Jay Novacek spent years catching passes and racking up accolades as the Dallas Cowboys’ star tight end. But these days, you’re more likely to find him signing whiskey bottles than footballs.
The five-time Pro Bowler and College Football Hall of Famer has his own spirits brand: Novacek 84 Proof, a smooth, approachable whiskey with a nostalgic Western vibe and a deeply personal backstory.
“It's always been in the back of my mind,” Novacek says. “Something I always wanted to do.”
Jay Novacek with his 84 Proof whiskey.Photo courtesy of Jay Novacek
After retiring from the NFL in 1997 due to back issues, Novacek returned to a slower, more rugged lifestyle on his ranch in Burleson with his wife Amy and their many animals. Sports fan might have even spotted Novacek at CultureMap's Tailgate event in December 2024, where he was on hand for photos and autographs. But between hunting, horseback riding, celebrity appearances, and raising horses, a seed of an idea began to grow.
“The more I got out of football and into going out hunting, riding horses, doing all that, I thought how I would have loved to have lived back in the 1800s,” he says. “And I also just enjoy a good whiskey.”
And so, one day he turned to his wife and said what many former athletes might only dream: “I think it’d be kind of cool to have my own whiskey.”
Amy's response? “Let’s do it!”
The name 84 Proof was already chosen; it's a natural nod to his Cowboys jersey number. But bringing the brand to life took some time. “I didn’t know anything about the process,” Novacek admits. “But that’s ended up being the easy part — for me, at least.”
After visiting a handful of distilleries, nothing quite clicked until he met Mark Weaver of MBW Brands and Backwoods Craft Distillery. “He makes all kinds of spirits: whiskey, vodka, bourbon, tequila,” Novacek says. “We jumped into it and took off.”
Novacek loves doing in-store tastings and bottle signings. Photo courtesy of Jay Novacek
It was 2017 when he first voiced the idea. After two years of planning and development, 84 Proof released its first 500 cases in March 2020 — just as the world was shutting down.
“Everyone said that was bad timing,” Novacek laughs. “But it actually worked out perfectly. A lot of stores weren’t taking new brands, but I had that Cowboys background, so they took mine.”
As the world reopened, Novacek hit the road, doing tastings and bottle signings across Texas. “We’d sell 40 cases a day sometimes,” he says. “That helped out the liquor stores, especially the small mom-and-pop ones. They support me, and I love supporting them.”
Today, 84 Proof can be found at retailers like Liquor Depot, Spec’s, Total Wine, and local favorites like Longhorn Cheers in North Fort Worth and Twisted Snifter in Weatherford. On Saturday, June 14, from 4-6 pm you can meet Novacek and get your own bottle signed at Longhorn Cheers, located at 1201 Longhorn Rd. in Fort Worth.
Novacek’s goal wasn’t just to make a whiskey — it was to make something personal, affordable, and good with a wide appeal.
“I’m not a big connoisseur,” he admits. “I don’t know how it’s supposed to taste. I just know what I enjoy. One woman at a store tasting admitted she wasn't a whiskey person, but then took a sip and said, ‘Ya know, I could drink that!’ To me, that’s a huge compliment.”
The bottle and label reflect Novacek’s love for the Old West. “I wanted that old-time Western look and appeal,” he says. “Back then they’d get off their horse, spurs jingling while they walked into a saloon, and order a whiskey. That’s iconic.”
The bottle and label wouldn't be out of place in 1884 — a major plus, according to Novacek.Photo courtesy of Jay Novacek
He insisted on a cork top — “I like the sound of a cork coming out” — and included a portrait of himself with one of his horses, fittingly named 84 Proof. “He’s a good old boy,” Novacek says fondly.
Though recent years brought personal challenges — Amy recently underwent open-heart surgery and manages other health concerns — Novacek says the whiskey gives them both something to enjoy together. “She loves going to tastings with me,” he says.
And while fans suggest he raise the $34.99 price tag, he’s not interested. “I’ve had people say it tastes like a $60-70 bottle. But it’s not about that. It’s about people enjoying it.”
Wings and nachos at Shark Club.Photo courtesy of Shark Club