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By Gideon P. Tailor, October 11, 2024
The future of bourbon is here, blending tradition with technology as AI transforms distillation, aging, and even your next bottle recommendation.
AI is creeping into bourbon like a thief in the night, quietly slipping into distillation rooms and barrel warehouses where master distillers once held all the keys. If you think that bourbon is immune to the cold logic of machine learning and predictive algorithms, think again. AI isn’t taking over—yet—but it’s already reshaping the whiskey world in ways that would’ve been laughed out of the room a decade ago. Let’s start in the distillation room. Diageo, one of the world’s largest distillers, has integrated AI into its production process to ensure precision and consistency. AI plays a critical role in monitoring fermentation in real time, making adjustments to factors such as temperature and timing to reduce waste and optimize the process. This technology supports distillers in maintaining a consistent quality, offering insights and adjustments that even the most skilled distillers would struggle to make manually. The result is more efficiency and less margin for error during the delicate distillation phase. Over at Buffalo Trace, Harlen Wheatley, the legendary Master Distiller, is equally excited about AI’s impact on barrel aging. "We’ve been using AI to assess environmental data and make educated predictions on how different barrels will mature," Wheatley said. "It’s a game-changer in how we think about aging whiskey and how we can optimize each barrel’s journey from wood to bottle"(Buffalo Trace Distillery)(Buffalo Trace Distillery).
Buffalo Trace’s experiments with AI aim to push the boundaries of what aging can achieve, leading to innovations like their Eagle Rare 25-year release, which reflects decades of carefully monitored data. It’s like having a personal whiskey guide that learns as you sip AI is also revolutionizing how bourbon businesses operate. Beam Suntory, the company behind iconic brands like Maker's Mark, uses machine learning to forecast stock levels with greater accuracy, ensuring they meet rising demand without overproducing. Although there’s no specific quote from a Beam Suntory executive, the brand has publicly confirmed how AI helps them avoid costly mistakes by predicting consumer demand based on trends and historical data.
On the marketing front, Rabbit Hole Distillery has harnessed AI to better understand its audience. "We use AI to understand what our consumers are saying online, and that data helps us design not just better marketing campaigns but better products," said Kaveh Zamanian, founder of Rabbit Hole. This data-driven approach allows Rabbit Hole to stay ahead of trends and cater directly to their consumers' evolving tastes, ensuring their product lineup resonates with both long-time bourbon drinkers and new enthusiasts. "We’ve been using AI to assess environmental data and make educated predictions on how different barrels will mature. It’s a game-changer in how we think about aging whiskey and how we can optimize each barrel’s journey from wood to bottle." - Harlen Wheatley, Buffalo Trace Master Distiller AI isn’t just helping distilleries craft better bourbon or streamline operations—it’s enhancing the way consumers experience the spirit. Platforms like Flaviar use AI to help people discover new bourbons based on their flavor preferences. Grisa Soba, co-founder of Flaviar, explains: "We built an AI-powered tasting engine that helps users discover their next favorite bottle by analyzing their flavor preferences. It’s like having a personal whiskey guide that learns as you sip".
Here’s the bottom line: AI isn’t just a tool. It’s a collaborator in the whiskey-making process. From tweaking recipes and predicting barrel flavors to optimizing supply chains and revolutionizing marketing, AI is here to stay. And the bourbon industry is using it to raise its game. G🥃✍️ Key Real-Life Examples:
Whiskey Uncorked: The Digital Revolution That's Redefining How We SipFrom distilleries to doorsteps, whiskey’s future is just a click away.
By Charlie G. Peterson, IV, October 3, 2024 
The world of whiskey retail is experiencing a profound transformation, with e-commerce and direct-to-consumer (DTC) models redefining how enthusiasts shop for their favorite spirits. No longer constrained by the selection at local liquor stores, whiskey lovers can now explore an expansive range of offerings with just a few clicks.
This shift, powered by technology, has opened up new opportunities for distilleries, both large and small, to connect directly with their customers in ways that were unimaginable just a few years ago. Online shopping has brought a level of convenience to whiskey buying that was once unthinkable. Instead of browsing a limited selection of bottles, today’s whiskey enthusiast can access a world of high-quality spirits, from straight rye to craft bourbons, right from their own home. Whether someone is hunting for a rare bottle or simply looking for their favorite go-to whiskey, the variety and availability offered by online platforms have made the experience infinitely richer. But it’s not just about ease — these platforms have evolved into much more than simple storefronts. They have become educational hubs, where buyers can immerse themselves in the stories behind the spirits, learn about tasting notes, discover origins, and even pick up cocktail recipes. Perhaps the most significant development in this retail revolution is the rise of the Direct-to-Consumer (DTC) model. For consumers, this wealth of information creates a more personal and informed shopping experience, leading to deeper brand loyalty. Whiskey brands, in turn, have used these platforms to extend their reach far beyond local markets. A customer living in a small town, miles away from the nearest specialty store, now has access to niche bottles they would have never found on nearby shelves. Whether it’s an exclusive release or a limited-edition bourbon, these digital spaces have removed geographic barriers, making it easier for whiskey lovers to discover new flavors and experiences.
Perhaps the most significant development in this retail revolution is the rise of the Direct-to-Consumer (DTC) model. Distilleries are increasingly choosing to bypass traditional retail channels, opting to sell directly to consumers through their websites. This approach allows brands to foster closer relationships with their customers, offering more personalized experiences. Take Shankar Distillers, for example, which has embraced the DTC model to offer exclusive releases and limited-edition bottles, delivered straight to consumers' doors. This direct connection empowers both the brand and the buyer. For distilleries, it means cutting out the middleman, leading to higher profit margins and the ability to craft a more curated, tailored shopping experience. For consumers, it means access to unique products and special offerings that aren’t available on traditional retail shelves. As the whiskey retail world embraces e-commerce and DTC models, the industry is becoming more dynamic and innovative. Traditional retailers are being challenged to rethink their approaches, while distilleries are investing heavily in digital marketing to engage their audiences. Social media campaigns, virtual tastings, and personalized newsletters are becoming the norm, as brands look to connect more intimately with their customers. The result is a whiskey-buying experience that’s not only more convenient but also more interactive and engaging than ever before. Looking to the future, the whiskey retail landscape will continue to evolve. As shipping regulations become more flexible and technology advances, buying a bottle of whiskey will become an even more seamless experience. Distilleries will be able to analyze customer preferences with greater precision, offering personalized recommendations and exclusive deals that feel tailor-made for each individual. The rise of e-commerce and DTC sales has changed whiskey retail forever, creating a new world of possibilities for both brands and consumers alike. This is the future of whiskey — one where technology, convenience, and craft converge to offer enthusiasts more ways than ever to enjoy their favorite spirit. Cheers! c 📜🗿 Is AUD the New DEI?
This issue caught my attention.
To be fair, I've always considered any "12 Step Process", eleven steps too many. But then again, my generation drank from the hose, shot BB guns at each other and rubbed dirt in our skinned knees. So when reading the article, "Why Addressing Alcohol Misuse Is Key to Long-Term Organizational Success" my dander got up. Why? Suggesting employers support if not enforce prohibition and anti-privacy tactics - “Employers can put employees on performance improvement plans, and recommend counseling or treatment...Supporting employees to get sober — even if they were only consuming irresponsibly after hours — can increase productivity, lower absenteeism, and attract top talent because the work culture is perceived as progressive and empathetic." The redefinition of "Alcoholism"- One rabbit hole I fell into was discovering when and why "Alcoholism" was rebranded into "Alcohol Use Disorder". Believe me, the hole is dark, the motivation insidious. The term "Alcohol Use Disorder" (AUD) became the official diagnostic term for alcohol-related problems in 2013 with the publication of the fifth edition of the Diagnostic and Statistical Manual of Mental Disorders (DSM-5). The medical world in 2013 redefined the term alcoholism to "Alcohol Use Disorder". "Alcohol use disorder is recognized as a brain disorder and is an accepted medical diagnosis."
A brain disorder means if you drink yourself blind, you aren't a victim of your own choices, you are victim of a messed up brain - AND NOT 100% YOUR FAULT. The shift to using "alcohol use disorder" was driven by several factors including an emphasizing its chronic nature: AUD acknowledges that continued excessive alcohol use is a chronic disease that can go into remission but is not curable. That means 29.5 million people are part of a demographic THAT NEVER GOES AWAY. Additionally, this new definition expands the scope of those effected - "The AUD definition encompasses a wider range of alcohol-related issues, potentially affecting more individuals in legal proceedings." So of course, there are studies supporting the notion, “In 2022, 29.5 million people (10.5% of the population) in the United States reached criteria for Alcohol Use Disorder using DSM-5 criteria,” this got me wondering, "What is the TAM of the recovery and treatment industry?" "Marketdata estimates that the drug, alcohol and other addictions treatment industry will be worth $42 billion this year. Moderate but steady 5.2% annual growth in revenues is forecast through 2025, reaching $53 billion." Would you be happy with a 5% revenue growth each year?" Heck yes. Especially in a market where demand for your product is legislated into existence, a demographic easily intimidated into action and funded by the government. Yeah, that's addiction treatment. Assume everybody is a drunkard - even those who aren't. this got me wondering, "What is the TAM of the recovery and treatment industry?" The "The nanny state and the medical industrial complex see opportunities for more control behind the mask of 'public health' and an high-brow moral code.
They are coming for you at work - Is AUD the new DEI? An article in The FUTURE OF WORK outlines how employers should help "Supporting employees to get sober — even if they were only consuming irresponsibly after hours — can increase productivity, lower absenteeism, and attract top talent because the work culture is perceived as progressive and empathetic." ** That is one hell of a statement: supporting a return to office, connecting to increased productivity, lower absenteeism AND creating a progressive façade. Like the corporate world needs more masks. Don't people learn. Especially today - fake causes and manipulative feel good movements are out for all to see. The Artificial Intelligence Angle -
Ai Prediction#10 Ai will prove or disprove all our current theories. The sooner Ai learns about EVERYTHING, the sooner we can either put silly notions away, or triple down on solving real problems with real, human, solutions. It's going to happen. g🚀☄️ Bourbon Boom: When Will Prices Come Back to Earth?The bourbon boom has fueled an unprecedented surge in production, but it’s also setting the stage for a potential supply glut. Distillers, banking on continued demand growth, have stockpiled millions of barrels in warehouses. While bourbon’s aging process requires patience, the sheer volume of whiskey maturing raises a crucial question: where will it all go?
The market’s rapid expansion, while lucrative, has created an impending oversupply issue. As more bourbon reaches maturity, distillers face a tough choice—hold barrels longer, which increases storage costs, or release product en masse. Either scenario presents risks: pricing volatility, diminished brand equity, or worse, a supply-driven price crash. For business leaders, the challenge is clear. How do you maintain the allure of scarcity while navigating a landscape awash in product? One option might be focusing on premiumization—elevating select barrels to limited editions while strategically releasing standard bottles to control inventory flow. Alternatively, expanding into global markets could help absorb the excess, but even that has its limits. While consumers may benefit from increased availability and competitive pricing, distillers need to carefully manage both supply and perception to avoid a bubble burst. Navigating this delicate balance is key to sustaining bourbon’s long-term profitability without flooding the market and eroding the premium status that’s been cultivated over the last decade. Inspiration, here. 🌊🏺Erisman eases New Riff into older, bolder whiskiesYou have people who say, “Why didn’t you just wait until it was 8 years old at the beginning?” You tell them, “Dude, we had to make some money!”
🛰👩🚀A Barrel Of Bourbon To Space🍁 Our stratospheric whiskey defies gravity, transcending tradition. It beckons us to explore beyond the ordinary, to taste the effects of the universe itself. 10 of the oldest bottles of bourbon in Kentucky🍂 The earliest Kentucky bourbons were made to be enjoyed, and really, that's what happened to the bulk of them. The first Kentuckians were more focused on consuming the spirits than collecting them. The 11 Whiskey Cocktails to Drink This Fall🎃 A great fall cocktail bridges the gap between the happy-go-lucky brightness of summer drinks and the dark intensity of winter ones, which happens to be a task for which whiskey is uniquely suited. LineLeap lets users pay to skip the line at bars💆
“As college students, we noticed a common problem that many people before us have endured,” Max Schauff, LineLeap’s co-founder and CMO, told TechCrunch. “Our favorite college bars had really long lines. 👁Buddha of Bourbon’ who played key role in whiskey’s revival marks 70th anniversary at Wild Turkey I’ve always said, you know one thing about bourbon, you drink when you’re happy, you drink when you’re sad.” 🫁‘Does Whiskey Actually Have to Be Aged? One of the most important regulations is enforcing a minimum age statement. 🎑Is That Fredrick Douglas or George Brown? yeah, the owner of the company that manages Jack Daniels, (Uncle Nearest, anyone) sat on Fred's face for 12 years. 🍫Chocolate & Bourbon: A Match Made in Heaven During Bourbon Heritage Mont like old friends who bring out the best in each other.
🚁UK bar delivers cocktails by dron The delivery service is part of a campaign called ‘Catch cocktails, not feelings’. 😝‘No good evidence’ of risk from low-level alcohol consumption A statistician who became world-famous for his crunching of Covid data has hit out at public health experts’ “pointless obsession” with low levels of alcohol consumption. 🗽🗽Whiskey and freedom - Another Discovery Story About Jack Naturally, I had to obtain a bottle of Uncle Nearest 1884 for a taste firsthand. How to digitally transform an industry, but retain its soul and stories?
sensor and software technologies to provide distillers with unprecedented control and insight into the aging of their spirits, with an aim to empower new products, new stories. 🪵Is Wood All You Got for Uniqueness? Yet, cask finishing has become the de rigueur means of differentiation in American whiskey. So I sometimes as myself, “Is wood all you got?” 🦸♀️Get to Know: Heather Greene, CEO, Milam & Greene Whiskey we believe that first you have to be an expert in whiskey to write about it. That’s how you become a voice of authority. ⚗️The Happy, Hellish Journey of Starting a Distiller We have zero plans to build and sell the distillery. We want to own and be a part of it for a very long time. 😏Does Alcohol Really Make Us Happier? Temptations to drink often stem from perceived benefits that aren’t necessarily rooted in reality. ummm..that's the point. 🍸🍹Are Bartender’s Handshake Shots Still Cool if They’re on the Menu?
Handshakes reflected certain cliques or bartending family trees, evolving with subsequent generations. Whiskey for the Ages Blind Tasting with Greg Walters😝 In this episode, Whiskey for the Ages editors Elora, Hannah and Brian welcome friend of the show, Greg Walters. Greg is the author of Whiskey Tap, as well as many other weekly newsletters and podcasting ventures. ⌚️In the Rain for Three Hours to Buy a Bottle of Bourbon the state announces periodic “special releases” wherein a list of labels goes on sale at the same hour of the same day across the state. 🚢Whiskey leads US on-trade Straight Bourbon has the highest market share among American whiskeys and grew by 1.2 percentage points. In second place, Tennessee whiskey also saw growth of 0.2 percentage points. Blended whisky dropped by 1 percentage point and rye remained steady. 👴🏼Pappy Van Winkle Cut Off This Bartender for Making Whiskey Jell-O Shots. 10 Years Later, He Has No Regrets.
“The exclusivity factor is really against what bourbon is. It was never about being snobby, it was about having people over and making a punch, enjoying a race, or just sitting on the back porch.” 📜Alcohol Consumption Patterns and Mortality Among Older Adults With Health-Related or Socioeconomic Risk Factors "...study in 135,103 older drinkers found that even low-risk drinking was associated with higher mortality among older adults with health-related or socioeconomic risk factors. Wine preference and drinking only with meals were associated with attenuating the excess mortality associated with alcohol consumption." “How Do You Price Your Wine List?”🍷🍷 "we almost always do a 3x markup, which is generally the standard..." 🌇⏲️Can 24-hour drinking zones transform a city?
Yes, please. Following in the footsteps of Berlin and Tokyo, venues in a new all-night district in Montreal's city centre will be licensed to remain open, and serve alcohol, throughout the night. 🛢️🛢️Whiskey Market Analysis: Are Distilleries Overproducing Analysts are wondering why, with so much aging whiskey in Kentucky alone, why Kentucky distillers are expanding facilities to make even more of it? Answer: Damn the torpedoes. Keep making whiskey. 🧼Bar run by hypnotist opens offering ‘magical menu’ - Mysterious Belly Button
In Japan. The venue...is run by the veteran hypnotist located near Islam Yokocho, in Shin-Okubo and also offers electronic hookah pipes and a “magical menu”. 🛁Bourbon? Rye? Do Categories Really Matter Anymore In American Whiskey? Ask an American whiskey drinker what they’re into and most of the time, they’ll keep it simple and say “I like bourbon”. This is a gross oversimplification of the likely, more complicated answer: Fireball’s First Lingerie Piece👰♀️ "The garter holds one 50-milliliter Fireball shooter and is guaranteed to bring a little cinnamon spice to weddings. Of course it does. To Understand Why Some Bourbons Are So Expensive, You Need to Understand Allocated WhiskeyWhy are bottles like Eagle Rare, Weller, Blanton’s, and Pappy Van Winkle so pricy, and so hard to find?
There are whiskeys you can easily find at your local liquor shop, and then there are allocated bottles, those often unicorn liquids whose availability is strictly limited. Of course, you can often acquire allocated whiskey on the secondary or gray markets, but the prices you’ll have to pay are likely to be significantly higher than the official suggested retail. “Allocations across the liquor industry start from a place of rarity,” says Dean Hakim, bon vivant concierge at Heirloom Kitchen at The St. Laurent in Asbury Park, NJ. “From the production side, there are several factors that lead master distillers to earmark certain whiskey to be allocated. Read the rest, here. What Does 'Bonded' Mean in Bourbon?🏚️
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AI in Bourbon Making: The Future Blend 🤖🥃
Artificial intelligence is stirring up the bourbon world, proving that the future of fine spirits might just lie in the circuitry of computers.
🖥️🥃 Distilleries are tapping into AI to refine the craft, using data-driven insights to predict flavor profiles and consumer preferences. This isn't just about algorithms and analytics; it's a new frontier where tradition meets technology, and the result is a glass brimming with potential. AI's role in bourbon doesn't end with production. It extends to storytelling, crafting narratives that resonate with drinkers seeking a sip of something special. 📖🥃 By analyzing vast datasets on flavor notes and consumer trends, AI assists in creating bourbons that not only taste exceptional but also tell a tale that's as complex as the spirit itself. 🍹💡 Read Here. Whiskey and an NFT? Bourbon meets BlockChain.I love it.
Still...can you hear it? The temporarily smothered call...whispers of Remus and Uncle. Campfire Legends - cigars and bourbon, men and women and Taylor. From The Big Apple, to The Big White, the deep in the wilderness Jack London - bourbon will survive. There will be a day when the dram is measured by the emotions evoked, not the shape of the bottle or pop of a cork. BTW - article is either written or heavily enhanced by an LLM. Which is cool. "harmonious blend" Article, here. Bob Dylan, Infinity & What Makes Store Picks Tick...Rich rockers have been diving into bourbon for years, Metallica, Anthrax, Lynyrd Skynyrd, The Scorpions and The Rolling Stones all have a presence in the bourbon realm.
Beyond the obvious tax and business benefits - no better place to park money than bourbon - some of the product is quite good. I like Blackened. Just like most, pricing tends to dictate perception. Dylan's latest retails for around $600 bucks...so...yeah. One of the coolest things I implemented, and there were hundreds of ideas, was an Infinity Bottle; one for bourbon, and one for rye. Some know what it is, other do not. If you're into bourbon, you should have one. Store Picks baffle me. The distribution gig in bourbon is...how should I say..."slanted" so when your local retailer slaps a store sticker on a batch of bottles, what exactly does it mean? What was the process? Explore a positive spin on the subject. Robots making bourbon? No way. Well, actually, yes way. Folks are throwing AI at mash bills, and distillation processes. I'm guessing we'll be okay with androids helping us make great bourbons - I will be more alarmed the day they start enjoying a dram of New Riff or Russell's Reserve. Bourbon is great. An all American staple rich in history - American History. Go share some with friends this weekend and share some stories. Cheers! g |
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Bourbon, Ai, DeadPeople, BoneFlutes and "The Spiral of Malady": Mother of all Podcasts🎙️
Yeah...it is over 3 hours long.
But if you're on a plane, in a car or in the mood for some bourbon stories and tomfoolery, save to your fav list, grab a bottle, and give us a listen. Here. "B" Movies and BourbonI know, I know...today's state of bourbon has moved from what's in the bottle to what's ON the bottle.
Still. There is something about a whiskey having it's own movie trailer. So these two buddies out in California (of course) decided to put together a treatment, storyboard and start production. Once the whiskey is hitting its marks and delivering its lines, each expression is wonderfully wrapped with labeling describing the story, introducing the main characters, providing a synopsis and finishes with a glorious retro-style B-Movie poster. I love a good bourbon story and even though it's MGP, the story comes through. Like Wolfman, at night...not the MJ Fox one. The DJ Wolfman. Here. The Smashing Pumpkins Just Released a Bourbon Cut With Black TeaThe world is a vampire...that apparently prefers black tea to limestone filtered H20.
I liked the stuff from Few - a bit young, yet adequate. Of course, I sampled pre-Covid, so years have passed.🎶 Here. |
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BOURBON HAS JUMPED THE SHARKThe Getaway Car swerves into your favorite tavern.
It's official...the Shark Tank has been jumped. In a black leather jacket, on water skis. I do not hate Taylor Swift - she's huge, her songs resonate and she has scaled beyond Madonna - right? When I think of Swift, I think of great songs, good live shows and a huge, broad demographic. I do not think of is whiskey. Seriously, do you? 8 Year Riff, Bourbon Trailers & Don't be a Dick8 to 12 years old, that's all you need to know when looking at aged bourbons. I've had them older and like most over aged, the drams were ornery in a 'get off my lawn' way.
Speaking of 8 year old bourbon, New Riff is dropping their first 8 year on March 8th.(huh) Interesting thing here - expect more as the 'newer' distilleries start releasing their first matured batches. hould be good. "Blanton's." What more do I need to say? If you know, you know. If you don't, check out the link below. And finally. A bourbon without a movie trailer; a King Without a Sword? No. But if the bourbon is good, the price right a B Movie Bourbon certainly adds to story telling around the dram. Buddies in California, committed to bourbon on film. Crack a bottle and share some stories. Cheers! g New Riff 8 yearThe NRiff single barrels are my go to - from rye to bourbon. Trust me, it truly is about the water.
This 8 year looks very interesting. 100 proof, but not bottle in bond. Can't wait. Here. |
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'Gregisms' The Dram:Cures the common cold - warmed and with honey
What is An Infinity Bottle?An Infinity Bottle, also known as a Solera Bottle in some circles, is a personal and dynamic whiskey blend that evolves over time, crafted and curated by its owner.
Read Here. What Causes A Bourbon To Taste Spicy?The worst word you can utter after sampling a bourbon ordering a dram is "smooth".
Believe me, only bourbon neophytes say things like, "...I want something smooth..." or " this is good...smooth...". No. Don't. Instead, come back with "slightly warm..." or "spicey". Which can equate to either a more mature or slightly higher rye bourbon. Whatever. Anything better than, "Give me something smooth." Read. High Proof & Low Proof: What Difference Say You?Whiskey at a higher proof point has had less water added to it, resulting in a higher concentration of aromas and flavors," For the record, I love high proof bourbons; a buck twenty is just fine with me. Higher even better.
But I might be a mutant, from bourbon mutant island. Oh well. If you haven't taken the high-proof journey, I recommend Old Forester 1920 to start. Heaven help you if you like it because you are just beginning a journey of "...an overall intensity of aroma and flavors..." This is a good article to read. The Art of Whiskey CraftsmanshipBarrels & Bourbon: Crafting the Spirit of America.
Ever wondered what goes into making that perfect glass of bourbon? Dive into the world of whiskey craftsmanship and discover how Art and Casks are setting new standards. "Art and Casks is a platform that brings together the best of the whiskey world, from the craftsmanship of the casks to the art of whiskey making."🔗 Read more The Nine Lives of One Bourbon BarrelThe last place you might expect to discover a monument to American whiskey is in an overgrown field in the idyllic countryside of Speyside, Scotland.
But if you follow a path up a woody hill, overlooking the Glenrothes distillery, in a clearing you’ll find great pyramids of used American oak barrels. The newest ones look like they could still hold whiskey, while the oldest, weather-beaten ones are losing their rusty hoops and the staves are turning into dust. Read, here. |
