R & D LEADS TO NEW PRODUCTS The category seems to thrive on new and limited releases , showcasing experiments in mash bills and barrel finishes . Collectors and whiskey geeks alike seek out the new and novel .

“ All that innovation is driving growth ,” Wahl agrees . Heaven Hill recently announced the latest release of its Parker ’ s Heritage Collection Limited Edition Bottling , an 11-year-old single-barrel bourbon bottled at 122 proof and aged in the late master distiller Parker Beam ’ s favorite section of the rickhouse .

Buffalo Trace releases a few experimental whiskeys a year , along with special releases of E . H . Taylor . “ We ’ ve been experimenting for more than 20 years and have lots of experiments in the works . In fact , we have over 16,000 barrels of experimental whiskey currently aging ,” Comstock says .

Traverse City Whiskey runs a single-barrel program around the country , partnering with on- and off-premise retailers . This fall the company will distill a Scottish-style single-malt whisky . “ We periodically release unique single-barrel editions ,” Fredrickson says .

Western Spirits released a new line extension for Calumet Bourbon called Calumet Single Rack Black Bourbon Whiskey , which is hand selected from a batch of 19 barrels that have aged for over 10 years on a single , center-cut rack .

Currently no-age statement ( NAS ) whiskeys are a controversial topic , with producers weighing in on either side of the discussion .

“ You ’ ll see more brands that do not contain age statements ,” predicts Henderson at Angel ’ s Envy . While some of that is due to inventory issues , there are other reasons for dropping age statements . “ With educated consumers , often age is not the most important factor in discussing quality spirits .”

“ I think customers care about age statements , but there ’ s a sliding scale ,” Steffanci says . There are fewer expectations about age with more affordably priced products , but with plus- $ 40 bottles , an age statement is an important distinction , he says . Redemption ’ s three entry-level offerings that sell for about $ 30 don ’ t carry age statements , but the two tiers above that do carry them .

“ There seems to be a trend in both directions ,” Bacon notes . “ Those who have seen their age stocks diminish seem to be removing the age statement , while others who have held stock back are adding age claims .” For its part , Woodford Reserve matures its whiskey for consistency , quality and taste , and eschews age claims .

“ As whiskey producers experiment more with age , we think you ’ ll see more age statements on labels ,” Price says . “ Sharing age information is part of telling the stories behind the barrels , and the path the whiskey took to bottle .”

“ As supplies get tight , you have to manage that some way ,” Wahl says . Recently , Heaven Hill removed the age statement from Elijah Craig . “ It was a tough decision - one not taken lightly . The brand still contains whiskey that is 8-12 years old ,” she explains . “ We didn ’ t reduce the age on it greatly , but we had to make it more accessible for consumers .”

“ Some consumers feel like age is synonymous with quality ,” says Kelly at Diageo . “ No-age statement whiskeys have caused some disruption in the category . However , age statements don ’ t actually tell you the age of all the whiskeys in a bottle ; only the minimum age of the whiskey in the bottle . Many of our whiskeys have historically been a blend of different aged whiskeys , resulting in a specific desired flavor profile , and these variants won ’ t have an age statement on the label .”

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