Life in a Post-Bourbon World: Predicting the Next Big Thing in Booze

It’s no secret that bourbon has been the It Spirit for a good few years now. Perhaps the most remarkable thing about it is how pretty much no one saw it coming. One needs to only look at the vast amount of supply shortages today to see just how unprepared most of the market was. Here’s a fun exercise. Go into your local store and ask them if they have any Weller, Eagle Rare, or even Very Old Barton. Their thousand yard stare, coupled with the nervous tick in the corner of their eye will tell you all you need to know about the current state of things.

Reports and predictions of the “bourbon bubble” bursting have so far been premature. It seems that—at least for now—for every one person who tires of the hunt, there are ten more ready and willing to take their place in line for the latest limited release. I’m not here to predict when that will end, because it’s already proven to be a pointless exercise. However, what can be a fun prediction is guessing what will follow bourbon as the almighty “next big thing.” So let’s take a look at a few spirits, and the reasons why they will — or won’t — usurp bourbon’s place at the top of the hype pedestal. For each of these four, we’re also including the all-important “Van Winkle Factor” — wherein we ask whether there is a singular product which will drive said hype train and become the bane of existence to liquor store employees everywhere.

1. Rum

For years now, rum has been talked about over and over again as being the next big spirit.

Why it Will Succeed:

Rum has a lot of crossover appeal to the bourbon fan. Many rums share a lot of the same flavor components with bourbon — vanilla, caramel, and good old-fashioned barrel spice — though with a slightly softer and sweeter side rum has the potential to appeal to an even broader audience. I have myself, and have heard many others refer to it as “summertime whiskey,” a product which delivers a lot of the same flavor notes but without the warming heat of whiskey. It’s easy and delicious. Plus, the rebirth of tiki drinks and island culture has pushed the importance of specific rum types into the minds of consumers everywhere.

Why it Won’t:

First and foremost, rum has an issue with age statements. Countries like Jamaica and Barbados require an age statement consistent with what most U.S. consumers understand, the age on the label is representative of the youngest spirit in the blend. But rum comes from so many places beyond those two countries, and in those countries age stating is much more vague. Two brands that represent this better than most are Ron Zacapa and Zaya. Ron Zacapa uses a solera aging system which puts a vague average of “23” on their entry level bottle. Zaya recently changed their bottles from saying “12 years” to now indicating that it is now a blend of 12 aged rums. It’s a clever switch of phrasing that makes marketing departments proud but makes many consumers roll their eyes. Also, and here is the obvious, rum has been talked about as the next big thing for quite a while and hasn’t really taken off. Maybe rum’s popularity as it is now is just where it is going to be. Maybe we have already reached peak rum and we are just fooling ourselves that it is going to keep growing.

Van Winkle Effect:

Does rum have that one big bottle? The one which people will wait in line for, the one which will inspire countless Instagram posts with jealous responses? It just might. The Caroni Rum Distillery has been closed or 15 years. Bottles still pop up from time to time from independent bottlers. This may be more of a correlation to a bottle of A.H. Hirsch than a bottle of Pappy Van Winkle, but bottles of this rum seem to pop up and disappear quite quickly.

2. Mezcal

Why It Will Succeed:

Tequila’s funky, and smoky, compadre has been king of the mixology world for a couple years now. Not since the concept of “pre-Prohibition” have we seen such an obvious inspiration for so many new bars. In one Chicago neighborhood alone, I can count at least three new mezcal specific bars that have opened up in the last year. Yet it persists. A few weeks ago my social media feed was full of one friend’s picture of a mezcal flight, another drinking a mezcal old fashioned, and another commenting on the addition of a new bar a block from their apartment. All of this is without mentioning that mezcal has sotol and raicilla, new Mexican spirits, to bolster its rise in the same way that rye whiskey did for bourbon.

Why It Won’t:

The barrier of entry to mezcal knowledge is quite difficult for even the more advanced drinker. The variation on types of plants mezcal can use and the 8 different regions where they can all come from can create a dizzying combination of recipes and styles. While this is a wonderful thing for adventurous drinkers, it limits the amount of direct bottle to bottle comparison and debate over what is the best, which was a key component to the rise of bourbon. While mezcal may be the current king of the cocktail world, that hasn’t quite yet translated over into bottle sales.

Van Winkle Effect:

Del Maguey’s Single Village series seems to be the obvious choice here. They were among the first to push mezcal as something more than just the thing with the worm or scorpion in the bottom of the bottle. Also they fully embraced the extra funk that is the pechuga style of hanging a chicken carcass in the still for some extra gameyness. To be honest though, mezcal is the current and future king of the cocktail world, but it will have a hard time transitioning into actual off-premise consumer sales.

3. Armagnac

Why It Will Succeed:

There is an old adage which states that all old punk singers become country singers. In the same way, all old whiskey drinkers become Armagnac drinkers. It turns out that while Cognac has been all the rage, it has had a southern neighbor which has offered more value for the money all along. While both Cognac and Armagnac are grape brandies, the big difference lies in the use of the Baco and Colombard grapes. Baco is a big deal in terms of difference, it is a grape variety which can only be grown in the Armagnac region and can only be used for distillation. Also, Cognac opts for double distillation while Armagnac goes for single. Just think of Armagnac as Cognac’s rustic cousin. Only in this regard “rustic” means that bottles can be packed with complex and wonderful flavor.

Why It Won’t:

It certainly doesn’t help that the average consumer still has a hard time understanding what Armagnac is. Couple that with the fact that the TV. show Chopped recently referred to Armagnac as an “apple brandy” and you get the idea of the hill this delightful spirit needs to climb.

Van Winkle Effect:

There are stores you can walk into where you can buy a Marquis de Montesquiou Armagnac which was distilled in 1865. Those types of stocks are extremely rare and should instantly spark the attention of any collector. Outside of that you have producers like Chateau de Laubade and Darroze, which have lots to offer that will happily turn heads.

4. Irish Whiskey

Why It Will Succeed:

Irish whiskey has been one of the fastest growing spirit categories in the world over the last few years — mainly because its sales started off so small. What has been a predominantly homogenized category is currently exploding with new offerings. Look no further than the style of single pot still Irish whiskey for a style of whiskey that is unique to the country that started it all. As well, there is no shortage of Jameson drinkers that are looking for something more premium and more unique. For ages all of your Irish whiskey came from one of four distilleries: Midleton, Cooley, Bushmills, and Kilbeggan. Since 2014 there are now 32 running and proposed distilleries in Ireland.

Why It Won’t:

Irish whiskey has a slight image problem. There are many consumers who have for very long looked at it as predominantly for shots. To many whiskey drinkers it can be seen as plain and boring. The heavy influx of new distilleries and producers putting out new and varying products is already starting to combat these attitudes, but it remains more a question of when change will take place.

Van Winkle Effect:

One need look no further than the relative disappearance from shelves of the Jameson Rarest Vintage Reserve to see how stocks of older Irish whiskey are becoming squeezed. Releases like the Redbreast Lustau Edition and the Midleton Barry Crocket Edition are helping keep the hype chatter up.

In Conclusion:

Here is the thing with bourbon. Seemingly every major bourbon distillery is expanding in some form, be it actual distilling space or simply just more warehouses to store more barrels. According to some reports, companies like Beam-Suntory are filling almost 500,000 barrels a year, which to us means only one important thing, the big producers don’t see an immediate end in Bourbon’s expansion. In fact they are looking forward to numbers that only continue to grow. And as younger distilleries across the country are able to start bringing new and more mature products to the market the demand will be there.

So yes, maybe it is poor form to say that the next big thing after bourbon is bourbon. But I’m OK with that. Because if it’s something else it will probably be mezcal, or rum, or Armagnac, or Irish whiskey.

What’s the Difference Between Cognac and Armagnac?

Even if you’ve got a pretty good handle on the world of spirits, Cognac can come across as opaque. It can be hard to tell where Cognac fits into the broader spectrum of spirits, and that’s even before you’re introduced to Armagnac, Cognac’s lesser-known sister spirit. So what are you actually getting when you buy a bottle of Cognac or Armagnac, and what’s the difference between the two? Read on.

To start with, both Cognac and Armagnac are both varieties of French brandy. To be reductive, brandy is distilled wine (just like whiskey is distilled beer). Though you can also make brandy out of other fruits, “properly” it’s made from grapes, and this is the case for both Cognac and Armagnac.

Cognac is brandy made in the Cognac region of Southwestern France. Cognac is mostly made from three major varietals of grapes that you rarely see in wine: Ugni blanc, Folle blanche, and Colombard, as well as smaller percentages of a few other grapes like Sémillon. These grapes, if fermented, would make a wine that is extremely acidic and often unpalatable, but when distilled makes for a spirit that is unparalleled in aging and blending potential. Distillation takes place in copper pot stills, which are regulated in size and shape by the French government. Once distilled, Cognac is stored in French oak barrels to age. All Cognacs are blends of various barrels, and each individual Cognac in a blend is referred to as eau-de-vie or ‘water of life.’ The age statement on a bottle of Cognac is an indication of how old the youngest eau-de-vie in the blend is, and for really exclusive bottles, the other Cognacs in a blend can be over a hundred years old. Cognac doesn’t usually carry direct age statements like a bottle of whiskey, however; Cognac aged up to two years is listed as VS or ‘very special’, aged up to four years it’s called VSOP or ‘very superior old pale’, and aged up to eight years it can be called either XO for ‘extra old’ or Napoléon. In 2018, the XO minimum age rule goes up to 10 years, though typically XO cognacs are considerably older than this.

Armagnac is brandy made in the Armagnac region in Gascony, further south than Cognac. Armagnac uses Ugni blanc, Folle blanche, and Colombard grapes like Cognac does, with the addition of Baco blanc, a grape that outside of Armagnac isn’t used for much of anything. Instead of Cognac’s copper pot stills, Armagnac is typically distilled in column stills similar to American bourbons,, Armagnac is only distilled once instead of twice in the case of Cognac. The single distillation and the column still combine to make Armagnac generally a more aromatic and brooding spirit than Cognac, perhaps a better entry into French brandies for someone used to bourbons. Armagnac uses the VS/VSOP/XO designations for age as Cognac, but the ages don’t match up perfectly; the youngest eau-de-vie in a XO Armagnac only has to be aged six years instead of eight. Also important for the imbiber more conscious about how much they’re spending on alcohol, as Armagnac isn’t as well-known outside of Europe, old Armagnac tends to be cheaper than similarly-aged Cognac.

So to summarize, Cognac is distilled twice in copper pot stills, and Armagnac is distilled once in column stills, and the grapes used can be a bit different. Ready to go use your new knowledge and pick up a few bottles? Try some of our favorite Cognacs, like Gilles Brisson VSOP or Martell Blue Swift, or Armagnacs like Chateau du Tarquiet or Marquis de Montesquiou!

Revew: Chateau du Tariquet Armagnacs – Blanche, VS Classique, VSOP, XO, and 1993 Vintage

Tariquet XONo longer using the “Domaine du Tariquet” name (see earlier coverage here under the old identifier), Tariquet now produces both wines and spirits under the “Chateau du Tariquet” moniker.

Recently we received a monster shipment of the Tariquet lineup, from the unaged blanche to a vintage offering distilled 22 years ago.

Away we go!

Chateau du Tariquet Blanche Armagnac – Made from 100% folle blanche grapes, and bottled unaged as an eau de vie. Floral and fruity on the nose, with medicinal overtones. On the palate, it offers notes of honeysuckle, lavender, and the essence of canned peaches and pears. A musty, green character emerges with time, tempering the up-front sweetness with a finish that veers into vegetal character. Think of a white whiskey that’s lighter on its feet and more balanced and you have an idea where this white brandy is headed. 92 proof. B- / $50

Chateau du Tariquet Bas-Armagnac VS Classique – 60% ugni blanc and 40% baco, aged 3 years at least. Reviewed last year here, this entry level brandy offers a nose of raisin and spice, citrus fruit, and sweet vanilla. The body is simple but plenty enjoyable, with nutty notes compounding the above fruitier notes, all mixed with a rustic brush that evokes some ethanol and hospital notes from time to time. I like it somewhat less today than my prior rave would indicate, but for a daily brandy at a solid price, it’s still worth a look. 80 proof. B / $35

Chateau du Tariquet Bas-Armagnac VSOP – Same grape breakdown as the above, but this bottling is at least 7 years old. Here we see the Tariquet house style pushing harder on its deeper, nuttier characteristics. Brown butter, sweet pastries, and stronger vanilla notes give this brandy a more rounded and fully-formed character, with touches of roasted marshmallows, marzipan, and banana bread coming to the fore. There’s lots to enjoy here, with the racy finish giving it an edge (and some fruit) that keeps the experience alive. 80 proof. A- / $46

Chateau du Tariquet Bas-Armagnac XO – Same grapes, at least 15 years in barrel. Again, the level of depth gets pushed further, and deeper, with intense notes of nuts, plus chocolate and coffee. The fruit is darker, restrained, and more brooding, heavy with plum and cassis, and dusted with cloves and ground ginger. Dark chocolate rules on the finish. I usually prefer my older Cognac showing a bit more fruit, but this expression offers its own enjoyable, though different, drinking experience. 80 proof. A- / $70

Chateau du Tariquet Bas-Armagnac 1993 Vintage – Again the same grapes, all harvested in 1993. Bottled in 2010, making this a 17 year old spirit. There’s more heat on the nose, which might make you fear for a heavy, alcoholic bomb. Push through to the body, where you’ll find a lush brandy awaits you. Dense caramel and huge raisin notes start things off, followed by chocolate, lighter coffee, vanilla, and a mix of baking spices. The finish is lengthy and sweet, with orange Dreamsicle notes and a touch of black pepper. In need of a touch more balance, but lovely nonetheless. 90.4 proof. A- / $100

tariquet.com

Review: Chateau du Tariquet Bas-Armagnac VS Classique

Tariquet VS Classique avec Etui

Armagnac, in the Gascony region of France near Bordeaux, has long played second fiddle to the better-known and more prestigious Cognac. Subtle production differences exist between the two. Cognac uses up to three grape varieties. Armangac can include four (Folle Blanche, Ugni Blanc, Colombard, and Baco). Cognac is distilled twice, Armangac only once.

Bas-Armangac is the largest of the three subregions within Armangac, and it’s where this bottling from Domaine du Tariquet hails from (the spirits are now denoted Chateau du Tariquet, while the wines carry the Domaine name).

VS is the youngest grade of Armangacs, indicating barrel time of a minimum of three years. Composed of 60% Ugni Blanc and 40% Baco, Tariquet VS is an outstanding introduction to how well-made a young brandy can be.

Youthful and full of punchiness, Tariquet XO Classique offers a nose full of nuts, dried figs, and oak. On the palate, the fruit shines brighter than expected, intermingling notes of citrus with rum raisin, incense, vanilla, mixed dried fruits, and cocoa. The finish is nutty and a bit rustic, but not rough, and the brandy’s not insignificant sweetness carries the day. I wasn’t expecting much from this Armagnac, but I was converted thanks to a surprisingly complicated spirit that really earns its stripes.

Those put off by the VS indicator should give this a taste. The price is comparable to run-of-the-mill Cognacs like Hennessy and Courvosier, but the flavor is more intense and much more intriguing. Consider me a fan!

80 proof.

A- / $35 / tariquet.com

Drinkhacker’s 2012 Holiday Gift Guide – Best Alcohol/Spirits for Christmas

You’re full of meat and pie and perhaps meat pie. Now it’s time to think of your loved ones. Were they naughty? Nice? Do they deserve a fancy tipple when the giving season arrives?

For your most favored loved ones, Drinkhacker offers this collection of our favorite spirits from 2012, just a small sampling of the most worthy products on the market. Dig through the category of your choice for other ideas, and please chime in with your own gift ideas!

Also check out our 2011, 2010, 2009, and 2008 holiday guides.

Want our gift guide in glorious, full-color, printable-magazine style, complete with the original reviews for all of these products? YOU GOT IT!

four roses 2012 small batch limited editionBourbon – Four Roses Small Batch 2012 ($90) – This bad boy’s been topping “best of” lists all season, and for good reason. Perhaps the best Small Batch from 4R since the distillery re-entered the U.S. market, it’s a huge crowd pleaser. Can’t find it (don’t be surprised…), try Elijah Craig Single Barrel 20 Years Old ($130), Woodford Reserve’s unique Four Wood ($100), or Smooth Ambler Yearling ($62), straight outta West Virginia.

Scotch – The Balvenie DoubleWood 17 Year Old ($130) – I’d love to pick Glenfiddich 1974 or Balvenie Tun 1401 Batch 3 here, but both are long gone from the market and were absurdly expensive, to boot. You’ll have better luck with the new, older DoubleWood — which, by the way, is replacing the highly-beloved Balvenie Peated Cask on the market — which is in wide distribution now. More ideas? I love Arran Malt’s The Devil’s Punch Bowl ($130) and Ardbeg Galileo ($95). But my real connoisseur’s pick is a stealthy one: Gordon & MacPhail Linkwood Cote Rotie Finish 1991 ($80). Yes, it’s available, and yes, this is pretty much the only thing I want for Christmas.

greenhook ginGinGreenhook Gin ($33) – No knockouts this year, unlike 2011. Greenhook’s elderflower kick makes it a lot of fun. Cardinal ($29) is also a creamy, delicious gin. Update: And due to a tragic oversight, I failed to note the quality of The Botanist ($33).

VodkaSquare One Vodka ($33) – Rock solid, though hardly new to the market. Other excellent choices: Belvedere Intense Unfiltered ($40) or Bully Boy Vodka ($28).

Rum – Rhum J.M. Rhum Vieux Agricole 1997 ($130) – My pick for the most exciting rum of 2012 isn’t sold in the country, but this vintage agricole from Rhum J.M. makes an exquisite gift, too. Lots of great options out there for lower budgets, too, including Blackwell ($30), Ron Fortuna ($22), and Plantation 3 Stars ($24).

Brandy – Marquis de Montesquiou Armagnac XO Imperial ($130) – There’s never much new brandy coming out in any given year, and the good stuff costs a pretty penny. At the top of the list for 2012 is this Armagnac, with Camus’ Extra Elegance ($395) close behind. For more affordable selections, check out Camus’ Ile de Re series.

Tequila – t1 Tequila Blanco Ultra-Fino ($40) – In a year of top tequila and absurdly expensive bottlings, these two affordable blancos stood out. t1 looks a little snazzier, if you’re giving a gift. The amazingly balanced Z Tequila Blanco ($30) will save you 10 bucks. Many excellent choices out there this year, as usual.

Liqueur – Pierre Ferrand Dry Curacao Ancienne Method ($25) – Turn the Grand Marnier fan in your household on to this, the best orange liqueur on the market and a pittance at just $25 a bottle. For a different fruit effect, check out Germain-Robin Pear de Pear ($24, 375ml), a spirit that will quickly make you forget about lackluster Poire Williams.

Need another custom gift idea? Drop me a line or leave a comment here and I’ll offer my best advice!

Looking to buy any of the above? Give Caskers and Master of Malt a try!

Notes from Domaine Select Wine Estates Pop-Up Tour, October 2012

Our friends at Domaine Select Wine Estates (which handles a lot more than wine) are on the road, “popping up” in a half-dozen cities to let their producers show off their wares. I recently dropped in on the San Francisco installment to experience a few wines that were new to me (1982 Borgogno Barolo, yes please) and some spirits, including a line of Armagnacs from Castarede that are slowly making their way to the States, and WhistlePig’s new limited edition “111” Rye Whiskey. Notes follow!

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Review: Marquis de Montesquiou Armagnac VSOP and XO

Montesquiou… man, that is a lot of vowels.

It is also the producer of a lot of Armagnacs. Formerly part of the Pernod family, it’s now being imported by ImpEx, repackaged, and expanding into broader U.S. distribution. We tasted both the VSOP and XO bottlings. Both are 80 proof and made from eaux de vie from Ugni Blanc, Folle Blanche, Colombard, and Baco. Thoughts follow.

Marquis de Montesquiou Armagnac VSOP – Very nutty, with aromas of nougat, honey, and fresh cut grass. On the palate, flavors of chocolate malt balls, sweet apple and citrus, vanilla, caramel, and a moderate but well-balanced finish. A classic brandy, richer than young Cognacs and arguably more enjoyable. A- / $50

Marquis de Montesquiou Armagnac XO Imperial – Immediately more intense on the nose, and huge in the body, this tastes like a classic old Cognac. Really rich with smoothed fruit, marzipan, milk chocolate, more nuts, and a fantastic balance of sweet and smoldering. Exceptionally drinkable, though the price might be a bit hard for some to swallow. A / $130

impexbev.com

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