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Smart move Maker’s Mark

Last week Maker’s Mark sent communication out through their Ambassadors membership program that they were reducing the percentage alcohol from 45% to 42% (90 proof to 84 proof). This angered me greatly. Not because I drink a lot of Maker’s Mark, but because clearly others do. I saw reducing the proof as a slap in the face to consumers. Chuck Cowdery posted some excellent thoughts on this on his blog if you’d like some more back story. Obviously I’m sure Maker’s Mark wouldn’t have made that decision were it not for parent company, Beam. But nevertheless the backlash was intense.

Today, Maker’s Mark issued the below statement on their website. I for one applaud them. This is the way it works in today’s digital age. The power of social media and the ability for company’s to read and process what is being said about them, made it far easier for Beam and Maker’s to address this. Companies are ran by people (and bottom lines), and they make mistakes. What’s important here is they corrected it. As angry as I was about the decision in the first place is as pleased as I am to see the change of heart.

Smart move Maker’s Mark!

-Jason

You spoke. We listened.

Dear Friends,

Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

You spoke. We listened. And we’re sincerely sorry we let you down.

So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.

The unanticipated dramatic growth rate of Maker’s Mark is a good problem to have, and we appreciate some of you telling us you’d even put up with occasional shortages. We promise we’ll deal with them as best we can, as we work to expand capacity at the distillery.

Your trust, loyalty and passion are what’s most important. We realize we can’t lose sight of that. Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.

We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.

As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what’s on your mind and come down and visit us at the distillery. It means a lot to us.

Sincerely,

Rob Samuels Bill Samuels, Jr
Chief Operating Officer Chairman Emeritus
rob@makersmark.com bill@makersmark.com

Review: Colonel E.H. Taylor Small Batch Bourbon

The line of Colonel E.H. Taylor whiskey products just keeps on growing and growing. The Small Batch is the latest in the lineup, and hits the shelves at the least expensive price point. Here are my thoughts on this bottling:

Colonel E.H. Taylor Small Batch Bourbon, 50% abv (100 Proof), $40/bottle
Color: Medium Amber
Nose: Caramel corn, sorghum, vanilla fudge, red apple, and rich wood spices. Gorgeous sweet, mildly fruity nose with a balance of wood and spice.
Palate Butterscotch, corn, molasses, cinnamon heat, and wood astringency (grip). Some bitterness really sets in late in the sip.
Finish Cinnamon and wood notes prevail – moderately long finish for a flatter palate profile.
Overall: This is one that settles in the “good” range for me. I’m just not sure what it is – none of these E.H. Taylor whiskeys have really wowed me. Pleasing, straight forward in flavor, but the palate of this small batch has some flaws – sweet and heat up front, very flat ride in the middle, then emerging bitterness. Buffalo Trace rarely misses, but for me this one slips a bit from the nose on through to the finish.
Sour Mash Manifesto Rating: 7.7 (Good)

Your whiskey stash is probably better than mine

Your whiskey stash is probably better than mine. “What!”, you might say. “You write a whiskey blog – how is that possible?” It’s possible because I drink the whiskey I buy. As in – I don’t hoard it. If I don’t like it, I give it away. If I love it, I drink it and especially share it with others.

You will find no more Pappy Van Winkle 15 Year in my cabinet because I got three bottles last year, planned on saving two, but the stuff is so damn good that I simply cannot force myself to keep it around. I bought two extra bottles of the Four Roses Limited Edition Small Batch for 2012. I did so with the following mindset that I’m sure is familiar, “this stuff is great, and if I have two more bottles I’ll be able to savor and enjoy it for years to come.” Who am I kidding? This whiskey will be gone before the first tulip peeks its head above ground. And that’s just the way I am.

Yes, I’ve got some extremely good whiskeys around the house. Some you can find, some you can’t. Regardless, they’ll all be gone soon because I appreciate great stuff. The people that made these whiskeys didn’t do so for me to look at it for a decade. They did it for me to enjoy. And that’s what I do. Will I miss these bottles after they are gone? Yes, indeed, but they become a memory that is even better.

Drink your whiskey!

-Jason

Review: Four Roses Limited Edition Small Batch Bourbon (2012)

Four Roses first introduced a limited edition small batch bourbon a good 4 or so years ago. At that time the distillery called this product “Mariage” (one “r”) because it started as a marriage of 2 different bourbons from the distillery’s ten bourbon recipes.

In speaking with Four Roses Master Distiller, Jim Rutledge, in early 2011 (videos here), he informed me that the term “Mariage” was often mispronounced by the buying public. Consumers were confusing the term with a the wine term, meritage. In addition, the name was limiting for the distillery due to the common meaning of marrying just two components. Jim was interested in creating a small batch blend that didn’t constrain him to only two whiskeys.

For the 2010 release, Four Roses chose to stick with simplicity, calling the bourbon the “Limited Edition Small Batch”. The name has stuck since. The 2012 edition is a blend of a 17 & 11 year old OBSV, 12 year old OBSK, and a 12 year old OESK.

For clarification, the “B” in the designation refers to the distillery’s higher rye (35%) bourbon while “E” is the lower rye (20%) version. Even at 20%, that’s a great deal more rye content than the average bourbon whiskey on the market. Venturing a guess, I’d say average is closer to the low teens in terms of percentages. In addition, the “V” in the recipe refers to the distillery’s fruitier, creamier yeast strain. “K” refers to a spicier strain of yeast. These four whiskeys were “mingled” (as Jim refers to it) together to create a harmonious blend. The results are something truly epic.

Four Roses Limited Edition Small Batch Bourbon (2012), 55.7% abv (111.4Proof), $70/bottle
Color: Medium Amber/Copper/Burnt Orange
Nose: Cinnamon, allspice, candied orange, brandied cherries, maple fudge, and heaps of vanilla. So full of bright wood spice tamed by sweet, soft fruit.
Palate: Vanilla cream, maple, and toffee on the palate with prickles of cinnamon and chili heat. Bitter orange, grapefruit, and cherry add a layer of fruitiness. Well structured, and layered flavors unfold with each sip.
Finish: Wood and spices bring on warmth while the fruit and vanilla notes linger long.
Overall: Four Roses has managed to create one of the great bourbons of all time with the 2012 Limited Edition Small Batch. I can’t think of a more complex and satisfying pour of whiskey for 2012 than this one. It’s amazing that in a time when the Pappy and the Antique Collection products seem to gain all of the press, a whiskey of this stature can still be found on shelves. What I enjoy so much about Four Roses is that it tastes like………Four Roses. There’s nothing else quite like it. The wood never dominates and these whiskeys amaze you with both their finesse and their power. At 55.1% alcohol, I had little trouble sipping this neat. A splash of water tones down the heat, ramps up the fruit, and makes for a completely different (yet not less satisfying) sip. Well done Four Roses – my shoe-in American Whiskey of the Year.
Sour Mash Manifesto Rating: 9.8 (Epic)

Review: 2012 William Larue Weller

As the Tennessee Vols continue their pathetic search for a football coach, I am left scouring the house for the highest proof stuff I can find. I only slightly kid about that. In all seriousness, my week of Buffalo Trace Antique Collection (BTAC) reviews continues on with William Larue Weller – the only wheater in the bunch. This is the part where I’d like to tell you, “hey, if you want to find Pappy 15 but can’t – give this one a go!” Well it turns out Weller, much like Stagg in the BTAC collection, is just as tough to find. Regardless, here are my thoughts on what is typically one of the better bourbons of the year.

2012 William Larue Weller Bourbon, 61.7% abv (123.4 Proof), $80/bottle
Color: Deep Amber
Nose: Dried fruits (dates, raisins), macerated berries, cherry licorice, toffee, and brown sugar.
Palate: Toffee, caramelized nuts, chocolate caramels, clove and cinnamon, fading into bitter black coffee.
Finish: Toasted oak, vanilla, clove, and fruity sweetness.
Overall: As usual this one is an exemplary whiskey. The 2011 was darker, richer, and more complex, but the 2012 is easier sipping with a touch less zip and spice. Such a decadent pour, like dessert in a glass.
Sour Mash Manifesto Rating: 9.3 (Superb/Outstanding)

Review: Antique Ryes – 2012 Sazerac 18 and Thomas H. Handy

Two rye whiskeys are a part of the highly anticipated Buffalo Trace Antique Collection (BTAC) released each fall, Sazerac 18 year and Thomas H. Handy. The later is a youthful 6 year old bottled at cask strength, while it’s older brother of 18 years is released at a more composed 90 proof. Their greatness cannot be disputed, at least not by me. I cannot recall a year when these whiskeys have not been at worst very good, and at best, some of the top whiskeys released in a given year.

So as not to add to the frenzy over these releases, I was leaning towards making Sour Mash Manifesto a BTAC free zone for 2012. That went out of the window as I simply I have no self control (for the record I’m sticking to my Pappy free zone pledge for 2012). Thanks goes to Brad Kaplan, of Thirsty South, for sending me a sampling of the Saz 18. Brad has an excellent post on the make up of this whiskey. It’s really quite interesting, and rather than rehash it, I’ll just link to his well written post.

Below are my tasting notes and ratings on these two rye whiskeys.

2012 Sazerac 18 year Rye Whiskey, 45% abv (90 Proof), $75.00
Color: Medium/Deep Amber
Nose: Bright notes of mint, vanilla, spiced orange tea, cinnamon and old, dusty rye with a core of caramelized fruits (banana, orange), ripe berry, and hints of maple. Gorgeous layers and complexity. Softened by time.
Palate: Drier, and only moderately sweet. Toffee is fleeting now with a plethora of sweet orange flavors (marmalade and candied rind) dominating the palate. Vanilla, mint, clove and cinnamon add sparkle with hints of coffee bitterness.
Finish: Old wood, bitter orange, berry fruit, and hints of toffee.
Overall: Time continues to soften this whiskey into an even more harmonious sip. Perhaps the finest rye whiskey made today with one of the best noses in all of whiskey. Not much has changed with this one, but I consider it a must buy if you can locate it.
Sour Mash Manifesto Rating: 9.4 (Superb/Outstanding)

2012 Thomas H. Handy Rye Whiskey, 66.2% abv (132.4 Proof), $75.00
Color: Deep Amber
Nose: Rich and syrupy – maple sugar, caramel, ample blasts of mint, licorice, and Big Red chewing gum. Hints of sticky fruits – cherry, raisins, and candied orange.
Palate: Bold and brash – big rye influence. Honey, maple syrup, kirsch, chili and cinnamon heat with bitter burned sugar.
Finish: Long and lingering warmth, wood spices, and sweet fruit.
Overall: An exceptional pour even at 6 years of age. Rich and concentrated with ample spice, fruit, and enough sweetness at it’s core to keep the whiskey anchored. What’s more – perhaps the easiest BTAC whiskey to located. Requires a healthy dose of water to wake things up.
Sour Mash Manifesto Rating: 9.0 (Superb/Outstanding)

In spite of the family lineage – the 2012 Sazerac 18 and Thomas H. Handy are two very different whiskeys. One uses finesse and well developed flavors that only time can create. The other – brute force and concentrated sweetness, fruit and spice. Both are superb.