Whiskey Marketing, part 1 of 3

When I began my whiskey journey, I never thought I would become a whiskey hunter or that sourcing a favored bourbon would be difficult. I figured all I needed to do was learn a little, taste a few, then make my purchases as needed. Just a few months into my odyssey, a world of whiskey availability and marketing challenges began to appear. I had to learn how they could and can be overcome.

Sure, there are plenty of folks who walk into their neighborhood liquor haunt, grab their regular mixer and maybe a favorite for sipping. But many of us whiskey adventurers are on the hunt for new favorites. There are hidden gems which others may have overlooked or do not yet know about!

Count me in this later group. I (like many) do have several bottles which I consider “daily drinkers”. I replace them as they are drawn down. But I’m always on the lookout for the latest Stagg Jr. or the newest Elijah Craig Barrel Proof release; and it’s impossible for me to pass on a Booker’s batch I don’t already have in the bunker.

As whiskey availability and marketing includes quite a array of subject matter, I’ll break it down over the next couple of articles, sharing a bit of what I’ve learned …

Whiskey Availability and Marketing

Idaho, a Liquor Control State
As I’ve mentioned in other posts, I live in Idaho, a liquor control state. Idaho’s liquor website details store locations, product inventories and monthly promotions. State and retail store sites are a GREAT place to begin a whiskey search. In Idaho, the spirits themselves are sold from state run stores, all of which are laid out pretty much the same, yet each manager has some autonomy in how product is merchandised. For example some place their small package (375 ml) liquor together near the front of the store for the impulse buyer (and security); others place the smaller bottles on the shelf with the distiller’s other offerings.

Stores in Idaho categorize spirits by group. Clear spirits are separated from dark and mixers are placed near the check-out for the impulse sale. Closeout, promotional, and Store Pick product are positioned near the front so patrons can see them as they walk by. In addition, some stores have special displays for locally sourced products.

… So, what can we, as buyers expect from our liquor sources, and where will the bottles be located in the shops we frequent? I’ve been in liquor retailers in Arizona, California, Montana, North Dakota, Oregon, Washington, and Wisconsin … all have similar layouts to those found in my home state..

On the lower shelves one will typically find budget priced spirits (<$25); on the middle shelves, mainstream popular and readily available products at a slightly higher price point ($25-$45). The top shelves (at eye level) house higher end elixirs (>$45) in effort to entice patrons to purchase. And some stores reserve special, out of view locations for rare and limited edition products (prices vary — $40-$150 or more).

The store manager can also partner with the state’s liquor control department and cater to their clientele’s needs. Some stores specialize in clear spirits, tequila or rum while others are more heavily stocked for bar business. The stores I shop cater to whiskey drinkers and tend to have a wider variety of product and harder to find bottles in this category.

When it comes to in-store whiskey availability, marketing, and merchandising, Scotch is separated from Canadian whiskeys, and Japanese and Irish whiskies have their own homes as do American ryes and bourbons. Yet all whiskeys can usually be found on one wall or section of the stores. I imagine the businesses you frequent have similar merchandising displays.

Bottom Shelf Whiskey
Bottles on lower shelves are generally main line and old standby whiskeys made by distillers in vast quantities with minimal aging. Most bottom shelf whiskey is great for mixing cocktails, yet any can be had neat or over ice. And many flavored whiskeys will be found on these shelves as well. Fast moving, high turnover product is merchandised on the lower shelves. These whiskeys sell well wherever they’re placed and don’t require any type of special marketing.

Middle Shelf Whiskeys
Bottles on middle shelves are typically a step up from those found just below. But what makes this so? All whiskeys are aged prior to bottling and middle shelf whiskeys usually have a few more years in the barrel. Extra aging adds more flavor and typically gives whiskey a fuller mouthfeel… Hence the higher price tags.

On middle shelves one can find whiskeys with wider aroma and flavor profiles of fruit, sweetness and wood. Distillers may choose to bottle older aged whiskeys at higher proof levels, so look for Bottled-in-Bond products in these rows. Whiskeys on the middle shelves can be mixers, but many people gravitate here to select one for sipping neat or over ice.

Top Shelf Whiskeys
The top shelves can be confusing and a source for buyer beware. Here, marketing really comes into play: fancy packaging, custom containers, wooden boxes, seasonal releases, etc. And some regional products, marketed as “premium” offerings may appear on these shelves as well. Packaging may appear similar to those on the lower shelf so pay close attention to labeling to make sure placement is not in error.

On the upper shelves, one will also find the full proof and barrel proof offerings enjoyed by so many. Generally, top shelf whiskeys will have longer aging but this is not always the case. Be an informed buyer. Do a little research or ask your expert about whiskeys on these shelves before laying down hard earned cash.

Rare and Limited Edition Whiskey
Rare whiskeys are another beast entirely. Whiskeys in this group are “unicorns” and are often prized by collectors, making them even tougher to secure. If this is your thing, make friends with your liquor store team. I typically ask the staff if they’ve received any “specials” recently … and as I’m in several stores on a regular basis, I’m frequently told what’s new even before I ask. And be sure to purchase regular shelf stock from them as well (responsibly) — Build a good relationship as a buyer.


Product marketing is a big topic, but with a little orientation, most people can be comfortable in their liquor store as they go in to make their purchases. Marketing and in-store product merchandising is just one aspect of finding the whiskey we want to purchase. In Whiskey Availability and Marketing part 2, I’ll dive into availability and provide a few of the reasons some whiskeys are so hard to find and purchase. Watch for my next post coming soon … Cheers!

Written by Brian Dawson

WhiskeyfortheAges.com editor

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Whisk(e)y Glossary and Vocabulary

Confused by all of the jargon you find in the whiskey world? We’ve assembled a comprehensive Whiskey glossary with some of the more common words and phrases you’ll find and hear during your sipping adventures. Did we miss any??? Let us know!

Regional:


Scotch Regions: The recognized regions by the Scotch Whisky Association are Campbeltown, Highland, Islay, Lowland, and Speyside. Some discussions include Islay and Campbeltown malts in the same group or attribute them to the Highland or Island group. Others dispute the existence of a separate “Island” group, describing it is a subset of Highland malts. Scotch is labeled as “whisky” without the “e”. See below for regional Scotch breakdowns.

  • Campbeltown: a small western Scottish coastal town. Whisky characteristics vary but can be described as “fruity, peaty, sweet, smoky.”
  • The Highlands: The Highlands is by far the largest region in Scotland both in area and in whisky production. The region’s Scotch characteristics: fruity, sweet, spicy, and malty.
  • The Islands: An unrecognized sub-region of the Highlands, includes all of the whisky-producing islands except Islay.
  • Islay: The Islay region is bordered by the sea, northeast of Ireland and west of central Scotland. Southern regional distilleries make whisky which is medium-bodied and saturated with peat-smoke, brine and iodine due to heavily peated malt and peaty water being used. Whisky from the northern area is milder because it is made using spring water for a lighter flavor and is described as mossy rather than peaty, with some seaweed and nuts. Single malts from Islay vary by distillery, from robust and smoky to lighter and sweeter. The Islay region is known for highly-peated scotch.
  • The Lowlands: This district covers much of the Central Belt and the South of Scotland including Edinburg & The Lothians, Glasgow and The Clyde Valley, the Kingdom of Fife, Ayrshire, Dumfries and Galloway and the Scottish Borders. Single malts from this area tend to be light, sweet, and have floral tones.
  • Speyside: Speyside gets its name from the River Spey, which cuts through this region and provides water to many of the distilleries.  It has the largest number of distilleries of any region, as it encompasses the area surrounding the River Spey in north-east Scotland. It was once considered part of the Highlands.  Speyside also includes the area between the Highlands to the west, Aberdeenshire in the east and extending north to the Cairngorms National Park. Single malts from Speyside are known for smokiness and complexity.

Irish Whiskey: Irish whiskey was once the most popular spirit in the world and, by law, must be distilled on the island of Ireland (Republic of Ireland and Northern Ireland). Irish whiskey is made from a mash of malted cereals with or without whole grains of other cereals. Irish whiskey includes the “e” in all labeling.

American Whiskey: Unlike Scotch, whiskey made in USA has no regional affiliation. Whiskey (bourbon and rye) can be produced in any state in the USA. However, there are some traits which purchasers recognize as universal truths. 90% or more of all USA whiskey originates from and is produced in Kentucky. There are strict legal practices which differentiate whiskey from bourbon and rye. Other than a few Tennessee Whiskies, American whiskey includes the “e” in all labeling. (See elsewhere in the glossary for an explanation of specific terms.)

  • Kentucky Straight Bourbon Whiskey: A whiskey aged at least two years (with at least one of those years in Kentucky) conforming to all legal requirements of bourbon. If the bourbon is aged less than four years, an age statement must also appear on the label.
  • Tennessee Whiskey: Although the spirit produced in Tennessee has been legally defined as bourbon whiskey in some international trade agreements, most current producers of Tennessee whiskey disclaim references to their products as “bourbon” and do not label them as such on their bottles or advertising materials. Tennessee whiskey producers using the Lincoln County Process (see below) are required by Tennessee law to produce their whiskeys exclusively in the US state of Tennessee.

Canadian Whisky: Produced in Canada, most Canadian whiskies are blended multi-grain liquors containing a large percentage of corn spirits mixed with a small amount of rye. They are typically lighter and smoother than other whisky styles. Canadian Whisky is labeled as “whisky” without the “e”.

Australian Whisky: Australia’s largest concentration of whisky distilleries is found on the island state of Tasmania. Australian distilleries are small producers when compared to distilleries in other parts of the world. The majority of Australian whisky producers make Single malt whiskies (see below). Australian Whisky is labeled as “whisky” without the “e”.

Japanese Whisky: Broadly speaking, Japanese whisky is more similar to Scotch whisky than other major styles. A primary difference, however, is in Japan, whisky companies own both the distilleries and the brands of whiskies to be blended, and do not trade with their competitors (as often happens in Scotland). Blended whisky in Japan will only contain malt whisky from the distillery owned by the producing company. Japanese Whisky is labeled as “whisky” without the “e”.

Taiwanese Whisky: Located on the Tropic of Cancer, the island of Taiwan has a subtropical, perpetually humid climate (about 95%) where temperatures average 86 degrees Fahrenheit (30 degrees Celsius) in the summer. As such, more alcohol than water evaporates from the barrels during the aging process. The climate promotes rapid spirit maturation with just four to six years being common. Whisky made in Taiwan is labeled as “whisky” without the “e”.

  • Important cereals: barley from Scotland, Finland, and Sweden are used and Taiwan’s naturally sweet water is finely filtered as Scottish single malt processes are employed during distillation. The whisky is aged in American oak because its delicacy enhances the whisky in the tropical climate. Taiwanese Whiskey are said to be flavorful and complex.

India Whisky: Only about 10 to 12 percent of the whiskies made in India consist of traditional malt whisky. Most spirits labeled as whisky in India are blends of neutral spirits and distilled from fermented molasses. Outside of India, the drink would be labeled as rum. There is no compulsory definition of whisky in India, and the Indian voluntary standard does not require whisky to be distilled from cereals or to be matured. Whisky made in India is labeled as “whisky” without the “e”.

Whisk(e)y Development:

  • 86-ing: an act done by the distiller to water down the whiskey after it has aged, bringing the bottling proof to 86 (43% ABV). This practice was most common from the 1960s-1980s, as clear spirits (gin, vodka and tequila) were the most popular. This was done for many bourbon distilleries to stay in business. It is interesting to note, the term is now widely used in the food service industry as items are removed, or 86-ed, from the menu due to unavailability or quality concerns.
Whiskey Development Vocabulary
  • Barrel: The vessel in which whisk(e)y is aged. Depending on the spirit and legal requirements, barrels may be new or used.
    • Examples: For bourbon and rye, barrels must be new, charred American white oak containers and Scotch is often aged in once used Bourbon barrels.
  • Barrel Entry Proof: Barrel entry proof is the proof of new whiskey (white dog) going into barrels before aging. New distillate is normally around 130-140 proof, so water is added to bring down the alcohol content.  For bourbon, by law, the liquid entering the barrels cannot be higher than 125 proof. Several manufacturers go up to the 125 limit, but there are some distillers filling barrels at lower proof levels. The publishing of barrel entry proof levels is not required.
  • Barrel Size: Whiskey Barrel standard size used in all local Kentucky distillery’s is a 53 Gallon American White Oak whiskey barrel. Whiskey barrels store 53 gallons or 200 liters of liquor. Whiskey barrel dimensions are 22 inches in diameter for the heads top and bottom by 36 inches in height. The circumference of the bilge will be around 26 to 28 inches. An empty barrel weighs approximately 110 lbs. A full barrel weights approximately 520 lbs. The average 53 gallon barrel has 32 to 35 staves/planks of wood per barrel with the stave thickness of 1 inch to 1 1/8 inch and has 6 metal, 16 gauge, 1.75 inch wide steel bands which hold the barrel together.
    Additional Barrel Sizes:
    • Pin: 20.5 l/5 US gal
    • Firkin: 40 l/11 US gal
    • Quarter cask: 50 l/13 US gal
    • Rundlet: 68 l/18 US gal
    • Kilderkin: 82 l/22 US gal
    • Tierce: 159 l/42 US gal
    • Barrel: 200 l/53 US gal
    • Hogshead: 225-250 l/59-66 US gal
    • Butt/Puncheon: 476 l/126 US gal
    • Pipe: 650 l/172 US gal
    • Gorda: 700 l/185 US gal
    • Tun: 982 l/259 US gal

Barrel size detail above from Lexington Container Company.

  • Beer (Distiller’s Beer): Cooled mash (wort) is put into a fermenter along with a large amount of yeast, resulting in a liquid with approximately 9% ABV derived through fermentation.
  • Cask: the barrel (a standard barrel being 53 gallons) in which the whiskey is finished. Casks may be of different wood types, may be fresh/new, reused, or have once previously finished a different type of spirit (e.g. port/wine, sherry, rum, beer/hopped, barrels)
Whiskey Development Vocabulary
  • Char: By law, bourbon, straight whiskey, straight rye, and Tennessee whiskey must be aged in charred new oak barrels. Char levels are the degree to which distillers char white American oak barrels before filling them. Charring changes the nature of the oak, and allows the best possible reaction between wood and whiskey.

    No. 1 Char is fired for 15 seconds
    No. 2 Char is fired for 30 seconds
    No. 3 Char is fired for 35 seconds
    No. 4 Char is fired for 55 seconds

    The No. 4 Char is known as alligator char, since after being burned for 55 seconds, the interior of the oak staves have the rough, shiny texture of alligator skin.
  • Chill Filtered: In chill filtering, whiskey is chilled to around 0 degrees Celsius and passed through a fine absorption filter to capture certain esters, proteins, and fatty acids produced during the whiskey-making process. Chill filtering helps keep the whiskey clear at ABVs below 46%.
  • Color: the deeper the color of the whiskey, the more time the whiskey has spent aging in its cask, taking on the color of the wood.
  • Column Still: Column stills offer distillers the ability to reach higher levels of alcohol quickly, which in turn creates higher-purity, more neutral whiskey. Column stills are typically used for large distilling production as the still allows for continuous operation making the distillation process more efficient.

    Column stills typically have two large stacks, one column acting as the distiller and the other as the condenser. Mash is added at the top of the column still and moves down through a series of plates with holes. As the wort/beer mixture is heated, steam rises and separates the alcohol from the mash.
  • Distillate: Distillate is the purified liquid produced by condensation from vapor during distilling.
  • Fermenter: The size of the fermenters varies between ‘large’ and ‘giant’ vats. During fermentation, yeast is added to enhance flavors and promote the conversion of sugars into alcohol and carbon dioxide. Fermentation is done until an alcohol content of approximately 8% to 9.5% is reached (about three days). The resulting liquid is known as distiller’s beer.
  • Finishing: After barrel aging and before bottling, some distillers “finish” their whiskey in other casks to add additional flavors. Others infuse whiskeys in their bottles by adding oak spirals saturated in wine or other spirits.
    Examples:
  • Lincoln County Process: Also known as “mellowing”, the Lincoln County Process is employed when producing Tennessee whiskeys. The white dog is filtered through sugar maple charcoal chips to remove vegetable oils and undesirable compounds before being put into casks for aging. Some say the charcoal filtering also jump-starts the aging process. A few distillers “double mellow” their whiskey after barrel aging by passing the aged whiskey through the charcoal filter a second time prior to bottling.
  • Mash Bill: the recipe of a whiskey, detailing the concentration of the different grains used and is described in percentages. Commonly used grains in bourbon include corn, rye and malted barley. A wheated bourbon would include a mash bill of corn, wheat and malted barley. Distillers are not required to disclose the mashbill of the whiskeys they produce.
  • Mashing: Hot water is added to milled grains to create a thick, coarse meal or grist. The steeping process/mashing activates malt enzymes and converts grain starches to fermentable sugars.
  • Master Distiller: the individual in charge of the distillation process who, amongst other duties, creates the recipes/mash bills for the whiskeys the distillery develops and produces.
  • Non-Chill Filtered: Whiskey is not chilled before filtering, allowing esters, proteins, and fatty acids to be included in the bottled product.  Unfiltered compounds convey extra flavor and texture of richer oiliness.
  • Non Distiller Producers (NDP): Non Distiller Producers purchase whiskey from other distillers for the purpose of releasing their own bottlings.  This may be due to a shortage in their own supply or because their own aging whiskey is not yet ready for release.

See more at https://www.mgpingredients.com/about-mgp/our-company/about-our-company.html.

  • Pot Still: A pot still is a basic distillation device. It collects and condenses alcohol vapors emitted from boiling mash, distilling the liquor once during the process. Pot stills are preferred for making small batches of full-flavored spirits like whiskey. Pot stills tend to create lower-purity liquor; however, purity can be increased by passing the distillate through the still a second time. The second pass also softens flavors making them less distinct.

    Pot stills are often used in smaller distillation operations. While pot stills generally permit distillers to have more control over the alcohol level and flavor of the distillate, the use of pot distillation is generally considered less efficient.
  • Rickhouse: a warehouse specifically for the purpose of storing whiskey while it ages.
  • Single Grain: a whiskey that is made of only one grain type.
  • Sour Mash: Sour mash (a starter) is a distilling process using distillate grains from a prior batch of mash to start the fermentation of a new batch. Sour mash does not refer to the flavor of the whiskey.
  • Sourced: Some whiskey providers do not distill their own spirits (see Non Distiller Producers above).  Many makers purchase whiskeys from established distillers and other sources, choosing to blend them together in effort to develop their own unique releases.
  • Standard Grains: the most common grains used to produce a whiskey (e.g. rye, malted barley and corn).
  • Stave: a single piece of wood used to either make up the cask or go into the barrel as the whiskey finishes to increase surface area/contact of the whiskey with the wood.
  • Still: The distilling equipment or still is at the heart of the liquor-making process. There are two main types of distillation devices: Pot and Column stills (see above).
  • Washback: see Fermenter. Washbacks can be made of wood, typically cypress, or of stainless steel.
  • White Dog: the whiskey before it goes into the cask for aging; it will be a clear spirit, hence the name “white”.
  • Wort: The sugary liquid that remains after mashing.

Bar and Whisk(e)y Talk:

  • ABV: Alcohol By Volume. The value is represented as a percentage of alcohol in the liquid. Example:
    • Example: A Bottled-in-Bond rye has an ABV of 50% or 100 proof.
  • Alcoholic Beverage Control (ABC) States: Seventeen states and jurisdictions in Alaska, Maryland, Minnesota and South Dakota adopted forms of a “Control” model. They control the sale of distilled spirits and, in some cases, wine and beer through government agencies at the wholesale level.
Whiskey Vocabulary
  • Angel’s Share: The angels’ share is the liquid and alcohol lost as result of evaporation from the casks in which the whiskey was stored during aging. In warm, damp places, alcohol tends to evaporate faster; in drier and cooler climates more water evaporates, concentrating the overall alcohol content.
  • Aroma: A subjective evaluation term, the aroma of a whiskey refers to the sensations one can get on the nose as they begin assessing the whiskey they are about to enjoy.
  • Balance: a description how the tasted flavors blend with one another and how well they work together in their different intensities. This is a subjective evaluation.
  • Batch: A collection of two or more barrels that have specific components that make them unique from other barrels. Batched barrels are used to produce small batch whiskey.
  • Bunker: an individual’s collection or stash of whiskeys.
  • Complexity: the uniqueness of the flavors or flavor combinations presented in the whiskey.
Whiskey Vocabulary

Crown of Maker’s Mark Private Select Idaho Director’s Cut Batch 3 in a Glencairn

  • Crown: a type of appearance/visual of the whiskey in the glass where, when sloshed, the whiskey coats the glass with edges in the shape of a ring, legs dripping down to form an inverted crown. This gives an indication of the viscosity/thickness/robusticity of whiskey.
    • Example: Watery whiskeys may be thinner, where oilier whiskeys will be thicker and more robust.
  • Daily Sipper: A trusted friend that you can always rely on and will regularly have in the bunker.
  • Devil’s Cut: The term devil’s cut refers to the loss of distillate which is absorbed by the wood of the casks during the aging process. Since the loss is not due to evaporation, the devil’s cut does not affect the alcohol content of the product. It is said that if a freshly emptied barrel is left in a hot environment for two to three months, a portion of the liquid absorbed by the barrel will leach from the wood, and return to the barrel.  When recovered, the remaining juice is barrel strength whiskey.
  • Distilled water: Unlike tap or ground water, distilled water does not have minerals or other impurities. It can be added in drops to (normally) neat whiskeys in order to calm the heat or bring out additional flavors. Distilled water can be found in most grocery stores.
  • Dram: The Scottish term “dram” refers to a single serving of whisky, the size of which depends on who’s pouring.  A Scottish dram tends to be smaller than an American pour; either 25 milliliters (just under one fluid ounce); or 35 milliliters (about one and a quarter fluid ounces).  The American bar pour is about 1.5 ounces (45 milliliters).
  • Finish: A subjective evaluation term, the finish of the whiskey refers to the sensations one feels, smells, and tastes as the glass is emptied.
  • Glencairn: A type of whiskey glass that has a stem and a bulb/rounded base before tapering at the rim to channel aromas in a more concentrated way.
  • Heat: subjective indication for high proof, intense alcohol burn, or extra spicy flavors.
  • Infinity Bottle: A bottle of blended whiskey prepared by an individual consumer consisting of small amounts of different and favored whiskeys. Each bottle is unique; the aroma and flavor profile changing over time as more whiskey is added and drams are taken from the bottle. In theory, an Infinity Bottle never empties as long as new whiskey is added to replace what is being enjoyed. It is generally accepted Infinity Bottles contain like spirits (e.g. blend bourbon with bourbon, rye with rye, or scotch with scotch) although there are no rules when creating a whiskey Infinity Bottle.
  • Kentucky Chew: the act of swishing and pushing whiskey around in the mouth with the tongue in order to aggravate the alcohol component and to intensify other flavors.
  • Kentucky Hug: the temporary sensation of intense (and sometimes painful) heat that suddenly overtakes the body, most commonly experienced with high proof whiskeys.
  • Limited Release: Whiskeys that are released in varying quantities to distributors.  Most common whiskeys are readily available in local liquor stores.  However, some are seasonally available or are released in designated batches or limited bottlings. 
  • Liquor Control States: All States regulate the selling and dispensing of spirits; however this term is often used in reference to what would be Alcohol Beverage Control States (see above) Seventeen states and jurisdictions in Alaska, Maryland, Minnesota and South Dakota adopted forms of a “Control” model. They control the sale of distilled spirits and, in some cases, wine and beer through government agencies at the wholesale level.
  • Mouth Feel: a subjective observation of the texture of the whiskey in the sip. It can vary from watery, oily, to rough and gritty (and many in between).
  • Neat: a whiskey that is enjoyed without water, ice, or any other additives.
  • Neck Pour: The first pour from a bottle of whiskey; it is argued by some to be of lesser quality than the rest of the bottle, but it is not proven or confirmed.
  • Non Liquor Control State: The term “control state” is popular but misleading.  ALL STATES control and regulate the sale of alcohol.  Therefore every state is a control state.  (See Alcoholic Beverage Control [ABC] above).  State governments which are not Alcoholic Beverage Control entities license retailers to permit alcohol sales and can therefore be considered non liquor control state.
  • Nose: A subjective evaluation term, the nose of a whiskey refers to the aromas one can sense as they begin assessing the whiskey they are about to enjoy. Another word for it is “aroma.”
  • On the rocks: a whiskey that is enjoyed with ice cubes in the glass.
Whiskey Vocabulary
  • Palate: A subjective evaluation term, the palate refers to the taste sensations one can get as they begin tasting the whiskey they are enjoying.
  • Profile: An overall taste/flavor experience provided by the whiskey. Whiskeys drinkers often seek a certain profile in the spirit they prefer. Some gravitate towards big, bold, high proof bourbons which are earthy, sweet and full of oak. Others have an ideal flavor profile of deep, dark fruits with earthy tones filled with grass. Aroma and flavor profiles are highly personal and one should not impose their favorite profile on others.
  • Tumbler: a special glass designed to enhance the tasting of whiskey; short and entirely cylindrical.
  • Rare: not necessarily due to limited release, this can be any type of whiskey that is difficult to find in certain areas, whether due to being a limited release or due to limited allocations by a region’s liquor dispensing committee.
  • Store Pick: Store pick whiskeys are special release bottlings made available by the distiller directly to a single store, business or other entity.  Many store picks are single barrel offerings selected by a bar, business, club or restaurant proprietor. It may also be a small group of barrels selected by a group to create a small batch of whiskey for special release.
  • Unicorn: a high priced, rare, or extremely limited release of a whiskey. These are often highly collectible because of their rarity.
  • With a Splash: Whiskey enjoyed with a small amount of added liquid. The liquid could be cola, juice, soda, water, etc.

Whisk(e)y Types:

  • Alternate Grain: a whiskey made of one or more grains or grain blends not regularly used.
  • Blended Malt Scotch: Blended malt whisky is one of the least common types of Scotch.  It is a blend of only single malts and must contain no grain whiskies. Blended malt whisky is usually from more than one distillery and can be of differing ages and will not have the word ‘Single’ on the bottle.
  • Blended Scotch: Blended Scotch whisky constitutes about 90% of the whisky produced in Scotland. Producers combine various malt and grain whiskies to produce a consistent brand style.
    • Blended grain Scotch refers to whisky that contains at least two single grain Scotch whiskies from at least two distilleries, combined to create one batch of the product.
  • Blended Whiskey: A whiskey that was made from a combination different styles of whiskey or different examples of one type of whiskey.
  • Bourbon: A whiskey made exclusively in the United States of America, and made from a grain recipe which includes at least 51% American corn. Use of the word Bourbon is legally protected under Title 27 of the Code of Federal Regulations as acknowledged in 1964 by the US Congress. To be recognized as Bourbon, the following criteria must be met:
    • The spirit must be made in the United States (can be ANY state);
    • The mash must include at least 51% corn;
    • The spirit must be distilled at no higher than 160 proof;
    • The spirit must be barreled at no higher than 125 proof; and
    • The spirit must be aged in new, charred oak containers (not necessarily 53 gallon barrels).
  • High Rye: A whiskey designated as high rye, generally refers to bourbon where rye is the second most predominant grain (after a minimum of 51% corn).  Some bourbons have as much as 38% rye in their grain mash bill (see below).
  • Peat: Peat is a spongy material comprised of decayed plant matter, primarily moss and when dried, can be used as a fuel source. Scotch’s smoky flavor comes from peat’s influence over the barley in the whisky mash. Distillers smoke barley with peat, causing earthy, campfire flavors, while transforming it into malt.
  • Rye: A whiskey that is made exclusively in the United States of America and is made from a grain recipe that is at least 51% American rye. American ryes have similar legal parameters to those if bourbon (see above).
  • Scotch: Scotch whisky (often simply called whisky or Scotch) is malt or grain whisky (or a blend of the two), made in Scotland. Scotch whisky must be made in a manner specified by Scottish law. All Scotch whisky must be aged in oak barrels for at least three years.
  • Single Grain Scotch: Single grain whisky is made with water and a malted barley. The distillery then adds other grains or cereals. From that moment on, it can no longer be called single malt. This type of product must be from a single distillery and is often used in making blended Scotch. Single grain whiskies are distilled in pot stills.
  • Single Malt Scotch: To qualify for this category the Scotch whisky must be made in one distillery, in a pot still by batch distillation, using only water and malted barley. Most are aged for longer than the minimum three years.
  • Triticale: An alternate grain that is a hybrid of rye and wheat, formulated in Scotland in the 1800s.
Whiskey Types Vocabulary
  • Wheated: A whiskey (most commonly used in terms of bourbon) where wheat replaces rye as the second most prevalent grain in the mash bill. There are some 100% wheat whiskeys, and they are labeled as such.
  • Whisk(e)y: A spirit made from a combination of different grains, malt and yeast; The product is finished in casks of varying wood types and aged in rickhouses for a number of years before being bottled and sold. The spelling of the term is determined by the state or country in which the spirit is made.

Bottle Label Words and Phrases:

  • Barrel Select: (see Store Pick above) One of the many terms and phrases used to describe a special release bottling made available by the distiller directly to a single store, business or other entity.  Barrel Selects are single barrel offerings selected by a bar, business, club or restaurant proprietor.
  • Bottled in Bond: printed on the bottle of uniquely American spirits, this is an assurance made by the distiller that the product in stores is authentic and has been made according to the standards required by the United States federal government. Normally, the proof of a Bottled in Bond product will be 100 proof (50% ABV).

    This classification is believed to have been created primarily by master distiller, Colonel E.H. Taylor in the 1800s, as many whiskeys at the time had artificial colorings and flavors added to them, thus creating distrust in the consumers at the lack of consistent product. This later led to the Bottled in Bond Act of 1897 which resulted in specific government officials verifying distillery practices in “bonded” warehouses.
Whiskey Vocabulary
  • Cask Strength: Whiskeys are typically bottled at alcohol levels lower than the spirit aged in the barrel.  However, whiskeys can be bottled at cask strength, meaning they are bottled at the alcohol level found in the barrel or small group of barrels.
  • Director’s Cut: (see Store Pick above) One of the many terms and phrases used to describe a special release bottling made available by the distiller directly to a single store, business or other entity.  Director’s Cuts may be single barrel offerings selected by a bar, business, club or restaurant proprietor. They may also be a small group of barrels selected by a group to create a small batch of whiskey for special release.
  • Full Proof: Most bourbon whiskey is typically barreled at 125 proof (62.5% alcohol).  Depending on a particular barrel’s rickhouse placement, the percentage of alcohol could increase (barrels placed higher) or decrease (barrels placed lower).  Bottlings done at full proof (barrel entry) are cut or diluted with distilled water from whiskey in barrels stored higher in the rickhouse.
  • NAS: (or nas) an acronym for “No Age Statement”, meaning it is not known or disclosed by the distillery how long the whiskey was aged.
  • Privately Selected Barrel: (see Store Pick above) One of the many terms and phrases used to describe a special release bottling made available by the distiller directly to a single store, business or other entity.  Privately Selected Barrels are single barrel offerings selected by a bar, business, club or restaurant proprietor.
  • Proof: another description for alcohol by volume (ABV); this number is two times the ABV percentage.
    • Example: 45% ABV = 45×2 = 90 proof
  • Sample: Sampling is a way to begin a whiskey journey without need of investment in full (750 ml) or half (375 ml) size bottles.  There are several internet companies marketing samples to the public.  One can also trade sample bottles with friends in sizes of 1.75 oz, 50 ml, 2 oz, 60 ml (commonly used by bourbon folks), and 4 oz, 120 ml (commonly referred to as “Boston Round” bottles) to expand their collection.

See more at https://californiawineryadvisor.com/best-whiskey-of-the-month-club/ and https://www.amazon.com/whiskey-sample-bottles/s?k=whiskey+sample+bottles.

  • Select Bourbon: (see Store Pick above) One of the many terms and phrases used to describe a special release bottling made available by the distiller directly to a single store, business or other entity.  Select Bourbons are single barrel offerings selected by a bar, business, club or restaurant proprietor..
  • Select Rye: (see Store Pick above) One of the many terms and phrases used to describe a special release bottling made available by the distiller directly to a single store, business or other entity.  Select Ryes are single barrel rye whiskey offerings selected by a bar, business, club or restaurant proprietor.
  • Single Barrel: an extremely limited edition bottling that is composed of a singular barrel from the rickhouse. This barrel is deemed to be among the highest quality by the master distiller. Each barrel may differ slightly and have its own unique notes, despite being labeled the same.
  • Small Batch: a limited edition bottling that is a combination of barrels deemed by distillery to be of higher quality than others in the rickhouse. These are often slightly more uniform in taste than Single Barrel offerings, and may have more availability as well.
  • Straight Whiskey: Straight Whiskey is legally defined as a whiskey aged at least two years. If the whiskey is aged less than four years, an age statement must also appear on the label. A Straight Whiskey can be labeled as a Kentucky Straight Whiskey, a Texas Straight Whiskey or a Washington Straight Whiskey (or labeled with any state) as long as the spirit was aged at least one year in the state designated.

Written by Brian and Hannah Dawson

Photo sources in order of appearance:

Image of Scotland regions taken from: ‘What’s Whisky part 3 (Scotland)

Aisle of Barrels Photo/Featured Image by André Carvalho on Unsplash

Burning Barrels Image taken from: https://luxrowdistillers.com/bourbon-barrel-charring-process/

Photo of ABC states photo/Source: https://www.nabca.org/control-state-directory-and-info

Whiskey on the Rocks Photo by Mathew Schwartz on Unsplash

Stalk of Grain Photo by Anne Nygård on Unsplash

Glencairn and Maker’s Mark Cask Strength Photos courtesy of WhiskeyfortheAges and the Whiskey Suggest Application

What is a Store Pick Whiskey?

What is a Store Pick Whiskey?

So, you’re in your favorite liquor store and you see special signage on bottles of Eagle Rare, Elijah Craig, Knob Creek, Maker’s Mark or another recognizable brand promoting them as “Store Picks”, “Privately Selected Barrels” or “Director’s Cuts”. You ask yourself, what is a Store Pick Whiskey? Or, what the heck is a Director’s Cut? And then you might think … Are these bottles rare or limited release whiskies?

Store signage and special bottle labels are clues for those of us who scour liquor stores when hunting rare whiskeys and seeking unicorns. Several of the reviews in our library reference bottles which most of our followers simply cannot or will not find in their liquor outlets. So one might ask, “Why post these reviews at all?” It’s a fair question, one I hope to shed light on here.

BACKGROUND

I became aware of store pick whiskey, private barrels and special labeling several years ago when my friend, fly-fisher, and fellow whiskey drinker Bud texted me with “Wow! Elijah Craig Small Batch Private Barrel. Heat, spice and flavor. Warm and smooth! RCWS 2018 man, that’s an outstanding bourbon.” We texted back and forth as we contemplated the name.

As our dialogue continued, an internet search lead to a label picture which Bud verified as the one on his bottle.

What is a Store Pick Whiskey

“Privately Selected Barrel” labeling was new to me. With more research, I learned RoCo Wine & Spirits and de Vere’s Irish Pub in Sacramento, CA had partnered with Elijah Craig to release a bourbon from a private barrel they selected during a distillery visit in 2017.

Bud had paid $30 for his bottle – the going rate for readily available Elijah Craig Small Batch. Somehow his neighborhood liquor store had received a case of this bottling and as we’re in Idaho, we figured they got it by mistake! Bud quickly secured another bottle and now similar opportunities are on our radar.

So what is a store pick whiskey and how do private barrels come to be? Let’s get to the answer by first highlighting a few common terms we’ve all seen on bottles …

STRAIGHT WHISKEY

By legal definition, Straight Whiskey (or Rye) is a spirit which has been barrel aged a minimum of two years. Mass production of a distillery’s Straight Whiskey is consistent: the aromas, flavors and finishes generally don’t vary from bottle to bottle or even year to year. Most straight whiskeys are easy to find on store shelves, but there are some which are only regionally available.

BOTTLED-IN-BOND WHISKEY

The Bottled-in-Bond Act of 1897, holds a special place in American distilling heritage, predating the Food and Drug Administration. Bottled-in-Bond labeling assures buyers the whiskey juice within is aged at least four years in a federally bonded warehouse and bottled at precisely 100 proof along with other strict criteria. Whiskeys with Bottled-in-Bond labeling may not necessarily be rare, but bottles in the $40 plus range are becoming increasingly difficult to find.

SMALL BATCH WHISKEY

Small batch whiskey is a mix of a relatively small number of distillery selected barrels for the purposes of maintaining consistency throughout a bottling. Oak barrel aging may differ among the barrels however small batch whiskeys are commonly six to nine years old (the youngest barrel determines the age). A few limited small batch offerings may be aged as many as 12, 18 or 23 years but are rarely seen on store shelves.

No federal regulations define the use of the term “small batch” and batch sizes vary greatly among producers. Some distillers use as few as ten 53 gallon barrels in their small batch bottlings. Other distilleries determine batch size by gallons or bushels of grain used. In January 2016, Heaven Hill’s Elijah Craig increased their small batch productions from 100 to 200 barrels. Many small batch whiskeys like, Elijah Craig and Four Roses, are readily available but others, such as Booker’s, Elijah Craig Barrel Proof and Stagg Jr. releases vary their batch sizes and can be limited to bi-, tri-annual, or quarterly allocations. These bottles can be and are often tough to find.

THE SINGLE BARREL
What is a Store Pick Whiskey

The contents of a bottle labeled “Single Barrel” typically comes from, as the name implies, a single barrel. Four Roses Single Barrel and Blanton’s are examples of single barrel offerings. Single barrel bottlings can be regulars on store shelves and single barrel offerings seem to grow every year; however, those priced north of the $50 mark are becoming more and more rare and challenging to find.

BUYER BEWARE! Single Barrel Whiskey WILL vary in aroma, taste and finish from barrel to barrel. Bottles from single barrels can be quite good, yet it is possible to get a bottle from a lesser barrel from time to tme.

PRIVATE LABEL WHISKEY

And keep this in mind as well, the terms Store Pick, Private Barrel and a host of similar monikers are interchangeable. But please note, none of the whiskeys identified with one of these descriptors are “Private Labels”. A Private Label whiskey is a spirit sourced from a distiller then sold under a different name.

JUST WHAT IS A STORE PICK WHISKEY?

So with the vocab out of the way, we come to the crux of the matter …

The Store Pick concept is really quite simple. An entity, other than the distiller or bottler, wanting to offer an exclusive whiskey to their customers, approaches a distillery or distributor and works out a deal to purchase the contents of an entire barrel they’ve selected. The distillery permits the sale then bottles and labels the whiskey in a manner which lets the final consumer know the spirit inside is something other than a standard or regular distiller release. The barrel purchaser can be an individual or group of individuals, a whiskey club, a restaurant or bar, a liquor retailer or even a liquor control state’s liquor division representative.

THE STORE PICK PROCESS

Individual distillers have their own barrel acquisition processes, however three of the most common selection and purchase methods are …

… the buyer or buying group is invited to the distillery and several barrels are made available for evaluation, tasting and purchase;
… samples from a selection of barrels are sent to the buyer by a distributor for individual purchase; and/or
… the buyer is informed of a barrel for sale by the distillery or distributor and the buyer purchases the unevaluated barrel.

By taking a few simple steps one can be an informed consumer and minimize risks when considering the purchase of a Store Pick. There is a difference between “Selected By” and “Selected For”. When you can, build relationships and with the people making the selections and learn how the barrels were selected. And if whenever possible, try the whiskey before you buy.

MAKERS MARK PRIVATE SELECT

Then there is the Maker’s Mark 46 “Private Select” experience. Chosen buyers are invited to Maker’s Mark, Loretto, KY distillery and coached in the creation of their own unique barreling. By selecting and adding finishing staves to a barrel rather than purchasing a specific barrel offered by the distillery, buyers ‘create’ their own bourbon which can match a distinct flavor profile. With the ability to select from five different staves and placing them in a ten stave array, there are 1,001 possible stave combinations.

Notes from the Maker’s Mark website:
“Maker’s Mark Private Select offers a new take on the Maker’s Mark 46 process … cask-strength Maker’s Mark is aged for nine additional weeks in barrels specially fitted with 10 oak finishing staves … Private Select separates itself from Maker’s Mark 46 … using five different stave types.”

Maker’s Mark Private Select

When barrel choices are offered, the buyer agrees to order and picks the barrel they believe is best. With a Store Pick whiskey, the buyer may also get limited control of the proof, depending on the what the individual distiller is willing to offer. Labeling is created, the barrel is dumped and bottled as specified by the buyer. The barrel’s contents (and often the empty barrel) are shipped to the purchaser for distribution.

PERSONAL EXPERIENCE

While I know some may shutter when they read this, we are fortunate to live in a forward thinking liquor control state. In early 2019, patrons on the “Rare Whiskey Lottery List” were sent emails from the Idaho State Liquor Division (ISLD). We received announcement of the release of the first Maker’s Mark Private Select Idaho Director’s Cut Batches.

The ISLD (people I have taken the time to know) and local bar owners went to Maker’s Mark in 2018. There they created three unique batches of bourbon. To promote the Spring 2019 release, tasting events were held at the co-creator’s establishments. The bottlings were released to the public in select state run liquor stores over the following days and weeks.

What is a Store Pick Whiskey?

Click the following links to access my reviews of MMPS ID-DCB3, MMPS ID-DCB5 and MMPS ID-DCB7.

Since the state’s successful release of these fine bourbons, we’ve been able to enjoy more selected barrels. The ISLD has purchased barrels from Buffalo Trace, Elijah Craig, Four Roses, Knob Creek, Old Forester, Woodford Reserve and more. While not all have been award winners, we have enjoyed some really fine barrel selections of both bourbon and rye. Watch for our reviews on some of these products.

ONE STEP FURTHER

I am a member of a local whiskey enthusiast group. In January 2021, members of our group worked with Smooth Ambler Spirits, makers of Old Scout bourbon, an MGPI company. As we are in Idaho, the team also coordinated the purchase and distribution of the finished product with the ISLD. While this was happening, members made purchase commitments from our own private barrel to get the ball rolling.

The result was rewarding. It was so well received, we purchased another barrel this past January, this time a rye from James E Pepper Distillery. Commitments to purchase the contents filled in just a few weeks. While I was not involved with either acquisition, there was A LOT of behind the scenes work to make the purchases happen.


It is my hope you now know what to do when thinking, “What is a Store Pick Whiskey?” – Don’t shy awayAsk your store expert about the offering and if all the signs are good, take a bottle home.

Written by Brian Dawson

WhiskeyfortheAges.com editor

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