We visited 25 distilleries in 2024 and this is some of what we learned.
It’s a real spirited Journey Through Craft, Control, and Connecting (with our dad)
Whiskey, like the people who craft it, is full of character and complexity. From navigating the labyrinth of state regulations to the art of blending and barrel selection, every step tells a story. Here's a deep dive into the world of whiskey through a conversation with distillers and enthusiasts.
The Reality of Control States
"Michigan is technically a control state, but what they control is state minimum pricing," explains one distiller. "They don't control where all the whiskey is distributed to." This contrasts sharply with Ohio, another control state, where the government’s reach is more extensive. "The Ohio State Liquor Commission literally does all of the distribution for the state," they note. "You can go to a website and see where certain bottles are at certain stores because the government's controlling that."
While Ohio provides a centralized and transparent system, Michigan’s approach leaves room for private distribution—though not without hurdles. Producers in Michigan must undergo a two-step approval process: federal approval through the TTB, followed by state approval. "The system they use is a DOS-based Java system from 2001," one producer laughs. "It's really not a fun experience at all."
Despite these challenges, Michigan offers small distillers a unique advantage. "We're allowed to self-distribute right now because we're so small, which is great," they share. However, the state still collects taxes on direct sales, creating a frustrating dynamic: "They're not touching or seeing or paying for anything, but we still have to pay them."
Single Barrels vs. Volume Products
"The whole point of a single barrel is when you buy a new bottle... you wanted a new experience," says one distiller. Single barrels offer an ever-changing adventure. "It’s unlimited experiences, which is what single barrels grant you." Each barrel tells its own story, allowing drinkers to savor something truly one-of-a-kind.
On the other hand, volume products cater to consistency and accessibility. "Stores make money through volume," they explain. "In theory, we’ll make money through volume, too." These products serve as the financial backbone for distilleries, enabling them to fund creative ventures like small-batch blends and limited releases.
Still, the joy of single barrels is unmatched. "Picking barrels is a blast," one producer shares. "We still look forward to doing it. It’s a fun time—you get to go to a new place or a place you’ve been several times. Whether it’s Buffalo Trace or Jack Daniels, they feel different, they talk different, everything’s different."
The Art of Cherry Brandy
At Mammoth Distilling, cherry brandy takes center stage as a key component of their Northern Rye blend. "It's not like a cherry-flavored brandy—it's brandy distilled from cherries," they clarify. Using local cherries from Traverse City, the team creates a spirit that’s as authentic as it is unique.
"The cherries get soaked in cherry brandy," they explain. "Some of the brandy started getting barrel-aged, and then the Northern Rye is finished in the cherry barrel." The result? "It’s Cherry. Like, straight-up crazy Cherry."
Though making cherry brandy is a labor of love, it’s not without its challenges. "Cherries are wildly expensive," they admit. "We didn’t really know how we would market incredibly expensive bottles of cherry brandy, so we started making our brandy cherries instead."
Whiskey Beyond the Bourbon Belt
Leaving the traditional bourbon belt introduces whiskey enthusiasts to new landscapes and flavors. High West Distillery in Utah offers not just incredible whiskey but breathtaking views. "Their distillery is at the top of a steep road, resting on the side of a mountain with extremely beautiful views," one visitor recalls. "It’s the most iconic distillery we’ve visited yet."
Exploring distilleries outside Kentucky and Tennessee reveals the diversity of American whiskey, proving that great spirits can come from unexpected places.
The People You’re With
At the heart of whiskey is connection. On a visit to Michigan, the group shared Pappy Van Winkle with a friend at his bar. "We learned there that the people you are with are way more important than the whiskey," they reflect. "Drinking to drink is to live."
These moments are what make whiskey truly special. Whether savoring a buttery 107-proof bottle or laughing over a pour that’s "just okay," it’s the people and stories that elevate the experience.
"The bottle I always wanted was the 10-year," one enthusiast shares, reminiscing about their journey. "It’s 107-proof, and I like the label—it sounds so silly, but it’s the one I wanted."
Cheers
Whiskey is more than a drink. It’s an ever-evolving craft shaped by tradition, innovation, and the bonds we forge along the way. From navigating control states to crafting single barrels and beyond, every sip tells a story—and the best stories are always shared.
