in 1992, it was joined by Baker’s, Basil Hayden’s, and Knob Creek, all marketed as ultrapremium bourbon whiskeys.
{ Just A SIP }
There is no official definition of, or requirement for, what constitutes a small-batch bourbon. A small batch can be drawn from one barrel or dozens of barrels—it means whatever the bottler wants it to mean.
To market these new high-end products, industry executives decided to send their distillers out to liquor stores and bars along with sales reps, both to educate the public about bourbon and to give the brands a personality.
Elmer T. Lee and Booker Noe went on the road, along with Jimmy Russell, who had become the head distiller at Wild Turkey in the late 1960s. Fred Noe, Booker Noe’s son and the current Beam Master Distiller, refers to the trio as “the elder statesmen” of bourbon. “By being accessible, shaking hands, and telling the stories of the bourbon industry through their eyes, they laid the groundwork for the popularity of bourbon today,” Fred says.
As the demand for limited-edition bourbon grows, many distilleries are now offering the most limited edition of all: a single barrel that is hand-picked by a liquor store, restaurant, or bar owner and bottled exclusively for that establishment.
Along with two other bourbon writers, Susan Reigler and Michael Veach, I have had the honor and privilege of participating in a number of these selections as a member of the Bourbon Board of Directors for Party Mart, an independently owned store in Louisville.
The procedure at most distilleries is very similar. We arrive at the tasting bar, usually located right in the barrel warehouse, where glasses, water, and crackers or chips have been arranged at each place. Three or four exceptional barrels, preselected by the Master Distiller, lie on their sides, bungs facing up. (Four Roses, which, with two mash bills and five yeast strains, has 10 recipes, pulls one of each.) The distiller, or a brand representative, removes the bung with a bung knocker and a chisel. Then, using a long copper “straw” called a whiskey thief, we take turns drawing bourbon from each barrel and depositing it either directly into the glasses or into a decanter that the distillery officials pour into the glasses.
The tasting room at Four Roses’ warehouse and bottling facility (Photo: Carla Carlton)
We nose and taste each sample, taking notes on each and discussing our reactions. We are looking for superior bourbon, of course, but we are also on the hunt for a sample that has a taste profile that is distinctive in some way. Why would you pay extra for a single barrel of Old Forester that tastes exactly like Old Forester?
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