Eric Church Goes All-In With Gibson Guitar-Whiskey Combo
Eric Church didn’t just launch a guitar in Denver. He launched an entire experience.
On July 8, during the middle night of his sold-out three-night run at Red Rocks Amphitheatre, Church rolled into Guitar Center Denver to unveil his new Epiphone Inspired by Gibson Eric Church Hummingbird Dark, and paired it with a whiskey collaboration made from actual Gibson guitar wood. By the end of the night, the guitars were gone, the whiskey was the talk of the room, and the “Church Choir” faithful got a moment with their favorite artist that most fans only dream about.
The event, hosted by Epiphone, Gibson, Guitar Center, and Church’s own Whiskey JYPSI, doubled as both a product debut and a fan appreciation night, timed perfectly to Church’s 20th-anniversary summer tour swing through Colorado.
Hummingbird Dark Guitars Sell Out On the Spot
The centerpiece of the night was the Epiphone Inspired by Gibson Eric Church Hummingbird Dark, a limited-edition acoustic-electric guitar that put Church’s signature style on full display.
All 30 units available at the in-store event sold out immediately, a clear sign of just how much demand exists for Church’s new signature model.
The guitar itself is built for players who want both looks and firepower. It features a striking Cobra Burst finish, a solid Sitka spruce top, and layered mahogany back and sides, all wrapped around a performer body depth designed for stage-ready projection. Inspired by the classic Gibson Hummingbird that Church has long favored, the Hummingbird Dark keeps that iconic DNA while adding a bolder, darker aesthetic built for both live shows and studio sessions. It’s now available worldwide through authorized Epiphone dealers, including Guitar Center, Gibson Garage locations, and Epiphone.com.
Beyond the guitars themselves, the night featured a live onstage mini panel where Church personally signed instruments for attendees and spoke candidly about what inspired the design. Fans who pre-registered through the Church Choir fan club got an intimate Q&A experience, hearing Church discuss his long-running relationship with Gibson and the craftsmanship tying the new guitar to his latest whiskey release.
Then Church took things a step further. Following the panel, he surprised the entire room by personally meeting with every Church Choir member in attendance, an unscripted moment that turned a product launch into a night fans won’t forget with the 11-time GRAMMY Award nominee.
Whiskey Made From Guitar Wood Steals the Spotlight
The Hummingbird Dark wasn’t the only debut of the night.
Church also introduced Whiskey JYPSI x Gibson Tonewood, a genuinely inventive collaboration that bridges music and spirits through shared craftsmanship. The whiskey is finished using toasted maple tonewood offcuts left over from Gibson’s guitar-making process, meaning the same wood chosen for its resonance and tone now helps shape the whiskey’s flavor profile.
The Tonewood collection arrives in two expressions. Tonewood: Vol. 1 is an ultra-limited, 109-proof release priced at $799, while Tonewood: The Collective is a 103-proof expression launching direct-to-consumer at $199 SRP before expanding to select U.S. retailers. A portion of proceeds from every bottle sold will benefit Gibson Gives, Gibson’s philanthropic arm that supports music education and health and wellness initiatives around the world. Fans looking to purchase can head to whiskeyjypsi.com/pages/gibson.
The Denver event, held at Guitar Center’s location on South Colorado Boulevard, capped a milestone week for Church as he celebrated 20 years in music with sold-out Red Rocks shows July 6-8. Between the instant guitar sellout, the debut of a genuinely one-of-a-kind whiskey, and a surprise meet-and-greet, the night offered Church’s most dedicated fans a rare, up-close look at the artist during one of the busiest and most celebrated stretches of his touring calendar.
The Epiphone Inspired by Gibson Eric Church Hummingbird Dark is available now through authorized Epiphone dealers, Gibson Garage locations, and Epiphone.com. Whiskey JYPSI x Gibson Tonewood is available at whiskeyjypsi.com/pages/gibson.
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