Part IV Conversation, and the conclusion, with author of the book Bourbon Empire, Reid Mitenbuler
NBD: So you were pretty critical on small barrels in the book…
MB: Small barrels are like crack. Once you start using them and have distribution, it’s very hard to change. Places that start from the get-go have a hard time switching to large barrels and longer wait times. And once it’s working, it’s very hard to change. There are a lot of guys who start up an outfit, build a brand and sell it off. These guys are marketing first, and the product is the second consideration. Now, a lot of that is changing. I’d use Few as an example. The first time I tried it, I didn’t like it, but every time I try it is getting better. Their product can be wildly different from bottle to bottle.
NBD: So are you working on a follow-up book?
MB: I’m working on something involving the entertainment industry, but it’s very preliminary and unrelated. I actually had been working on Bourbon Empire for over ten years and the timing was very fortuitous. Whiskey was blowing up and I was already working on the book. Most whiskey books come from the perspective of an educator, trying to teach about whiskey or about tasting. My angle was to be a storyteller of the industry, through whiskey. There was a lot of details that I cut out, I could have gone full geek, but I felt I would have lost of lot of the broader readership if I did that. I could have gone in incredibly detail on barrel aging and the different type of grains, but the story of the industry would have been lost. I learned more about connoisseurship of wine from reading The Billionaires Vinegar compared to a lot of the books on tasting that I’ve read. I had that in the back of my mind when I was writing this. I felt that you could get a better sense of why older isn’t always better from telling a story.
NBD: Or if you want a really expensive lesson on why older isn’t better, you could just pick up some of the Orphan Barrel Series… Or they can just come over to my house and try them too.
MB: Yeah, I know, and I didn’t put this story in the book, but there is a group of master distillers from all the big places in Kentucky, and they all meet for lunch a few times a year. They all bring fun bottles for everyone to try. There was one of these meetings and one of them pulls out this 23 year old bottle. And these guys are masters, these are the guys from all the big distilleries. The guy who is relaying this story to me says he tastes it and says it’s like sucking on a pencil. He thinks it ‘s just not that good, not balanced, too much wood, it’s gross. He makes eye contact around the room and his buddies give him a look that the whiskey is just beyond the pale. He then looks across the room and the other half their eyes are rolling back… but maybe the other guys are being polite or maybe they honestly like it. It’s a bottle that everyone knows by the way…
NBD: Reid, thank you for taking the time to chat with me today. The book was great and I hope everyone reads it.
MB: Thank you.