The point of this video is we will have to respond to a shit ton of people asking why we aren't calling it Virtue spirits anymore when we start calling it EverNorth publicly. Getting as many people to watch a video where we explain exactly why we re-named it answers that question for thousands of people without individually explaining it (possibly hundreds of times). My point is, it's true that Virtue Spirits is gone as a brand name. This resolves us constantly answering questions regarding a name. Thank you all for all the support and love! EverNorth Spirits Co. Forever.

Honestly, as someone who has only casually followed your journey, Evernorth is better all around anyway. It's more memorable, it's more grounded in your home, it *feels* more connected. I realize a lot of people are attached to the Virtue name, and I'm not trying take anything away from whatever that name meant to you guys. But I think Evernorth will end up being a better vehicle for your ambitions in the grand scheme.

It honestly could have been called muddy water...I'm still supporting you guys. End of story. We love you all and can't wait for what's next. The best is yet to come

Evernorth is a super cool rebrand!! It’s super unique and honestly stands out more than Virtue does! Obviously the hours of brainwork and branding put into the name Virtue was cool as well, but I think Evernorth is going to catch on fast and help to stick in the back of people’s minds until they get the chance to try it! Can’t wait to see the growth going forward!!

Awesome vlog! Dan, you summed up the bourbon junkies journey so far, very well. EVERNORTH captures you and Sean’s Michigan roots. Cheers! Can’t wait to travel I-75 N to visit again

So that means, I’ll never get rid of my Rye three bottle since it still says virtue and is now a collectors item. But I love the new name. Congrats guys.

Love the new name, I personally would not look at this as a setback but rather a new beginning! love what you guys are doing!

Setbacks are a part of life's journey. Keep your head up and follow your dreams. I am a big fan of your channel. Good vibes are sent your way.

Dude! You guys are crushing it!! Mistake or whatever,keep your heads up, your community is behind you and growing.. I can’t wait to make up to your tasting room to pick up your releases! Keep up the great work, i am looking forward to hopefully meet you and Sean… and thank you for helping my bourbon journey(along with so many others). Best wishes and good luck!

Dig Evernorth, the name may change but the spirit and love and people behind the business are the real heart. Keep plugging away boys.

That had to hurt a lot for you guys. I can't imagine the pain of this whole process. But as a fan, I gotta say I don't think it matters as much as you feel like it does in the grand scheme. The act of being virtuous and transparent is far more important than the name on the label. Dan and Sean are what we're loyal to, regardless of the brand name.

Keep your heads up homies and keep moving forward you know the community is here to stay! Cheers 🥃

I’m really sorry you guys are going through this. I know all too well what it is like to wake up in a cold sweat and my heart racing. Love the new name, but sorry you had to change. Best of luck!

Started watching your channel half way in your journey with the branding. Its not over yet and with you guys every step through the hard times, crazy times, and good times. Keep moving forward and don't look back.

Congrats on the new name, I am in Michigan and eventually will work my way up from Lansing to support! Distribute down here if possible ;)

I understand the attachment to virtue but to be honest I don't associate the brand with the name, you and Sean are the brand. Whatever y'all name it doesn't really make a difference as long as you and Sean are running the brand. Make the change and know it doesn't change how people view YOUR brand. Good luck

Wish you guys nothing but the best. Change is always difficult, but what you do now for the future is the most important move to make. At the end of the day, it's a name. People are buying into you and Sean and WILL support that. Keep killing it, boys!

Great Video guys, Congrats with the new name and you know you guys have all my support!!

Love the neon sign for Evernorth Spirits!

Love the new name!! Long Live Evernorth! I just hope evernorth comes south to my local stores soon🙂

Good to get it right! Hopefully Evernorth will make it out west as in west coast:)

Real tough.. sorry to hear you guys are going through that. Seems like the correct decision though. Hopefully that relieves your stress. Be well!!

I'm probably going to start a business in the future. Your branding issue is a great teaching moment. As an entrepreneur just remember that there are no failures, just lessons to learn. Now when I start a business in the future I will likely make a list of 3-5 names to possibly use in case this happens to me, it seems to happen often!

Love the new name and the end of all that stress. I know stress will always be part of the process when one is pursuing a dream, but this seemed to be a bit more than what’s usual. Stay healthy and best of luck going forward. Again, great name.

Congrats on retaking what’s yours! Your passion, your health, your focus! The greatest businesses in the world know when to, and also have the courage to make the pivot. This story is just another reason why you will be ultimately successful.

I had absolutely no clue you guys were filming 10 minutes from my house lol. That is so cool. I will be swinging by soon hopefully

Sorry for your troubles, At least it’s early on, best of luck to you both

I live nowhere near you guys, but hope I can get my hands on a bottle at some point! Don't care what the name is, I support your values, mission, and presence in this bourbon community. Cheers!

lets roll, can not wait for the future of this journey!

I love Evernorth as a name!!! Love it! Keep strong and hope your journey continues on and may you prosper!

Just know that everyone will continue to be supportive of your journey. Thank you for putting out great content and whiskey!

FWIW, love the new name! Best of luck in the new chapter.

My daughter will be 5 in a week. I've been thinking about what it would've been like to start calling her by a different name when she was two. I'm sorry you guys had to go through this, but you will power through. The fundamentals, the passion, the expertise will ensure success. Cheers to Evernorth!

Definitely sorry to hear about the setback you all are dealing with. Glad to see that you guys are persevering and rebranding now to protect yourselves and your product. I don't see why any true Junkie wouldn't support what you guys are doing. Love the new name and I look forward to watching your brand explode and grow beyond your wildest dreams!

At least you were able to catch this somewhat early. I love the name Evernorth spirits. Keep up the amazing work!!

As a business owner, you have to do what’s right for your business. I love the new name and it conveys the same message.

Y’all, I am so sorry you are going through the growing pains of a business.. I am sure there will be morons slap you and talk about not vetting the name and all, BUT, you mentors are CORRECT! The emotional tie to the name is just what it is, emotion. YOU ARE WHO YOU ARE and you will change the industry by being as transparent as you want to be and holding other labels to that standard!!! TRUTH IN LABELS AND DISCLOSURES! The essence of virtue only under another name!! GOOD LUCK, we, the true fans of the junkies are behind you!!!

Let me get that sign! lol. Great new name. Keep it moving guys. Great things to come.

Sad but your spirited enthusiasm will get thru this easily! The irony of Bud Light having Virtue is crazy. Looking forward to the next chapter....

Wisconsin here. Can't wait to see your products on the shelf! Good luck! I've enjoyed your content for a while now. Hope you guys succeed!

Love the new name. Excited to try your product at some point. I’m a 🇨🇦 living in the UK but luckily my fiancé goes to the US for work occasionally. Good luck!

You guys are venturing into totally unknown territory and absolutely killing it. Smart move changing the name before it became a problem. We are still going to support the hell out of you.

I like the new name better! But people don't buy the name on the bottle, they buy the contents of the bottle and they buy the people behind it. Look forward to future releases, and I may just have to become a patron to get my hands on some of it! Godspeed fellas!

Keep you heads up brother. Remember “This too shall pass” Much love coming your way. Very smart decision to make the course correction earlier than later.

Sorry to hear about your bad luck gents. Keep your heads up and pushing forward. If I could support you guys more financially I would. Cheers.

Good Luck on your endeavors.

Great call handling this now. My wife recently had to rebrand her 9 year old business because even though the USPTO granted her a registered trademark on her business name, it turns out that a company has been using the name under an intent to trademark for 12 years and when they went to finalize their registration they ran into ours. So, they threatened to sue. We spoke to a few trademark attorneys (seriously...why are some of them suck terrible assholes?) and they all basically said "You can fight it, but you'll lose, and it will cost more money than you have to do it." It was a nightmare. I would have given anything to have fixed this problem before it started...

“We” got this! Love the new name and I see some sweet merch ideas coming from it. I’ve got like 50 more years of drinking to go so let’s do this! 😂

Good Choice! Being in the State up north of me here in Ohio it makes sense and you can get that slow cold aged flavor out of all those barrels!

Keep it up fellas. You're in the arena many of us wish we could play in.

Hey it is a tough break. But I know you guys are handling it the right way. Need to look to the future and protect yourself. You help inspire me and I am sure many others. We are here to help and support you. Keep rocking on. cheers

No matter the name you will be supported by the people who truly love what you are doing. Keep up the great work, love you guys.

As a former business owner who went through a similar problem (not in your particular industry)...the EMOTIONAL attachment to the NAME will pass. Trust me. It will. In 5 years, you and more importantly...YOUR CUSTOMERS...will only know the name you have NOW. Not the name you had 5 years ago. Best of luck, boys. I'm in Florida and am looking forward to trying your product...REGARDLESS of the name you put on it.

Love the new name. You guys should feel good about it! Can't wait to see what you guys do with the new brand.

The two of you guys are amazing! Your fans will ride and die with YOU! Love you guys!

keep your head up. i look forwad to seeing whats next in your journey

Great video. Thanks for sharing the background and challenges. Regardless of brand you have fans who are ready to support

Sucks that it had to happen, but glad you guys are getting this rebrand done early and moving forward with the vision! I'm glad the Owl is still here.

EverNorth sounds awesome, explains your geographic location, and is all around WAY better. Cheers!

I like it! Almost viking-like! Very much looking forward to trying and enjoying some..

You were a gentleman enough not to mention what you had to pay in attorney’s fees! As a new venture it is crushing. The new name is great. ALWAYS keep killer juice in the bottles and we will anticipate YOUR ALLOCATION DROPS !!!!!!!

Been following you guys since the beginning and “Evernorth” is great! Adapt and overcome and move on. Congrats on making a big decision!

Gotta be honest... EVERNORTH is a way better name. Virtue Spirits name isn't a big deal to us. Let it go and keep pushing.

Love you guys and what you do! Can’t wait to see where this journey takes you, cheers fellas!

My buddy’s started a distillery here in MI a few years ago and had to change the name from Atlas to Alevri….good luck.

Evernorth is a fantastic name

My daughter saw me watching this and asked if Cookie is okay.

I know giving up Virtue was emotionally hard but Evernorth is a superior rebrand name.

Well done video Dan. Anxious to get up there and check it all out.

That is tough. I feel for you guess. Trademark stuff is the worst. A pretty large doughnut out of new England had a very civil conversation with us about a beer we made and we changed the label art and they left us alone after that, but it was such a small thing. I wish you both much luck in future. This will teach you so much for the future of your business. Keep grinding away. You'll get there.

Awesome rebrand!

Those virtue spirits bottles just shot up on secondary I bet

Sorry to hear that you guys had to go through that. But keep your heads up, you have a lot of people that are going to continue to follow your brand because of you guys, not a name. Myself included! Can't wait to try some Evernorth Spirits soon enough.

Rock and roll gentlemen. Keep on trucking. God bless.

You could call the product “ JUNKIES’ FIX “ and we would look forward to trying it. Ever North is a great Michigan name!

Dudes…Evernorth is a killer name…this is an upgrade!

My condolences for the name and stress, many blessings moving forward and when it's within my means I hope to support you moving forward. Your content is great and I assume your whiskey will be too

You will get through this. Not a huge deal in the big picture. And, for what it’s worth, I like the new name more. Best of luck guys!

Evernorth has a nice ring to it

Can we get the directors cut too see if you stopped at that stop sign ? 😂🥃

I was wondering about virtue being a weak mark but I have had an issue similar and it's gut wrenching

Actually like the new name better, lot’s of possibilities with a compass logo!!!!

Thanks for explaining sourcing versus contract distilling

Go get that Anheiser Busch seed money they need some good pub. Hey Bourbon Junkies fans will support no matter the name. Looking forward to having some of your Bourbon

I was pretty bummed for you guys at first... And then I saw Evernorth. That's a killer name. All the best going forward!

Always here to support you guys. Love you guys keep pushing

Feels like I am flicking off Anheuser when I drink out of my virtue aged and ore glass now. Kind of fun.

Love it! Nothing changes. Keep at it. I'm in full support.

What a stressful part of the journey it sounds like sorry y'all are going through it but for whatever it's worth Love the sound of evernorth LETS GOOOOO

Ooof...this is like when you tattoo your girlfriends name on you and then break up. In the end you will be happier though, just need to do something with the tattoo.

Hey man best of luck to both u brothers!!!!! Where are u guys located I would love to show some support and purchase a couple of bottles

I get doing a video that explains the reason for the name change but I also feel like there was a meeting about how to get as many clicks as possible out of it

I like the name…hope nothing but the best for you guys 🎉

Awesome video! It sucks to lose the name but better to rip the bandaid now than later. Keep up the good work!

That sucks you had to deal with the name change, but it doesn't change how this community supports you guys.

Call it what ever you need to, your hard work and true passion for a quality product is what will make you succeed. Look forward to seeing a bottle in NC one day, wish you guys the best

Virtue Spirits was just a name….. The most important thing is the people who run it…. And that last time I checked, you guys are still there! Love the new name 👍

Such good video quality… I love the little downtown shot! I was waiting for you to say who owned the rights to virtue and I was thinking like a little mom and pop and then you said Anheuser Busch 😮😮😮

Stinks you have to change the name. Hope it’s not going to cost you too much money. I’ve been wondering where to get your stuff since I can’t swing a Patreon. I’ll have to make the drive down to the tasting room one of these Fridays, hopefully one will line up with me having the day off.

I actually like the new name better