Friday, February 1, 2013
White Whiskey Climbing the Ranks:
Just another example of white whiskey climbing the ranks as a viable product: Chuck Cowdery made a small post about the the delay of Beam's Jacob's Ghost which I believe highlights an interesting trend. Since micro-distilling has jumped on the scene, most have not known what to make of many of these young and unaged spirits flooding (or more of a trickle) into the market. Is it a viable product, even within a niche market? Will it only be something bartenders latch onto? Or is it something that will disappear once many of the current craft distillers release extensively aged products? I think Jacob's Ghost is a possible clue into the turning market. Tuthilltown, as one of the first major players in the craft distilling industry, has been putting out partially aged products for some time now. And without getting into the small barrel debate, we see there is more of an appeal for products that are partially aged, to take some of the green-ness out. Jacob's ghost is doing something on a large scale and it appears they are putting a bit more thought into it than Jack Daniels with the release of their unaged white whiskey. Aged in barrels for one year, the products, though "still raw, [is] much milder than the white dog, with significant amounts of corn body and barrel sweetness." This is a product almost entirely produced for the bartender and at $22.00 per bottle, compared with Jack Daniels ridiculously high price tag, this is nothing to dismiss. Something we have rarely seen and something which might be a turning point in understanding the place of young whiskey.
Photo from guyism.com.