Less in a hearty cheers sense, and more in a marshmallow sense: In addition to aging some of its whiskey in special pre-whiskey-soaked barrels, Michter’s likes to play with the toast aspect of classic bourbon (all bourbon must be made in charred new American white oak barrels). In 2014, it began making “Toasted Barrel” expressions of both its Straight Rye and Straight Bourbon. To make its Toasted Barrel expressions, Michter’s ages both its rye and bourbon for an extra 18 months in a barrel that, rather than being charred per usual standards, is gently toasted. The idea is to impart those caramel, woody, toasty notes and create another layer of interaction between the bourbon and browned oak.
ITS LOUISVILLE DISTILLERY TOOK EIGHT YEARS AND $8 MILLION TO BUILD.
The historic 1890 Fort Nelson building that Michter’s originally chose for its Kentucky-authenticity-bestowing Downtown Louisville micro-distillery actually turned out to be, well, super dangerous. So much so that the brand couldn’t move in when it first bought the building back in 2011. Instead, Michter’s had to wait about eight years and spend close to $8 million to get the building back into shape, which it did. It helps that Maglicco is an architecture lover, and that the building. Much like the Michter’s bourbon brand, had good bones.
YOU CAN GET MICHTER’S FOR $40, OR $4,000.
Michter’s Straight Kentucky Bourbon sells for around $40. And some reviewers say that’s a bit high for the relative simplicity of the product. But Michter’s can get more complex, and more expensive: In 2013, it created Michter’s Celebration Sour Mash Whiskey. A blend of its 30- and 20-year aged Straight Bourbon and Rye bottled at 112.3 proof. And sold for about 4K. Per Michter’s president Joe Magliocco. The whiskey is packed with flavors like caramel, tobacco, and coffee. Like smoking a Marlboro outside of Starbucks, but way more deliciously (and expensively). Michter’s did it again in 2016 and 2019. With a rye-heavy offering that clocks in at 115 proof and costs around $6,500 to $7,000.
michter’s bourbon 25 year, 10 year bourbon, 20 year bourbon