By Fourteen Ten
This week we have been inspired by Pernod Ricard who are keen to abandon the ‘old man in slippers’ image that has often been associated with whiskey.
In a recent article Leonie Roderick cited popular TV shows like Mad Men and Broadwalk Empire as having helped whiskey achieve newfound prominence.
We are delighted to learn that not only is whiskey growing in popularity, but is attracting a wider demographic than ever before. For the younger generations, whiskey is a tangible representation of disposable income and sophistication. According to Michal Addady, sales of American-made Bourbons and Tennessee whiskeys saw a 17% increase in 2015, and so began the whiskey renaissance.
The Garrison Brothers distillery in Texas is the oldest legal distillery of its kind and is the first to bring organic Bourbon to the UK. We have been chosen to represent the launch of Garrison Brothers whiskey in Europe, and are currently working on selecting bars, speaking to whiskey professionals, bartenders, drinks buyers, and restaurant owners about stocking the award winning bourbon. The grain is made from sweet mash, which has a naturally higher PH than sour mashes because of the fresh grain that is added each time. When the Bourbon matures in their casks the Texas heat increases evaporation resulting in a more concentrated taste. Finally, a little Texas rain water is added to proof the Bourbon. It is this extremely rare and bespoke process that has the potential to make Garrison Brothers a favourite in bars, restaurants and hotels across London, particularly those that specialise in bourbon.
In April 2013, the company launched their Cowboy Bourbon made from their ten best barrels which had been held back for release for nearly four years. Just 600 bottles of the unfiltered Bourbon went on sale as part of a limited release and led to them being named ‘American Micro Whisky of the Year’ in Jim Murray’s 2014 Whisky Bible.
Also a winner of ‘American Micro Whisky of the Year’, the 2016 Vintage of the Garrison Brothers Texas Straight Bourbon Whiskey has already sold out. Nicknamed The Flagship, the small batch Bourbon contained lower levels of higher alcohols than any Bourbon on the market, thereby minimising the effects of your hangover; a win-win.
We are very lucky to have some of the exclusive 2016 Straight bourbon and on the 24th November are working in partnership with Texas Joe’s Restaurant for ‘A Very Texan Thanksgiving’, where we will be offering an ‘all you can eat’ menu of Texan dishes for £40 per head. The price also includes a welcome cocktail and a double-measure digestif of the award-winning Straight bourbon. The next release is in spring 2017.