The Montpelier Collective, an NIL Collective supporting JMU athletes, announced Friday the creation of a new bourbon line with sales benefiting the collective.

“Champions Drive Tailgate Bourbon” is the first release in what the collective calls “just the beginning” of a series of JMU-themed bourbons. Each purchase supports the collective, although it wasn’t mentioned in the announcement what percentage of sales goes back into the collective.

The collective partnered with Swilled Dog, a distillery in West Virginia, for the project. As for the bourbon itself, it’s been aged five years in oak barrels and is 107 proof.

Collective donors should’ve received emails with information about purchasing the bourbon before it’s available to the public. Sales are expected to open to the general public beginning on Aug. 19.

The Collective’s Recent Growth

Announcing a bourbon line comes as the collective enhances its marketing efforts ahead of the 2024-25 JMU sports season.

Montpelier Collective’s social media channels have made an increased effort to shine a spotlight on the athletes working with the collective over recent months. One recent video shows new linebacker Jacob Dobbs talking with fellow football players in the locker room about the new college football video game from EA Sports.

Another video has several members of JMU football’s offensive line talking about how much food they eat when visiting O’Neill’s Grill. Not only do the videos provide engaging content, but they’re also a subtle way of reminding fans that the players featured are benefitting from the collective’s growing funds.

Preston Spradlin, the new men’s head basketball coach, has also been featured on social media channels promoting the collective. Spradlin brought in a transfer-heavy roster this year, including former Morehead State star guard Mark Freeman. Returning guard Xavier Brown and Freeman have both been featured in collective videos this summer.

The collective once billed itself as “retention based” but given the volume of new football and basketball transfers involved with the organization, it’s clear the collective is a useful tool in both attracting and retaining talent.

While the Montpelier Collective might not have nearly the funding seen at the very top of the Power Four level (Alabama, Ohio State, Texas, etc.), it’s made a strong case in recent months that it helps the Dukes build a competitive roster, especially atop the Group of Five and mid-major levels.

Header image courtesy of Montpelier Collective