Local Bands Invited to Apply for 2025 Hoochenanny Lineup
Rochester, N.Y.—Jan. 22, 2025—After a successful inaugural event in 2023, the Hoochenanny Whiskey and Music Festival is back in 2025, expanding with more music, more whiskey, and a new focus on delivering a high-energy, multi-sensory experience.
Formerly known as the Hoochenanny Whiskey Festival, the rebranded event reflects an expanded focus on both music and whiskey.
The 2025 festival will span three days, August 8 to 10, 2025, and will move to a new location, Camp Eastman, at 1301 Lakeshore Blvd, Rochester, NY 14617. The Festival was previously a two-day event held in the Village of Geneseo. Camp Eastman will accommodate two stages in a larger and more versatile space to host more than 25 nationally renowned music artists and top regional talent.
In addition to the music, whiskey will remain at the heart of the festival, with expanded offerings and curated tasting experiences. As its tagline, “Cultivate the Uncommon,” conveys, its mission is to create a gathering where tastemakers, music lovers, and whiskey enthusiasts can enjoy unique, one-of-a-kind experiences that showcase crafted whiskey, food, culture, education, and craft cocktails in an immersive atmosphere.
Sean McCarthy, owner of McCarthy Tents and Events and new co-owner of Hoochenanny, joins founder Tommy Brunett, co-owner of Iron Smoke Distillery, to expand and elevate the festival’s vision and execution. A seasoned veteran in the special events industry, McCarthy is also the co-owner and co-founder of Roc Holiday Village and is renowned for producing large-scale events with seamless operations, exceptional guest experiences, and strong audience engagement.
“I’m excited to join forces with Tommy to take the Hoochenanny to the next level,” said McCarthy. “With my experience in special events and Tommy’s unmatched creativity and passion for whiskey and music, we’re excited to deliver an unforgettable experience at this new location.”
“This is a big step forward for the festival,” added Tommy Brunett. “Sean’s expertise in event production, combined with our shared love of whiskey and music, is going to make this year’s Hoochenanny truly special. Camp Eastman provides the perfect backdrop to bring our vision to life.”
The Town of Irondequoit will serve as title sponsor and host of 2025 Hoochenanny Whiskey and Music Festival.

The festival will feature:
Music – Live music featuring regional and national musical acts will perform across two stages, offering a diverse and memorable music experience.
Whiskey – Attendees will experience the rich flavors and traditions of whiskey and other fine spirits, celebrating the artistry of local, and national craft distillers.
Culture – The festival will highlight the traditional and innovative aspects of maker culture, giving attendees the opportunity to engage with the people and trends shaping the industry.
Education – For those looking to deepen their knowledge of whiskey, the “World of Whiskey Tasting Room” will offer a hands-on experience and the opportunity to learn from industry experts, as well as discover the rich history of whiskey and its future.
Festival-goers can also enjoy:
• Main Stage Area – A major stage featuring top-tier production for 6,000 attendees.
• VIP Loft – A two-story tent offering luxury amenities, including sit-down dining, a full-service bar, and more.
• World of Whiskey Tasting Room – A space dedicated to the history and future of whiskey.
• NY Cask and Craft Beer Tasting Room – Featuring regional brews.
• Festival Beverage Centers – Including the Concert Pavilion, Stageview Cocktail Lounge, and Undercover Spirits Speakeasy.
• Food and Art – Enjoy a vibrant food scene with Rochester’s finest culinary offerings and unique arts from local makers.
The Hoochenanny Whiskey and Music Festival is also committed to making a positive impact through its philanthropic efforts. In partnership with Make-A-Wish and other non-profits, the festival will give back to the community while providing an unforgettable experience.
Additional details, including ticket on-sale dates, musical lineups, and whiskey programming, will be announced in the coming months.
Submissions Now Open for Local Rochester Bands to Perform
Rochester-based bands can now apply to perform at the 2025 Hoochenanny Whiskey and Music Festival on the local stage.
Interested bands should submit their electronic press kits (EPKs), including a biography, photos, music samples, and live performance videos to bookings@hoochenanny.com.
The submission deadline is Saturday, February 15, at midnight Eastern time.
Selected bands will showcase their music in a dynamic festival environment, earning a spot on the lineup and giving audiences a chance to discover new local talent.
About the Hoochenanny Whiskey and Music Festival Organizers
Sean McCarthy, Hoochenanny Whiskey and Music Festival Event Producer and owner of McCarthy Tents and Events, a leading special events company in the Rochester area founded in 2007, is also the co-owner and co-founder of Roc Holiday Village. Quickly rising to dominate the local party rental market, McCarthy has expanded his business into multiple ventures, including ownership of Evolution Dome, Go! Luxury Restroom Trailers, and various real estate companies. With over 25 years in the event industry, McCarthy has produced events ranging from intimate gatherings to large-scale festivals and corporate functions, earning a reputation for delivering high-quality experiences and innovative event solutions. A lifelong drummer and lover of punk rock music, he is a significant investor in the Punk Rock Museum in Las Vegas, Nevada. He is a major supporter of Rochester’s signature events and cultural institutions, including the Rochester International Jazz Festival, Geva Theatre, the Rochester Broadway Theater League, and the George Eastman Museum. When McCarthy is off the clock, he can be found barefoot with an “Old Fashioned” bourbon at Keuka Lake.
Tommy Brunett is the Hoochenanny Whiskey and Music Festival Founder and founded Iron Smoke Distillery in 2011, where he serves as the company’s leader and branding innovator for both the Iron Smoke and Rattlesnake Rosie’s brands. As a singer, songwriter, and showman, Brunett has performed as the frontman for the Tommy Brunett Band, headlining major events and opening for artists such as ZZ Top, the Lumineers, Marshall Tucker Band, Kellie Pickler, and others. His career has also taken him to prominent television appearances, including the Today Show and Late Night with Conan O’Brien, as well as a role as the touring guitarist for Modern English. In addition to his work in music and distilling, Brunett is an award-winning marketer and brand strategist. He was the owner and chief executive of Universal Buzz Intelligence and Universal Buzz Radio, collaborating with major companies and artists such as Virgin, Sony, Universal Studios, DreamWorks, MTV, PBS, Disney, Kid Rock, The White Stripes, and Willie Nelson.
Lisa Brownlee, Talent Curator and Consultant for the Hoochenanny Whiskey and Music Festival, is a seasoned music industry professional with over 30 years of experience. She has been a key figure in iconic festivals such as the Vans Warped Tour, Lollapalooza, and Coachella, playing an instrumental role in shaping their success. Brownlee’s extensive career has made her a vital contributor to the global live music scene, recognized for her expertise in talent curation, event production, and her dedication to supporting artists and fostering unforgettable live experiences.
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About the Hoochenanny Whiskey and Music Festival
The Hoochenanny Whiskey and Music Festival, now in its second year, was created to celebrate New York’s distilling heritage, as the state hosts the highest concentration of distilleries east of the Mississippi. The inaugural event took place in the Village of Geneseo from October 20 to 21, 2023. The Hoochenanny Whiskey and Music Festival combines locally made whiskey, craft cocktails, and food with a dynamic music lineup featuring both national and regional artists. The festival is owned by Tommy Brunett and Sean McCarthy.