CHANGES MAKE THE
BY JACK ROBERTIELLO
Keeping up with the changes in American whiskey is a full-time job . Just ask retailers , with customers lining up for limited-time offerings of rare releases , new line extensions and brands , vintage offerings and the latest batches from small distillers . American whiskey ’ s popularity has altered the landscape dramatically . As Jeff Arnett , master distiller at Jack Daniel ’ s puts it , change is rapid , frequent and significant . “ When I became master distiller ten years ago we had three products in the market ; today we have ten .
That ’ s not so much reflective of my desire to create a lot of different expressions , but of what ’ s been happening in the whiskey category .”
32 StateWays | www . stateways . com | September / October 2018