Tag: Travel

Whiskey Wednesday: The Old Bushmill’s Story

Irish Whiskey is my least favorite category of whiskey.

To be fair that’s only because I think about Canadian Whisky so infrequently that I genuinely forget that it’s a thing. Yet, there are some true gems in the category. Redbreast should be a staple at any bar. Tyrconnell Madeira Cask is one of my favorites bottles of any category, and I can’t count the number of shots of Power’s I’ve had. The problem is that these don’t define the category of Irish Whiskey. Accounting for 82% of sales in the United States Jameson’s Irish Whiskey is essentially the entire category of Irish Whiskey. And Jameson’s just isn’t for me.

            Call me elitist, I’m sure part of my distaste for Jameson is it’s ubiquity, but it isn’t very interesting to me. It’s light, forgettable and honestly a little harsh. And while I might love the aforementioned bottles the first two aren’t affordable mixers and trying to convince a Jameson drinker to have a dram of Power’s instead is a lesson in futility. People aren’t cold calling high end Irish whiskey the way they are Japanese, Scotch, or Bourbon so it becomes an afterthought. Which brings me to Bushmill’s.

            I got a call from friends at Half Full, The Daily Beast’s Food and Drink section, asking me what I thought about Bushmills. And my answer was, “I honestly haven’t thought about it in a while.” They then asked if I’d be interested in coming on a trip to film a documentary and explore Bushmill’s and I said of course because who doesn’t want an excuse to go to Ireland?

            But beyond the boondoggle of a trip there was a genuine curiosity. Irish Whiskey is currently the fastest growing spirit category in the world. The industry went from a measly four distilleries on the whole island in 2013 to 16 distilleries in production today with another 13 on the way. While these numbers pale in comparison to the sales and production numbers of Scotch and Bourbon clearly many people with a lot of money feel that this is not just single brand growth but a reemerging category. I wanted to see what was giving these people such confidence.

Giant’s Causeway

We spent two days at the Old Bushmills Distillery and the surrounding countryside. The distillery takes its name from the River Bush and all the water used on site comes from the rivers tribute Saint Columb’s Rill. Although the date 1608, the year King James I granted a writ to distill whiskey to Sir Thomas Philips, is emblazoned everywhere, the Bushmill’s Old Distilling Company wasn’t establish until 1784. No matter which date you take as the distillery’s origin Old Bushmill’s is the only distillery in all of Ireland that was in operation before 1974 and was one of the three that kept production alive.

Irish Whiskey has always been deeply tied to the American market and American Prohibition tanked the industry. 400 brands made by over 160 distilleries became three distilleries all owned and operated by a single group, Irish Distillers, with their purchase of Bushmill’s in 1972. Irish Distillers was purchased by Pernod Ricard in 1988 with Bushmill’s then purchased by Diageo in 2005. They began a massive ad campaign to gain market share  but even the largest liquor company in the world couldn’t seem to boost the brand and it was sold to Jose Cuervo in 2014 after Bushmill’s sold 1.3 million liter cases in the U.S. compared to Jameson’s 18 million.

Everyone loves a good underdog story and while technically being in second place Bushmill’s was a very clear underdog. A part of me was hoping I’d find some spark that craft spirit authenticity or other such nonsense that would make it worth the uphill battle to recommend Bushmill’s White Label over Jameson’s iconic green bottle. What I found out is that the White label isn’t what you should be drinking.

Old Bushmill’s bottle is old.

Bushmill’s is a single malt distillery. They age grain whiskey on site for blending but every drop of whiskey that’s distilled at the distillery is Irish Single Malt. This is unusual because most non-blended Irish whiskey is Single Pot Still, which is a distillate made up of  both Malted and Unmalted Barley. This style originated as a middle finger to the English who put a tax on malted barley in 1785. Despite the added expense Bushmill’s has only ever made Single Malt.  

Irish Single Malt is also distinct from (most) Scotch Single Malt in that it is triple distilled instead of double distilled. This creates a lighter whiskey as it’s gone through an additional set of cuts and stripping. This malt forms the base of all of the blends and single malt line at Bushmill’s . And every bottle of Bushmill’s is put together by the first female master Blender in all of Irish Whiskey history. She’s sitting comfortable with over 25 years of experience tripping across her palette and when she proclaims the 10 year old single malt to be her personal favorite there’s a weight that goes along with that statement.

The 10 Year Old fills a very interesting place for Irish Whiskey. It’s affordable, mixable, and quaffable on it’s own it could honestly be that missing midpoint for Irish whiskey that bridges the shots and the Super Premium category. Yet from what I tasted it the true gem of the line is the 16 Year old Single Malt.

Pot Stills for days.

Aged for a minimum of 16 years a blend of ex-Bourbon and Olorosso barrel aged single malt is blended together and then further aged for an additional 6 months in used port barrels. It was the first thing I was poured after nearly 18 hours of travel and was one of those moments of surprise and disbelief at how good it was. In conversation with Noah Rothbaum, Senior Editor at Half Full, he expressed how it reminded him of the experience of discovering Hibiki 12 years ago before we drank it all-I had to agree with him. But not trusting my jetlagged senses I proceed drink at least a bottle over the next few days and to bring a bottle home for continued research.

NOSE: Dark Fruit, Raisin, Plum, and a touch of vanilla.

PALETTE: Dried Red Fruit, a slightly nutty undertone with a bright sherry through line to cut through the toffee, vanilla, and richness of the malt.

FINISH: Long and lingering, leaving the dried fruit and a slight amount of tannin and spice.

Ultimately I came away from Bushmill’s, and Ireland, with another story. A spirit is ultimately the distillation of the people who make it. A distillation of their culture, their taste, their landscape, and their time. Getting to know them, getting to experience them, ultimately opens doors to experience a spirit they way they do. In the end, Jameson is still my least favorite Irish Whiskey but, like life, whiskey is really shades of grey. A single dominant force can not define either. 

Whiskey Wednesday: Early Times Proof of Concept

I’ve talked about it before but I’m really into traveling. Travel opens our eyes to new things, it also shines a new light on the familiar and common place. While most people filter this experience through art or culture being a bartender and a boozehound I end up seeing it through the glass at the bottom of a bottle.

Proof is often erroneously conflated with quality

Spirits nerds, especially us whiskey focused ones, love to talk about “the rules.” Your spirit can’t be a Scotch if it isn’t made in Scotland, your spirit can’t be whiskey unless it’s made from some type of grain, your corn whiskey can’t be Bourbon unless it uses a brand new, freshly charred barrel, etc., etc,. We love these rules because they help us clearly delineate the teams and offer an offer a definitive right vs. wrong answer in any debate.

These rules also offer consumer protection. Ever wonder why most spirits in the US are bottled at 80 proof (40% ABV)? It’s because that’s the legal minimum. In the EU that minimum is 37.5% so you will see products, even ones that are traditionally 40%, packaged at the lower threshold. Why? The answer as it so often is, is taxes.

Proof is often erroneously conflated with quality. While the higher the alcohol content the more intense the intrinsic flavors of the sprit will be this is not the sole indicator of quality. If it was Everclear would be the number one premium spirit in the world. But it is true that spirits used to be sold at much higher alcohol content. The old standard of “proof” used to be if gunpowder soaked in the spirit would still light on fire. This ensured that rum rations on ships wouldn’t interfere with the firing of it’s canons but also that the spirit hadn’t been watered down. This proof point is 57%.

All of these taxes, traditions, and experiences coalesced over the years until it was finally turned into law with the double whammy of the Bottled in Bond Act of 1897 and the Safe Food and Drug Act of 1906

57% being proof is slightly intellectually irritating though so for ease of use in the US the scale was reduced to 50%=100 proof for easier conversions for, you guessed it, tax purposes. And before you could simply buy a prepackaged bottle of booze from the store you used to take an empty bottle to the store and fill it up directly from the barrel. Diluting the spirit to 40% again made the math easier. A 26oz bottle filled with 40% alcohol will always contain 10oz of alcohol so you always know exactly how much to pay in taxes. But why settle on 40% instead of 50%? That’s the ABV strength where ethanol mixed with water lights on fire at room temperature.

All of these taxes, traditions, and experiences coalesced over the years until it was finally turned into law with the double whammy of the Bottled in Bond Act of 1897 and the Safe Food and Drug Act of 1906 which finally legally defined all of the nefarious white lightning, applejack, and whiskies floating around the American country side. And while this does a wonderful job of maintain a threshold of quality, and safety, it ends up excluding flavors and drinking traditions that fall outside these norms.

For instance, The EU ended up with a lower proof point to respect many of the Eastern European vodka makers, and it should be noted that most international councils, like Scotch and Cognac, have their own rules and minimums that have to be met. And in one of my favorite anecdotes Elmer T. Lee, one of the Father’s of Modern Bourbon, supposedly only drank his Bourbon at 60 proof because he felt that was the perfect point where the alcohol burn didn’t get in the way of the flavor. The guy knew a few things so lets take a look at something that falls outside of almost all of these rules.

On a recent trip to the Cook Islands (look it up) in the second Duty Free store in an airport with only two gates I came across this bottle of Early Times. Now Duty Free is often a testing grounds for new products, premium bottlings, and a place to dump large amounts of product that aren’t moving.

Despite what the label says this bottle of Early Times is not a Bourbon, at least not in the United States. And this is where confusion comes in, does it follow the rest of the Bourbon laws? I have no idea so let’s assume it’s produced exactly the way regular Early Times is.

Regular Early Times is also not a Bourbon. It is produced in Kentucky by the Brown-Forman Corporation at the same distillery that produces Old Forester, which is a Bourbon. What separates the two is the barrel. Early Times is aged in reused Bourbon barrels so already it’s legally “just” a whiskey. But it’s packaged below the EU threshold of spirits at 37.1%, which means that this bottle isn’t even legally a whiskey. For the sake of novelty and the equivalent of nine American dollars I brought this bad boy across the ocean, through customs, and back home to the United States.

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The reused barrels effect on the whiskey is immediately obvious as it’s color is lighter, more straw and hay than a full aged Bourbon that has those deep dark barrel influences.

On the nose there are all of those traditional whiskey aromas: vanilla, caramel, and a touch of stone fruit but they’re less intense due to the barrel. The spirits corn base is readily apparent even on the nose.

On the palette is sweet corn, a hint of spice, a touch of caramel, and not much else. It meats the flavor points of whiskey.

The finish is short but inoffensive. This isn’t terrible whiskey, but it is exactly the kind of whiskey an Old Fashioned cocktail was designed to enhance. Though it this case it would require a delicate touch because everything about this is so light that it would be easy to overwhelm the spirit with just a hair heavy dash of bitters.

I picked this bottle up because the proof point was amusing to me but in the end do those 2.9% points really make a difference? Yes, but there’s so much else going on with Early Times that they’re not going to make or break this spirit. It is putting in the minimum effort.

Ultimately, that’s why people look down on these bare minimum bottlings. It doesn’t feel special. They’re offering an experience that is just meeting a requirement. But sometimes all it takes is crossing an ocean for a requirement to transform into an unique, glass bottomed lens and let you see things in a new light.