Whiskey news | KRG Hospitality

Woodford Reserve 2024 "Adorned with Flowers" bottle

March 6, 2024by David Klemt David Klemt No Comments

Woodford Reserve 2024 Derby Bottle

Woodford Reserve Unveils 2024 Kentucky Derby Bottle

by David Klemt

Commemorating the 150th running of the iconic Kentucky Derby, Woodford Reserve’s 2024 Derby bottle is now available for purchase.

In keeping with tradition, the bottle’s label features a Kentucky artist’s work.

For 2024, Woodford Reserve collaborated with artist Wylie Caudill, who crafted the painting “Adorned with Roses.” The art is a clear nod to another tradition: adorning the winning horse with a garland consisting of hundreds of roses, the Derby’s official flower.

This should grab an operator’s attention for a few reasons. To start, some operators enjoy collecting bottles. So, they can now get their hands on this annual release.

Further, it’s time to start thinking about this year’s Derby, which takes place on May 4. Millions of people watch the Kentucky Derby every year. Operators need to ensure their Mint Juleps and riffs are dialed in, including the appropriate drinkware.

Impressively, while it has been postponed twice, it has never been cancelled.

Traditionally, the Derby is run on the first Saturday in May. The race was run in June in 1945 due to World War II. And in 2020, Covid-19 restrictions pushed the race to September. Incredibly, a world war and a pandemic couldn’t thwart the Derby.

2024’s race is the 150th running of the Kentucky Derby. It stands to reason that even more people will show an interest in watching and celebrating this year’s race. Woodford’s commemorative bottle at least be on the back bar of any venue running a Derby promotion. It would also make for a great raffle item on race day.

Finally, we celebrate International Whiskey Day this month. The more special edition whiskeys available on March 27, the better.

Learn more about this year’s Woodford Reserve Derby bottle below. Cheers!

Woodford Reserve Releases 2024 Bottle Celebrating 150th Anniversary of the Kentucky Derby

Bottle features the art of Kentuckian Wylie Caudill

Versailles, KY (March 5, 2024) — Woodford Reserve®, the Presenting Sponsor of the Kentucky Derby®, is honoring “The Most Exciting Two Minutes in Sports®” with the release of its 2024 commemorative Derby bottle.

This year’s special release celebrates the 150th running of the Kentucky Derby® and features the artwork of Kentucky native Wylie Caudill, known for his bold, repetitive patterns, and his signature roses. His painting, “Adorned in Roses,” depicts a racing thoroughbred covered with red roses, with a background of multi-colored roses.

The one-liter bottle retails for $55 and is available for purchase globally. A special presale on ReserveBar begins March 5. It also is for sale at Woodford Reserve Distillery and in the Woodford Reserve online store starting March 5.

“Wylie’s artwork embodies the spirit of Woodford Reserve, the liveliness of Churchill Downs during race day, and the heart of Kentucky,” Woodford Reserve Master Distiller Elizabeth McCall said. “We’re thrilled to have a Kentuckian’s artwork on our bottle during this monumental year.”

Caudill grew up drawing and painting in Cynthiana, Kentucky. During college, he spent his free time creating chalk drawings, leaving his mark around campus and leading to his title ‘chalk guy’ among locals. He expanded his public street art to painting murals in Lexington after college, and many of his murals can be seen across Kentucky today. Caudill also created the Official Art of the Kentucky Derby for Churchill Downs for the 150th Derby, marking the first year that Woodford Reserve and Churchill Downs used the same artist.

“As a Kentucky native, I am honored to be a part of this milestone celebration,” Caudill said. “I have painted my signature roses many times over the years, but this one is truly special. The colorful roses symbolize the diverse Derby fans from around the world, connecting people beyond the track.”

Woodford Reserve’s Derby bottle has been an annual collector’s item anticipated by bourbon and racing fans since 1999.

About Woodford Reserve

Woodford Reserve, “Presenting Sponsor of the Kentucky Derby,” is crafted at the historic Woodford Reserve Distillery, tucked in the heart of thoroughbred country in Versailles, Kentucky. A National Historic Landmark, the Woodford Reserve Distillery represents craftsmanship with a balance of historic heritage and modern practices. Woodford Reserve is a product of the Brown-Forman Corporation, a premier producer and marketer of fine quality beverage alcohol brands including Jack Daniel’s, Finlandia, Korbel, Tequila Herradura, Old Forester, Sonoma-Cutrer and Chambord. Please enjoy your bourbon responsibly. To learn more about Woodford Reserve, visit us www.woodfordreserve.com or check us out on Facebook at www.facebook.com/woodfordreserve.

Disclaimer: Neither the author nor KRG Hospitality received compensation, monetary or otherwise, in exchange for this post.

Image provided by Woodford Reserve

Kentucky Peerless Distilling Co. whiskey barrels

December 13, 2023by David Klemt David Klemt No Comments

Will Whiskey Bring Us Together?

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

August 21, 2023by David Klemt David Klemt No Comments

Maker’s Mark Debuts Age-stated Bourbon

Maker’s Mark Debuts Age-stated Bourbon

by David Klemt

The team at Maker’s Mark, one of the most iconic and respected names in bourbon, is proud to introduce their oldest-ever expression.

Maker’s Mark Cellar Aged is making its introduction to the world in time to celebrate National Bourbon Heritage Month. As a quick reminder, we honor America’s native spirit in September.

This innovative expression is, in my opinion, an exercise in restraint. As decadent a whiskey as Cellar Aged may be for one’s senses, this bourbon shows that the team at Star Hill Farm is disciplined and deliberate.

While many other whiskey producers have been using age statements to pull focus from competitors, grab headlines, make splashes among collectors, and otherwise use aging to move cases, Maker’s Mark has stayed their course.

That is to say, Maker’s Mark takes their time when implementing a new process. If the team can’t figure out how to do something in a distinctly Maker’s way, they don’t do it.

Take, as an example, their limestone cellar, introduced in 2016. This maturation environment is Star Hill Farm’s approach to aging. The team doesn’t have an interest in simply stacking on years—age must adhere to Maker’s Mark flavor vision and leverage terroir.

Inaugural Annual Release

The 2023 release of Cellar Aged is a blend of 11- and 12-year-old Maker’s Mark. The percentage breakdown is 13 percent of the former and 87 percent of the latter.

The liquid that will eventually become Cellar Aged is first aged for six years in the Maker’s Mark warehouse before being moved to the maturation cellar.

For those wondering, this innovative expression will be an annual release. In fact, it appears Maker’s Mark plans to mark each National Bourbon Heritage Month going forward with Cellar Aged.

This year’s expression is bottled at cask strength—115.7 proof—and comes with a SRP of $150. Sources state that there are 30,000 bottles of the 2023 release, and more may be produced each year.

And for those curious about when they can wrap their gums around a dram, the wait shouldn’t be long. In response to a comment underneath an Instagram post, Maker’s Mark says the following:

“Thanks for asking! Cellar Aged will leave Star Hill Farm in the next few weeks and start making its way across the country!”

View this post on Instagram

A post shared by Maker’s Mark (@makersmark)

So, be on the lookout and let your Maker’s rep know you need this bottle on your back bar.

Tasting Notes

The KRG Hospitality team has yet to taste Maker’s Mark Cellar Aged. Therefore, the tasting notes below are from the Maker’s website.

Aroma: Dark stone fruit, caramelized sugar, toasted oak

Taste: Balanced with big oak, dark vanilla and fruit

Finish: Velvety texture, long and complex with caramelized barrel notes and baking spices

For more information, please review the official Maker’s Mark Cellar Aged press release below.

Introducing Maker’s Mark® Cellar Aged, an Inspired New Take on Older American Whiskey

Matured in a Limestone Whisky Cellar, Maker’s Mark Cellar Aged is Aged to Taste, Not Time

LORETTO, Ky., Aug. 16, 2023 /PRNewswire/ — Maker’s Mark^® is proud to debut Maker’s Mark^® Cellar Aged Bourbon, an annual, global limited-release expression that proves whisky aging is about more than just a number. Featuring a marriage of 11- and 12-year-old bourbon, Maker’s Mark Cellar Aged delivers the distillery’s highly anticipated oldest release, stemming from the question: What if age isn’t just about time, but instead about how you use that time to evolve, develop and mature?

Since its founding in 1953, Maker’s Mark has aged its whisky to taste – not time – to achieve the vision set by its founders: bourbon without the bite that’s always smooth, soft and creamy. Maker’s Mark Cellar Aged stays true to this philosophy, delivering a richer, deeper and more complex older bourbon, free from the harsher tannic effects commonly found in extra-aged American whiskies, as a result of our innovative maturation process that starts in traditional Kentucky warehouses and finishes in the distillery’s one-of-a-kind limestone whisky cellar.

“For more than 65 years, aging our whisky for a decade-plus wasn’t something we did,” said Rob Samuels, 8th generation whisky maker and grandson of the founders at Maker’s Mark. “It’s not that we didn’t believe in it; we simply hadn’t found a way to do it that didn’t compromise on our taste vision – until now. Cellar Aged embodies an older whisky that’s distinctly Maker’s Mark. One rooted in challenging convention, delivering new flavor experiences from the environment that surrounds us, and building on a taste vision that’s been generations in the making.”

To become Maker’s Mark Cellar Aged, barrels of the distillery’s classic distillate first spend approximately six years aging in traditional bourbon warehouses, where they endure the Kentucky climate and its temperature swings season after season until they reach full maturity and can be called “Maker’s Mark.” Barrels are then moved into the distillery’s proprietary whisky cellar for an additional five to six years of aging before being blended to taste and bottled. Built into the natural limestone shelf of the Kentucky hills, the cellar’s consistently cool environment slows down the tannic impact that occurs during maturation, while allowing the bourbon to develop a deeper, darker flavor with hidden depths, but no bitterness.

This innovative and taste-led approach in pursuit of an older Maker’s Mark expression continues the boundary-pushing mindset that has shaped the brand since the beginning. Founders Bill and Margie Samuels challenged category norms when they burned their 170-year-old family recipe, choosing to use red winter wheat instead of rye in their mashbill for a softer, smoother bourbon. This spirit of asking “what if?” was present in the introduction of Maker’s Mark 46, which is crafted using a proprietary wood-stave finishing technique, and in Maker’s Mark Private Selection, which became the industry’s first custom barrel program upon its launch in 2016.

Cellar Aged will be an annual, limited release available in specific markets around the world. The unique maturation approach of Cellar Aged will be consistent every year, but the specific blend of aged bourbon will vary based on which barrels are ready, by taste. The inaugural release of Cellar Aged is a marriage of 12-year-old and 11-year-old whisky – 87% and 13%, respectively – bottled at cask strength (115.7 proof). Cellar Aged will be available for a suggested retail price of USD $150.00 in the United States in September 2023; in London, Munich and select Global Travel Retail accounts in October 2023; and in Tokyo and Singapore in early 2024.

For more information about Maker’s Mark Cellar Aged, please visit www.MakersMark.com.

Image: Maker’s Mark

Bib & Tucker Double Char bourbon bottle and cocktail

August 16, 2023by David Klemt David Klemt No Comments

Double Char Bourbon Launches Nationwide

Bib & Tucker Double Char Bourbon Launches Nationwide

by David Klemt

A smoky bourbon that draws inspiration from the savory side of the culinary world is finally, mercifully available throughout the US.

We’ve been waiting patiently, having shared the news of this new release back in June. We’re excited to be able to update that story: Everyone can finally get their hands on this unique small-batch bourbon.

Double Char is an innovative Tennessee bourbon rested for six years in new white American oak barrels that weighs in at 88 proof. And whether people to choose to snap bottles up online or off-premise, this smoky sipper from Bib & Tucker Small Batch Bourbon is ready for action.

What this means for operators and bar teams, of course, is that the bourbon lovers and bourbon-curious among guests will expect to find Double Char on bar menus across the country.

This is great news for bar and restaurant operators who encourage collaboration between front- and back-of-house teams. Double Char has been described as “a smoky sweet BBQ in a bottle.” This culinary inspiration will allow bartenders and chefs to work together to wow guests with specialty cocktails that pair incredible well with all manner of rich, savory, smoky dishes.

I, for one, foresee mouthwatering LTO cocktails and specialty prix fixe experiences centered on Double Char on the horizon.

To learn more about Bib & Tucker Double Char, click here or review the press release below. And to learn more about Bib & Tucker, click here to listen to episode 59 of the Bar Hacks podcast.

Cheers!

Bib & Tucker Small Batch Bourbon Announces Double Char Innovation

New Savory, Smoky Bourbon Inspired by the Flavor of Food Smoked on the Open Flame

STAMFORD, Conn., May 31, 2023 /PRNewswire/—Bib & Tucker Small Batch Bourbon is proudly announcing the release of Bib & Tucker Double Char Bourbon.

Inspired by the turn of the century, when food was cooked on the open flame, this new bourbon is aged twice to create savory smoky notes and an exceptionally smooth finish. Bib & Tucker Double Char is first aged for six years in the rolling hills of Tennessee in new white American oak, followed by a minimum of five months in a second heavily charred and smoked new barrel. This unique fire-forged double char aging method creates the rich and deep flavor of Bib & Tucker Double Char.

“I can’t wait for consumers to try this delicious expression,” said Tom Steffanci, President of Deutsch Family Wine & Spirits. “Double Char spends just the right amount of time in the second heavily charred barrel, creating a savory, smoky character that adds a whole new dimension to the bourbon.”

As a Tennessee bourbon, Bib & Tucker follows the Lincoln County process unique to the state, meaning the bourbon is filtered through sugar maple charcoal before going into the barrel for aging.

For Double Char, to pay homage to the Lincoln County process, the second barrel is smoked with sugar maple before being filled with the brand’s 6-year aged bourbon. The perfect amount of time in the barrels, the char, and the sugar maple barrel smoking process delivers a bourbon with an inviting savory white smoke flavor not found in any other whiskey on the market.

Bib & Tucker Double Char Tasting Notes:

Nose: A touch of smoke with immediate notes of toasted oak and dulce de leche, background notes of cinnamon and clove
Palate: Vanilla and sugar maple surrounded with white smoke, hints of sweet corn and toasted cinnamon
Finish: Medium to long finish with oak, white smoke and vanilla
Color: Deep rich mahogany with copper undertones

The lineup of Bib & Tucker Small Batch Bourbon includes:

The Classic Six: 6-Year-Old Small Batch Bourbon Whiskey – SRP: $54.99; 92 proof/46% ABV
Double Char: 6-Year-Old Small Batch Bourbon Whiskey – SRP: $54.99; 88 proof/44% ABV
10-Year-Old Small Batch Bourbon Whiskey – SRP: $89.99; 92 proof/46% ABV

Bib & Tucker Double Char will be available nationally, in-store and online, beginning August 2023.

Image: Bib & Tucker

Nikka Whisky Yoichi Single Malt 10 Year Old bottle

April 26, 2023by David Klemt David Klemt No Comments

Nikka Age Statement Whiskey Returns to US

Nikka Age Statement Whiskey Returns to US

by David Klemt

After an eight-year hiatus, Nikka is bringing age-statement whisky back to the United States, starting with Yoichi Single Malt 10-Year-Old.

Operators with robust whisky programs, their guests, and collectors will recall what happened back in 2015. That was the year that Nikka’s Yoichi age statement whisky line was shelved. The Yoichi portfolio’s stars—10, 12, 15 and 20 Year Old whiskies—were replaced by an expression labeled “No Age Statement.”

Interestingly, we can trace the withdrawal of age-statement Japanese whisky and disappearance of iconic bottles to the 1980s. In response to a slowdown in demand, Japanese distillers reduced production. While that move helped deal with the drop in demand and sales, there would be consequences decades later.

Eventually, the world discovered some of the most iconic whiskies on the planet: Hibiki 12 and 17, Yamazaki 12 and 18, and the aforementioned Yoichi 15 and 20.

Of course, the rabid demand for Japanese age statement whiskies resulted in an extinction event, of sorts. The reduced production that gave the world some of the most amazing luxury whiskies ever known, coupled with intense (and likely unforeseen) demand, eventually put distilleries in dire straits.

Simply put, Japanese distillers needed time to replenish their precious liquids. So, for several years, whisky lovers have been waiting for new aged-statement whiskies from Japan. Around 2017, articles and blog posts started sounding the alarm. Whisky experts told us we’d have to wait at least five years to see the return of age-statement expressions. And, as Nikka’s announcement shows, they were right.

To be clear, no-age-statement expressions have proven themselves compelling portfolio-mates during our wait. However, seeing a bonafide return to age statement whiskies is exciting.

Yoichi Single Malt 10-Year-Old

Not only is Nikka returning to age statements, they’re paying tribute with this 10-year-old release, a brand-new addition to the portfolio. Yoichi Single Malt 10-Year-Old commemorates Yoichi Distillery attaining “Important Cultural Properties” status.

More specifically, ten buildings on the grounds of Yoichi Distillery earned this important designation. Ten buildings, ten years of aging.

“We are honored for the Yoichi Distillery to receive this designation from Japan’s Agency for Cultural Affairs. This designation helps ensure we will pass on the history of Japanese whisky to future generations,” says Emiko Kaji, Nikka Whisky global marketing and sales general manager. “To celebrate this special honor, we welcomed the return of Nikka Whisky aged statements and released the Yoichi Single Malt 10-Year-Old, a new expression created by the current blenders.”

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A post shared by Nikka Whisky (@nikkawhiskyusa)

This new, 45-percent ABV expression will be available in limited quantities. However, Nikka says the production will be “ongoing” and release on an annual basis. The suggested retail price is $175.

“A momentous moment for Nikka Whisky, we are so excited to bring the release of Yoichi Single Malt 10-Year-Old to the US,” says Dan Leese, CEO and president of Hotaling & Co. “As Nikka Whisky looks to celebrate its 90^th anniversary in 2024, this release is a testament to their historical significance in the world of whisky and a preview of what’s to come as they continue to build and enrich their traditional range.”

Momentous, indeed. I’m eager to see more age-statement expressions become available throughout North America. Yoichi 10 is a fantastic start.

Image: Nikka Whisky

March 8, 2023by David Klemt David Klemt No Comments

The Incredible Rise of Luxury Whiskeys

There are Luxury Whiskeys. Then There are These…

by David Klemt

Some investors look at whiskey as a luxury good worthy of parking their dollars, with some outperforming gold and the S&P 500 Index.

In fact, super- and ultra-premium whiskey has at times outperformed gold over the past decade. According to some reports, investments in whiskey casks performed better than gold, the S&P 500, and Bitcoin just a few years ago.

Of course, the hospitality and spirits worlds have long been reporting increased interest in luxury whiskey. Really, consumers have shown interest in premium, super-premium, and ultra-premium spirits across several categories.

In other words, it appears that the “drink better” movement continues to accelerate.

This is, of course, great news for operators. Premium and above spirits command higher prices on-premise, boosting revenue.

But there’s luxury, and then there’s luxury. There are ultra-premium spirits, and there are truly exclusive bottles. I suppose hyper-premium describes these incredibly rare expressions. After all, there are hypercars and hyperyachts, and the owners of such vehicles are the people who can afford hyper-premium spirits.

Two examples of such spirits made headlines recently, and wow—their prices are eyewatering.

The Highland Park 54 Year Old

Interested in a taste of the late ’60s? This Scotch was laid down back in 1968 by Highland Park.

And back in 2008, Highland Park master whisky maker Gordon Motion combined four refill butts and six refill hogsheads. That was also the year that Gordon Motion was named master whisky for the distillery. It seems Motion wasted no time in creating an awe-inspiring whisky for Highland Park.

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A post shared by Highland Park Whisky (@highlandparkofficial)

Highland Park’s 54-year-old whisky is stunning, and just 225 bottles are available. This is, of course, a nod to the distillery’s big 2023 anniversary celebration. Highland Park was founded in 1798; 2023 is their 225-year anniversary.

So, what’s a 700ml, 46.9% ABV bottle of Highland Park 54 Year Old going for? Each one carries a price tag of £39,000, or nearly $47,000 USD. There is, of course, no telling what each bottle will be valued at in the future (or if they’ll appreciate, so be careful, investors).

As far as flavor profile, there are, of course, woody and peaty notes. However, there’s also camphor, pistachio, kiwi, and lychee. However, I’m sure whatever I write here will never do justice to experiencing a dram of 54 Year Old.

Gordon & MacPhail Generations 80-Years-Old

For once, I’m nearly speechless. This is the world’s oldest Scotch. And, until we learn otherwise, world’s oldest whisky.

Of particular note, this is Glenlivet liquid rested by father-and-son duo John and George Urquhart in a Gordon & MacPhail cask.

The liquid was laid down on February 3, 1940 and bottled on February 5, 2020. There are 250 decanters available, and these vessels are as stunning as the whisky they contain.

Architect and designer Sir David Adjaye OBE (knighted in 2017) designed the decanter and oak case. Glencairn Crystal Studio stepped up for production of the decanter. Wardour Workshops crafted the case from sustainably sourced oak.

As I stated above, Highland Park’s 54-year-old Scotch costs nearly $50,000. So, what does this Gordon & MachPhail 80-Years-Old Scotch cost?

Well, we won’t really know until October 7 of this year. That’s the date that Sotheby’s will auction off Generations 80-Years-Old Decanter #1.

The world-renowned luxury marketplace is estimating this lot will go for between $120,000 and $255,000. Although, that price could be driven higher should the auction heat up.

Some of the tasting notes from Charlie MacLean MBE include: almond oil, scented hand-soap, sandalwood, dates, salted plums, figs, dry Oloroso Sherry, and a menthol finish.

The Takeaway

I’m not suggesting that operators drop tens of thousands of dollars on hyper-premium bottles. While doing so could translate to hefty margins per ounce sold from such bottles, it’s not realistic for most restaurants and bars.

However, it’s clear that consumers are showing interest not only in learning about luxury spirits but also an inclination to splash out for a taste.

Are 50- to 80-year-old spirits extreme examples of luxury? Absolutely. Do they point to interest in more affordable examples of luxury? Again, absolutely.

Decades-old spirits are rare but not, if this makes sense, uncommon. While the two bottles above are generating headlines, there are others out in the world garnering interest. Examples are Morthlach 70-Year-Old and 75-Year-Old.

Moreover, these rare expressions generate interest in the distilleries that produced them. So, while the average guest may not be able shell out for a 50-year-old single malt, they could be persuaded to try one from that same distillery that’s half that age.

This is, of course, where storytelling comes into the guest experience. An educated, interested, and engaging front-of-house team can be a sales powerhouse.

Image: Anthony Torres on Unsplash