We’ve been watching the bourbon boom for a while now, and enjoying it very much. The sudden growth of the market, though, has led to some very shady practices. Chief among them is the creation of “Potemkin” distilleries that exist only on shelves. What I mean by this is a whiskey brand that doesn’t actually make any of its own whiskey — they just buy juice from elsewhere and apply marketing. (This is distinct from distilleries like Yellow Rose that are using sourced whiskey (e.g., their rye) to secure brand identity and shelf space as they ramp up their production of actually no-shit distilled-in-Texas bourbon. YR isn’t too honest about the provenance of the rye, but they’re doing it in service of a properly labeled product, at least.)
Chuck Cowdery explores one such example from right here in Texas: the “1835 Bourbon” you may have seen around that, unbelievably, asserts right on the label that it’s made in Texas. It is not.
I’ve had it. It’s pretty good whiskey, and only a little overpriced for the quality. But it’s not by any stretch from Texas; it’s absolutely sourced juice from Indiana or Kentucky. The fact that the bottle doesn’t include a distillation site is the only piece of actual honesty on the label.
Moreover, it’s got no age statement, and omits the “straight” portion of the appellation, which is a confusing set of markers if you know how to read a whiskey bottle.
The lack of an age statement means, by law, the whiskey must be at least four years old. But the absence of “straight” usually means the produce is less than TWO years old, or fails to meet other rules regarding the term (additives, etc.).