Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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28 Beverage Dynamics • September/October 2014 www.beveragedynamics.com A Taste for Classic Americana you've seen us over the past fi ve years start experimenting with our rye whiskeys," Blevins explains. Jack Daniel's entered the rye whiskey category with its 2012 Un- aged Tennessee Rye. "We've noticed as part of this trend of people becoming more interested in whiskey, the real afi cionados want to experience the product in a lot of different ways," Blevins says. "The unaged rye whiskey was the fi rst shot across the bow of innovation from Jack Daniel's whiskey world and that went very well." Two years later the brand is following that up with a limited re- lease of Jack Daniel's Rested Rye, the distillery's fi rst barrel-matured expression in the rye category. "Given the success of Unaged Rye, we felt like we should offer our friends another limited-quantity rye expression with a brief exposure to the barrel that's still handcrafted with the same passion and quality they expect from all of our prod- ucts," says Jack Daniel's Master Distiller Jeff Arnett. Crafted using the same charcoal mellowing process that's used in the Tennessee Whiskey recipe, Rested Rye contains 70 percent rye, 18 percent corn and 12 percent malted barley. The one-time offering became available in select U.S. markets in April with a 750 ml bottle suggested to sell for $49.99. LIMITED LUXURY Jim Beam isn't the only brand celebrating a milestone in 2014. Wild Turkey's Master Distiller, Jimmy Russell, has been with the Kentucky distillery for 60 years, gaining a reputation as an innovator who re- spects the traditional methods of making Bourbon. Known as a living legend in the spirits industry, Russell is considered the longest-ten- ured active Master Distiller in the world, which is something the brand celebrates in its latest release, Wild Turkey Diamond Anni- versary. "It's a fantastic whiskey for a serious collector or whiskey afi cionado," Floor explains. Jimm's son Eddie Russell, who has made whiskey with his father for more than 30 years, developed the idea for Diamond Anniversary around the time his father was celebrating his 45th anniversary as a Master Distiller. This extra special whiskey, which honors Jimmy as a father and mentor plus his 60 years of service, is crafted from rare barrels aged for 13 and 16 years. "He taught me everything I know, so I wanted to craft something that refl ected all of the invaluable knowledge he passed on to me; something that was worthy of one of the greatest Master Distillers of all time," Eddie Russell says. The limited edition mingles the 13- and 16-year whiskies and has nods of approval from Jimmy and Eddie. The 91 proof Diamond Anniversary has a suggested retail price of $124.99 and started to roll out nationally in small quantities in August. This follows on the heels of two 2013 releases: Wild Turkey For- given and Wild Turkey Spiced. "In the past year, Wild Turkey has continued to lead within the category with two unconventional prod- ucts," Floor explains. "Wild Turkey Forgiven is a mix of Bourbon and high-proof rye whiskey, and we sold out of that almost immediately. Wild Turkey Spiced, a Bourbon with spices typically found in island spirits, is aimed at bringing spiced rum drinkers into the category." Up next for Wild Turkey comes the launch of American Honey Sting, a limited edition that will hit shelves this fall. "American Honey Sting pays homage to our heritage in the fl avored Bourbon space," Floor says. "It's an interesting area with so much growth potential." While Wild Turkey has a legendary distiller in Jimmy Russell, Buffalo Trace's legend was Elmer T. Lee. Although his work as a Master Distiller didn't span six decades like Russell's, Lee is credited with creating the fi rst single barrel Bourbon 30 years ago. He served as a Bourbon ambassador for years for Buffalo Trace and had a single barrel Bourbon named for him when he retired. To honor Lee, who passed away in 2013 shortly before his 94th birthday, Buffalo Trace released a commemorative Elmer T. Lee Sin- gle Barrel Bourbon in April. Bottled at 93 proof, this Elmer T. Lee models the standard Elmer T. Lee with its square bottle but features a black label embossed in gold lettering with Lee's signature as well as Lee's profi le on the front label and details about his life and legacy on the back label. The product launched in limited quantities with a retail price of $34.99. Diageo's Bulleit has been a huge hit, growing 73 percent between 2012 and 2013, according to Beverage Information Group research. "Bulleit's success has as much to do with the authentic relationships that Tom Bulleit has formed with trade and bartenders around the country as the quality product inside the bottle," Briese explains. But Bulleit is not the only Bourbon Diageo is banking on. In Feb- ruary, Diageo started the Orphan Barrel Whiskey Distilling Company. Located in Tennessee, Orphan Barrel's goal is to rescue forgotten barrels of rare whiskey and share them with others. Its fi rst two variants, Barter- house Whiskey and Old Blowhard Whiskey, came out in March, and a third, Rhetoric Whiskey, was released in June. All three were discovered among the warehouses at Louisville's Stitzel-Weller facility. Aged 20 years, Barterhouse Whiskey has a suggested retail price of $75. Like the distinctive personality it exudes in fl avor, its packag- ing refl ects the inspiration behind the whiskey's name. The vintage label is colored in khaki and brown and features a fox who has just made a deal at the local trading post. The Old Blowhard label features a whale exhaling through its blowhole with nautical blue coloring and powerful fonts that high- light the spirit's 26-years-aged statement. Old Blowhard carries a suggested retail price of $150. Rhetoric Whiskey, whose stocks were also discovered at Sitzel- Weller, is a limited craft Bourbon that is aged 20 years in its fi rst release but will be progressively aged for future releases with a 21-year-old released in 2015 and so on. The progressive aging gives whiskey afi cionados the opportunity to collect a Rhetoric Whis- key series and compare the expressions as they mature. Rhetoric's Wild Turkey's Master Distiller, Jimmy Russell.