Single barrel Bourbons, emerging craft brands, and national super-premium brands are gaining retail traction during slippery economic times. “The leading sellers are Jack Daniel’s ($30.57 a 750-ml.) and Jim Beam ($19.97 a 750-ml.),” says Mike Mercado, liquor manager, Exit 9 Wine and Liquor Warehouse in Clifton Park, New York. “We are seeing more craft whiskey distilleries releasing aged-stated products, and they’re an integral factor in growing American whiskey.”
Mercado notes that single barrel offerings and emerging craft brands are contributing to Bourbon’s growth. “Brands driving growth and intrigue include Still Austin Straight Bourbon – The Musician ($33.35 a 750-ml.), Whistle Pig’s Piggyback lineup ($54.61 a 750-ml. of Whistle Pig Piggyback Legend Series F1 V2 Stake to $798.62 for Beholden 21-year), and Vermont-based Lost Lantern ($90.98 a 750-ml. of Mississippi Memory Bourbon to $100.39 a 750-ml. of Far Flung Bourbon II),” he says.
While Bourbon decreased 3% in volume nationwide last year, leading upscale brands Woodford Reserve ($43.66 a 750-ml.), Buffalo Trace ($38.62 a 750-ml. of single barrel), and Elijah Craig ($37.97 a 750-ml. of single barrel) grew, according to Impact Databank. The sweet spot for a 750-ml. of Bourbon at Exit 9 is around $60. Leading brands in that range at the store include Hard Truth Wheated Bourbon ($57.32 a 750-ml.), Green River Full Proof Single Barrel ($66.71), and Copper & Cask ($54.75 a 750-ml. of Barrel Proof 7-year to $63.80 a 750-ml. of Limited Small Batch Cigar Blend 7-year).
Despite numerous challenges including tariff threats, Bourbon has come a long way since 2010. “Fifteen years ago, we only had 147 American whiskey SKUs in the store,” Mercado says. “I went into owner Mark O’Callaghan’s office and told him I wanted to be the premier place for the category in upstate New York. Now we have over 1,000 SKUS of whiskey. American whiskey is about 500 and Bourbon is 300 SKUs.”
Single Bourbon barrel picks have contributed significantly to growth. “They have been a big focus for us for more than 15 years,” Mercado says. “It’s a way for us to offer our customers something they’re not going to find anywhere else. We will only invest in a barrel if we truly believe the liquid is unique and worth the price. We landed a single barrel of Whistle Pig Piggyback 6-year ($54.71 a 750-ml.) in December and it’s almost gone. That’s pretty quick for a barrel pick.”
Exit 9 currently has 42 barrel picks in stock. The average Bourbon barrel has about 180 750-ml. bottles, but numbers vary on factors like size of cask and bottling strength, according to Mercado. “We designed our own sticker that goes on every single barrel bottle that denotes it being one of our barrel selections,” he says. “We’ve gone through about 20,000 of those stickers in the last three years.”
Exit 9 advertises primarily through Instagram, Facebook, and direct emails. “We have an extensive email list we utilize to inform customers of new products, seminars, and specialty single barrel drops,” Mercado says. “Our most recent single barrel drop of Weller Full Proof ($88.45 a 750-ml.) sold out within five minutes of opening our doors on Saturday, March 15th.”
Tastings and educational seminars are paramount. On Wednesday, May 14th, Exit 9 is hosting a Vault Seminar ($20) centered around the Buffalo Trace Distillery. Drew Mayville, Sazerac’s master blender and director of quality, will host it. “I have always put education first, whether it be at a tasting, inside our education room or just chatting in the store one-on-one,” Mercado says.
At Northern Indiana’s Belmont Beverage and Chalet Party Shoppes, Bourbon sales appear to have plateaued, but the category remains strong. “I don’t think the bourbon fans are going to go anywhere anytime soon,” says president Clair T. McKinley. “The main trend for Belmont is price sensitivity. The economy seems to be affecting sales to influence buyers to buy what they know, name brands.”
The sweet pricing range for a 750-ml. of Bourbon at Belmont Beverage and its sister concept Chalet Party Shoppe, which comprise 34 stores, is $30-$50. Top-sellers are Jim Beam ($28 a 1.75-liter), Buffalo Trace ($30 a 750-ml.), and Jack Daniel’s ($40 a 1.75-liter). Top-selling small-batch Bourbons include Elijah Craig Small Batch ($30 a 750-ml.), Larceny Very Small Batch ($27 a 750-ml.), and Four Roses Small Batch ($33 a 750-ml.). “When you get to $60 and above, the Bourbon has to be something the consumer is looking for or something well-known,” McKinley says. “It is beneficial to educate the consumer.”
McKinley markets Bourbons through email blasts and Facebook on a regular basis and the stores host a brand focused Bourbon tasting about once a week. Belmont’s and Chalet Party’s biggest promotional events each year are three Bourbon auctions. Allocated Bourbons like Pappy Van Winkle ($130 a 750-ml. of the 10- or 12-year-old to $460 for the 23-year-old) and George T. Stagg ($150) are divided into the stores’ three sales markets of South Bend, Elkhart, and Fort Wayne. Employees choose a charity in each market. “We try to pick a charity that hasn’t benefited before,” McKinley says. “We have a Bourbon tasting for bidders, then an auction. We auction around 30 lots per auction. Each lot contains one to five Bourbons. We keep retail plus tax and give everything over this to the chosen charity.”