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Issue link: http://read.dmtmag.com/i/567665
www.cheersonline.com 17 September 2015 • A bold American spirit rules this country: Whiskey is on the tip of everyone's tongue, connoisseurs and novices alike. The heritage, mystique and above all, the taste of American whiskey has captured palates here and around the world. Appeal is widespread. Whiskey geeks vie for tastes of tightly allocated, coveted superpremium expressions. New-wave mixology points up the brown spirit's versatility and approachable riffs on the classic cocktails bring newbies into the fold. The charge of the American whiskey brigade is lead by savvy operators whose innovative operational and promotional techniques are tapping brown spirits. As they have for the past few years, American straights, which include bourbon and Tennessee whiskeys, are growing faster than the overall whiskey category. Consumption of straights increased 6.4% last year, to 18.8 million nine-liter cases, according to the Beverage Information and Insights Group, the research arm of Cheers' parent company. Meanwhile, single malt Scotch consumption was up 3.7%, and total whiskey increased 2% in 2014. GEEKING OUT "The whiskey geek is now a 'thing.' An ever-increasing number of guests are well informed and go chasing after rare bottlings," says David Vaughn, sommelier/beverage director of Baltaire, which recently opened in Los Angeles. Whiskey takes a central role at the bar of this contemporary steakhouse. Baltaire carries over 50 types of American whiskeys, ranging in price from $10 to more than $200 for a 2-oz. pour of cultish Pappy Van Winkle 23-year. Vaughn creates interest in rare bottlings through social media channels. "The cult stuff and limited releases can generate a lot of excitement with our guests, but going through the hoops to get them has become a huge pain," he says. "We've seen more guests become enthusiasts, whiskey geeks," says Dan Matuszek, founder/CEO of Brix, which operates Grane Whiskey Dispensary and Craft Cocktails in Omaha, NE. The modern-day speakeasy boasts 500 whiskeys behind the bar, with library ladders to reach the top shelf. The cult and limited-release expressions bring a lot of attention to American whiskey, says Matuszek, which has contributed to the category's growth. BROADENING DEMOGRAPHICS It's not just those connoisseurs who are draining those bottles. American whiskey has broad appeal and is picking up new converts daily. The demographic is changing. Younger legal-age drinkers are taking to granddad's bourbon and rye, in cocktails, on the rocks, or sipping. More women are becoming fans as well. The Columbus, OH-based casual-dining chain Rusty Bucket Restaurant & Tavern buys its signa- ture whiskey by the barrel via a private-selection program at Woodford Reserve. September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • 17 September 2015 • September 2015 • 17 17 September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • September 2015 • 17 September 2015 • 17 September 2015 • 17 17 17 Sales of straight whiskey and bourbon continue to climb Above left, the Rusty Bucket Restaurant & Tavern's pecan-infused Manhattan. Right, the Bourbon Mule is a variation of the Moscow and featured on Rusty Bucket's