Just because you’re a bourbon drinker doesn’t mean you have to abandon your booze cabinet full of Pappy Van Winkle and Bookers. Everyone should branch out into new territory sometimes, adding a bit more variety to their life through the introduction of new interests and activities. For those who love bourbon but want to expand their horizons, rye whiskey is the way to go.
Rye is an essential bourbon ingredient, but it’s also its own distinctive type of whiskey that has roots in the American colonial era and on up through modern times. Like bourbon, it must be at least 51% corn to qualify as a rye whiskey, giving it an earthy sweetness similar to the white dog without any of the burns. Rye is also made up of malted rye instead of barley, which gives it a slightly spicier and fuller flavor.
The new rye whiskey from New Riff Distilling Co. (OTC: NEWR) hails from Louisville, Kentucky, and promises to be an interesting twist on the classic American whiskey. New Riff Distilling Co. is the brainchild of former Maker’s Mark master distiller, Brent Elliott, who holds an MBA from Indiana University and spent five years in brand management at Brown-Forman Corp. (NYSE: BF.A) (NYSE: BF.B) before he joined Beam Inc./Suntory Holdings Ltd.’s (OTC: SWTHF) Maker’s Mark in 1991. He rose through the ranks to become master distiller of Beam Inc./Suntory Holdings’ Maker’s Mark from 2003-2012.
In addition to his experience at Maker’s Mark, Elliott also served as plant manager for Brown-Forman’s Shively Distillery and spent several years consulting for Diageo plc (NYSE: DEO) as well as several other top whiskey producers around the world such as Brown-Forman, Heaven Hill Distilleries Inc. (OTC: HHSEF), and Edrington Group Ltd. (OTCPK: EDRDF).
New Riff Distilling Co. is named after the Kentucky town where it is located just outside of downtown. The facility was built in the 1880s and has been dormant for over 30 years until New Riff Distilling Co. acquired the property with plans to renovate and reopen it
New Riff Distilling Co. Rye Whiskey will be available this month at select liquor stores throughout Kentucky, Ohio, and Indiana for $29.99 per bottle. The initial run will be limited to 5,000 bottles so it is expected to move off the shelves fairly quickly.
The company has also announced plans to release a bourbon later this year and its flagship brand in 2016.
New Riff Distilling Co.’s new rye whiskey is a good choice for bourbon drinkers looking to branch out into the rye category. With a solid background in whiskey making and experience at major brands, Elliott is well-qualified to launch New Riff Distilling Co.’s flagship brand when it becomes available next year.