House Of Applejay, the East Ellijay distillery known for its bear-branded liqueurs, is changing the name visitors will see on signs and maps. The company announced on August 12 that its tourism-facing destination will now be called Applejay Distillery & Winery, a shift tied to its expansion into wine production.
The legal business itself isn't changing. House Of Applejay, Inc. remains the company behind the operation, and ownership stays the same. What's changing is the name printed on tourism listings, maps, road signs and visitor materials, according to a release from the company shared through the Gilmer County Chamber of Commerce.
Founder, distiller and CEO Caroline Porsiel said the fuller name, once "winery" was added to describe the company's new direction, had gotten too long for practical use on signage and in tourism listings. Shortening it to Applejay Distillery & Winery gives visitors one name to look for, whether they're planning a trip from a phone or reading a sign off Highway 515.
"Liqueurs remain at the heart of everything we do," Porsiel said in the announcement, adding that the shorter name lets the destination represent both the distillery and its developing winery side without losing that identity.
A new liqueur made for wine drinkers
The rebrand comes alongside a new product launch. House Of Applejay says it will soon release Rich Mountain Aperitivo, a liqueur built specifically to be mixed with wine rather than sipped or shaken on its own. The company's suggested serve is simple: two parts white or sparkling wine to one part Rich Mountain Aperitivo, poured over ice.
It's a small but telling move. House Of Applejay built its name on liqueurs first, spirits second, using a house method it calls Liquistry to build cocktail balance directly into the bottle so guests need fewer ingredients to make a good drink. Rich Mountain Aperitivo extends that same idea to wine, giving the distillery's newer winery side a bridge to its original liqueur lineup instead of starting from scratch.
What's still the same at the East Ellijay location
Visitors to the 67 Fowler Street location can still book guided tastings, order cocktails, and hear the history behind the distillery's mountain-themed spirits. The Bear Barrel Patio, a favorite spot for visitors sipping outdoors, isn't going anywhere either. The company says wine products and wine-cocktail experiences will roll out gradually as the winery side of the business matures, rather than all at once.
House Of Applejay was founded in 2022 and has grown into one of Gilmer County's better-known agritourism stops, built around a portfolio the company says has earned recognition at international spirits competitions. The destination remains 21-and-older only.
The timing lines up with apple season ramping up across Gilmer County, when visitor traffic through East Ellijay typically climbs. A simpler, single name across signage and maps could matter most in exactly that stretch, when out-of-town visitors are trying to find their way around on a first trip.
Want to keep up with local business news like this? Visit the Ellijay Georgia Community Website for more coverage, browse more business stories from around Gilmer County, and head to our Community Forum to share what you think about the rebrand or your own visit to the distillery.
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