by KYLE SWARTZ
Covid-19 has left its marks in all industries , distilling included . Numerous trends have emerged in American whiskey during the pandemic . Perhaps most important was consumers , sheltering at home , who had more time to research and explore through everything this category has to offer . Suddenly , everybody has become a bourbon aficionado .
Our thirst for whiskey has spiked to historic highs . But how long will this new golden age continue ? And what does this elevated consumer enthusiasm portend for the rest of 2022 ?
1 ) Single Barrel Picks
Perhaps the hottest trend in whiskey is single barrel picks . These give clubs , influencers and retail stores the ability to buy and bottle their own juice . Consumers and fans flock to these picks , which often came waxed and dressed in a silly sticker .
“ We ’ re doing more single barrel picks now than before Covid ,” says Woodford Reserve Master Distiller Chris Morris . “ This program provides high-quality whiskey with an aspect of personalization and uniqueness to it .”
That uniqueness is key in a time when finding and buying the trendiest brand-name whiskeys has never been harder . Good luck getting anything Buffalo Trace these days . If you cannot acquire these kinds of “ unicorns ” or “ taters ,” but still want something unique , then single barrel picks are an easy-to-find special bottle for your collection .
After all , these are rarer than any allocated product . Coming from a single barrel , they ’ re one-of-one , never repeated . And you do not have to break the bank .
Beyond providing uniqueness at an affordable price , single barrels also allow retailers to highlight their skills .
“ They ’ re a great way for retailers like us to show off our palates ,” says Caroline Paulus , whiskey historian at Justins ’ House of Bourbon , and senior editor of The Bourbon Review . Justins ’ House of Bourbon is among the leading retailers of whiskey picks in the country . “ And usually these picks are reasonably priced , and something different to drink .”
“ Every single time , these are bourbons you ’ ve never had before ,” she adds . “ And that ’ s what many consumers want these days .”
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