The Last Great Whiskey
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The rarest bottles of whiskey are from private barrel selections. This seminar details how to pick your own barrel and explains why these are bourbon's hidden gems.
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The Last Great Whiskey
- 1. The Last Great Whiskey: Picking Your Own Barrel Moderator: Fred Minnick Presenters: Charles Nelson, Nelson’s Green Brier; Bill Thomas, Jack Rose; Jane Bowie, Maker’s Mark. Sponsor(s): Maker's Mark, Nelson's Green Brier Distillery #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas
- 2. TALES APP PLACEHOLDER #LastGreatWhiskey #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas
- 3. What happened? • 1980s – Nobody wanted American whiskey. Innovation occurs. • 1990s – Japan market falters. Great whiskey floods the market. • ‘00—’06 – On the shelf: Pappy Van Winkle, George T. Stagg. • ‘07-’12 – Lines, lotteries and hefty price tags for all limited edition products. Weller 12-year-old, once bottom shelf, is value bourbon. • ‘13-now – Weller 12 is $200 in some stores. #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas
- 4. Bars Needed Quality • Great bars could no longer obtain the greatest whiskey on market. • Liquor stores laughed at Pappy requests. • They found great whiskey on par with limited editions in private barrels. • You + Licensed alcohol holder + distributor + brand barrel program = Great whiskey. • Private Barrel Four Roses Won San Francisco World Spirits Competition • Private Barrels Consistently Score Higher in Magazines • The Greatest MGP Whiskey Released – Smooth Ambler Jawbreaker pick #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas
- 5. Who Offers Private Barrels • #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas List shrinks every day Barrell Bourbon Beam products: Maker’s Mark, Knob Creek and Jim Beam Single Barrel, Kentucky Belle Meade Brown Forman: Old Forester, Woodford, Jack Daniels Few Spirits Four Roses George Dickel Heaven Hill Brands – At the moment, Elijah Craig is the only eligible brand. Luxco: Rebel Yell and Ezra Brooks Sazerac Products: 1792 Barton (Bardstown, Kentucky), Buffalo Trace (Frankfort, Kentucky) and A. Smith Bowman Whistle Pig Wild Turkey, Wyoming Whiskey
- 6. How it Works • #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas Consumer - Contacts the retailer. - Most don’t know about barrel picks, so find one who does. Retailer • Contacts distributor. Distributor • Contacts distiller. Distiller • Turns you down if you ask for Pappy. • Pulls out a handful of barrels to taste.
- 7. The Screw Ups #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas Coordination • Takes a long time. • You must stay on the distributor. • Last Pappy barrel pick went into distribution and not to private selector. Marketing • Some try to actually create their own product. • Red dripping wax attempt by liquor dealer.
- 8. 2
- 9. 2 Maker’s Mark Private Select With 1,001 possible stave combinations, participants create a customized finish and taste profile of their own.
- 10. Maker’s Mark Private Select Finishes 2
- 11. Maker’s Mark Private Select Finishes 2
- 12. The Maker’s Mark Cellar 2
- 13. Finishing 2
- 14. QUESTIONS? #LastGreatWhiskey: @MakersMark, @TNWhiskeyCo, @FredMinnick, @mashbill_thomas