Bourbon is the New Black
The speakeasy classic is back – and bigger than ever
Once reserved as a classic, speakeasy spirit, bourbon is back, in a big way. And the trend is alive in the Port City. From offering vast, high-end bourbon and whiskey selections to garnering accolades, local pubs and some of the women who run them, are harnessing the bourbon boom’s power.
One venue running with the spirit rage may initially surprise you – FRONT STREET BREWERY. Boasting an impressive 101 premium bourbons and 217 whiskies (at press time) and counting, Wilmington’s original brew house has grabbed multiple merits, including making the American Bourbon Association’s top picks of bourbon bars in the U.S.
“We were the first establishment in Wilmington to make the list of Great Bourbon Bars of America,” says Front Street Brewery marketing manager ELLIE CRAIG. “They take note of those with reputable bourbon collections in each state.”
What’s more, its large bourbon and whiskey collection makes the locale, according to Front Street Brewery, the number one whiskey bar in the state.
“Through our own tireless research, we were able to determine that we had the largest bourbon bar in the state of North Carolina. It took us a little over a year to achieve our goal,” Craig says.
Craig, who is a bourbon fan herself, notes that over the past year, she’s seen a “substantial increase in bourbon and whiskey sales,” at Front Street due largely to its expanded selection. She also sees an ever-increasing number of women ordering the drinks.
There’s even a national group – the Bourbon Women Association – devoted to female fans (www.bourbonwomen.org).
“I think that is a direct result of more craft distilleries entering the market and getting their product into the hands of the ever-evolving female drinker,” Craig says. “And some of the older, more established distilleries like Jim Beam have followed suit. Just look at their new ad campaign featuring (actress) Mila Kunis.”
THE BLIND ELEPHANT owner ASHLEY TIPPER sees more gals ordering the brown liquor, too. While some order it straight, she says the upswing in bourbon cocktails is one way to make the hooch more approachable.
“We have a lot of bourbon cocktails, which is a way to appeal to women – it’s bourbon, with a lot of other ingredients and flavors,” she says.
For instance, The Blind Elephant’s Big Brown includes muddled blackberries and mint, while the Oh My Gourd has pumpkin butter in the mix.
Featuring about fifty-five different whiskies – and its own Bourbon Club – Tipper’s place also made the American Bourbon Association’s Great Bourbon Bars of America list. (Downtown’s Manna is Wilmington’s only other establishment on that list, as of press time, according to the association’s website.)
The speakeasy-style bar’s bourbon club, says Tipper, “allows buffs to indulge” and helps novices with the learning curve.
Regardless of bourbon belles or beaus, bourbon’s rebirth isn’t limited to specialty or boutique bars – it’s also happening in neighborhood pubs.
Wilmington’s WHISKEY TRAIL AT THE CREEK General Manager JESS WHITE says that they’ve had to increase their bourbon bottle inventory levels to meet customer demand. One popular bourbon choice there is Jim Beam’s Red Stag, a flavored option that is infused with black cherry, cinnamon, and hardcore cider.
Bourbon tastings, held by distributors – featuring Maker’s Mark and newer products such as Jim Beam Honey – have also taken place at the area restaurant and bar.
Like Craig and Tipper, White sees more women joining the bourbon renaissance.
“It’s no longer seen as just an older male’s drink. A lot more women are ordering it and branching out to higher end bourbons,” she says. “Women’s palates seem to be expanding more, along with (product) choices.”
While imparted flavors like cherry, maple and honey are showing up, the rage is also fueled by limited product releases by some distillers.
With the once standard bourbon choices growing to new heights, Craig, for one, doesn’t see her customers’ expanding tastes stopping.
“A few years ago, Jim Beam and Jack Daniels were about all most Wilmingtonians knew of bourbons and whiskeys,” Craig says. “Now, our customers are truly beginning to appreciate that we carry premium, hard-to-acquire spirits like Sazerac 18, William Larue Weller, Parker’s Heritage, and Wild Turkey Diamond edition – and they are excited about it."
You may have heard the saying, "all bourbon is whiskey, but not all whiskey is bourbon." So what exactly does that mean? We asked Front Street Brewery's Ellie Craig:
"Whiskey is any alcohol distilled from fermented grain mash. Bourbon is a little more exclusive. Bourbon is whiskey made from a grain mixture that must be 51 percent corn. Bourbon can only be labeled as bourbon if it is made in the United States and distilled to no more than 160 proof (80 percent alcohol). It also must be aged in new charred oak barrels."
To view more of photographer Katherine Clark's work, go to www.katherineclarkphotography.com
