Bourbon Boyz
Bourbon Boyz
Ep 235 - Craft what is it good for
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Sorry technical difficulties with my laptop means I couldn’t add the theme music this week.
Brandon and I change locations to Brandon’s Bat Cave. Informing air filtration system is the third member of the pod this week. A great discussion on what we thing Craft is and other topics
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SPEAKER_00Welcome to Bourbon Boys. We're back in the uh the infamous uh The Batcave Cave. The Batcave.
SPEAKER_01Shoes and shoes, bourbon, and shoes, shorts, and hose.
SPEAKER_00That's right.
SPEAKER_01The boat's moving right along. Oh man. Back again.
SPEAKER_00Yep. We're back here discussing a topic that came up uh on a very interesting exchange with myself in Showtime on Instagram with a guy. I can't remember his name.
SPEAKER_01I don't even remember his name.
SPEAKER_00Angry. Yeah, we don't need to give him any credit.
SPEAKER_01We don't need to give him any credit.
SPEAKER_00Anyway, uh he was reviewing Art of Spirits stuff and calling them craft. Myself started off having an issue and then Showtime jumped in later because I I'll let you explain. What's your idea of craft? What is what do you believe the name? I know that Kentucky Bourbon Federation or whatever has opened it up to other people being craft now. NC Day, NCAA's opened up to paying players too.
SPEAKER_01So I mean so it's kind of like you gotta, it's like you gotta define your own rules and what buy what you're gonna buy. To me, it's like I feel handcrafted as you made it, you bottled it, everything's hand done by that small distiller. And it doesn't necessarily have to be a small distiller, but it's hand done, right? And not I bought uh MGP and now I've now I've crafted a bourbon because I don't feel like I haven't crafted a bourbon. I'm selling a craft bourbon, if that makes sense. I've sourced a craft bourbon, but I have not produced a craft bourbon, and I think that that gray area is what gets people in trouble when they uh NDP and they say, Oh, craft bourbon, and then you have to read between the lines to learn that they didn't actually make it.
SPEAKER_00Yeah, and I don't know, I even even a place like I wouldn't call MGP craft, right? Because they're making it, but they're making it on a mass scale. I would call like a the the small column still or the pot still, Blom Brothers their own produce stuff.
SPEAKER_01The stuff they're doing now is craft, yeah, correct.
SPEAKER_00Drumples Glenn craft, correct. Jay Henry, you could split hairs on the fact that they're sourcing from 45th parallel, but they give them the grains, they give them the mash build. So that yeah, that's a different beast, right? I I could go with that being craft. Correct. I you I can live with that. So your thing is handcrafted.
SPEAKER_01I like the handcraft it like in-house, they made it. Use like hands. Yes, correct. Like having hands in it. What's I go into a craft fair and I'm selling art projects that you made? Like I didn't craft that. That's a good way of putting it, right? I'm selling craft product, but I'm not I didn't hand craft it. Yeah. So I guess my issue is more someone taking credit for somebody else's work. Even intentional or unintentional. Right?
SPEAKER_00I think my issue is I think that when I see somebody that's uh NDP, doesn't produce their own whiskey and they call themselves craft that they're trying to add a flowery name on themselves instead of somebody calling you an NDP, which some people believe is a bad word in this industry. Right. Because there's so many NDPs out there. I'm not an NDP, I'm a crafter. Right. I'm a craft whiskey.
SPEAKER_01I'm a craft whiskey. No, no.
SPEAKER_00You bought barrels, same as any other NDP.
SPEAKER_01Which is fine. And and the nature of the beast is can you buy the best barrels, right?
SPEAKER_00Like that's a well 90% of what I buy is NDPs. Correct. I don't buy a whole lot of legacy stuff. Correct. I mean wild turkey occasionally, buffalo trace occasionally, but not really. Yeah. Um, so I'm for NDPs and I'm for sourcing. That used to be a dirty word, but I think it's gotten a lot better with that. Um I think what are we drinking right now before we continue?
SPEAKER_01So we we are into the mythical, the Onyx and Amber. It's uh 12-year uh low rye. It's delicious. It's a low proof, it's 100 103.7. Um, as of late, this has been one of my favorite uh mythical picks. Um I'm about a third of the way through this this first bottle, and uh I go to that one pretty regularly. Um so that's a good one. And obviously, what I do appreciate, and you can speak more to it than I can, is uh Onyx Amber's ability to uh be transparent and tell you where they got it, and um they own that, I feel like they're like we're trying to get the best, you know, and I respect that. So for those NDPs are like we're just trying to get our feet on the ground and get to the point where kind of like Smooth Ambler did, right? Like we source, source, and now they're doing their own juice because they built up that legacy and that brand name. That I respect.
SPEAKER_00So what I would say with that is if you're gonna try to start using the word craft with all these different ways, so why can't he say he's a craft correct because he's crafting, yeah, Onyx and Amber, because he's crafting an experience for you. You can throw craft on anything you want to, correct. And it doesn't mean you're a craft whiskey, yeah.
SPEAKER_01It's a marketing word, right? It's a marketing ploy, you know. Um and uh it's funny you say that because I saw a guy on Instagram I follow, uh Matt Cusick, the bourbon guy, and he was talking about an Anthony Bourdain quote that he was talking about farm to table and how that's like this cliche thing in restaurants. Well, isn't every isn't every meal farm to table?
SPEAKER_00Right somehow.
SPEAKER_01Like whether it's a big farm or little farm, like if you say small farm to table, okay. Now I now I get what you're saying. But farm to table Backyard to table. What there's every every piece of corn we eat is grown, right? So farm to table, craft, like it's a loose term, and I think that's where the gray area gets involved, and I think that's where you have to know really what you're looking for and like what you are interested in. Um, and I don't think there's anything wrong with saying like I like uh high-ry MGP regardless of who bottles it. I mean, because it's been pretty consistent.
SPEAKER_00And or any any big distiller, I mean it doesn't have to be MGP, it could be anybody you're MVPing from.
unknownRight.
SPEAKER_00If you're buying, if you're sourcing whiskey, you could buy it from anybody and and put a slap your label on it.
SPEAKER_01And so those I would say for me personally, the the NDPs that source from multiple areas, those guys kind of impress me more because they're they're kind of sifting through. Whereas if you're just buying MGP, are you going in just buying the lowest price? Are you only buying one? Like that there's a little more skill in it, I feel. And like I think that's where people build reputations, and guys like yourself, even picking barrels, like you're known for a certain right, like you build that reputation. So if I drink a mythical, I know kind of what I'm gonna get, and I think that's where people have success.
SPEAKER_00I think where I will give Art of Spirits a uh uh good grade or uh their props is they do source from a lot of different places. It's not strictly MGP, he gets them from a lot of stuff. I saw he was getting Willet barrels the other day, which you know my thoughts on Willet. I don't think they produce very good whiskey themselves anyway. It's okay, but it's not worth the price. But the cash you have getting to go do it is pretty cool. Yeah, it is cool. And you think about how Willet started, right? With the sourcing and then how like they really did a good job. Except they pulled the wool over everybody's eyes with using the same labels that they used to with their source stuff. So nobody ever really knows. Nobody knows, right?
SPEAKER_01And that's uh that's a other thing a lot of times I feel like with the whiskey stuff and bourbon is it's a lot of wild, wild west. Like one, you gotta know how to read a label, and two, then you have to really know how to read a label and what's or read what's not on the label. You know, I think that's often more important than what's on the label. Uh words count, right? Yeah, you know, words count. Aged and words matter. Words matter. Words can hurt. Words can hell yeah. Everybody poops. Yeah. Shit happens, right? For scump.
SPEAKER_00What do you think about it? What were your flavor notes on this one?
SPEAKER_01Oh, this is a sweet treat. This is a sweet treat.
SPEAKER_00Like should I put one of those uh our craft uh stickers on the clock? Yeah, those craft, yeah. Cherries Jubilee or something. Hand selected. Hand selected cherries jubilee.
SPEAKER_01Yes. We'll sell it out ASAP.
SPEAKER_00Get you a tater sticker, you like some cherry outfit or something? We used to do stickers on everything, and I've just gotten away from it. We need to get back to that. I know. I have people love it. I have some great ideas. I know you do. I know you're wanting to do one for uh Brother and the Fools.
SPEAKER_01That's right. Oh, that's happening.
SPEAKER_00They're bottling that two weeks, I think. I think that's we're gonna do real well with that one. The Brother and the Fools, I think it's gonna fly. So the next thing we're drinking to get to the what we believe is a craft distillery, it's a larger craft distillery. It's peerless, which is someone that's near and dear to uh my man Showtime Sandler.
SPEAKER_01Yeah, that's one of my one of my favorites.
SPEAKER_00This is Haskell's.
SPEAKER_01So Haskell's a little Total Wine uh uh it's uh what is it? Haskell's Fine Wine. So Northern Minnesota. Yeah, those guys in northern Minnesota do a great job, and I love their um their names they pick. So for this, the 2025 selection, volume four, uh, it's called Old Man Down. Because allegedly when they were at Peerless going to do the pick, uh the owner of Haskell's fell in the parking lot. Oh so those guys had a riot with that. And but that what you know, I like you know, it's barrel-aged six years, they'll tell you what's in it. You know, they're very detailed in what they're doing. I like the bottle size, like all everything that Peerless is doing, I'm a big fan of.
SPEAKER_00Their bottles have always been superior, even when they were selling two-year-old whiskeys.
SPEAKER_01Right.
SPEAKER_00Like now everybody was bitching about the fact they were charging a hundred dollars for two-year-old whiskey. I was like, this bottle is phenomenal.
SPEAKER_01Correct.
SPEAKER_00Uh, I got a similar story to Man Down for for uh not personally me falling down, but uh when I the one time I went to Wild Turkey uh was with uh Bruce and J and uh Eddie were showing us around. Oh wow. And that's back when they would just let you have the run of the first round, first round uh first floor of the Rick House. Oh wow. I mean they have barrels pulled out that you would try, but then you could try other stuff if you didn't find anything you liked. Oh wow. I went there with the Mongols and uh Ben Pickett, which is a huge, a huge uh wild turkey fan. Yeah. He's like rare breed without the or rare bird without the name, pretty much. Got it. Um he's the one that did that bottle I think I shared with you that was uh it was a wild turkey bottle that he private labeled for himself. Oh wow. So big fan. Yeah. Big fan. He's doing all right. So anyway, we went there and we drank probably 10 barrels, 12 barrels, maybe more. There was an older gentleman with us. I'm not gonna use his name.
SPEAKER_01Sure, sure.
SPEAKER_00As we were walking out, he stumbled and fell before he got into the everybody's like, I can't even help him.
SPEAKER_01I'm sure he appreciates you not naming it. Uh I don't remember his name, so I couldn't do it if I wanted to. So what it um one of the the previous ones before this, it it was called uh Uglier One Uglier Ones Try Harder. And they went into Peerless, and part of their goal was to pick the ugliest, most beat up barrel. Because they they thought that must be the one that like the guys working are sampling off of, and so they uglier ones try harder. And that one actually is is solid, so it's kind of funny that worked out. But peerless for me, like I do like, and I know we we we we joke on them a little bit about their stickers and their distillery, but I think that's fun for uh Joe Blow walking into a distillery, doesn't know necessarily what he's drinking or what I think there's a lot of people that just go to the bourbon trail because they hear their friends going to the bourbon trail, and so I think peerless does a good job of capturing that, you right? Like where it's not as intimidating as walking into a wild turkey old forester and like in your face, and you gotta know what it is.
SPEAKER_00And yeah, you know, they have a nice uh gift shop too.
SPEAKER_01Correct, correct. Yep, shout out to Teresa.
SPEAKER_00They did it really well to start off.
SPEAKER_01Yeah, my my friend John over there is uh he's doing a great job. One of the best dressed guys in bourbon. You know, he's got the cool hat and the open shirt, you know, just style and profile.
SPEAKER_00We know somebody else that likes to rock an open shirt. Yeah, it's an interesting shirt. Yeah, chains, yeah.
SPEAKER_01Feeling good. Chest hair, chest hair, taco meat out. You know, you lead a horse to water, but I can't pull it off. What do you get on? What are the notes? This is bourbon, right? Yeah, this is their bourbon. It's a single barrel. How old is it? Uh, six years. 113 proof? Yeah, it's a little, so 110.
SPEAKER_00I did.
SPEAKER_01So a lot of times I I so what I somebody was telling me that they thought it was really interesting. A friend of mine to say a guy knew a bourbon. It shouldn't rip on him. But he was telling me that he felt that Pierless is having success because they're coming into the barrel a little lower proof, and so they're exiting a little lower proof, and how that that might be a little smoother on the palate for people maybe just getting into bourbon and that kind of nature.
SPEAKER_00Well, that's a sense that's a long-standing thing about barrel entry proof, lower barrel, lower barrel entry proof being better for short-term whiskey for younger whiskey. It used to be that that was the law, that that was the proof at a certain lower proof. That had to be go into it. Right. And then the big boys wanted it raised because they could put it in at a higher proof, it comes out at a higher proof when they're proofing it down to 90 proofs. Correct. You get more bottles.
SPEAKER_01Get more bottles, right? But that's any way we can increase our supply. It was money.
SPEAKER_00They were doing it for money.
SPEAKER_01Right. Um that while that changed. Not to beat a dead horse, but this whole like hazmat craze, like I don't I get it, and I don't get it. Like it's cool, like it's fun. Like, I want to have one there, but I don't want to live in that.
SPEAKER_00Yeah.
SPEAKER_01I like to be like 110, 120 to 125 is like even you get the high 120s. I'm like, I can drink, and it's not like but it's that weird like machismo thing, right? Like, I oh man, I can do it. And I uh that's not who I am, and I want to enjoy it. Like, yeah, that's my thing. Like now, obviously, Coy Hill at 141. That's fun. Like, that's a fun thing, but I wouldn't want to drink that all night. No, like you know, that's a one and done for me. And that's what like that's what is cool to me about those bottles is one pour and I'm putting it back. Yeah, and I'm good. And I'm good probably for two weeks, like just what I can't live there. And so when you look at bottles like this Onyx and Amber coming at 103.7 proof and like a peerless at 110, those you can have a couple of and kind of relax and enjoy yourself and not have to worry about like, oh, I had one, and it's 145 proof. Like, how is that gonna hit me? You know, hit you hard, hits you hard, especially the older you get, older you get, hits you a little harder. But I uh go ahead.
SPEAKER_00No, go ahead.
SPEAKER_01I say I find myself coming like end of the night, like I've had a couple pours. I keep coming back to like 90 90 proofs to end my night. Like that, like last night was like old charter, like in a just simple caramel by that time it's gonna taste like nothing. Correct, but it no, it's like it's like a caramel sucker, it's like light sweetness. Um, so that's always fun. But uh I I think what I do think is we're having all these barrels come out, and then you look at like here in Wisconsin, like you have Led Rock up in Fond du Lac, they're putting out their own juice now. That's cool. Um, 45th Parallel, Jeff Les Glen, you mentioned, uh, even the guy Central Standard here in Milwaukee, like it really is. We do have a number of of craft distilleries in the state of Wisconsin, but we're still Wisconsin, so it's not Kentucky, so it doesn't get the same respect, and it takes longer to build that brand. And then you look at a place like uh, well, you just brought me a bottle of uh the 10-year bourbon from Driftless Glen. The fact that we have a distiller in Wisconsin with a 10-year juice that's their juice. Like, to me, I tell people all the time, like, I I'm a Driftless Glen fan, but I'm proud of what they did. Yeah. Because that at least puts us on the map. Like, Wisconsin is we're doing it, you know.
SPEAKER_00We gotta get you on Justin Sharpie's boat this summer.
SPEAKER_01I do need to, I need to have more than a more than one pour with that guy because uh I would love to see.
SPEAKER_00He doesn't drink whiskey, he drinks Bud Lights.
SPEAKER_01Well, he's a Wisconsin guy, so that well we're gonna talk about that because I'm gonna have a conversation because we we I'm a Milwaukee guy, so it's Miller, High Life, Miller Light. He's always Bud Light. We're gonna what is he, St. Louis? He's from St. Louis? I don't know where he's from, right? He's a Bud Light guy.
SPEAKER_00There was another aspect of the conversation on the Instagram that I wanted to talk about. Yeah. Um the guy continued on and said that Art of Spirits wasn't giving, selling you a story. Which to me, I think no disrespect to him is bullshit. Art of Spirits is 100% selling a story, and most NDPs are.
SPEAKER_01It's not a bad thing. No, I think that's part of the beast, like nature. You have to market yourself, right? But don't lie about it. Don't say they're not selling a story. Well, especially because my thing is like if the art of spirits isn't saying that. No, like they're not coming out saying, like, oh, we're not selling a story. Like, they're like, no, we are providing and we are telling a story for these individuals, and that I applaud. Like, if you find a group and they like your stuff and they want to pick your stuff, they go do it. Well, he's selling it for the uh service, the service manager mostly. I didn't serve. My dad was Air Force. Uh, I'm probably not gonna drink a bottle that has Jesus on it.
SPEAKER_00You brought that up before you was gonna say like I'm just not for the tears of Jesus level. It might be a bit funny.
SPEAKER_01Think about my granny and like her views on religion and how strict she was, and uh he has risen on a bottle of whiskey. Not my thing. Yeah, like I that just I think that's taken a little too far. A little faux pas for me, but I'm not judging you if you want to drink it. Yeah, I'm not judging you. Like that's your thing.
SPEAKER_00You're judging her.
SPEAKER_01I'm not gonna do it. I'm not gonna you're judging just a little bit. That's to me, that's is it a double sin? Like, yeah, you know, uh, but that but more power to guys that that's just not my wheelhouse, right?
SPEAKER_00Like But that was another thing I wanted to go off audio about. It's like then you go from craft to this and this. I'm like, you're just spewing a line of bullshit. Correct. Correct. To try to pump them up. Well, my thing is just say I love these guys and I'll just say that I want to give them a lot of things.
SPEAKER_01I love what they're doing, right? Like, just be positive about what they're doing. You don't have to you don't have to skew it or spin it or tell me it's something it's not. If you like it, you like it. If you don't, you don't. And I'm okay if you do like it. And right, that's the whole thing. The beauty about whiskey and bourbon to me is your palate's different than mine, and and that's okay. And some things you love I may not like, and vice versa. And that doesn't mean you're wrong or I'm wrong. It just means we just need to know the things we agree on, like right. But that so I'm not gonna. But I think you look at other NDPs, and like like I think some NDPs do a great job of telling a story, right? Like I uh the one that sticks out to me is like River Roots and like the stuff they do with their labels and stuff, like uh the rare character, the rare character one. I think those uh I'm rare characters hit or miss to me, and there's some bottles I love, and there's some bottles I've had where I doesn't know. The expense has gotten high. The expenses have got but I think it's cool when they do their picks for neighborhood places to have a bottle with neighborhood images on it. Like I think that's genius from them. And like I there's a liquor store in Wawa Tosa that I don't really go to, but the bottle I saw with their image, I'm like, that's cool.
SPEAKER_00Turkey Tosa?
SPEAKER_01Something like that. Something like that. Something like that. But uh you know what I mean? Like, I think that's cool for those people in that neighborhood to have those bottles, and that that's a good story.
SPEAKER_00Well, I think that I think that people want to get off on a tangent that NDPs are making up these stories and these names, and they they're making up a story for this whiskey and they're not being truthful. But most NDPs are being pretty truthful about where it's coming now because everybody's doing it. Well, you've got a thousand of them out there. How can you lie? That's my thing, is like you can lie, you can lie, but there's a place in Michigan that does a pretty good job of that, right?
SPEAKER_01But but for the most part, it got it gets exposed, right? Yeah and they're gonna continue to do what they do, but as an educated consumer, you make your decisions based on those things. And the other thing, like, he this gentleman on Instagram is like going back and forth with us, and my thought is when you go in a liquor store, there's probably seven to eight hundred bottles on the shelf. Like, it's easy to find those things that eliminate bottles for you. And so when you do find something you like and you want to continue to get into, those are are rarer, and like those you want to gravitate towards. So if that's a jam for him, like do your thing, bro. Like, love their stuff and be their cheerleader, no problem. But don't uh belittle others or act that you're doing something superior when it's very similar to what everybody else is doing.
SPEAKER_00Yeah.
SPEAKER_01And that's kind of how I view it. Like, you know what I mean? Like you're doing the same thing as everybody else. And now, granted, are there people do it that do it better than others? Absolutely. Right? And they build those reputations and their brands grow off or gr blow up. And I think we're seeing it now. Like, you look at Onyx and Amber, and like the the last year and a half that they've had has been astronomical. And the stuff they've done with like American Light Whiskey, like, and in my opinion, I felt like putting turning out uh that those high age statements pretty early on comparative to other NVPs. Now that I was like, Man, those guys are ahead of it. Like they're doing a great job. And so I think that's impressive to me, and that's another reason why I go back to them. Because I I trust what they're gonna pick. I know that when you go pick stuff from them, they're not gonna roll out you know, they're not gonna give you three duds and one you that might be okay. Yeah, you know.
SPEAKER_00So the 1792 uh portfolio, right? The way they do it there. Correct. Actually, they give you one that's like straight down the barrel, banana runs. Right. They know that's what some people come there for. Right. Um, another funny part about this whole give and take on Instagram is I had a gentleman come up to me uh in a store and say that he saw the give and take and he said him and whatever the guy's name was versus you and me, like we were gonna rumble at KBF.
SPEAKER_01Yeah.
SPEAKER_00I was like, I don't think Brandon's going to KBF.
SPEAKER_01But if I do, it's not for a cage fight. Like I'm like, you know.
SPEAKER_00That'd be a bad, that'd be a bad situation.
SPEAKER_01I'm good for about two and a half minutes.
SPEAKER_00I think the phone would take that. We would take them. I don't think it would be that long.
SPEAKER_01You think it'd be quick? Yeah.
SPEAKER_00I mean, the dude was pretty thin.
SPEAKER_01Is it tag team or is it straight up?
SPEAKER_00We'd have to work on the rules. Tag team we'd last longer because we're going to take a look at the case.
SPEAKER_01Tag team we can we can go for multiple rounds. Yeah. Yeah. Yeah, we're we're definitely gonna like be very violent in spurts and Mr.
SPEAKER_00Fuji, get somebody to put some uh chalk in his eyes. Yes. Ah yeah. Who I mean we could find somebody for that. Speaking of the river roots and rare character thing, I like that idea. I I think I told you the other day somebody posted on one of the pages like, which one do you think's better? Do you like river roots? You like rare character? Yeah. I went straight river roots because I would lean river roots. I think their products they put out are more consistent, their prices are more consistent, their imaging, they're all their everything they do is just more small. I think rare character has gone off in way too many offshoots of premium whiskies.
SPEAKER_01It's huge.
SPEAKER_00And they put out so much now.
SPEAKER_01Yeah, it's gotten so big. I just like I think it's cool when I the River Roots, for whatever reason, is like their group work is amazing. Like I get people from all over the country, they'll message me like, hey, you want this? And it's a rink, a link to some river roots I've never seen before. And it's like some group in Colorado, and they're like, Yeah, we just got this. You want one? And then the one I just saw, a group, uh, I think they're from Tennessee. It was Savor Saving, like it was private, but like Rye was in there, private Ryan, right? With Rye. Yeah, right. So saving Diva's tears, right? And it had a soldier drinking a bourbon on the beach. Oh, yeah. And I was and it was fit, it was bourbon finished in a rum cask, and I was like, that's really cool. Yeah, that makes sense. Right? Like the shipwrecked soldier, like that's funny to me. But uh, that's way up there for me. River Roots is one of my favorites. Yeah, there's very, very few times, if any, that I've had something from them, and I was like, eh, doesn't do much for me. That's one I haven't gotten anything from this year. Yeah, I'm all for it. Like, let's go.
SPEAKER_00Let's go to let's go to Ohio. Cleveland. Yeah, Cleveland Rocks. Cleveland Rocks. All right, well, we're at 25 minutes. I guess we could we could put a bud on it.
SPEAKER_01Yeah. Put a bow on it, put a bud.
SPEAKER_00I like putting a bud on it. Well, sitting at this table, you gotta put a bud on it.
SPEAKER_01Exactly. Well, I appreciate you guys. Like, yeah, all the feedback's been great. Uh, numbers going up, followers going up. Uh, Chad's getting better on Instagram with tagging and stuff, so I appreciate him for that. Uh, thank you all so much uh for listening. Uh appreciate you all. All right. Until next time, enjoy your pours and enjoy your family.