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The popularity of American whiskey has seen a remarkable surge over the last two decades. In 2023 alone, over 31 million nine-liter cases were sold in the United States, as reported by the Distilled Spirits Council of the United States. However, there remains a contentious topic that enthusiasts often avoid discussing: the term “blend.” Bringing it up around whiskey connoisseurs typically invites a dismissive reaction, or worse, a detailed critique about the supposed inferiority of blended whiskey compared to single barrels.

Nevertheless, these stereotypes are gradually being dismantled, much like the angel’s share itself, as a new generation of producers works to enhance the reputation of American blends. Interestingly, some of those very whiskey purists have begun to seek out high-quality blended expressions for their collections—a surprising twist that many admit they never expected.

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Dating back to the 1800s, American whiskey blends experienced a notable rise in popularity during the 1960s and 1970s, when premium brown spirits lost their appeal as consumers gravitated toward vodka and lighter, smoother liquors. With numerous barrels maturing in distilleries across the nation, brands found that by blending whiskey with cheaper neutral grain spirits and enhancing them with color and flavor additives, they could produce a version of whiskey that appealed to those who favored clear spirits. However, the quality of these blends fell short compared to international offerings, such as blended Scotch, which combines aged malt and grain whiskies from various distilleries, or the meticulous craftsmanship found in Japanese whisky production.

As a result, offerings like Seagram’s 7, Kentucky Gentleman, and Philadelphia Whiskey became popular, even as discerning enthusiasts viewed them with skepticism—and rightly so. The taste was often diluted and excessively sweet, accompanied by a harsh alcohol burn and lacking the depth found in traditional bourbon or rye whiskey. However, in recent years, established distilleries, artisanal producers, and those not directly distilling have begun to introduce a fresh perspective on American blends—combining straight whiskeys without any neutral spirits, colors, or flavorings added. This evolution has caught the attention of whiskey lovers. Aaron Goldfarb, author of Dusty Booze, points out that the novelty of these elevated American blends resonates strongly with collectors. “After a while, focusing on bourbon can become monotonous—you see another barrel-proof release or single-barrel selection,” he explains. “With these innovative blends, each release promises something truly unique.”

Bardstown Bourbon Company embraces a unique philosophy in the whiskey industry. Not only does it produce its own whiskey, but it also offers contract-distillation services for various brands. Additionally, the team curates barrels to create innovative blends. “We take a fresh, modern perspective on the category, combining high-quality bourbon, rye, and international whiskeys to craft a distinctive flavor profile,” says Dan Callaway, Bardstown’s Vice President of new-product development. The Discovery Series exemplifies the meticulous quality and dedication the label invests in blending, as it selects whiskeys from different mash bills sourced from states like Tennessee, Indiana, and Kentucky, resulting in unique and collectible expressions of exceptional quality.

“It is thrilling to witness a line of guests at the distillery eager for new rare bottles,” Callaway shares. “Engaging in blends carries a certain level of risk; however, we’ve built a rapport with consumers who trust that we will provide an exciting product with a well-balanced profile and superior flavor.”

Another noteworthy brand is Louisville’s Barrell Craft Spirits, established by Joe Beatrice. This non-distilling producer specializes in either single-barrel straight whiskeys or blends of various straight whiskeys. “Today’s whiskey consumers are much more knowledgeable than they were five or ten years ago,” he observes. “Blending offers more depth than simply relying on a single-source whiskey from one barrel: The aim is to showcase creativity while achieving nuance and balance. It is a meticulous process of experimentation, tasting, and assessment—an art form that is finally gaining the acknowledgment it deserves.”

The Gold Label series has transformed into a sought-after collection, with secondary market prices soaring above $500—values often associated with Russell’s Reserve 15 or rare selections from Willett. Beatrice attributes this trend to the limited availability of the product and the greater age of the whiskeys blended: “The barrels chosen for these releases are picked for their refined characteristics and exceptional flavor profiles. Ultra-premium whiskey aficionados who appreciate our brand recognize the dedication and meticulousness involved in the production process.”

As newer brands like Old Elk, High Bank, and 15 Stars generate excitement in the premium-blend sector, it’s vital to acknowledge that traditional names have also joined the trend. For instance, James B. Beam Distilling Co., home of Jim Beam, has introduced high-end blends through its Little Book label, curated by eighth-generation master distiller Freddie Noe. This means you can confidently order your American blended whiskey without the scrutiny of spirits enthusiasts.

Jonah Flicker serves as the whiskey critic for Robb Report, providing weekly reviews of significant new releases and taking on freelance writing about the global spirits scene, journeying through distilleries across Kentucky to Scotland.

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