Jesse Bongiovi moves into Bourbon and mezcal
Jesse Bongiovi’s new brand incubator, Lily Pond Group (LPG), has revealed its first partner spirits: Five Springs Infused Bourbon and Mezcal Mezul.
Founded by Bongiovi, LPG aims to create the next generation of lifestyle-focused brands that resonate with culture-driven consumers.
In addition to Five Springs and Mezul, the company will look after Hampton Water Rosé wine, co-founded by Bongiovi and his rockstar father, Jon Bon Jovi.
“With the growth of Hampton Water serving as our inspiration for creating LPG, it was a natural first step to bring the brand on in an official capacity. Now, we’re excited to bring these learnings to all of our partners as we continue to expand,” said Bongiovi, founder and creative director of LPG.
“Five Springs Infused Bourbon and Mezcal Mezul embody the exact kind of brands we’re passionate about championing. Each is built on a clear vision, strong storytelling, and a commitment to quality, and we look forward to working closely with their founders to build on the momentum and growth they have created.”
With its initial partner brands, LPG aims to initiate a new era of culture-first spirits, bringing together innovative products and dynamic founders to shape the next generation of lifestyle brands.
Building brands for the next generation
Five Springs Infused Bourbon was established in 2024 by Kentucky native and spirits executive Lisa Sawyer Derman, who runs the company alongside her daughter Kayla Derman, the brand’s director of marketing.
The brand combines premium barrel-aged Bourbon with Bardstown spring water, along with fruits, botanicals, and other natural ingredients, resulting in three infusions: Vanilla Maple, Honey Sage, and Blood Orange.
Sawyer Derman commented: “From the beginning, we’ve been driven by a simple idea: Bourbon can honour its roots and still evolve for the next generation. Working alongside my daughter, Kayla, has made that vision even more meaningful. She brings curiosity and creativity that complement my experience, and together we’re shaping a brand that feels both rooted and fresh.
“Partnering with Lily Pond Group feels especially meaningful because we’ve seen Jesse and Jon Bon Jovi build Hampton Water together as a family-led business, and we’re thrilled to be part of a team that celebrates heart, authenticity, and connection.”
LPG’s second spirits brand partner, Mezcal Mezul, was co-founded by Jeff Cairney, José Santiago, Jordi Sastre, and Carlos Naupari.
Mezul is a lightly toasted blend made for those who are trying mezcal for the first time. It claims to contain no additives and combines Espadín agave from Oaxaca with Blue Weber agave from Zacatecas, creating a versatile flavour profile suitable for cocktails and sipping.
With a commitment to ocean and beach preservation, the brand donates annually and actively supports initiatives in partnership with Global Coalition and ByeByePlastic.
Santiago, co-founder and product and supply manager of Mezcal Mezul, stated: “Working with LPG marks an exciting new chapter for Mezcal Mezul. Their collaborative approach and deep understanding of building brands that connect with culture align perfectly with our mission to bring mezcal to new audiences while staying rooted in authenticity and sustainability.”
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