About Luminance

Luminance began with a simple idea: that a truly exceptional bourbon could honor heritage while serving a higher purpose. It's a belief that drives every decision we make.

Message
from the founder

Dear Friends,

Thank you for taking the time to visit the Luminance Whiskey site. I’m truly grateful for your curiosity—and for the opportunity to share a few words about this modest brand.

I came to the United States from Beijing in late 1989 and am a proud naturalized citizen. After living here for decades, I’ve come to deeply appreciate not only the opportunities this country offers, but also the people who strive every day, supporting each other, to live up to the highest ideals America stands for.

As Americans, we take pride in our achievements, but what truly defines us is our insatiable drive to reach new heights. We work hard to push ourselves to innovate and rise above challenges—not just as individuals, but as a united people. That quiet, shared conviction runs deep in the heritage of this great nation. It unites us, especially during dark times, and helps us carry light and hope into our collective future.

During my time in the wine and spirits industry, I’ve witnessed the consolidation of large distribution companies and the rise of celebrity brands backed by global drinks conglomerates. While these are commendable business successes, they’ve also contributed to a system where many exceptional small-batch American spirits go unnoticed—not for lack of quality, but because of the business requirements of the established system.

That’s why I created Luminance—not to follow trends, but to shine a light on what’s often overlooked. This brand honors the spirit makers who stay true to their craft, and it celebrates the enduring values that move our country forward: conviction, ingenuity, resilience, and our commitment to protect what was entrusted to us—personal liberty, the foundation of our shared success.

Luminance isn’t just a bourbon—it’s a peaceful revolution against forgetting what matters. It’s a reflection of the light we each carry—the spirit of optimism and the grit that carries us through life’s changing tides. That light kept me moving forward, even when the road was difficult. It’s the spirit I hope you’ll feel in every pour, when you celebrate each success won on your journey.

I don’t yet have a distillery of my own, but I do have a clear mission: to champion beautifully crafted American spirits and give a platform to those who create with purpose and integrity.

If you believe, as I do, in lifting up truth and the human spirit—then I invite you to raise a glass with us.

With respect,
Yuan Liu
Founder, Luminance Whiskey

Meticulous attention to craft in every detail

Our story is one of patience and principle. We partner with a family and veteran-owned, artisanal distillery in Kentucky to create a bourbon that's inspired by the bourbon making methodology of the early 1900s.

We start with a balanced mash bill built around food-grade white corn, grown just miles from our family-run Kentucky distillery. Known for its clean, subtly sweet profile, it’s blended with rye for spice and malted barley for structure, then cooked into a rich, aromatic mash. Fermentation runs longer than average, giving yeast more time to develop natural compounds like esters, acids, and higher alcohols that shape fruit, spice, and earthy notes. These are the soul of bourbon, delivering depth far beyond just wood and grain.

Distillation takes place in traditional copper pot stills, a slower, hands-on method that preserves character and control. These stills capture heavier oils and deeper aromatics—layering in texture and complexity that recall the expressive spirits of the early 1900s.

Once distilled, the spirit is barreled at a low entry proof, well below the legal maximum. This gentler proof draws smoother flavors and deeper integration with the wood. Each barrel is charred to Level 4—Alligator Char, creating a cracked, carbon-rich layer that filters and caramelizes, unlocking bold notes of vanilla, smoke, spice, and toasted oak.

The barrels rest in rickhouse, where seasonal shifts drive the whiskey in and out of the wood. Over time, the spirit gains richness without shortcuts. When ready, it’s bottled straight from the cask—non-chill filtered, no color added, and no dilution. The result: a whiskey that’s honest, intense, and alive.

This is Luminance—a deliberate, uncompromising revival of pre-Prohibition bourbon. Every bottle reflects our belief that the enduring strength of a collective begins with the spirit of the individual—that character, contribution, and personal integrity are what build lasting legacies.

Because great bourbon doesn’t just come from oak.It begins with purpose.

Luminant Craftsmanship

Luminance brand element.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Learn more

Illuminating Change

Defending the values and freedoms we hold dear, our service members quietly bear sacrifices many of us may never know. Alongside them, their families endure the weight of uncertainty and separation—often without recognition. We honor our warriors’ strength, dedication, and the shared burdens carried in service to our nation.

A portion of our proceeds will be donated on your behalf to a charity of your choice. Simply select your preferred charity at checkout.

Luminance brand element.

Crafted with purpose, shared with intention

As a small gesture of gratitude, a portion of each sale of Luminance Whiskey will be donated to a Veteran Service Organization like the ones below, in support of our warriors and their families.

Luminance brand element.

We're proud supporters of these organizations