It’s not just the craft gin market that’s exploded over the last few years, but the craft spirit market in general. In terms of brown liquor, that means American whiskey, of which in Britain alone, we drink a million litres a month. (And not all of that’s quaffed by me…)
You can develop and bring a white spirit like gin or vodka to market in a little over six months. But, if you want to tap into the American whiskey boom — and why wouldn’t you, it’s one of the fastest growing bits of action on the market — you haven’t just the distilling and marketing hurdles to clear, you have to age the damned stuff too. Which means you’re looking at about three years before you see a return on your investment.
A lot of people have been prepared to make that commitment. In 2000, there were just 24 craft distillers in the US. Today, that figure’s pushing 500. Even Rhode Island has two of them. It’s six and a half times smaller than Wales, and the Welsh only have three.
(I know, I know—it’s facts like these that you keep coming back for…)
But a lot of other people aren’t. Which brings us to bourbon’s and, more especially, rye’s dirty little secret: the Third Party Distiller.
This is how it works: we’re going to create a rye or bourbon brand. Let’s call it Colonel Smellysox’s Old Number Seven. And we want to do it as cheaply as possible. So we’re not going to invest in a still, nor are we going to pay good money to employ a master distiller. We’re going to buy a bunch of raw spirit, but it in barrels and leave it in a temperature controlled warehouse until we can water it, bottle it and sling it out to the public. We’ll probably use some of the money we’ve saved to ensure that Colonel Smellysox’s Old Number Seven has a bottle and label designed to give it shelf presence. Then we sit back, and…
The biggest third party distiller is an outfit called MGP, based in Lawrenceburg, Indiana. Using a massive distillery site previously owned by Seagram, they pump out barrels and barrels of spirit for a host of clients who don’t much like to advertise the fact. But the biggest clue to who’s who is a whiskey that says it’s older than the brand selling it.
Egregious offenders have included Whistle Pig Rye — “hand-bottled in Vermont”, factory distilled in Canada, retailing at almost £75 a bottle — Bulleit Rye, High West, George Dickle Rye, Angel’s Envy (which also now employs a master distiller, so they could be weaning themselves off the teet) and Redemption, among others.
Templeton Rye actually over-reached and were busted for misleading marketing.
Now, obviously, there’s nothing morally wrong with this. With a little of the old Marketing Linguist Two-Step, none of them are actively lying to the drinking public. But I’d argue that they are passively lying to us. At the very least, they are abdicating half the job of whiskey making. They have no decision to make about their water source. They have no control of their mash-bill. And these are two vital components in the whiskey’s final flavour.
In this, they remind me of people who come up to you and say something along the lines of: “You’re a writer? I’ve got a great idea for a movie. If I tell you the idea, then you can write it and we’ll split the money.” To which I would reply either, “The idea’s the easy bit, you numpty,” or, “Fuck off.”
Buying from third party distillers is cynical and disingenuous. And it will continue for as long as there is no reason for brands to tell us where the spirit in the bottle actually comes from.
In the mean time, if you’re looking for something that has been loved from beginning to end of its creation, make sure the bottle tells you where it was distilled.