Opinions Vary: New Distilleries vs. Old Distilleries
Starting this month, I am trying something new, an opinion piece once a month.
One thing I have noticed over the last few years is the rise in “new” whiskey distilleries. New meaning they are less than 10 to 15 years old, they aren’t part of the big boys clubs with hundreds of years of history, and they were created for a reason. The reason seems to be either passion, vanity, or market share.
New distilleries have to source their whiskey for a few years until they are up and running. Old distilleries can provide the supply as they can mass produce. It is a balancing game of business. Some distilleries get it right straight out of the gate and some just rush to market and don’t seem to care. Some whiskey is so bad they tell you what inspired them more then they tell you how they make their whiskey. It can be hilarious and sad at the same time. It seems to me that a lot of new distilleries of low quality use the same bullshit talking points over and over. After a while, it all seems to blend and comes from the same playbook.
When I see new whiskey’s that have won awards, recieved high ratings, and have huge marketing budgets I start to wonder why I don’t see any old ones winning as much. The more I taste award winning whiskey I start really believing my theory (base on no research or evidence) that these awards are bought and paid for. It is not out of the realm of possibility. Wall Street firms pay rating companies to approve finical products, why not the same for spirits?
I have learned that old does not mean good, and young/new does not mean bad when it comes to whiskey. What matters is care and effort put into the creation of the product. I have had new whiskey expressions from Sagamore, FEW, Coppersea, Brenne, and Taconic that were very good. I have had expressions from Glenlivet, Glenmoranige, Woodford Reserve, Buffalo Trace that were bad. And, vice versa. It can be a crap shoot.
The take away is try everything, but do not believe the marketing. Believe yourself. If you like, drink it!
Christopher
If you like it, drink it!
