Beverage Dynamics

Beverage Dynamics Sept-Oct 2015

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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American Whiskeys & Beer www.beveragedynamics.com September/October 2015• Beverage Dynamics 45 A GLOBAL PHENOMENON BOURBON CONTINUES TO BOOM BY ROBERT PLOTKIN The chant "Buy American" can now be heard in bars and cocktail lounges around the globe. According to the Beverage Information Group, Bourbon is one of the bankable beverage trends in the U.S. Sales of the leading brands were up a whopping 6.4% in 2014. After decades of living in the shadow of imported whiskeys, global sales of our indigenous spirit now easily surpasses those of Scotch and Canadian Whisky. In response, distillers from Kentucky to New York to Seattle are releasing the epitome of their crafts. They've cracked open hand-selected barrels and bottled their best. As it turns out, their best is world-class. American whiskeys possess vivacious personalities that are universally appealing; yet by nature, Bourbons are understated, preferring rather to saunter through life without pretense or conceit. They are loaded with big complex fl avors and have about the most captivating aroma of any whiskey. Even as they ascend toward stardom, our whiskeys remain accessible to all palates and priced for all budgets. "Over the past fi ve years, the Bourbon industry has grown 35%, and according to DISCUS, the whiskey generated $2.45 billion in sales in 2014," says Andrew Floor, vice-president of dark spirits for Campari America. "That growth was driven by high-end premium and super-premium brands—the categories saw 31-percent and 104-percent growth, respectively, over the past fi ve years." One explanation for Bourbon's surging sales is the rebirth of the cocktail. "Bourbon continues to grow in popularity around the world, in part, because of its versatility," observes Master Distiller Chris Morris, maker of Old Forester and Woodford Reserve. "It is so mixable and is historically the foundation of the global cocktail resurgence. There is a growing appreciation among consumers and bartenders for craftsmanship, heritage and authentic fl avors." ART AND CRAFTSMANSHIP For whatever the reason, whiskey enthusiasts from around the globe are beating a path to our shores. Surely one of the new whiskeys high on their list is Old Forester 1897 Bottled in Bond Straight Bourbon Whiskey. Released in June, the Bour- bon was specially crafted to honor the U.S. Bottled in Bond Act of 1897. According to the Act, to be labeled a Bottled in Bond, a whiskey must be the product of one distillation season, one distiller and one distillery. Likewise, the whiskey must have been aged in a federally bonded warehouse for at least 4 years and bottled at 100 proof. Old Forester is uniquely qualifi ed to make this tribute. The brand is America's fi rst bottled Bourbon and the longest continuously-produced Bourbon in the country. To create the initial release of the series, Old Forester 1870 Original Batch, 90 proof, Master Distiller Chris Morris blended together select barrels from three different warehouses, each distilled on a different day, aged for different lengths and at different entry proof. Among the creative standouts in the industry, Woodford Reserve has launched its Distillery Series, the fi rst issue being Woodford Reserve Double Double Oaked. The Bourbon is the result of fi nishing Woodford Reserve Double Oaked for an ad- ditional year in a second, heavily toasted, lightly charred, new oak barrel. The extra year in wood creates a whiskey that is distinctly spicier than its original counterpart, which is known for its sweeter taste and fi nish. Says Master Distiller Chris Morris, "We used our industry and sensory knowledge to create a line of eclectic, one-of-a-kind ex- pressions. By pushing the creative boundaries of whiskeys even further, we are inviting our customers who visit our distillery to experience extreme variations of whiskey with this release." NEW TO THE MARKET In June 2010, the Maker's Mark distillery launched only its second new whiskey since the brand debuted in 1958, Mak- er's Mark 46. Now the third new expression enters the fray. Maker's Mark Cask Strength Bourbon is bottled straight from the barrel at 113 to 114 proof. The whiskey has a signifi cantly lower proof than most cask strength whiskeys. "There are three explanations for its rich, broad fl avor," says Greg David, Maker's Mark master distiller and director of distillery operations. "Maker's Mark goes into the barrel at a consistent entry proof, we season our barrel staves for 9-12 months and we use a number-three barrel char. They all work together to create a more approachable fl avor." Down the road in Lawrenceburg, Kentucky is the famed Wild Turkey Distillery and Jimmy Russell, the longest-tenured,

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