URBANDALE, Iowa — When it comes to Joe Hayhoe’s Urbandale home, a hidden bar of bourbon takes you back in time.

“Through this magical door opens up to the Blind Pig. There are days I come down and look at the bar and think that turned out really well,” said Joe as he pushed a hidden button on his Murphy Door brand bookshelf.

Joe along with his wife Moriah’s blessing, created their speakeasy during the pandemic in 2020. Moriah said, “My nagging led to it a little bit. So he was bringing home a lot of whiskey bottles and they were taking up a lot of counter space.”

The hidden bar is a strong tribute to the historic Prohibition in America when speakeasies and bootleggers provided unlawful opportunities in secret from January 17, 1920, until 1933 when Prohibition was lifted.

Joe said, “Yeah, that’s that’s the crazy part. Not a lot of people realize for that period of time from the 20s to the 30s, you couldn’t drink booze. Like, you couldn’t do it.”

Artifacts are scattered throughout the bar. “I found a Chicago Tribune article of when Iowa voted for dry repeal,” said Joe. Pointing to a wall inside the Blind Pig Joe said, “The mirror was given to me by my high school government teacher Mr. Rimmers. It was a window on a train car that sat in the train car along the Mississippi River and served as a speakeasy during prohibition.”

Moriah says even the bar’s name “The Blind Pig,” has significance. “When people would want to still sell whiskey and alcohol, they would do it under the guise of selling a ticket to see this blind pig, and with a ticket you would get a drink.”

What’s a secret if you can’t share on social media these days? “I will credit that to my wife and she said that I should have done that long before I did,” said Joe.

Joe’s wife was right and he created a social media account on Instagram and TikTok for “The Blind Pig Basement Pub. “It’s also my job to keep him humble, just as his wife,” Moriah said.

The initial posts of his speakeasy with the Murphy Door went viral almost instantly. Joe said, “Tik Tok did. It was kind of crazy. I posted a video and I think it had a million views within 24 hours. It was wild and then it just snowballed from there.”

Now armed with a smartphone, a shot of whiskey, and a few dashes of humor Joe has become a social media influencer with over 100,000 followers on Instagram and Tik Tok combined.

Joe says it has taken some time to get used to the viral fame. “I think I’m finally over the weirdness of people recognizing me. Like whether it’s in Des Moines or Kentucky or in Florida. We were at Disney World in November and two people came up to me and introduce themselves at Disney World.”

Whiskey manufacturers have taken notice. Hundreds of whiskey companies are often sending unsolicited boxes to his doorstep to review. “Overwhelming. I think I’ve got probably 250 bottles open in the bar and then there’s probably another 250 bottles in the storage room that aren’t open. So it just shows up. I don’t ask for it,” said Joe.

Joe says the fame is certainly never enough to quit his day job as a mortgage loan originator of 13 years and it is important to never lose his honesty. “I have had $20 and $30 bottles that blow away $200 or $300 bottles.”

Keeping things real continues with his awareness of an issue Joe doesn’t take lightly. “I’m also cognizant that there are people that struggle with alcoholism. It’s a real condition and a real disease and it’s just a matter of moderation and being responsible.”

Whether bourbon or rye, oaked or smoked, Joe says Iowans don’t have to go far for enjoyable and flavorful drinks that can rival what the rest of America has to offer. From Revelton and Templeton to The Foundry good choices can be found within driving distance.

“Cedar Ridge is knocking it out of the park right now,” said Joe of the Swisher, Iowa distillery. He added, “Murphy Quint and his whole team are doing something magical with everything they release. It is insane.”

This blend of nostalgia and secrecy mixed with refreshing authenticity on social media has created a cocktail, that much like the drinks shared in secrecy during prohibition, has been found to be neat. “I’d rather be hated for who I am than hated for who I’m not. I’d rather be myself and if people enjoy it great and if not then just scroll. It’s easy as that.”

For those always on the hunt for tough-to-find or popular whiskies Joe says sometimes it is as easy as a local neighborhood store. For years many of his best picks have been found at Marshall Beer Wine Spirits in Marshalltown, Iowa.

You can keep up with Joe and The Blind Pig on TikTok, Instagram, and Facebook.