When John Eason, Co-founder of Sidewalk Side Spirits, first thought of creating a strawberry whiskey, it wasn’t a corporate brainstorm or a data-driven decision. It was a moment of curiosity. An idea born from his Louisiana roots, his family ties to the small town of Ponchatoula, and his desire to do something different in a crowded spirits landscape.

“I didn’t want to do another vodka or tequila,” says Eason, co-founder of Sidewalk Side Spirits, a New Orleans-based incubator known for creating distinctive, locally inspired brands. “The flavored whiskey category was one of the few spaces where there was still room to be creative, and still growing.”

That spirit of experimentation led to Hardhide Whiskey, a line that currently includes two fruit-forward expressions: Hardhide Ponchatoula Strawberry Whiskey and Hardhide Chilton County Peach Whiskey. Both are 86 proof, built on a base of three-year-old wheat whiskey and infused with real fruit from small Southern farms.

The brand’s name and origin are as local as it gets. “Hardhide” is the name of Ponchatoula’s live alligator mascot, a beloved figure that’s been part of the community for over 30 years. Ponchatoula itself is famous for strawberries. Its annual festival draws nearly 300,000 visitors to a town of just 8,000. Eason saw an opportunity to connect that hometown pride to a new kind of whiskey.

He trademarked the Hardhide name, sat down with Ponchatoula’s mayor, and proposed something unusual: a whiskey that would celebrate the town and its farmers. The mayor’s initial skepticism turned into late-night approval after tasting the product. “He texted me at 11:30 p.m. saying he and his wife loved it and that I had done the town proud,” recalls Eason. “That’s when we decided to put ‘Ponchatoula’ on the bottle.”

For Eason, authenticity comes from the source. The strawberries used in Hardhide come from Landry-Pochet Farms outside Ponchatoula, while the peaches come from Durbin Family Farms in Clanton, Alabama, both multi-generational, family-run operations. “We always use real fruit, and always from small family farms,” he says. “It’s about supporting local agriculture and creating something genuine.”

That philosophy also extends to how Hardhide positions itself in the market. Flavored whiskeys have often been seen as overly sweet, low-proof, and artificial. Eason wanted to challenge that perception. “We’re 86 proof, using quality wheat whiskey and real fruit. It’s not candy in a bottle,” he explains. “I tell distributors not to put us next to Fireball or Bird Dog. Put us next to Crown Royal or Jack Daniel’s flavors. That’s where we belong!”

The journey hasn’t been without setbacks. The first production run of Hardhide Strawberry ran into a major pectin problem—natural enzymes from the fruit caused separation in the bottle. “It looked like a science experiment gone wrong,” laughs Eason. “We had to filter it six more times, and it nearly blew up our costs.” The solution came from a collaboration with food scientists, who helped stabilize the formula without compromising flavor. That teamwork set the tone for how Sidewalk Side Spirits operates—a small, tight-knit group of partners and friends who turn ideas into viable brands. Production has since moved to Sugarfield Distillery in Gonzales, Louisiana, led by distiller Thomas Sattall, whom Eason calls “the best in the state.”

Today, Hardhide’s growing popularity and medal wins, including recognition at the SIP Awards and Tales of the Cocktail, validate its approach. Yet Eason remains focused on staying small, local, and purposeful. “Every Hardhide flavor we release will have a local tie-in,” he says. “The strawberry supports Ponchatoula’s farmers. The peach helps fund Toup’s Family Meal, a New Orleans charity feeding food-insecure kids. And a portion of sales also supports the gator preserve that’s home to the real Hardhide.”

Looking ahead, Eason plans to add one more Hardhide flavor, keeping the range tight and meaningful. Beyond that, Sidewalk Side Spirits is working on a Louisiana-made 151 rum for the state’s ubiquitous daiquiri culture and exploring limited seasonal releases like a chocolate pecan pie whiskey. Through it all, the focus remains on creating products with character and connection. “We’re not chasing trends,” Eason says. “We’re building brands that feel like they belong. To the South, to the community, and to the people who drink them.”

Header image sourced from Hardhide Whisky (Instagram).