Episode Transcript
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Speaker 1 (00:06):
Welcome to Beverage Chronicles, where craft beer, fine wine, and
bold cocktails come to life. I'm Gary Monterrosa, your guide
to the world of SIPs and stories. Grab a glass
and join us for a taste of what's brewing. Are
you a fan of exploring different whiskey styles. If so,
you might find yourself intrigued by light whisky, a unique
(00:29):
and somewhat enigmatic category that often leaves folks curious about
its true essence. Just to clarify, the name, light whisky
doesn't imply that it's a diet option, nor does it
relate to its color or proof. It's primarily about flavor,
but there's more to the story. To qualify as a
light whisky, it must be made in the US and
distilled at a proof over eighty percent ABV but under
(00:52):
ninety five percent ABV. It's aged in either new, uncharred
or used oak barrels, and has no strict regulations on
the greens used, quite different from many whiskey standards that
are typically well defined. This flexibility makes it a departure
from traditional American whiskey expectations, and interestingly, light whisky is
experiencing a bit of a revival, lately garnering new found
(01:14):
attention after years in the shadows. This style was originally
recognized back in nineteen sixty eight, a product of its time,
when American whisky was struggling against the rise of imported vodka. Distillers,
eager to reclaim their market share, sought to redefine certain
whiskey styles. Faced with opposition from competitors, the ATF decided
(01:37):
to create this new category for those in need. The
term light whisky was part of a clever marketing strategy
aiming to attract vodka drinkers by presenting it as a
lighter option. The guidelines were somewhat vague, featuring high distillation
proof and using new, uncharred or different used barrels to
steer clear of the boulder flavors associated with traditional bourbons,
(01:59):
instead leaning towards the milder taste profiles of vodka and
Canadian whisky. With no set restrictions on mash bills, distillers
could get creative with their ingredient choices. Initially, distillers jumped
on the opportunity to craft light whisky through nearly nineteen seventies,
hoping to ride the wave of the next big trend. Unfortunately,
(02:20):
the result was disappointing. The flavor just didn't resonate, and
the drink failed to attract the interests of vodka enthusiasts.
In fact, light whisky didn't quite fit into cocktails though
a vodka does, leaving bourbon lovers uninspired as well. Ultimately,
this effort flopped spectacularly, marking light whisky as one of
the notable misfires in whisky history. In the years that followed,
(02:44):
light whisky found its niche in the market. With an
overabundance of supply, prices dropped and stocks became readily available,
making it an appealing option for blenders. For smaller distilleries,
purchasing light whisky was a budget friendly way to increase production,
and even larger brands like Seagrum seven Crown benefited from
(03:06):
improved margins. Although this didn't exactly enhance light whisky's image,
the emergence of a market prompted some distillers to produce
it consistently for sale to others. One notable player in
this arena was the historic Seagrum Distillery in Lawrenceburg, Indiana,
which is now known as Ross and Squibb. This trend
(03:26):
continued for quite some time until a game changer arrived
in March twenty sixteen, when High West Distillery took a
bold step by bottling a fourteen year old MGP light whisky.
It was undoubtedly a leap of faith. High West had
earned its reputation with exceptional rye whiskies at a time
(03:47):
when rye was still finding its footing. Now they ventured
into a largely untested style that had been criticized for decades. Remarkably,
High West's light whisky became a hit, earning an impressive
score of eighty nine points from a tasting panel. The
release was so well received that two years later the
(04:09):
distillery introduced a follow up batch featuring all the remaining
light whisky they had available. High West had effectively ignited
a new chapter for this whisky style. High West set
the standard for modern light whisky, and today many follow
in their footsteps. Distilled by mg P using a ninety
(04:30):
nine percent corn and one percent malted barley mashville An
age for a minimum ten years. The difference now is
that these newer light whiskies are often bottled at cask strength,
while High West version was proofed to forty six percent ABV.
One of the standout light whisky blunders today is Backbone
(04:52):
Bourbon company based in Indianapolis. Back in twenty fourteen, founder
Nolan Smith was on a quest to create a a
unique spin on the brand's flagship bourbon. He wanted to
incorporate older liquid for added complexity, but found himself sure
on aged inventory. After searching the market, he stumbled across
(05:14):
some two thousand and six vintage light whisky available for purchase.
After some experimentation, he crafted a blend of straight bourbon
and Rye enhanced with just a hint of light whisky.
The creation was named Backbone Prime Blended Bourbon and hit
the shelves in twenty fifteen. Since then, Backbone has continued
(05:36):
to expand its collection, leading to the release of another
blended bourbon called the Forge, as well as a special
single barrel light whisky known as Triple Down. Nolan has
a soft spot for light whisky due to its uncomplicated,
sweet flavor profile that flourishes after ten to fifteen years.
As ages, it develops a concentrated sweetness that adds a
(05:59):
fascinating to a blend. Though light whisky only makes up
a small percentage of Backbones blends roughly five percent in
prime and ten percent in the forge. Smith emphasizes its importance.
It's a key component that enhances what makes the forge unique.
Ynotes the older light whiskey that doesn't quite fit into
(06:21):
the blends typically finds a home in Blackbone's single barrel program.
What makes light whisky such a great blending partner is
its ability to elevate other elements in the mix without
overshadowing them. Thanks to its high proof, it provides a
foundation for the wood or other whiskeys to truly shine,
which is why blenders appreciate it so much. When you
(06:43):
ask any light whisky producer about their biggest hurdle, marketing
is often at the top of the list. Despite experiencing
a resurgence, late whisky still faces challenges in the market
owing to its past reputation in the seventies and some
confusion among consumers. One of the fascinating things about light
(07:03):
whisky's comeback is how each producer endeavors to tackle these obstacles.
After all, it's one hundred and forty proof and they
call it light whisky. If you haven't tried a light
whisky before, it's definitely a style worth exploring, characterized by
subtle sweetness and notes of fruit, vanilla, honey, and other flavors,
(07:23):
which make it an ideal after dinner or refreshing summertime sipper.
Most light whiskies have attributes that modern whiskey drinkers like
high proof, high age statements, and an occasional bargain price.
As the category continues to evolve, the best of light
whisky may be yet to come. But now is a
(07:44):
great time to jump aboard to see what you've been missing.
And now let's go to our beer historian, Rachel Kaskid.
Speaker 2 (07:58):
What is up, everybody? Rachel here is Bruise with bier Kowski,
and I am here to talk to you today about
some beer history. I'm a certified cisgone and i am
a historian, and today we're going to be talking about
how women invented beer. When you think of beer, what
comes to mind a frosty pinted a pub, maybe a
(08:22):
brewery tour, or even your favorite backyard barbecue. But did
you know that for most of beer's history, it was
women who brewed it. That's right. Women didn't just enjoy beer.
They were the pioneers who invented and perfected it. So today,
let's explore five times throughout history when women were at
(08:42):
the heart of brewing culture and why they were so prolific.
Our first stop is ancient Mesopotamia. We're going way back,
about seven thousand years ago to what's often called the
cradle of civilization. In Mesopotamia, women brewed beer as part
of their daily life. The Sumerians even had a goddess
(09:03):
of beer and inn Kazi, and her hymn is one
of the oldest beer recipes in existence. Brewing was seen
as an extension of women's role in food preparation, and
beer was not just a drink. It was a staple
of the diet and an offering.
Speaker 1 (09:19):
To the gods.
Speaker 2 (09:20):
Women were revered as keepers of this vital skill. Next,
let's jump over to ancient Egypt. And Egypt beer was
known as heck. It was a central part of life,
from nourishment to religious ceremonies. Women, especially priestesses of the
goddess hathor the goddess of fertility and music, were the
(09:42):
primary brewers. They brewed beer for the temples, festivals, and
everyday consumption. Cleopatra herself is said to have imposed taxes
on beer, emphasizing its importance in Egyptian society. Women's brewing
expertise was essential to maintaining Egypt's culture and spiritual life.
(10:03):
Now lets head over to medieval Europe. Fast forward to
the Middle Ages, where women were known as ale wives
and they were the primary brewers in their communities. Brewing
was done at home, often as a way for women
to earn extra income. Ale wives were so prolific that
their brewing practices inspired early depictions of witches think tall hats, cauldrons,
(10:25):
and cats, which were actually practical elements of their trade.
Their beer sustained townsfolk, travelers, and even monks, as beer
was safer to drink than water at the time. Now
lets head to colonial America, where settlers arrived in the
New World and brewing remained a women's responsibility. Women brewed
(10:47):
beer for their households and sometimes for the entire community.
Martha Washington, for example, had her own beer recipes and
beer brewing was entwined with domestic life, and women brewers
helped cure the colonies hydrated and their spirits high, especially
when imported drinks were very hard to come by. And finally,
(11:09):
let's move to the twentieth century during Prohibition. You might
think Prohibition would have been the end of women in brewing,
but it was not. Women like Mary Lillian X of
Anheuser Busch and scores of others in home kitchens kept
brewing alive. They brewed for their families and their communities
in defiance of the alcohol ban. When prohibition ended, women
(11:33):
slowly re entered the professional brewing world, and today we're
seeing a resurgence of women leading the craft beer revolution.
From ancient goddesses to modern entrepreneurs. Women have been at
the forefront of brewing for thousands of years. It was
not just a craft, it was a necessity, an art,
(11:54):
and a way to bring people together. So the next
time you raise a glass, think about the women who
brewed before you, the mothers, the priestesses, the alewives, and
the pioneers who helped shape beer as we know it today.
Speaker 1 (12:08):
That was Rachel Benkowski and now here's my co host,
Michelle Lamb.
Speaker 3 (12:12):
Welcome back to Beverage Chronicles, where we pour the stories
behind the spirits. I'm Michelle Lamb, and today we're diving
into something close to my heart, public relations trends that
are reshaping the beverage world in twenty twenty five. Whether
you're a small batch distiller, a family owned winery, or
a global spirits brand, understanding how to tell your story
(12:36):
is just as important as crafting what's inside the bottle.
So let's pop the cork on the top. Your trends
you need to know, and I'll be breaking down three
key components and takeaways of course for each one, so
you can apply them right away to your own brand strategy.
(13:00):
Earned media meets paid collaborations. You're asking why, well, Number
one PR now blends editorial outreach with sponsored opportunities. There's
no right or wrong. Just do what is best for
your brand, and it also depends on where you are
in terms of your business and branding strategy for the
(13:24):
year and budget. Remember budget is also extremely important when
you do any sort of PR build out now. Second
budget for pay to play. You hear that all the
time all of these placements on blogs, social media or
any social digital platform and lifestyle outlets, sometimes you have
(13:47):
to pay a little fee or even big big fees
to get some placements and it's okay. Now. The third one,
transparency and smart targeting are key. Don't overpay for low
return hits, so do your due diligence and research research, research. Well,
(14:09):
that's a wrap up for today's Beverage Chronicles spotlight on
one of the top PR trends helping beverage brands bill
buzz and loyalty. Whether your startup's distillery or an established
label looking to stay relevant, embracing this trend can set
you apart in a saturated market. If you like your
support from me, just visit my website at www dot
(14:30):
Brooklynnemedia dot com or reach out directly at Michelle at
Brooklynnemedia dot com and Instagram follow us at mL Brooklynnemedia
for the behind the scenes insights, event highlights, and PR
tips that will keep your brand top of mind. I'm
Michelle Lamb. Thank you for tuning in and as always,
keep pouring with purpose and leading with story.
Speaker 1 (14:54):
And that's it for this week's episode of Beverage Chronicles.
Gary Montrusso saying see you next week.