Interesting Trends in Bourbon

 Interesting Trends in Bourbon

The past few months in the bourbon industry have been pretty interesting to say the least. A topic coming up quite often is whether or not the so called “Bourbon Bubble” is going to burst. While this is a relevant topic in some ways, and being cautious is always recommended, it seems that this has been more of a trendy way of fear mongering. Many things nowadays are marketed this way not just in bourbon. Although I’m no expert, it seems like most people who are in the industry seem to recognize that overall, the category is down, but in comparison to some of the most rapid growth of all time because of the COVID-19 pandemic. So in comparison, the numbers will be down, but the industry and the community within seem to be thriving. 

I start with that because as with any industry, there are trends that arise, and to me, what were seeing is pretty cool. It seems like age statements are starting to come back not only with some of the Heritage Kentucky distilleries, but craft distilleries are starting to release impressive age statements as well. This is extremely exciting as an enthusiast because better whiskey, and unique styles are more available than ever. And with more age, a better understanding of what attributes these styles bring to the flavor of whiskey. This is an exciting time. Although I don’t have research to support this, my radar is that we are approaching one of the best times in bourbon.

What I really want to tackle in this article is bespoke blends and new, small brands. This is an exciting trend and one I personally really like. I also want to point out what could be good and challenging about this trend in the future, hopefully in a way that presents what I see without leaning too far into bias. 

When I say bespoke, this just means something is intentionally made for someone specific or a smaller group. We’ve started to see bespoke style things for a while now even though they may not be marketed with the word bespoke. For a long time, I didn’t even know what that word meant, but it has been presented to us as consumers for a while. It’s nice to have a product feel more directly catered to our preferences. This is essentially what bespoke is in today’s market. If you think about it, a lot of things are marketed that way nowadays, and it really is nice. Some of them are better than others. Majority, if not all people probably want to be wise consumers and spend their money well, with those few “treat yourself” purchases here and there, so if we can spend our money in a way that is more personal that we have more of a connection with, we will be more likely to buy. 

As bourbon enthusiasts, I think a lot of us are looking for a highly personal experience at a distillery or with a brand. We want something we connect with. That personal connection not only makes bourbon more enjoyable, and is at the heart of the industry, but it makes our money feel very well spent. It’s easier to spend money on things that mean a lot to us. So, one trend that has been fun to see is bourbon becoming more accessible in many ways. Barrels are more available than ever, and cheaper than have previously been seen. So small brands or companies can curate blends, single barrels, or finishes to an even more particular group of people. 

For example, Seelbach’s has been highlighting craft brands for many years, and making their products more accessible through shipping. Not only this, but they’ve been releasing whiskeys under their own label, and they do not make whiskey. They simply buy barrels, from distilleries and the rest is up to them. They can blend, finish, and bottle in a method of their choosing, which is unique from anyone else. If they buy whiskey from MGP, or Bardstown Bourbon Company, they can age the whiskey, or blend it in a way that would be totally different that if that company had aged or blended it. They can customize it to their own taste preferences, or for a group of people (their customers) who might enjoy something different. 

Another example, David Jennings or Rare Bird 101 (his whiskey blog about Wild Turkey Bourbon) has recently taken on buying some barrels himself, with the help of the Woodwork Collective, and finished whiskey in Mizunara oak, and Pineau de Charantes wine barrels to distinguish it from how it might taste if the distillery who made it released it under their own label. This isn’t a new concept though. NDPs or Non-Distilling Producers have been doing this for years, but what makes these couple examples different is they are doing things at a smaller scale, for a smaller audience of people who know who they are. Their influence on those smaller groups of people make for an audience that might be different from some of the other brands doing this same exact thing.

I bring all this up because I think it is exciting. I think the fact that these small groups have made brands that connect with people in a different way is exactly what its all about. If this continues for a while which it seems like it will, then there is pretty much unlimited possibility to what can be done. There can be 10 companies buying whiskey from the exact same place (if they don’t make it themselves) and make it taste different in 10 different ways all by how they blend, the barrels they select, the way they choose to age it, or finish the whiskey. Sure there may be similarities, but differences nonetheless. THIS IS SO COOL. This speaks to the depths of my whiskey enthusiast soul haha. Even some of our favorite whiskey youtubers have started their own brand, or announced that they will in the future like the Bourbon Junkies, The Mash & Drum, and Brewzle. Because they have a following, they have an audience that may desire their products more than the places they source their whiskey from.

Many people have a desire to create something. Maybe even some of you enthusiasts out there have even made your own blends or experiments at home. Sometimes we set out to try and make something better or more customized to ourselves at home. I think this makes this dream of trying to make something yourself that stands up to a product that many of us love like Woodford Double Oak, Elijah Craig Barrel Proof, or Wild Turkey Rare Breed, more attainable. Don’t get me wrong, I’ve heard of how difficult the process to start your company, get funding, get label approval, government approval and all the other hoops to jump through, but it truly does feel doable. 

Now bear with me for a funny example. One frustrating thing we’re experiencing with TV and streaming is the fact that now every single channel it seems, has its own streaming platform now. So if you want to watch a certain show, you have to subscribe to that streaming service to get that show, and this could be with 5 or more different streaming services. You have to decide if your going to subscribe to all the ones you want or deal with juggling subscription for a month or two at a time until you finish whatever it is you wanted to watch. Blehhhh. This has digressed to exactly how TV used to be where you have to pay for every channel you want to watch essentially. Now hopefully you can see the comparison I’m drawing here. 

Although there are truly too many products available, that shouldn’t necessarily discourage you from trying to start your own. That is the American Dream in some ways right? There may become a point where bourbon brands are fighting with so many smaller brands that it may get exhausting at some point. Depending on the scale of some of these smaller brands, if they remain extremely small, all of these smaller bespoke brands are competing with each other and it may feel that you want your money to go in all these different directions which, again, could be exhausting and cause a pendulum swing in the other direction: “I just want bourbon to be simple and findable again.” This truly may not ever be the case. I’m speculating on a comparison that I’ve noticed. It almost illustrates this idea of, “If everything is customizable, then nothing really is.” If everything becomes a certain, way, then true innovators might want to swing a different way. 

That is the interesting thing about trends. Some last a long time, some don’t last very long. You never know. I really enjoy where whiskey as an industry is going and hope it continues to grow. Hopefully I’ll be someone who follows it for a long time. Bespoke blends and niche brands reaching smaller groups of people are awesome, and I think necessary in some ways, but it will be interesting to see where it all goes. 

Article by: Drew Martin