#Americanwhiskey

Will Whiskey Bring Us Together?

by David Klemt

A letter penned by Senator Catherine Cortez Masto and signed by a bipartisan group of senators shows that we’re capable of coming together.

There’s seemingly no escape from messages that America is divided like never before. And, when inundated with that message, it’s easy to believe. Sadder, when we believe that message it’s too easy to plunge into despair.

However, 17 senators, Democrats and Republicans, are coming together in support of American whiskey.

These senators are seeking the permanent removal of tariffs on American spirits and wine by the European Union. That 25 percent tariff, first imposed in June of 2018, is in retaliation over a dispute over aluminum and steel. This was a response to the US imposing a 25 percent tariff on steel imports, and ten percent on aluminum.

Unfortunately, after a suspension in 2021, the tariffs on American whiskey will jump to 50 percent on January 1, 2024. So, Sen. Cortez Masto and a bipartisan group of senators are urging the Biden administration to work with the EU to permanently suspend or otherwise eliminate tariffs on American whiskey.

If Ambassador Katherine Tai and the White House are unable to broker a deal with the EU, the tariffs would be catastrophic for many American whiskey distillers. In turn, their whiskeys would become more costly for restaurant, bar, nightlife, and hotel operators. And, of course, for consumers.

Here’s to hope. Hope that a deal can be reached, and hope that somehow, some way, our elected officials will engage in more bipartisan efforts moving forward.

Bipartisan Support in the Senate

Below, the text of the letter that Sen. Cortez Masto (D-NV) sent to Ambassador Tai and the White House.

The following senators signed this letter in a show of bipartisan support:

Marsha Blackburn (R-TN)
Katie Boyd Britt (R-AL)
Mike Braun (R-IN)
Maria Cantwell (D-WA)
John Cornyn (R-TX)
Mike Crapo (R-ID)
Bill Hagerty (R-TN)
Tim Kaine (D-VA)
Mitch McConnell (R-KY)
Joe Manchin (D-WV)
Roger Marshall (R-KS)
Rand Paul (R-KY)
Gary Peters (D-MI)
Jacky Rosen (D-NV)
Mark Warner (D-VA)
Todd Young (R-IN)

If only restaurants and bars, venues where American whiskey is bought and sold, had received this type of support when seeking RRF replenishment.

The Letter

“Dear Ambassador Tai,

“We write today to request an expedited agreement with the European Union (EU) to secure the permanent removal of retaliatory tariffs on spirits and wines. While we applaud the Administration’s efforts to suspend retaliatory tariffs for five-years on spirits and wines in the WTO Large Civil Aircraft Dispute and the two-year pause on American Whiskeys in the steel and aluminum dispute, we are deeply concerned that a lack of a permanent fix risks the re-imposition of tariffs. As of now, a 50 percent tariff is set to hit American Whiskeys on January 1, 2024.

“Spirits have had a significant cultural impact in our country, and currently have a profound impact on the U.S. economy. In 2022 alone, U.S. distilled spirit exports reached $2.06 billion. But the impact of the retaliatory tariffs was devastating. For the American Whiskey industry, exports decreased from $702 million to $440 million, a loss of 20 percent between 2018 and 2021. In 2022, American spirits exports rebounded over 2017 pre-tariff levels – the last full year before retaliatory tariffs – due in large part to the suspension of retaliatory tariffs. For many in the hospitality industry and others such as retailers, grocers, importers and distributors, many of which are small, locally-owned businesses, the impact was severe, compounded by the onset of the Covid-19 pandemic.

“While we understand that you continue to negotiate towards a deal to settle the dispute related to steel, we believe that the targeting of spirits is extraneous. Likewise, a permanent fix is needed as the two-year pause on American Whiskey tariffs is set to snapback soon.

“Understanding that tariffs are a ‘tool in the toolbox’ in negotiating a deal, the imposition of additional tariffs on this industry would be detrimental. There are mutual benefits in finding a path forward, and our belief is that spirits and wines are a point where there can be consensus to limit the damage for all parties.

“We look forward to your support in finding a permanent fix for retaliatory tariffs on spirits and wines.”

Image: Daniel Norris on Unsplash

8 Bottles for Bourbon Day

by David Klemt

Next week, June 14, is National Bourbon Day, the day America celebrates the country’s “native” spirit.

Clearly, that means one thing: Make sure your promotion catches the eye of the whiskey aficionados, bourbon lovers, and bourbon curious among your guests.

One of the most effective ways to boost traffic on National Bourbon Day is deceptively simple. Simply put, add new bourbon releases to your inventory.

Of course, you should also ensure you have enough of what your regulars normally drink on hand. And let’s not neglect your bourbon cocktails.

First Things First

When deciding what to feature on your promotional or LTO menus, there’s a smart and simple first step to take.

You probably already know what I’m going to suggest: Run reports.

What are your top-selling bourbons? Which are more burden than bourbon, collecting dust in your inventory?

Introduce new bourbons recently? How are they selling?

Then there’s the cocktail menu. Do you know which cocktails are your guest favorites and which they’re not ordering? Are any of these bourbon cocktails?

So, don’t just jump into National Bourbon Day by guessing or assuming what bottles and cocktails to promote. Instead, leverage the power of your POS and run reports. Put hard data behind your promotions, always.

Of course, that’s not your only resource. Curious about what your guests would like to see on the menu and back bar? Ask your bar team.

New Releases

Now, this may come as a shocker: People want to try what’s new. Yeah, I know—hot take.

So, if people want the new thing, give ’em what they want. Below you’ll find some bottles worth asking your reps about for National Bourbon Day.

Obviously, you should ensure you have plenty of the standards on hand. And be cautious about just how much new bourbon you bring in. After all, you don’t have data on how they’ll perform yet.

That said, here are some bottles worth considering.

Basil Hayden Subtle Smoke

Far too often, “smoky” on a label means “tastes like you’re drinking a campfire.” Of course, some of us are into that, depending on our mood or personal tastes.

However, some guests aren’t into smoke bombs. Basil Hayden Subtle Smoke delivers what’s on the label: their high-rye Kentucky bourbon with smoke notes that aren’t overwhelming.

Ben Holladay

Don’t freak out after you read the following sentence. Not all bourbon comes from Kentucky.

Of course, you and your team probably know that. And I’m sure we all think that by now, people know a whiskey doesn’t need to come from Kentucky to be bourbon. However, there are still people who think otherwise.

Educate them with bottled-in-bond Ben Holladay, crafted in Missouri. It’s an interesting bottle labeled Real Missouri Bourbon. According to laws enacted in 2019 and 2020, for a whiskey to earn that designation the producer must:

mash, ferment, distill, age, and bottle in Missouri;
age in oak barrels made in Missouri; and
be made with corn grown in Missouri.

Bottled-in-bond and Real Missouri Bourbon. This bottle should get your guests’ attention.

Blood Oath Pact No. 8

When it comes to bourbon releases, Blood Oath Pacts are always big news. Blood Oath Pact No. 8 should be a welcome addition by the bourbon lovers among your guests.

For this release, Lux Row Distillers combined a a 14-year ryed bourbon, an 11-year ryed bourbon, and an 8-year ryed bourbon finished in Calvados casks.

OKI Reserve

The OKI story goes that two entrepreneurs in Ohio, Chad Brizendine and Jake Warm, bought the brand from New Riff Distilling two years ago.

For those wondering, OKI stands for “Ohio, Kentucky, Indiana,” the tri-state area responsible for most of the world’s bourbon. According to OKI, 99 percent of OKI Reserve is more than eight years old.

Thomas S. Moore

Alright, I’ll admit it—I count this section as four bourbons. But I have a good reason for doing so.

Thomas S. Moore is crafted by Barton 1792 and consists of four expressions: Cognac, Madeira, sherry and Merlot. Any one of these alone is worth the time and effort for a bourbon or whiskey lover to track down. However, think of the potential having two or more expressions available to taste against one another offers you and your guests.

Each Thomas S. Moore expression starts with five- or six-year-old Barton 1792 high-rye bourbon. Depending on the cask used for finishing, the bourbon is aged for another one to four years.

Image: Josh Collesano on Unsplash