For the last two decades the soaring interest in American bourbon––is there any other kind?––began when the corn-based liquor was relatively cheap compared to Scotch and rum. And after Kentucky passed a 2013 law to make it easier for companies to purchase and resell vintage bottles, even if they were the same old booze in brand new bottles, new companies, many without actually owning a distillery, marketed the rarity factor into a niche market.
Bourbon sales from 2011 to 2020 outpaced all other spirits, with a seven percent increase. But there are some clouds on the horizon for bourbon makers, not least because the market’s been saturated with new labels claiming special aging in all sorts of used oak barrels––Sherry, Scotch, Port, Cognac––that makes their product worth $100 and more. (Ironically, I received a press release recently from an historic Cognac house promoting its new idea of aging its brandy in old bourbon barrels!) Cult brands emerged, and suddenly there were bourbon collectors of small batch issues from producers like Michter’s and Pappy’ van Winkle, selling for thousands at auction.
But since it is now the case that the current generation is drinking less, all liquor producers are feeling a chill. Already bourbon sales have slowed to 2% between 2021-2024. Factor in President Trump’s global tariffs and subsequent EU retaliation (though currently delayed) and Canada’s refusal to import US whiskies, and you’ve got a perfect storm building.
But just to keep you cognizant of what’s new and interesting in Bourbon World, here are a number of bottlings issued just this year alone.
Jeptha Creed Red, White & Blue Kentucky Straight Bourbon Whiskey ($75). Made from a blend of red, white, and blue heirloom corn grown on Jeptha Creed’s Kentucky farm, aged for at least four years. A portion of proceeds goes to support veteran organizations like CreatiVets. Jeptha Creed also offers 6-Year Wheated Bourbon ($60), aged six years as a wheated bourbon with a mash bill of 75% estate-grown Bloody Butcher Corn, 20% Malted Wheat, and 5% Malted Barley. Its original Straight Four-Grain Bourbon ($50) blends Bloody Butcher Corn, Malted Rye, Malted Wheat, and Malted Barley.
World Whiskey Society scouts the globe to create their whiskeys, and, if you believe whiskey can be more eco-friendly, its latest release is Green Code Kentucky Straight Bourbon Whiskey ($50) in a pretty fully recyclable bottle (5% lighter than glass), boasting an 84% lower carbon footprint than traditional glass and five times lighter. 96 Proof.
Chicken Cock Kentucky Straight Bourbon Whiskey ($60).
The coy name of this bourbon actually dates back to 1856. Its Staright Bourbon weighs in at 90 proof, while its 100 Proof Chicken Cock Small Batch Whiskey ($70) comes from a blend of a smaller number of casks.
Elk Slow Cut Straight Bourbon ($40).Old Elk claims its Slow Cut™ proofing process takes up to 10 times longer than standard techniques, ending up at 88-proof. Its Infinity Blend ($150) is part of the company’s Master Blend Series based on Master Distiller Greg Metze’s 40+ year experience. He selects aged whiskeys from 61% Old Elk Wheated Bourbon, aged 9 years; 15% 2023 Old Elk Infinity Blend of Straight Bourbon Whiskies; 12% Old Elk Straight Rye Whiskey, 7 years; and 12% Straight Wheat Whiskey, 10 years. Bottled at 115.15 Proof. Old Elk Cigar Cut™ Island Blend ($130) is a mix of island malts and Old Elk’s Signature High-Malt Bourbon, for a light smokiness meant to go with smoking cigars.
Old Fitzgerald Bourbon is a long-time producer––since 1870–– now owned by Heaven Hill (which also owns Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbonand others). Old Fitzgerald is known for its wheated mashbill and diamond decanters, and its new Bottled in Bond, which by law must be the product of one season, either January-June or July-December; stored at least four years in government bonded warehouse, be reduced in proof to exactly 100 using only pure water.
Papaw’s Kentucky Straight Bourbon Whiskey ($40). Founded by the Nethery family, the brand honors their patriarch, Roy “PaPaw” Nethery, “a Shelby County native, hardworking farmer, and lover of life’s simple pleasures.” It’s just been released (currently only in Florida) with a handsome new label, and it purports to be an honest, straightforward bourbon, aged four years, at 86 proof