3 ms·
I actually work in this industry[0], with a few of the major brands, and... it's 80% marketing. Unlike beer, where smaller is often "better" (as in more flavor
by JasonCEC 10y ago
I actually work in this industry[0], with a few of the major brands, and... it's 80% marketing.
Unlike beer, where smaller is often "better" (as in more flavorful, more innovative, more unique, more interesting - but definitely not more consistent);
Most of the new "distilleries" are actually non-distilling bottlers - simply taking (and sometimes ageing) distilled spirits from MGP[2] (the former Seagram Distillery).
Consider - how can a ~5 year old brand have bottled and distributed 15 year old or 25 year old spirits?
This is a real problem in the industry, as 1) it's false marketing, and 2) the equipment needed to make great spirits is not nearly as affordable, and is much more a function of scale, then it is in other industries. So the craft distillery with the 12 foot still and 5 plates really can't compete with the large distillery with a 35 foot still and 15 plates (that's the level of control they have over their process and thus their flavor profile).
And thus, with these "fake" craft spirits - it's the consumers (you and I) that get screwed - we pay extra for a fake premium brand available for much less - the identical spirit, on the same shelf, with the same flavor profile, just under a different name.
~~~~~~~~~~~~~~~
and in case anyone is interested: my company helps real distilleries, breweries, and coffee / chocolate makers, optimize their flavor profiles and consistency through predictive manufacturing[1]. Feel free to reach out![3]
~~~~~~~~~~~~~
[0] www.Gastrograph.com
[1] off by one error
[2] http://www.thedailybeast.com/articles/2014/07/28/your-craft-whiskey-is-probably-from-a-factory-distillery-in-indiana.html http://www.thedailybeast.com/articles/2014/07/28/your-craft-...
[3] jasonceo [at] gastrograph [dot] com
- TylerE 10y agoThen you have brands like High West, that are doing some interesting things (for instance their "Double Rye" is a blend of a young LDI-sourced rye and a 16 year old Barton sourced rye - also note that they are very open and forthcoming about what they source and from where).
- tptacek 10y agoHigh West is very hit-or-miss --- I actually don't like most of what they sell --- but I think they're pretty honest. Midwinter is probably in my top 5 American whiskies. (If you know something in the same style that's better, please correct me). It's unfortunate that with US whiskey, you really need to know brands. You can tell people how to shop for Scotch with just descriptions --- you like smoke you buy an Islay single malt, you like character you buy something that says "first fill sherry cask". The US market is trickier. And even more unfortunately, the most important advice you can give someone shopping for US whiskey is: ignore entirely the concept of "craft" whiskey. The very best US stuff isn't "craft".
- maxerickson 10y agoThere's a vaguely analogous problem with "craft" beer in the US. Local brewpubs sell beer that is pretty good. The slightly larger breweries blow them out of the water when it comes to consistency and actually delivering a style. I (usually) really like several of the beers that a local place brews. Bells or New Belgium are far more reliable.
- loeg 10y agoBells and New Belgium are commonly referred to as "craft" despite their volume. The stuff that definitely isn't craft is AB Inbev, Miller-Coors, and imported mass-produced beer.
- semi-extrinsic 10y agoDon't leave us hanging then! Top 5 American whiskies list, please?
- tptacek 10y agoI haven't really thought hard about it, but Four Roses and Very Old Barton are probably on it too.
- briancl 10y agoI haven't tried Very Old Barton... but I will. Based on your comments here, we may like some of the same whiskies. I'll add a few to the list: Four Roses Small Batch 90 Blantons 93 Four Roses Single Barrel 100 If I'm making a large batch cocktail.. I go for Old Overholt. Hard to beat for the price.