Whiskey Business: Does Bourbon Really Get Better With Age?
I used to drink bourbon. In fact, it’s the first alcohol thing I drank. I remember thinking, how could anyone drink this sh … stuff. In 1970, a friend of mine Jim Miller, introduced me to Kentucky’s fine bourbon, Maker’s Mark. Now, that was some good sh .. stuff.
Mike Adams, writing for GuySpeed, says if the majority of top-shelf whiskeys require a 10-20 year aging process, then how are those distilleries just getting started in the business able to market and distribute a brand without waiting decades for their first batch to mature?
The truth is, not all whiskey needs such a lengthy aging process in order to be labeled high–quality. In fact, while some of the oldest Scotch whiskey in the world has aged in cellars for over 70 years, there are a number of premium bourbons and American ryes that come to full maturity at around five years.
He goes on to say that new whiskey manufacturers with enough cash flow and patience will often times allow their product to mature to its fullest capacity before selling its first bottle.
Then he gives the example of Loretto, Kentucky’s aforementioned Maker’s Mark. Part of Kentucky’s Bourbon Tour, Adams says it took six years after the start-up of Maker’s Mark in 1954 before the company sold its first run.
Doesn’t that <<– look good?
Bill Samuels founded Maker’s in 1954. Today it belongs to Beam.
This I didn’t know. Maybe you did. Adams goes on to write, those companies more eager to get a product on the shelves can purchase “sourced” whiskey to market as their own while their first batch matures. It is not uncommon for a new whiskey business to utilize pre-aged spirits from local distilleries as a means for them to establish their brand while their homemade selections are waiting to come of age. These bourbons are typically aged for 3-6 months. That’s like drinking baby whiskey. Ugh.
In recent years, there has been an extensive debate over whether bourbon actually gets any better with age. Either way, unless you purchase a specialty stock of high end whiskey, chances are the age of the product will not appear on the label.