Do you swish, sip, and then let the whiskey smolder around your nostrils before indulging? You could do a bit of everything. Have you ever wondered about the rich world of whiskey? On July 6th, at the Food & Wine Festival Experience, we had an engaging panel discussion exploring diverse traditions, industry trends, and personal stories that shape the whiskey experience with moderator Candis Grace and whiskey experts Samara Rivers of the Black Bourbon Society and Keenan Towns. The segment expanded audience members’ knowledge, elevated their palates, and celebrated the unique contributions of underrepresented communities worldwide.

On July 6th, Rivers explained the difference between bourbon and whiskey because they are too often used interchangeably. “So all bourbon is whiskey, not all whiskey is bourbon, and the difference is the grain,” she stated. “So all whiskeys are made from grain, whereas Cognac is made from grapes, right? So we look at our cognacs, but our whiskeys are more amazing because they come from different grains.” She went on to say that bourbon is at least 51% percent corn.

The moderator gestured to the audience, encouraging them to note that the spirits industry isn’t just about drinking. There’s a science to understanding the nuances of the various spirits, which comes through education.

Grace continued the conversation by asking Towns how people should move past their intimidation when it comes to whiskey, and it all boils down to educating yourself before you sip. “Like anything, you have to educate yourself on what you’re drinking; most people always want to know a fun fact or something about what they’re drinking so that they can tell their friends or when they’re about to make a toast. So I always encourage you to do some type of education around whatever spirit you’re indulging in,” he said.

Another crucial aspect of the spirit is the ability to slow down, savor, and experience the whiskey without rushing. For Rivers, she believes you can enjoy whiskey when you understand it’s about the story. “It’s all about the story and who you share your dream with now, right? It’s about the memories that you’re making,” she exclaimed.

Selecting whiskey isn’t straightforward, so Rivers encourages us to start small. “It doesn’t have to be super expensive. Try a Maker’s Mark or even an Elijah Craig; those bottles have a low price point.”

The best way to indulge in and learn about whiskey is to be curious about it, Rivers suggests. “Be curious about what you’re drinking. Continue to challenge yourself and be interested in the category,” she said.

KNOWLTON – With all due respect to the beer brewers out there, the most Wisconsin-y adult beverages produced today have got to be the vodkas and gins distilled in a small town between Wausau and Stevens Point.

Knowlton House Distillery is the brainchild of Heather and Luke Mullins, who recently celebrated their 10th wedding anniversary. If you are a cheese fan, the Mullins name is likely familiar to you. The family, including Luke, operates Mullins Cheese in Knowlton, which lays claim to being the largest family-owned cheese-producing business in the state. Mullins Cheese buys 7 million pounds of milk per day from 700 dairy farmers across the region. The company uses that milk to produce 250 million pounds of cheese each year.

While Luke Mullins embraced a deep family tradition in the dairy industry, Heather Mullins, who grew up in nearby Stevens Point, took a scientific and boozy path in her professional life. She studied biology and chemistry as an undergrad, and then went to England and Scotland to earn a master’s degree in brewing science. Prior to opening Knowlton House, she worked for a Waupaca company that develops fermentation and filtration products for alcohol beverage makers.

Luke and Heather Mullins’ marriage brought together their professional passions, melding cheesemaking with booze distilling. The result? Knowlton House and its distillery. The distillery, called TenHead, uses whey, the by-product of cheesemaking, in its fermentation process to create award-winning vodka and gin. Cheesy-booze, if you will. What’s more Wisconsin than that?

Heather Mullins doesn’t really think of her products as cheesy-booze. She laughs at the idea, but quickly points out calling it that could imply that her vodka and gin tastes like cheese. It does not.

You can’t really taste the whey when you sip Ten Head vodka or gin, because it’s transformed in the biochemical fermentation process of distilling alcohol, in which yeast transforms sugars into alcohol. Sugars in any hard spirit can come from a variety of sources, such as potatoes, wheat or other grains. As far as Heather Mullins is aware, only a handful of distillers in the world use whey as the sugar source for spirits, including one other in Wisconsin.

“We did not invent this,” Heather Mullins said. But, she said, the close connection with Mullins Cheese, along with her years of scientific expertise, gives TenHead an edge.

One reason so few distillers go this route is “you need a special strain of yeast to make this all happen,” Heather Mullins said.

To find that yeast, Heather Mullins went all “science geek,” she said. For years before opening Knowlton House, Heather spent hours in the garage of her and Luke’s home, experimenting with a small distillery. That distillery is now a show piece that sits on a table in a dining room at Knowlton House.

She tried wide array of yeast strains, eventually finding the right one that gives TenHead spirits a great taste and can be scaled up to produce large, commercially-viable batches of the liquor.

Heather Mullins says that although her use of whey does not make her drinks taste of cheese curds, it does provide a dairy-like richness and smoothness to both her gin and her vodka. She describes her vodka as having a “faint creamy vanilla aroma” with a “silky, lightly sweet and well-balanced” taste. The TenHead gin has a “fresh pine and floral undertone” in its aroma, with a taste that is “silky” with hints of “gentle juniper, crisp citrus and woodsy spice.”

Both spirits have been winners at a variety of tasting competitions across the country. They most recently garnered gold medals at the San Francisco World Spirits Competition.

TenHead vodka also received a triple gold designation at the 2024 Major Liquor Spirits Awards. Judges there backed Heather Mullins’ contention that the whey helps create a velvety taste in the spirits. They said the TenHead vodka was smooth with a “hint of sweetness” and has “remarkable balance that vodka connoisseurs will notice.”

Wisconsinites tend to be a pragmatic bunch who aim to use the resources at hand to their fullest extent. When the Knowlton House Distillery uses whey, a byproduct of cheese production that was once considered waste, it taps into that ethos.

Heather Mullins said that in years past, the whey produced in cheese production was simply spread on fields to bolster crops. It was a use, but not one that fully exploited whey’s commercial potential.

Mullin Cheese is a pioneer in developing new uses for whey. Today the cheese producer uses its whey to create products such as nutritional protein supplements used by fitness enthusiasts, baby formula and feed for farm animals.

While the whey Knowlton Distillery uses is a small amount compared to the other ways Mullins Cheese uses it, Heather Mullins takes pride that making top-notch spirits adds value to something once deemed nearly worthless.

The use of the whey doesn’t mean that Mullins Cheese needs to buy more milk so Heather Mullins can make more vodka, she said. But using the whey in the distillation process does give it one more commercial use. That could, potentially, drive up demand for milk, which helps farmers earn more money, which “helps our economy as a whole,” Heather Mullins.

That kind of impact may be a way off. But Knowlton House Distillery will continue to do what it can to make a positive impact on the local economy, buying locally-sourced food, coffee and other products whenever it’s practical, Heather Mullins said.

And Knowlton House Distillery offers discounts on the vodka and gin it makes to farmers, milk haulers and cheese producers, she said.

“It’s really great to see farmers come in and enjoy our products,” Heather Mullins said. “We like to say thanks and say, ‘You are part of our supply chain.'”

Keith Uhlig is a regional features reporter for USA TODAY NETWORK-Wisconsin based in Wausau. Contact him at 715-845-0651 or kuhlig@gannett.com. Follow him at @UhligK on X, formerly Twitter, and Instagram or on Facebook.

If you go
West Overton Village is open through the end of October from 10 a.m. to 4 p.m. Thursdays through Sundays. Admission includes the museum, heritage center, a guided tour of the 1838 Overholt Family Homestead and the educational distillery.

TribLIVE’s Daily and Weekly email newsletters deliver the news you want and information you need, right to your inbox.

It’s often steel, coal and glass that come to mind when Pennsylvanians think of the state’s core industries. But, to Aaron Hollis, many forget a historically key player: whiskey.

West Overton Village, a museum and heritage site in East Huntingdon, has opened the James B. Beam Pennsylvania Whiskey Heritage Center, a space dedicated to highlighting the rich origins of whiskey production in Pennsylvania.

“Pennsylvania had a strong, world-renowned rye whiskey heritage,” said Hollis, the co-executive director of West Overton.

The center was established through West Overton’s partnership with Suntory, a company that has produced the West Overton-native Overholt whiskey brand since 1987.

Abraham Overholt, the founder of Overholt whiskey, got his start in West Overton in the early 1800s as part of a generation of distillers that rose after the Whiskey Rebellion and spearheaded Pennsylvania’s rise as a leader in whiskey production. After Prohibition outlawed the industry in the first half of the 20th century, most Pennsylvania distilleries fell off the market.

“Nowadays, that part of our state’s history has just been completely neglected,” Hollis said. “We want to help revive that story.”

Located on the renovated second floor of the museum, the new center contains a gallery of over 450 Pennsylvania whiskey artifacts. There’s a collections storage room filled with other historical items, including pipe organs, medical supplies, farm equipment, folk art, antique coverlets and more.

Hollis said the collection of Pennsylvania whiskey artifacts at the gallery has surprised and delighted visitors.

“They find out that they’re all from Pennsylvania, and it’s immediately, ‘Wow — I had no idea Pennsylvania had this many whiskey distilleries,’ ” he said.

The gallery is the product of whiskey-aficionado and West Overton board member Sam Komlenic, who has been collecting Pennsylvania whiskey bottles and memorabilia for 50 years.

The gallery, in Komlenic’s name, features a centerpiece display of more than 250 Pennsylvania whiskey bottles from iconic state distilleries, such as Overholt, Dillinger, and Large.

The gallery will make for the largest public collection of Pennsylvania whiskey and distilling artifacts.

Growing up in Ruffs Dale, where his father worked at a distillery, Komlenic became fascinated with the names of local brands of Pennsylvania distilleries painted across warehouses, leading him to dive into distillery research as an adult.

Three years ago, when Komlenic made his initial artifact donation to West Overton, he had never seen the 240-plus bottles all together in one place. Now, Komlenic hopes the impressive display at the center will put into perspective for Pennsylvanians the prominent historical role the state had in whiskey production.

“People have no idea how huge the industry is here. Pennsylvania was really the epicenter of American whiskey until the latter half of the 1800s,” Komlenic said.

“Now that the craft distilling industry is taking off, people are starting to become interested in locally produced whiskey again. And my hope here is that they are able to look at these new distilleries and see there were generations before that made this famous.”

According to the American Distilling Institute, there were more than 2,200 distilleries across the U.S. in 2022, which is an increase from just a little over 900 in 2016. Pennsylvania ranks fourth nationally in distilling.

With the center’s location at West Overton providing a local connection to Abraham Overholt’s roots, many refer to the area as the “ancestral home of American whiskey production.”

While today the brand is produced in Kentucky, Komlenic said the American distilling attraction provides a rare opportunity to visit the home of the owner.

“You can’t go back to Jack Daniel’s home,” Komlenic said.

Tanya Babbar is a TribLive staff writer. You can reach Tanya at tbabbar@triblive.com.

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If you go
West Overton Village is open through the end of October from 10 a.m. to 4 p.m. Thursdays through Sundays. Admission includes the museum, heritage center, a guided tour of the 1838 Overholt Family Homestead and the educational distillery.

TribLIVE’s Daily and Weekly email newsletters deliver the news you want and information you need, right to your inbox.

The Benchmark brand has been on an interesting journey since its conception in the 1960s. First released as a premium brand, it’s since become one of the better-tasting affordable bourbons you can buy. It may no longer be marketed as a top-shelf whiskey, but it’s much-loved for delivering value without compromising on quality.

With a rich palate of vanilla and caramel, it offers subtle warmth and a satisfying finish. It generally comes at a fair price, too (though it has plenty of competition in that regard). Of course, if you’re wondering whether you should buy a bottle of Benchmark or opt for one of its many rivals, it’s helpful to know more about the bourbon and brand.

Having learned what separates the bad from the good — and the good from the great — through my many years enjoying (and writing about) whiskey, I’m more than capable of tackling this budget bourbon. While the Benchmark brand offers a range of expressions, I’ll be focusing on its flagship Old No. 8 Kentucky Straight Bourbon in this article. With that in mind, join me as I guide you through everything you need to know about Benchmark Bourbon Whiskey.

Some recommendations are based on first-hand impressions of promotional materials and products provided by the manufacturer/distributor/etc.

Read more: 13 Liquors Your Home Bar Should Have

The history of Benchmark is intertwined with the story of Seagram’s. Previously among the largest and most influential spirits companies in the world, the legacy of Seagram’s can be traced back to 1857, though it didn’t introduce the Benchmark brand until the mid-twentieth century. At first, Benchmark — minus the “McAfee’s” name that would later be added to the label — was positioned as a premium bourbon. The liquor was initially made in Lawrenceburg, Kentucky under Seagram’s, as well, at a distillery known as Old Prentice.

Seagram’s interest in the brand floundered through the years, and it was sold to the Sazerac Company in 1989. Consequently, when Seagram’s later imploded after its many expansion attempts failed spectacularly, Benchmark was already in the safe hands of a huge multinational spirits company in Sazerac.

Benchmark eventually moved its production premises to Frankfort, Kentucky, as it proudly states on the bottle (with Four Roses bourbon now being made at Benchmark’s former home). Additionally, the whiskey was rebranded over time as a more affordable bourbon by Sazerac, with the McAfee name added later, as well. More than that, Sazerac is the owner of the Buffalo Trace distillery, which is where Benchmark found a permanent home for its whiskey production.

The taste of Benchmark is fairly basic but it does have some interesting tasting notes. The nose is fairly pleasant, with the most dominant note being that of vanilla. There’s also caramel there along with more muted tones of spice and plum. Upon tasting, there is a little initial harshness, but it’s far from overwhelming. Once you let the drink settle into your mouth, a few nice flavors open up, and the caramel in particular is impressively deep.

The bourbon has a slightly dry mouthfeel at this point, as well — a feature more commonly associated with white or rosé wine. The most impressive part was the notable oak influence, which is less common in younger whiskeys. Given there’s also a subtle tobacco influence, I’d say this bourbon is more suited to those who prefer earthier flavors. Another impressive aspect of the Old No. 8 bourbon is the satisfying finish. While no new flavors develop, there’s no harshness, either, and you’re left with a dry, spicy warmth.

Now, there may be better bourbons, but very few can be purchased at a similar price point. On that note, Benchmark succeeds where many other cheap bourbons fail. It offers an excellent balance between sweetness and warmth, and when I’m unable to get my hands on a more premium bottle? I’m happy to sip this whiskey all night long.

When making bourbon, you first need to decide on the mash bill (or the different ingredients used to produce the alcohol). The Buffalo Trace distillery likely uses four main mash bills, and like the flagship bottle of Buffalo Trace-branded bourbon, Benchmark appears to utilize the distillery’s mash bill #1. Now, the exact makeup of this mash bill is a secret. However, it’s seemingly low rye, doesn’t use wheat, and likely has a very high percentage of corn — at least 51%, in fact, as is legally required of all bourbon.

Once selected, the grains are combined with limestone water to create the mash. The water plays a crucial role in the overall taste along with the grains, as does the proprietary yeast strain used for fermentation. After fermentation, the mash is then distilled in one of Buffalo Trace’s huge copper column stills to concentrate the alcohol. As with all bourbon, it is then placed in new, charred American oak barrels to age, and it’s from the wood where the whiskey gets much of its sweetness and spice.

Once it’s aged, the distillery’s master blenders will taste-test the whiskey, only giving the green light for bottling when it passes the quality check. After all, Benchmark may not be viewed on the same level as some of the more revered bourbons made at the Buffalo Trace distillery, but it still goes through the same quality checks.

When drinking expensive bourbon, I always feel compelled to drink it neat. The spirit deserves to be savored, after all, and drinking it neat allows you to do just that. Now, Benchmark’s affordability means you can feel comfortable enjoying it any way you like. But if you’re on a budget and looking for a cheaper sipping bourbon, this can tick that box. In that sense, any decent bourbon should be easy to drink neat regardless of price, and Benchmark is no exception.

While it passes as a sipping bourbon, Benchmark can be enjoyed in many other ways, as well. The whiskey works well with your mixer of choice and also in a variety of cocktails. Classics such as the old fashioned or the Manhattan are served well by its robust flavor, giving them an added layer of complexity. If you want to enjoy it chilled, it’s best to use a large ice sphere that melts slowly to maintain the flavor of the bourbon without watering it down too much.

Ultimately, Benchmark is a versatile bourbon that can be enjoyed whichever way you prefer. There may be better bourbons for drinking sans additional ingredients. But this whiskey allows you to enjoy an authentic-tasting bourbon — one with minimal harshness on the tongue and no bitter aftertaste — at an eminently affordable price.

Given what I’ve already mentioned thus far, you’ve likely made the wise assumption that the answer to this question is no. In fact, the average price for a standard 750-milliliter bottle of Benchmark Bourbon Whiskey is around $11 as of July 2024. At that price level, it’s very difficult to find anything cheaper that tastes quite as good. Simply put, anyone on a budget who still wants the classic taste of bourbon will likely find Benchmark to be a great deal.

Despite its low price, Benchmark is worthy of consideration for both seasoned bourbon aficionados and newcomers to the spirit. It may not be the greatest bourbon out there, but it still offers value for money — and even tastes better than some bourbons that cost twice as much. Frankly, it’s a solid bourbon option for anyone to have in their liquor cabinet given the price and flavor profile.

Plus, if you’re looking for a whiskey to add to mixers, Benchmark is a better option than many other inexpensive brands. This may be, in part, because of its Kentucky straight bourbon designation, which is lacking with many other budget bourbon bottles. A whiskey can only be called “straight” bourbon if it’s been matured for more than two years, after all, which sets Benchmark apart from other low-cost varieties.

There’s a range of other expressions sold under the Benchmark banner beyond its standard bourbon. In fact, if you’re looking for a little more power from your whiskey, Benchmark Full Proof is a great alternative. The “full proof” name is given to a whiskey if it’s bottled at the same proof as it entered the barrel. This is different from barrel proof (and other types of bourbon), which is bottled at the proof that it leaves the barrel. Consequently, the Benchmark Full Proof comes in at 125 proof compared to 80 proof for the Old No. 8.

Now, we mentioned that Benchmark Old No. 8 Kentucky Straight Bourbon Whiskey is robust, but the Full Proof expression takes that to the next level. The flavors that we looked at earlier are amplified, which adds to its complexity. Along with the classic flavors of its lower-proof sibling, there’s an extra spiciness along with some charming chocolate notes in the Full Proof option.

Choosing between these bourbons will largely depend on your personal taste. If you’ve never had high-proof whiskey before, it can be a little overwhelming at first as the alcohol is quite dominant. If you’re used to powerful whiskeys, then Benchmark Full Proof will give you a better (and more potent) tasting experience. If you’ve never had either, though, I’d recommend starting with the Old No. 8 before moving on to other Benchmark offerings.

Evan Williams shares many similarities with Benchmark, making it a good comparison. Each bourbon offers decent value for the cost, comes in a classic black labeled bottle, and is quite underrated overall. They also come from huge distilleries, with Benchmark from Buffalo Trace and Evan Williams one of the many brands produced at the Heaven Hill Distillery.

There are a few key differences between these two whiskeys, though. Evan Williams has a slightly spicier flavor profile, for instance, and clocks in at a slightly higher 86 proof. You’ll get a hit of pepper on the palate, as well, along with the classical bourbon notes of caramel, vanilla, and oak with this bourbon. Conversely, I’d say Benchmark has more of an oak influence overall.

In terms of pricing, Evan Williams may be a slightly more expensive option (with an average cost of $15 as of July 2024), though it’s still highly affordable. It comes down to a simple case of preference, then. While I prefer Benchmark — I tend to like earthier bourbons that have more of an oak and char influence — if you like the classic bourbon taste with a little extra spice? Evan Williams may be the choice for you. In fact, if you’ve only tried one of these two, it’s worth trying the other to see how they compare to your palate.

At the top of the bottle, you’ll see it described as “McAfee’s Benchmark” — but who were the McAfees, and why is their name adorned on the label? Contrary to what you may think, the three brothers (James, George, and Robert) had nothing to do with making whiskey. Rather, they were early pioneers who left Virginia to explore what would eventually become Kentucky.

The McAfee brothers surveyed the land with the help of native trails and Buffalo tracks (which was what eventually led to the Buffalo Trace name). Of course, if these brothers had nothing to do with the bourbon, why is it called McAfee’s Benchmark? The answer is that the “benchmark” aspect refers to something completely different. When exploring the territory, the McAfee brothers used so-called benchmarks to help guide them, which is anything that you can be used as a point of reference.

Therefore, the name refers to the supposed benchmarks left by the brothers during their journey, and this piece of Kentucky history was honored by Sazerac with the addition of the McAfee name at some point after it purchased the brand. The McAfee brothers may not have directly influenced the history of whiskey, but they helped lay the groundwork for what Kentucky would become in relation to bourbon.

As I mentioned earlier, the Benchmark brand is now under the stewardship of Buffalo Trace. But Benchmark is far from the only spirit created at the Buffalo Trace distillery. In fact, if that name sounds familiar, it’s because it also makes a brilliant, affordable bourbon under its own name.

Established in 1775, Buffalo Trace has become a powerhouse in the whiskey industry and is only getting bigger. We’ve mentioned several affordable brands already, but the distillery is also renowned for making some of the best premium brands in the world: E.H. Taylor, Stagg, Weller, Eagle Rare, and Pappy Van Winkle (to name a few). Given the sought-after whiskeys produced at the same facility, perhaps you’d think the likes of Benchmark would be left behind. But there’s a commitment to quality throughout the brands distilled at Buffalo Trace, which is seen by the extended range of Benchmark bourbons produced and sold.

Along with the Old No. 8 Kentucky Straight Bourbon I’ve discussed here, it also offers Top Floor, Small Batch, Bonded, Full Proof, and Single Barrel expressions. This shows that Buffalo Trace and Sazerac are determined to avoid letting Benchmark get lost in the crowd of its many other brands.

Many people likely buy a bottle of whiskey without examining the label too thoroughly. Given this, it’s easy to see the big number “8” on the Benchmark bottle and think it relates to the age of the whiskey. However, that’s not the case here — after all, if it was aged for that long, it’d almost certainly be much more expensive. Unfortunately, while the real age of Benchmark bourbon is around three years (which you can sense from the way it tastes), it’s unclear where the “Old No. 8” moniker comes from.

Of course, while I was unable to find any concrete evidence regarding the name used on the Benchmark label, we can take an educated guess — based, in part, on the probable reason why Jack Daniel’s has “Old No. 7” on its bottles. Though other theories remain, some believe the Jack Daniel’s distillery was originally located in the tax district number 7 in Lynchburg, Tennessee — and the same could very well have been true for Benchmark and its district in Kentucky.

Then again, this could also just have been a marketing trick to make the brand look older than it was (while providing a link to the popular Tennessee whiskey, as well). Since Benchmark wasn’t introduced until the 1960s, the gimmick theory appears at least somewhat likely. Either way, the number has nothing to do with the age of the bourbon in the bottle.

Benchmark wasn’t merely marketed as a premium bourbon in the past: it used to look much different, too. When first launched by Seagram’s, it didn’t have the squared bottle that we see today. In fact, Benchmark originally had a more regal appearance that included Seagram’s coat of arms on the upper section of the bottle, plus its motto of “integrity tradition craftsmanship.” In 1975, though, Seagram’s went one step further with its presentation by introducing an elaborate decanter (purportedly in honor of the 57^th American Legion Convention).

Made in the style of a castle turret, the top could be removed to reveal the bottle inside. More than that, this over-the-top design helped add to the impression of Seagram’s as a premium spirit, and illustrated the company put a lot of effort into fostering that image.

Since even the most expensive bottles rarely get fancy packaging in the 21st century, we’re unlikely to see Benchmark sold in such a bottle again anytime soon. Of course, that’s no longer what this bourbon is about, either. These days, it’s a respectable offering that rarely costs much more than $10 or so. While it would have been nice to sample the old 6-year-aged Benchmark bourbon, there’s nothing wrong with its status as a cheaper whiskey that belies its low price tag.

Read the original article on Tasting Table.

Weber Ranch is crafted from blue weber agave, the same agave used to create tequila.

The folks who innovated the tequila space with Patrón are aiming to do the same with vodka.

Round Two Spirits just released a blue weber agave vodka called Weber Ranch this spring. “Most of the Weber Ranch team are former Patrón Tequila colleagues and good friends so we understandably have a deep appreciation, respect, and love for agave,” says Lee Applbaum, president and chief operating officer of Blue Weber and former chief marketing officer for Patrón. “It’s a noble plant that, when properly crafted, truly creates an extraordinary spirit.”

Applbaum says when he and his partners started thinking of a spirit that would be “something new and truly disruptive in the spirits space, it was a natural to consider what could be done with agave.” They then turned to vodka, which is the largest spirits category in the United States. “It was the intersection between our experience with crafting agave spirits, and the massive opportunity to disrupt vodka, that the idea came for Weber Ranch,” Applbaum says.

Though vodka is typically distilled from wheat, corn or potato, Applbaum and his team thought a better vodka could be created from a better base source. “Blue Weber agave is not only a higher-quality, it also imparts a subtle, natural sweetness, and creates a silky, smooth mouthfeel without any aftertaste or ‘bite’ traditionally associated with many vodkas,” he says. “Better ingredients often yield a better product, and that’s absolutely the case with Weber Ranch.”

Weber Ranch vodka, which retails for about $30, offers a subtle aroma of tropical fruits, with a faint hint of fresh agave and a light, fruity taste of green apple, pineapple, and hint of citrus. “It’s a very versatile taste profile which of course works great in all traditional vodka cocktails, and it’s delicious on the rocks or in a martini,” he says, adding that it works in tequila cocktails like Ranch Water and Palomas, though, in this case, they’d be Vodka Sodas and Greyhounds.

Antonio Rodriguez, formerly the production director at Patrón, is the master distiller who created Weber Ranch vodka. Rodriguez worked for a long time to create it. “This is something entirely new, and so there wasn’t a blueprint for how to create it,” Applbaum says. “While Antonio was hard at work iterating and crafting the vodka, we worked in parallel to design the Weber Ranch brand design language, bottle, and packaging system.”

The bottle is inspired by the Blue Weber Agave piña and flowering stalk that emerges as a sign of maturity. “We believe Weber Ranch packaging has all the elements necessary to make it iconic someday, just as we did at Patrón,” he says.

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Packaging, he adds, is “absolutely critical” when it comes to consumers picking a bottle off of the shelf in a store. Weber Ranch first launched this spring in New York, California, Florida, Texas, New Jersey and Georgia, with plans to unroll a national rollout as soon as it is logistically possible. It also is sold online on Reserve Bar.

Consumers and bartenders enjoy the taste, and they also appreciate that it is additive-free, he says. “It is very early days, but often that’s when you really get a gut sense of how a brand will be received, and thankfully we’re hearing tremendous, positive feedback,” Applbaum says.

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