Earlier this week I read a post from David Driscoll of K&L Wine and Spirits, an excellent California based retail store. I’ve frequently mentioned K&L and David because they are an example to what I feel wine and spirits stores need to aspire towards. They educate buyers regardless of the price or producer, bring unique products to attention, and really just make sure K&L is a resource for it’s loyal customers.
The premise of David’s post was the fact that the spirit and whiskey industry is complicated. We get caught up in this notion of “small batch” and “craft” and really – what is that? I’ve had the pleasure of emailing back and forth with David over various topics. He’s taught me a great deal about a number of artisan producers – their passion for just simply producing great stuff regardless of volume (or perhaps even profit), and also their relentless pursuit of the best raw materials. We’ve also had some interesting disagreements on a number of subjects. However his post last week titled “It’s Complicated” encompasses a lot of my thoughts about the world of whiskey today.
I urge you to read this if you are in any way “black or white” on craft/micro producers vs. the big boys. David discusses his recent visit from a passionate Grand Marnier representative. Apparently dreading the session, David was immediately engulfed by the guys passion upon hearing him speak (watch the video K&L’s blog a few posts down). I got to thinking about that and I believe the same is true for many of the big boys of bourbon and American whiskey.
The world is shades of gray folks. It’s so common for people to approach both with preconceived notions and opinions that can many times be changed if you are open to it.
Last Spring at WhiskyFest 2011 in Chicago I talked to Kris Comstock of Buffalo Trace in the Hyatt Regency Hotel Lobby. I think we all may share a feeling that Buffalo Trace is a “big boy”. It was so interesting to hear Kris talk about his desire to finally get BT’s flagship bourbon into all 50 states, and just how small their production really is. It’s clear the passion and care Kris takes in BT’s products. Ask Jim Rutledge of Four Roses where he gets the distillery’s corn and rye. But be prepared to spend 10-15 minutes learning just how critical Jim feels his relationships with the absolute best farmers in the country (or internationally for Rye) are to his finished product. To make assumptions that these guys are using lesser ingredients because they are bigger is very uninformed. To make assumptions they care less simply because they produce tens of thousands of barrels per year is an even bigger mistake.
On the flip side, you have micro distillers like Rick Wasmund of Copper Fox distillery going to the time and expense of floor malting barley at the distillery’s Sperryville, VA location. My numbers may not be exact but I believe there’s less than a half dozen distilleries in Scotland that are floor malting today. Rick knows it costs more, but he doesn’t care – he does it because it makes his product better. Head out to High West in Park City, Utah and talk to David Perkins about the lengths he went through to perfect his new OMG Rye. Having tasted a number of iterations, I know the care and time and energy High West put in to making sure it was EXACTLY the way they wanted. Spend a day with St. George Spirits in Alameda, CA, and if you aren’t excited about the state of their whiskey program then you are deader than a door nail.
The point is exactly as David Driscoll eloquently stated – It’s Complicated. We screw it all up when we make ourselves choose between the little guys and the big guys. Why in the hell do we do that? Why let romantic notions of the little guy sway our opinions of the bigger companies without facts. Why stay with the “old brand” just because we *think* those little guys can’t possibly be as good because they are not as established.
My suggestion is simple. If you find yourself in only one camp, do some research and try a few products across the aisle and see what you think. At worse you expand your whiskey palate. At best you may just find something you’ll love.
Drink your Whiskey!