every bottle represents a perfect blend of tradition and innovation.

Unlike many legacy brands, Frank August forgoes the imagery of barns and horses, opting instead for sleek, minimalist branding. This modern aesthetic mirrors the brand's contemporary ethos, appealing to both seasoned connoisseurs and those new to the world of bourbon.

Case Study Series: Whiskey Innovation Redefined  

Jonathan Crocker’s vision shines through the Case Study series, a collection that pushes the boundaries of whiskey-making through experimental finishes and unique blends. Here’s a closer look at each release:

- Case Study 01: Finished in Mizunara Japanese Oak barrels, this whiskey showcases a rare and exotic wood that imparts floral and spicy notes. Limited to just a few barrels, Case Study 01 set the stage for Frank August's innovative approach to whiskey craftsmanship.

- Case Study 02: Aged in Pedro Ximenez brandy casks, Case Study 02 offers a rich profile with deep caramel and raisin undertones. This release exemplifies Frank August's commitment to exploring unconventional finishes.

- Case Study 03: This limited-edition bourbon took a bold turn with double-oaking, resulting in a robust flavor profile featuring hints of toasted almond and creamy toffee. Its small-batch production emphasized the brand's dedication to quality over quantity.

- Case Study 04 Rye: A blend of double-oaked Kentucky Straight Bourbon and Rye, aged in four barrels to achieve its “4X Oaked” complexity, Case Study 04 Rye is set to be a permanent fixture in the Frank August lineup. Its innovative “Proofed in Barrel” process, performed during secondary aging, yields a balanced and intricate flavor profile with notes of mint chocolate, spiced oak, and buttery toffee.

Case Study

Annual Releases and Production Scale  

As part of Frank August’s commitment to innovation, a new Case Study release is planned every year. Each Case Study expression is produced in small, meticulously crafted quantities, typically ranging from 5 to 10 barrels per release. This ensures that every bottle is a unique, high-quality representation of the brand’s dedication to whiskey artistry.

Adding to the excitement for bourbon enthusiasts, Frank August has also announced plans to release a new Single Barrel and Small Batch expression annually. These regular releases are designed to keep the brand’s offerings fresh and engaging, while maintaining the exceptional quality that has become synonymous with Frank August.

Award-Winning Excellence  

Frank August’s commitment to quality has been recognized by prestigious competitions. The brand’s Small Batch Bourbon earned Double Gold and was a Best of Class Finalist at the New York World Spirits Competition, as well as Platinum at the Ascot Awards. Its Single Barrel expression achieved Double Gold at the San Francisco World Spirits Competition and scored an impressive 92/100 at the International Wine & Spirit Competition. These accolades underscore the brand’s dedication to crafting world-class whiskey.

A Life in Two Worlds  

Jonathan Crocker divides his time between Los Angeles, where he resides, and Bardstown, Kentucky—the heart of bourbon country. On a monthly basis, he travels to Bardstown to oversee blending and production, ensuring that every Frank August release meets his exacting standards. This hands-on approach reflects his dedication to maintaining the brand's reputation for excellence.

A Modern Take on Legacy  

When compared to legacy brands like Elijah Craig, Frank August offers a refreshing contrast. While Elijah Craig celebrates its historical roots as the “Father of Bourbon,” Frank August represents the future of the industry—a brand unafraid to innovate and redefine expectations. Where Elijah Craig provides a sense of tradition and consistency, Frank August introduces modern aesthetics, experimental finishes, and bold storytelling.

Looking Ahead  

Jonathan Crocker and Frank August are not just crafting bourbon; they’re reshaping the narrative of what bourbon can be. With a dedication to quality, a passion for innovation, and a vision that resonates with today’s consumers, Frank August is poised to leave an indelible mark on the bourbon industry.

Under Crocker’s leadership, Frank August is more than just a brand—it’s a movement, celebrating the evolving spirit of bourbon while honoring its rich heritage.

Wine and Whiskey offers an exclusive Frank August Tasting. We explore the Small Batch, Single Barrel, Case Study 01, 03 and 04 from Frank August.

You can also taste the Frank August Small batch vs Elijah Craig Small batch in our comparison tasting. Call, text or email to book your tasting with Samantha Mercado 440-823-2840 | samantha@wineandwhiskeycle.com

Book a Frank August Tasting today