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Behind the Bar: Chasing the Whiskey Rainbow…

By November 3, 2023Connecticut, Top News
Bartender and guest columnist Khalid Williams. Photo by Winter Caplanson.

Bartender and guest columnist Khalid Williams. Photo by Winter Caplanson.

…Taste, Quality & Availability

By Khalid Williams

In the grand arena of spirits and libations, whiskey holds a unique allure. It’s a realm where heritage brands with centuries-old recipes reign supreme—and a realm where enthusiasts queue for hours to secure pours from world-renowned distilleries. Yet, every season, the fervor for these famous pours intensifies, and the sobering reality is that there simply isn’t enough to go around. However, instead of seeing this as a limitation, it’s time we viewed it as an opportunity. An opportunity to chase taste, quality and availability.

The Thrill of the Chase: Taste

The world of whiskey is not merely confined to known brands: it’s a vast landscape of flavors and aromas waiting to be explored. There are distilleries around the globe crafting expressions that are brimming with character and taste. By venturing beyond the familiar, we open up a world of sensory experiences. Imagine relishing a sip of whiskey that perfectly hits your flavor profile, a discovery made not by brand reputation but by your palate’s preference. This is the thrill that lies in chasing taste—and it’s a journey that every whiskey enthusiast should embark on.

My tip: Whiskey tastings with staff are camaraderie-building experiences that can also be transcendent educational sessions—but only if the tasting is blind. Knowing the brands inhibits our ability to truly evaluate what’s in the glass. Talk to your sales rep. Have them assist you in a blind tasting session. They will provide the spirits, the informational sheets and be the primary voice that facilitates the class. Your staff will not be mad at a fun hour of giving real feedback. The biggest and most vital rule is that everyone is an expert on their own palate and has valuable feedback to offer, regardless of their experience level with whiskey.

The Pursuit of Perfection: Quality

Quality is another facet of whiskey that goes beyond brand names. A lesser-known distillery can produce a bottle that rivals, or even surpasses, those of established brands in terms of craftsmanship and taste. To chase quality is to appreciate the artistry behind each bottle.

It’s about understanding that the heart of a good whiskey lies in the careful selection of grains, the meticulous distillation process and the patient aging that imbues each drop with complexity. We haven’t even taken into account the char of the barrel.

My tip: If you know the proof, the mash bill (the grains used in the expression) and the aging information (length of time, number of different whiskeys blended, char of the barrel), you have enough information to do a high-level evaluation of the spirit.

The Joy of Sharing: Availability

Finally, choosing availability over exclusivity means embracing the communal spirit inherent in whiskey culture. After all, what’s the joy of discovering a fantastic pour if it’s too scarce or expensive to share with fellow enthusiasts? How can we teach staff about products that are too precious to pour tastes of?

Prioritizing availability ensures that the pleasure of whiskey isn’t confined to a select few. It fosters an inclusive community where everyone can partake in the delight of discovering and sharing new favorite drams. You don’t want to have a menu with missing whiskeys the week of Thanksgiving because “it’s allocated.”bar managers

My tip: Much like sports, availability is the best ability. I’ll be a gentleman and avoid a rant about the games played over precious and rare whiskey (or whiskey that we pretend is rare, knowing damn well warehouses are stashing bottles). I implore you to take a stand at your bar or bottle shop and give support to brands that make their product readily available without strings attached!

The numbers may not be on our side when it comes to securing pours from world-famous brands, but the odds are definitely in our favor when we choose to chase taste, quality and availability. In doing so, we’re not only broadening our horizons but also fostering a more inclusive and diverse whiskey culture.

I like good whiskey. I love rare whiskey. I’m completely obsessed with the people who make, serve and enjoy whiskey. When the rare stuff comes, awesome. We will drink it and sell it and talk about it with googly eyes. We also will give the bulk of our attention to the products of good pedigree and great craftsmanship over brand and mystique.

So, here’s to the bar managers and whiskey enthusiasts who dare to venture off the beaten path. Your pursuit of taste, quality and availability will reflect well on your establishment and send a much-needed signal of change in the whiskey world.

Khalid Williams is a bar manager, spirits brand representative and program consultant specializing in marketing, engagement and data. His passion is for exploring the “why” behind consumer decisions. He loves Old-world wine, New-world rum and Connecticut beer. Follow him on Instagram @thebarrelage.

 

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