By Richard Thomas Rating: B+ Diageo’s Orphan Barrel line, which in practice is built around sourcing middle and ultra-aged whiskeys drawn from their worldwide portfolio specifically for the American market, has released its first-ever rye whiskey. Because Orphan Barrel has been around for a decade, its an interesting choice to do so now. The whiskey …
By Richard Thomas
Rating: B+
Scarlet Shade 14 Year Old Rye (Credit: Diageo)
Diageo’s Orphan Barrel line, which in practice is built around sourcing middle and ultra-aged whiskeys drawn from their worldwide portfolio specifically for the American market, has released its first-ever rye whiskey. Because Orphan Barrel has been around for a decade, its an interesting choice to do so now.
The whiskey is sourced through an unnamed Indiana distillery, and MGP is a safe bet. Diageo has long sourced the stock for both George Dickel and Bulleit rye whiskeys from MGP. Most likely they bought a large consignment for one or the other brand, laid it up in their warehouses at the famous Stitzel-Weller Distillery in Shively, Kentucky, and kept it there with an eye on releasing it as an extra-aged version of something or other. Now here it is as a middle aged rye for an Orphan Barrel. The blending behind Scarlet Shade is the handiwork of newcomer Master Blender, Samantha Johnson. It’s bottled at 90 proof.
The Whiskey Taking in the scent, I found Scarlet Shade led with something akin to a heavily seasoned, whiskey-soaked baked apple and pear dessert. The pie spices of cinnamon, nutmeg and ginger were all there, along with the apple and pear, brown sugar, and really the only discordant (and especially rye-oriented) note was the hint of dill. The nose came across as much sweeter and fruitier than I usually expect from merely mature examples of MGP’s ubiquitous 95% rye whiskeys.
The palate follows in much the same vein, and is richer than one might expect for a 90 proof whiskey. The sweet, fruity aspect has morphed from apples and pears over to berries and orange zest. It’s just as spicy as on the nose, in its moderate and balanced way, but instead of the hint of dill we have a hint of musty oak. The finish rolls off with the full personality of the whiskey, with the fruity aspect fading first, leaving the spicy side to linger on.
The Price This one has a recommended price of $200. If that seems a little steep for a fourteen year old, remember age statements for ryes are often lower (not parallel) compared to bourbons. So, think about what some of the older WhistlePig Boss Hog expressions or Sazerac 18 Year Old command before casting judgement. Moreover, being an Orphan Barrel, it probably has a production run in the low five digits, so you’ll probably be able to actually pay that recommended price, and not a steep mark-up.
These two premium whiskeys will permanently sit at the top of the core range of Bushmills. The Bushmills 25 years old and 30 years old are both triple distilled single malts. The 25 years old (pictured, above left) has experienced a four year initial …
These two premium whiskeys will permanently sit at the top of the core range of Bushmills. The Bushmills 25 years old and 30 years old are both triple distilled single malts. The 25 years old (pictured, above left) has experienced a four year initial maturation in ex-bourbon and ex-sherry casks before a 21 year secondary maturation in ex-Port pipes. It is bottled at 46% ABV and is both non-chill filtered and of natural colour. The whiskey will be available worldwide and retail for US$900/ £790/ €850.
The Bushmills 30 years old (pictured, above right) has again experienced a lengthy secondary maturation. The whiskey was initially aged for 14 years in ex-bourbon and ex-sherry casks before being transferred to ex-Pedro Ximenez sherry casks for a further 16 year period. It is also bottled at 46% ABV and is both non-chill filtered and of natural colour. It will be available worldwide at a cost of US$2,200/ £1,990/ €2,000. Both whiskies were created by Alex Thomas, the Master Blender for Bushmills.
Bushmills holds the oldest distilling license in the world dating back to 1608. However, the official foundation date is widely recognised as 1784. It is located in the small town of Bushmills, which sits on the County Antrim coast in Northern Ireland. It is just two miles from the famous UNESCO World Heritage site at The Giant’s Causeway.
The distillery is owned by Proximo, who took control in 2014. The annual production capacity of The Old Bushmills Distillery is around six million litres. However, the new Causeway Distillery was officially opened in April 2023. This state-of-the-art distillery, which cost an estimated €37 million, is located next to The Old Bushmills Distillery and also has an annual production of six million litres, with potential to expand further. It is designed to help Bushmills cope with increased demand for the brand and to futureproof production.
Our tasting notes
Bushmills 25 years old
The colour is deep russet amber and the nose is filled with a luscious combination of rich, dark dried fruits and toasted oak. Aromas of caramelised plum, raisin, dates and fig mingle with a warming woody spiciness and something nutty - think of oak, walnut and a pinch of cinnamon.
On the palate this whiskey is equally as rich, fruity and spicy. The dried fruits from the nose, especially the caramelised plum and raisin, are evident but are joined by something more tropical, ripe and juicy - imagine peach and apricot with a hint of barbequed pineapple too. This adds to the rich and luxurious feel. These elements are complimented well with a warming peppery spiciness and a nutty, woody characteristic - think of white pepper, cinnamon, walnut and a background hit of gingerbread. Late notes of bitter orange oil, menthol and liquorice add further depth. The whiskey also presents a lovely dryness on the finish.
Bushmills 30 years old
The colour is deep coppery gold and the nose is rich, sweet and enticing. Aromas of treacle tart and raisins marry superbly with those of Cognac-soaked prunes and antique furniture. There is a whiff of cocoa powder and dried tropical fruit also - think of papaya and mango in particular.
On the palate this whiskey is luscious and rich. There is a lovely mix of sweet vs. savoury. Notes of fig, raisin and those Cognac-soaked prunes from the nose work superbly deep sweet notes reminiscent of black treacle or molasses. Freshly toasted almond and milk chocolate add complexity, as do notes of cedarwood and sandalwood. There is a hint of old cigar box and polished antique furniture too. Later hints of clove, menthol and liquorice root are joined by abundant warming spices, especially cinnamon and ground ginger. The finish is exquisite and lingers well beyond expectation.
What's the verdict?
These are two very good whiskeys from Bushmills. It is difficult to come up with enough superlatives for them. Each is superb and pushes the aged spirit in different directions due to their lengthy secondary maturations. The 25 years old is fruitier and spicier, while the 30 years old is more dark and brooding with an extraordinary depth of aroma and flavour. Both are contenders to be on our Best Whisky of 2023 list.
Since their release, many have commented on the prices. They are very high in comparison to the equivalent Scotch whiskies of a similar age. This is no defence of the price, but it needs to be remembered that there is relatively little Irish whiskey of 25- or 30- years old in existence. Historically if you go back that length of time then the Irish scene was very different to what it is now. Therefore, Bushmills feel as owners of some of the oldest stocks that their whiskeys are worth the high price.
Rosemary and I recently completed a Bourbon cruise on the American Countess. It started in Cincinnati, Ohio and ended in Clarksville, Tennessee. It was a very good cruise. It was our first trip on the American Countess. The boat has… Continue Reading…
Rosemary and I recently completed a Bourbon cruise on the American Countess. It started in Cincinnati, Ohio and ended in Clarksville, Tennessee. It was a very good cruise. It was our first trip on the American Countess. The boat has... Continue Reading →
Whisky lovers around the world celebrated World Whisky Day Saturday. The holiday was created a dozen years ago by whisky writer and consultant Blair Bowman, and we’ll check in with him on this week’s WhiskyCast In-Depth. He’s been involved in several major controversies affecting the Scotch Whisky industry, from protesting the planned Deposit Return Scheme now scheduled to take effect next March to fighting a proposed series of marketing and advertising restrictions for whiskies and other alcoholic beverages. In the news, we’ll have an update on new whiskies released for World Whisky Day, while the owners of Justins’ House of Read More »
Whisky lovers around the world celebrated World Whisky Day Saturday. The holiday was created a dozen years ago by whisky writer and consultant Blair Bowman, and we’ll check in with him on this week’s WhiskyCast In-Depth. He’s been involved in several major controversies affecting the Scotch Whisky industry, from protesting the planned Deposit Return Scheme now scheduled to take effect next March to fighting a proposed series of marketing and advertising restrictions for whiskies and other alcoholic beverages. In the news, we’ll have an update on new whiskies released for World Whisky Day, while the owners of Justins’ House of Bourbon have paid $3,000 in fines to settle charges brought by Washington, DC liquor regulators. We’ll also have tasting notes for new whiskies from Jack Daniel’s, Michter’s, and Glenglassaugh.
The annals of pre-Prohibition whiskey is filled with examples of brother-in-laws who collaborated to make their distilleries and other liquor-related enterprises highly successful over extended periods of time.Not so for Isaac Bernheim, creator of the famous I.W. Harper Brand, and his brother-in-law, Nathan M. Uri. Their brothers-in-law partnership ended abruptly, seemingly followed by “dueling” with metal teapots.
Bernheim, born in Germany, emigrated to the United States in 1867 with $4.00 in his pocket. For a while he worked as a peddler, traveling through Pennsylvania on horseback selling household items to housewives. Then his horse died. So Isaac packed up and moved to Paducah, Kentucky, where he went to work in the liquor trade. More important, he met the Uri family headed by Morris Uri, long established in the Kentucky whiskey trade. Isaac married Amanda Uri and in 1872 joined up with her brother, Nathan, in a liquorfirm called Bernheim Bros. and Uri. The other Bernheimbrother was Bernard who subsequently arrived from Germany.
Because of Paducah’s proximity to large waterways, the business grew rapidly. About 1888, the company bought the Pleasure Ridge Park Distillery and renamed it the Bernheim Distillery Company. About the same time, the Bernheims and Uri moved their business to Louisville, in order to be closer to their distillery. Soon they began the production of an elite whiskey brand called I.W. Harper, a name trademarked in 1879.
Within three years of the move, Nathan Uri abruptly left the partnership and in 1893 set up his own firm, calling it N.M. Uri & Company. Uri bought his own whiskey production facility, the International Distillery at Hunters Station, Kentucky, not far from Bardstown. His principal label was “Parker Rye” a brand he advertised nationally. Both distilleries flourished.
The reason for the sudden split has never been adequately explained.Did Uri chafe at being the road salesman for the Bernheim?Or was it clear to him that Isaac’s brother was being given preference and he was odd man out? Perhaps serious differences over business practices existed.In any case the split apparently was not amicable. In 1912 Isaac Bernheim wrote a book entitled History of the Jews in Paducah and the Lower Ohio Valley.He mentions Morris Uri favorably, as well as his wife, Amanda, and even her sister.By contrast nary a word appears in Bernheim’s book about his brother-in-law and former partner, Nathan.The silence suggests bad blood.
It may be a stretch but I believe the strained relationship of the brothers-in-law sparked a rivalry in advertising barware.In pre-Prohibition America a familiar sight on a saloon or hotel bar was a metal vessel, usually silver plated, that advertised a brand of whiskey and added “cold tea.” Tea was offered to patrons gratis by proprietors as a mixer for the liquor being poured.The addition could make the drink go farther, pack less of an alcohol punch, and, I assume, taste better in an era of dubious quality whiskey.Since only one teapot was needed per bar, the ability to secure that spot was fierce among Kentucky distillers. It also offered an opportunity for Bernheim and Uri to play out their rivalry.
Bernheim produced two teapot versions.One, shown above, was the product of the Taunton Silver Company. During the 19th century, Taunton became known as “Silver City”, home to many silversmithing operations, including Reed & Barton, F.B. Rogers, and Taunton Silver.The second teapot, below, is marked as quadruple silver plate from the Western Silver Metal Company in New York City.This silver housewares business was founded by brothers-in-law Louis Schnitzer and Nathan Gelfman, experienced metalworkers from Kiev, Ukraine.
Uri issued at least two rival teapots. Shown above, one advertises “R. H. Parker Whiskey.”My notes, unfortunately, are silent on its maker. The second teapot, shown below in two views, was the product of the Homan Silver Plate Company. Founded in 1847, this outfit was located in Cincinnati and produced silver-plated objects for distilleries, breweries, hotels, restaurants and even riverboat companies.
From his distillery south of Bardstown, Uri ratcheted up the competition with Bernheim by commissioning other silver plated advertising items for back-of-the-bar use. Below left is a silver decanter marked “Parker Rye”. A Homan-made product, this elegant piece is marked “special metal,” another name for silver soldered “quadruple” plate. At right is a Uri whiskey dispenser with a spigot. It presumably could hold a gallon or so of Parker Rye and be ready for the saloonkeeper to turn the handle.
In Louisville, Bernheim could not have been ignorant of Uri’s aggressive use of those decorative silver-plated bar accessories.He issued his own decanter, shown here.Quart sized and incised “Old Harper,” this silver-plated vessel likely shared a shelf behind the bartender in many a saloon. Because it was impossible to tell just what kind of whiskey back of the bar items were dispensing, they were banned by law after the 1934 repeal of Prohibition.
The final word goes to Uri who “went metallic” to contain his whiskey in a quartwhiskey jug.The jug mimics the shape of many ceramic containers of the time. Marked “quadruple plated” and carrying a shamrock logo, the jug reads “Parker” on one side and “Rye” on the other.The brother-in-laws’ feud, if that’s what it was, had resulted in decorating saloons all over America and an advertising bonanza for future collectors.
Note:More complete biographies of both these men may be found on this website, Isaac Bernheim, Dec. 10, 2014 and Nathan Uri, August 2, 2012.
The annals of pre-Prohibition whiskey is filled with examples of brother-in-laws who collaborated to make their distilleries and other liquor-related enterprises highly successful over extended periods of time.Not so for Isaac Bernheim, creator of the famous I.W. Harper Brand, and his brother-in-law, Nathan M. Uri. Their brothers-in-law partnership ended abruptly, seemingly followed by “dueling” with metal teapots.
Bernheim, born in Germany, emigrated to the United States in 1867 with $4.00 in his pocket. For a while he worked as a peddler, traveling through Pennsylvania on horseback selling household items to housewives. Then his horse died. So Isaac packed up and moved to Paducah, Kentucky, where he went to work in the liquor trade. More important, he met the Uri family headed by Morris Uri, long established in the Kentucky whiskey trade. Isaac married Amanda Uri and in 1872 joined up with her brother, Nathan, in a liquorfirm called Bernheim Bros. and Uri. The other Bernheimbrother was Bernard who subsequently arrived from Germany.
Because of Paducah’s proximity to large waterways, the business grew rapidly. About 1888, the company bought the Pleasure Ridge Park Distillery and renamed it the Bernheim Distillery Company. About the same time, the Bernheims and Uri moved their business to Louisville, in order to be closer to their distillery. Soon they began the production of an elite whiskey brand called I.W. Harper, a name trademarked in 1879.
Within three years of the move, Nathan Uri abruptly left the partnership and in 1893 set up his own firm, calling it N.M. Uri & Company. Uri bought his own whiskey production facility, the International Distillery at Hunters Station, Kentucky, not far from Bardstown. His principal label was “Parker Rye” a brand he advertised nationally. Both distilleries flourished.
The reason for the sudden split has never been adequately explained.Did Uri chafe at being the road salesman for the Bernheim?Or was it clear to him that Isaac’s brother was being given preference and he was odd man out? Perhaps serious differences over business practices existed.In any case the split apparently was not amicable. In 1912 Isaac Bernheim wrote a book entitled History of the Jews in Paducah and the Lower Ohio Valley.He mentions Morris Uri favorably, as well as his wife, Amanda, and even her sister.By contrast nary a word appears in Bernheim’s book about his brother-in-law and former partner, Nathan.The silence suggests bad blood.
It may be a stretch but I believe the strained relationship of the brothers-in-law sparked a rivalry in advertising barware.In pre-Prohibition America a familiar sight on a saloon or hotel bar was a metal vessel, usually silver plated, that advertised a brand of whiskey and added “cold tea.” Tea was offered to patrons gratis by proprietors as a mixer for the liquor being poured.The addition could make the drink go farther, pack less of an alcohol punch, and, I assume, taste better in an era of dubious quality whiskey.Since only one teapot was needed per bar, the ability to secure that spot was fierce among Kentucky distillers. It also offered an opportunity for Bernheim and Uri to play out their rivalry.
Bernheim produced two teapot versions.One, shown above, was the product of the Taunton Silver Company. During the 19th century, Taunton became known as "Silver City", home to many silversmithing operations, including Reed & Barton, F.B. Rogers, and Taunton Silver.The second teapot, below, is marked as quadruple silver plate from the Western Silver Metal Company in New York City.This silver housewares business was founded by brothers-in-law Louis Schnitzer and Nathan Gelfman, experienced metalworkers from Kiev, Ukraine.
Uri issued at least two rival teapots. Shown above, one advertises “R. H. Parker Whiskey.”My notes, unfortunately, are silent on its maker. The second teapot, shown below in two views, was the product of the Homan Silver Plate Company. Founded in 1847, this outfit was located in Cincinnati and produced silver-plated objects for distilleries, breweries, hotels, restaurants and even riverboat companies.
From his distillery south of Bardstown, Uri ratcheted up the competition with Bernheim by commissioning other silver plated advertising items for back-of-the-bar use. Below left is a silver decanter marked “Parker Rye”. A Homan-made product, this elegant piece is marked “special metal,” another name for silver soldered “quadruple” plate. At right is a Uri whiskey dispenser with a spigot. It presumably could hold a gallon or so of Parker Rye and be ready for the saloonkeeper to turn the handle.
In Louisville, Bernheim could not have been ignorant of Uri’s aggressive use of those decorative silver-plated bar accessories.He issued his own decanter, shown here.Quart sized and incised “Old Harper,” this silver-plated vessel likely shared a shelf behind the bartender in many a saloon. Because it was impossible to tell just what kind of whiskey back of the bar items were dispensing, they were banned by law after the 1934 repeal of Prohibition.
The final word goes to Uri who “went metallic” to contain his whiskey in a quartwhiskey jug.The jug mimics the shape of many ceramic containers of the time. Marked “quadruple plated” and carrying a shamrock logo, the jug reads “Parker” on one side and “Rye” on the other.The brother-in-laws’ feud, if that’s what it was, had resulted in decorating saloons all over America and an advertising bonanza for future collectors.
Note:More complete biographies of both these men may be found on this website, Isaac Bernheim, Dec. 10, 2014 and Nathan Uri, August 2, 2012.
Created in 2017, the Method and Madness brand is dedicated to exploring new mash bills, distillation techniques, and wood finishes in the world of Irish whiskey. The micro-distillery serves as a blank copper canvas of innovation and experimentation at Midleton where whiskey masters and apprentices come together to develop curious and intriguing liquids to showcase …
Created in 2017, the Method and Madness brand is dedicated to exploring new mash bills, distillation techniques, and wood finishes in the world of Irish whiskey. The micro-distillery serves as a blank copper canvas of innovation and experimentation at Midleton where whiskey masters and apprentices come together to develop curious and intriguing liquids to showcase to the world.
Method and Madness Garryana Oak is exceptional in its use of Oregon white oak, which is rare and distinctive for its tough and dense wood properties. The whiskey was triple distilled from a mash bill of malted and unmalted barley, and matured in ex-Bourbon American oak casks, before being finished in casks made from virgin Garryana oak from the rainy Pacific Northwest for between 4 and 12 months.
Previously, this oak has been associated only with the pioneering efforts of Seattle’s Westland Distillery. This is the first release not from Westland to use the wood, as well as the first Irish pot still whiskey release to be aged in it.
The Garryana oak brings a unique richness, complexity, and spiciness to the whiskey and is considered to have an elevated phenolic aroma profile and higher tannins, which contribute to a distinctive array of flavors. This exquisite expression offers aromas of smoked applewood, treacle, and golden raisins, with notes of black pepper, coffee cake, clove spice and malted barley.
Crafted using Quercus Garryana, a species of white oak native to the Pacific Northwest, this limited-edition embodies the distinct character of the region’s environment. Garryana Oak is the only native oak in Washington and British Columbia, and the principal native oak of Oregon. This particular species of white oak is known for its tough, durable wood, and its use in barrel-making is a relatively new development.
Method and Madness Garryana Oak will be available for purchase from May 19th, 2023, in Ireland, UK, Global Travel Retail, and online at the RRP of €95. Its US debut can be expected in late 2023.
Bad Blood Sangria, Starlight Pear Lemonade, and French 1989.Kristen wrote: “Hi Charles K., Taylor Swift is taking the world by storm, and plenty of Swifites (sic), including the staff at Omni Boston Hotel at the Seaport, are drawing inspiration f…
Bad Blood Sangria, Starlight Pear Lemonade, and French 1989.
Kristen wrote: "Hi Charles K., Taylor Swift is taking the world by storm, and plenty of Swifites (sic), including the staff at Omni Boston Hotel at the Seaport, are drawing inspiration from her record-breaking Era’s tour! Below are some cocktail recipes Omni Boston Hotel at the Seaport’s rooftop restaurant Lifted, is serving from May 19-21 in honor of Taylor’s Boston shows that can also be enjoyed at home!"
This caught my eye because I like being called "Charles K." Looking further, the whole package (an email press release I received because I'm apparently on some lists) fascinated me from a pop culture perspective. I confess that while I am aware of Taylor Swift, I am not a participant, so I genuinely don't know what to make of any of this. I suspect most of you, dear readers, are in the same boat. I present it for our mutual cultural edification.
Although American whiskey, like Taylor Swift, is taking the world by storm, none of these drinks contain whiskey.
Here are the recipes:
Bad Blood Sangria. Combine 4 oz Pinot Noir, 1 oz Blood Orange Purée, 1 oz Orange Juice, and 0.75 oz Lemon Juice. Shake and strain into a wine glass. Top with 1 oz Sprite.
French 1989. Combine 2 oz Bombay Sapphire Gin, 1 oz Lemon Juice, and 1 oz Strawberry Rose Syrup with ice. Shake and strain into a coupe. Top with 2 oz Prosecco.
Starlight Pear Lemonade. Combine 2 oz Malfi Lemon Gin, 1 oz Lemon Juice, 0.5 oz Lavender Syrup, and 0.75 oz Desert Pear Syrup with ice. Shake and strain into a rocks glass. Top with a splash of club soda.
It’s been a very busy bourbon world recently. Tons of new releases, including new celebrity brands and overpriced products featuring sourced whiskey mixed with high-grade marketing speak. But we’ve also seen new creative efforts emerge from brands like Wild Turkey and Remus Bourbon.
It's been a very busy bourbon world recently. Tons of new releases, including new celebrity brands and overpriced products featuring sourced whiskey mixed with high-grade marketing speak. But we've also seen new creative efforts emerge from brands like Wild Turkey and Remus Bourbon illustrating that even the bigger brands have to fight for market share.
In today’s email:
Who's Next: MGP acquires Penelope Bourbon pissing off numerous non-distiller producer brands seeing their hopes of acquisition receding faster than Pops' hairline in high school.
Don't worry; we'll make more: Don't listen to what Buffalo Trace tells you about bourbon shortages; there's apparently plenty to go around based on this week's roundup of new bourbon releases.
Quick Shots: We don't advocate taking shots of actual bourbon, but a few shots of bourbon news are always good to keep the banter alive.
Bourbon Bullshit: Sorry, Bob and Pops were wrong. Apparently, the word does want more celebrity whiskey.
BARREL PROOF BUZZ
MGP Acquires Penelope Bourbon for $100M+ Price Tag
In an announcement that made other NDP (Non-Distilling Producer) brands cry out in despair, MGP announced their 9-figure acquisition of Penelope Bourbon. The industry was caught off guard by not just the announcement itself but also the potential cash value of the transaction. The acquisition will be for 100% company equity, including ALL inventory (bottled and aging barrels) and intellectual rights. There is potential for an additional payout of $110.8M, contingent on performance-based metrics and brand growth through December 31, 2025. If all these performance metrics are met, that would create a grand total of $215.8M.
To put that in context, MGP acquired LUXCO in 2021 for $425 million, but that deal included a 60+-year-old company with flagship brands and a new distillery in Kentucky. Placing a potential value of more than 50% of the LUXCO deal is an amazing win for the family and founder-run brand. Congratulations to their entire team for building the brand quickly (found in 2018) and finding a great partner in MGP.
Here are a few additional "transaction highlights" provided by the MPG Press Release announcing the deal.
Transaction Highlights
Enhances presence in growing American Whiskey category
Expands portfolio of premium-plus price point brands
Leverages Branded Spirits national distribution platform to extend Penelope’s reach
Current MGP Distilling Solutions customer
Expected to be immediately accretive to Branded Spirits segment gross margin and consolidated adjusted basic earnings per share after close
Anticipated total cost synergies of approximately $5 million by December 31, 2025
Transaction is anticipated to close in June 2023
So what about those other NDPs working hard to build their brand in the hopes of cashing out with a large payday?
Do you think this acquisition by MGP lowers the odds for the others left behind?
Let us know what you think in the comments.
NEW BOURBON RELEASES
Here are a few new releases that have crossed our desk recently.
Fines but no time: Raided Kentucky liquor store admits alcohol violations in Washinton D.C., pays fines as part of a settlement that includes dismissing two charges for misuse of an off-premises storage facility and illegally transporting alcohol within the District. And more details from an exclusive interview with the retail store owners.
Ignore the history: Remus Bourbon is launching its first-ever TV commercial during the upcoming Indy 500 on May 28th. Smart move or will it bring more scrutiny of the brand's decision to ignore the violent criminal past of the brand's namesake, George Reums?
Wild Turkey, the iconic American whiskey brand based in Kentucky, today unveiled new creative in its global campaign and platform, “Trust Your Spirit,” with cameos by trailblazing musicians Matt Corby, Shakey Graves and Yoohei Kawakami.
The campaign, which consists of a series of inspiring short films, bridges the gap between music and whiskey and uses music as a medium to empower consumers to find their voice and follow their instincts. Just like the iconic father and son Master Distiller duo Jimmy and Eddie Russell have trusted their spirit to create world-famous and award-winning bourbon, the musical talent partners are provided with a global stage to share their stories of relentlessly pushing forth to make their dreams a reality.
Here's one of the new spots for your viewing pleasure. Let us know what you think about this new creative direction.
IT'S 5 0'CLOCK HERE COCKTAIL SERIES
Are you cocktail curious? Join our Cocktail Editor Erin Petrey on a journey through the wide world of cocktails and mixology. Learn how to make old classics, new favorites, and a few custom creations of her own.
FOR THE CURIOUS DRINKER
Tidbits and tipples from beyond the world of bourbon to help you lead a #DrinkCurious lifestyle.
Blunt and unfiltered commentary calling out some of the biggest bullshit stories happening in the booze industry.
Apparently, Bob and Pops were wrong. The world apparently does want another celebrity whiskey brand. Just this week, country music star Eric Church, and his co-founder Raj Alva, announced the premier release from their company, Outsiders Spirits.
JYPSI whiskey is apparently a "contemporary interpretation of the 'JYPSI Spirit' in all of us that seeks adventure and deeper meaning."
Now that's some real bullshit. First off, JYPSI isn't even a word. And second, the word gypsy means "a free-spirited person." How in the hell is the whiskey a contemporary interpretation of that? I doubt we'll see any "JYPSIs" drinking this whiskey soon.
As for the product itself, here's what the press release had to say:
The first release, Whiskey JYPSI’s Legacy Batch 001, recently winning the Double Gold at the San Francisco World Spirits Competition, is based on a traditional bourbon mash bill. However, instead of blending the grains before fermentation or sourcing from the usual geographies, Whiskey JYPSI lived up to its name - sourcing individual aged whiskey components from various origins, then scientifically blending them to recreate the mash bill.
Sounds a lot like a Canadian whiskey blend based on that information. A little research on their website indicates that the whiskey is distilled in Canada and Indiana (presumably at MGP). They include more details, including the final mash bill, which includes a blend of 7 & 8-year bourbon, 20-year rye whiskey, and 4-year single malt.
Let's be clear, folks, this mash bill doesn't quite align with the process they explained in their press release. While this may be a geeky thing to get caught up on, they clearly have enough money behind this one to get things accurate and avoid the typical marketing nonsense that plagues so many of these celebrity whiskey releases. Even if you think we're being too critical of the language, it's clear that this is not a bourbon. It's a blended whiskey. We don't want any confusion among those that think country music stars = bourbon.
Is it any good? No clue. We hope it is, as we're big fans of good whiskey. But we're still calling bullshit because they're releasing this at a staggering SRP of $199.99.
We're calling bullshit on this one because of the bloated and misleading marketing speak and elitist price point. We'll hold off judgment on the whiskey until we try some ourselves. But we're pretty sure it won't be worth $199.99.
Let us know in the comments if we're wrong and that you've been waiting for another celebrity whiskey to come along and take your money.
Bonus: Enjoy the excellent production value of their brand story.
WANT MORE BOURBON BULLSHIT?
Listen to the official Bourbon & Banter podcast for the largest and most honest bourbon podcast in the galaxy. We've got whiskey news, new release info, the Craft Shoot, and more bourbon bullshit than you can carry in the semi used by Brad Paisley to haul his bourbon around the country.
Click to get the t-shirt inspired by this classic Justified quote
As mentioned earlier, old school La Martiniquaise-Bardinet-owned blended Scotch whisky brand Cutty Sark is celebrating their 100th birthday this year and they have unveiled their Never Ending Adventure promotional video. The promotional video has a Cutty Sark ship sailing through turbulent seas in a storm and highlights various iconic imagery throughout the history of the […]
As mentioned earlier, old school La Martiniquaise-Bardinet-owned blended Scotch whisky brand Cutty Sark is celebrating their 100th birthday this year and they have unveiled their Never Ending Adventure promotional video.
The promotional video has a Cutty Sark ship sailing through turbulent seas in a storm and highlights various iconic imagery throughout the history of the brand, all set to the tune of a modern-day hip-hop song.
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