Today we’d like to introduce you to JD Recobs.
Hi JD, so excited to have you with us today. What can you tell us about your story?
Chris and I have been friends since we were seven years old, growing up literally a street apart in Montclair. From day one we had the entrepreneurial bug – lemonade stands, DJ gigs in college, house painting companies – if there was a hustle, we were in it. So in a lot of ways, starting a business was never really a question of if, just what and when.
After college, we both landed corporate jobs in Jersey City & NYC – I was at a tech startup, Chris was in finance – and somewhere along the way we graduated from Rum and Coke to bourbon. We became genuinely passionate about whiskey. The problem was, almost none of our friends shared that passion at the time. They found it too harsh, too smoky, too intimidating. And we kept asking ourselves: why isn’t there something for all of us? Why did whiskey have to alienate the very people we wanted to share it with? That question sent us into the kitchen.
After years of late nights experimenting with hundreds of infusions after work in our kitchen, we landed on ginger – the perfect mellowing agent that balanced beautifully with the soft sweetness of a high corn mash-bill. Friends and family couldn’t get enough of it. So we quit our jobs and went all in.
Misunderstood Whiskey officially launched in March 2017. Our very first move was a baptism by fire: we drove through the night from Kentucky back to Jersey City to make it to Jersey City Whiskey Fest – Misunderstood’s debut to the world. We were exhausted, anxious, and nervous. About 1,500 people were there sampling products from nearly 100 established brands… and then there was us. We had no idea what to expect. By the end of the night, Misunderstood was a crowd favorite and people genuinely didn’t believe it was our first day in business. That moment told us everything.
What followed was a grind most people don’t romanticize but I’ll never forget. We were self-distributing in NJ, which meant we were both the sales team and the delivery boys – going door-to-door on our bicycles to get bar managers to try Misunderstood, sometimes waiting hours for someone to show up. But something incredible started happening: bartenders began pulling Misunderstood into cocktails that were traditionally built on gin or vodka. The whiskey was breaking category rules we didn’t even know existed. After three months of hitting the pavement, we sold out of our entire first batch and started partnering with distributors shortly after.
From there it was slow & steady growth – state by state, account by account, glass by glass. What started in just three local markets – Montclair, Jersey City, and Hoboken – eventually expanded to retail in 17 states, with shipping available in over 42. Along the way we picked up awards, including a Double Gold and Best Flavored Whiskey recognition, but our journey doesn’t stop at whiskey.
One of the things I’m most proud of is our ability to keep innovating. We noticed that the oat milk movement was transforming food and beverage – but nobody had brought it into the spirits aisle in a serious way. We had already launched America’s Original Dairy-Free Oat Nog under the Misunderstood umbrella, and the response was so overwhelming that it completely sold out. That gave us the confidence to go bigger. In September 2024, we officially launched OATRAGEOUS – the first portfolio of oat milk liqueurs to hit shelves in the United States. Three expressions: The World’s First Dairy-Free Bourbon Cream, Espresso, and Coconut – all dairy-free, gluten-free, made with sustainably sourced non-GMO oats, and with 30% less sugar and calories than the leading cream liqueurs. The same ethos as Misunderstood: quality without compromise, and inclusivity at the center.
Most recently, OATRAGEOUS was awarded a Golden Ticket through Walmart’s Open Call program – a milestone that honestly still gives me chills. And if that wasn’t enough, OATRAGEOUS will also be served aboard JetBlue, putting our products in front of 40 million customers at 30,000 feet.
At the end of the day, Misunderstood Brands is still the same thing it was when two friends from Montclair were riding bikes door to door: a company built on friendship, a refusal to accept “that’s just how it’s done,” and a genuine desire to make great products that bring more people to the table.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not.. and I’d be doing a disservice to anyone thinking about starting a business if I said otherwise. We’ve probably made every mistake in the book. Sourcing, scaling, timing, cash flow, distribution – you name it, we’ve stumbled through it at some point. Starting a business is hard. Full stop. It doesn’t matter what industry you’re in, what your idea is, or how much you prepare. The road is going to humble you, and it’s going to do it repeatedly. What’s carried us through is an incredible support system – partners, advisors, and customers who genuinely believe in what we’re building and have been patient and generous with us over the years. That community is everything. On the days when things don’t go the way you planned (and there are plenty of those) knowing you have people in your corner who are rooting for your success makes all the difference.
The other thing that’s kept us grounded is our commitment to innovation with intention. We’re not interested in chasing trends or surfing waves someone else created. With Misunderstood, we didn’t jump on the “flavored whiskey” bandwagon – we built something that genuinely filled a void. With OATRAGEOUS, same thing. The oat milk movement was happening everywhere except the spirits category. That conviction has helped us make better decisions, even when the path forward wasn’t clear.
The struggles are real, but so is the reward of building something that didn’t exist before.
As you know, we’re big fans of Misunderstood Brands. For our readers who might not be as familiar what can you tell them about the brand?
Misunderstood Brands is a NJ-based innovative spirits company started in Montclair by two lifelong friends who had the entrepreneurial bug since childhood, a passion for whiskey & innovation. Today, Misunderstood Brands is the home of Misunderstood Whiskey & OATRAGEOUS, the first portfolio of oat milk liqueurs in the United States. We’re proud to be a brand rooted in Jersey & crafted in Kentucky.
Do you have any advice for those looking to network or find a mentor?
Always lead with kindness and genuine curiosity. The relationships that have moved the needle most for us weren’t born out of a calculated networking move. They came from real conversations, showing up consistently, and actually caring about the people in the room. That goes a long way, in any industry. The spirits world in particular is brutally competitive and can be downright ruthless on the brand side. So when you find good people, hold onto them. And the way you find good people is by being one yourself. People buy from people – it really is that simple. Your authenticity as a founder and the authenticity of your product are inseparable. If either one feels forced, people will feel it.
I’ve also found that entrepreneurs who are a bit further along in their journey genuinely want to see others succeed because they remember exactly how hard it was to get where they are. Don’t be afraid to reach out. If you admire a brand or a professional, tell them. Ask them for coffee. Send samples. Pick their brain. The worst they can say is no, and more often than not, people are more generous with their time and knowledge than you’d expect.
Stay humble, keep listening, keep learning. There’s a reason “your vibe attracts your tribe” has been said a thousand times – because it’s true. Keep doing the right thing, keep showing up, keep innovating, and the right people will find their way to you.
Pricing:
- OATRAGEOUS Bourbon Cream – $27.99
- OATRAGEOUS Coconut – $27.99
- OATRAGEOUS Espresso – $27.99
- Misunderstood Orange Blossom Bourbon – $29.99
- Misunderstood Ginger Spiced Whiskey – $29.99
Contact Info:
- Website: https://drinkoatrageous.com/
- Instagram: https://www.instagram.com/drinkoatrageous/
- Facebook: https://www.facebook.com/drinkoatrageous
- Linkedin: https://www.linkedin.com/in/jdrecobs/
- Other: https://misunderstoodwhiskey.com/
