Stateways

5 5 Superpremium Bulleit Rye is a recent line to extension to the small batch Bulleit Bourbon. At Woodford, master distiller Chris Morris created a Maple-Wood fin- ished bourbon for the Master's Collection. "Each year, we try to cre- ate a unique expression that furthers the craft and knowledge of whiskey making," says Petry of the Master's Collection. Another limited-edition from Woodford is the 2011 Kentucky Derby Commemorative bottle. This fall, an additional Master's Collection was released; a limited edi- tion rye whiskey. "There is some popularity among rye products right now," says Petry. And Early Times also recently got in to the act, with the spring debut of Early Times 354 Bourbon (Early Times Kentucky Whiskey, the parent brand, was changed from Kentucky Bourbon to Kentucky Whiskey in 1983), return- ing to its bourbon roots. The 80 proof bourbon is made with pure water, select grains, proprietary yeast and is matured in select oak barrels. It retails for $15.99 for a 750 ml bottle. Catcher in the Rye Prohibition, the rye category was nearly moribund. Now, thanks to the cocktail renaissance and renewed interest in all styles of whiskey, American rye whiskey is experiencing a resurgence. W "Not so many years ago, the number of rye whiskeys available in the average store could be counted on fewer than the fingers of one hand," recalls retailer Tesauro. "Now, rye whiskeys are emerging in a big way." "For years and years, there were only a few of us who made rye," says Kass at Heaven Hill, referring to the company's Rittenhouse Rye. "Now that category has really caught fire. Just keeping Rittenhouse Rye in stock is a challenge, but it's a nice problem to have." Segment veterans like Rittenhouse, Wild Turkey Rye, Jim Beam Rye, Old Overholt. Old Potrero, Sazerac and Van Winkle are being joined by a bevy of newcomers such as Templeton, Jefferson's Reserve, Tuthilltown and more. "Rye was the original ingredient in the Manhattan," points out Diageo's Briese. "It's part of the trend towards more full-bodied whiskeys." The company's bourbon brand launched a line extension last spring with Bulleit Rye. Bulleit Bourbon already boasts a high percentage of StateWays s www.stateways.com s September/October 2011 hiskey made with a mash bill of more than 51% rye was the preva- lent style in early America; after rye, and Bulleit Rye's mash bill consists of 95% of that grain. "Tom Bulleit was out among the trade, saying bar- tenders wanted to see a Bulleit Rye," recalls Briese. "We finally did it and can't be more pleased with the results so far. Bulleit Rye has been blowing away our expecta- tions." "We're seeing more rye whiskeys coming into the store," says Robinson at Heritage Wine & Liquor. As an example she cites WhistlePig, a 100% Straight Rye Whiskey, currently imported from Canada and bottled in Vermont. "I never thought I would ever see anyone spend nearly $70 for a rye whiskey, but it's moving." "As for rye and other grain whiskeys that are coming out of the gate, certainly there are a lot of competi- tors that are bringing these out there," notes Mason at Beam. "Rye is Rittenhouse Rye is another of the several high-end ryes now available to con- sumers. still a relatively small section of the category." Execs at Beam Global continue to monitor this and other trends, like the nascent interest in so- called white whiskeys. "Much like what we're see- ing in rye, a number of competitors have chosen to release these unaged products, but the segment as yet continues to be very small," adds Mason. White Dog's New Tricks. These unaged whiskeys, popularly known as white dog, are the darlings of trendy mixologists and consumers interested in all aspects of the whiskey-making process. "Unaged whiskey is an emerging trend that fits into the whiskey category with a unique interest to a select group of consumers as well as mixologists," notes Powell at Jack Daniel's. "The spirit appeals because of its mixa- bility, and many bartenders in boutique establishments are using unaged whiskey in classic cocktails such as Sidecars and Manhattans." Cautions Luchini, "There is no such thing as white whiskey; it is either white dog or moonshine. Aging is one of the key ingredients to great whiskey making, along with mash, yeast and water. Without it, one of the defining characteristics is lost and you are now veering into vodka territory." "I think 'white dog' is interesting, but it's too early to tell whether it may become a trend," observes Rutledge at Four Roses. "The advantage white whiskey has is economics. Distill it Four Roses Single Barrel Limited Edition is one of a host of limited- edition expressions brought out by many American whiskey suppliers. 37

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