![]() ![]() More often than not, it’s the same liquid in a different bottle, different name, Old Brand X or Old Brand Y, promoting nostalgia and the illusion of differentiation. “The craft distilling movement sparked an incredible renaissance, but retail shelves remain packed with sourced whiskey. “Consumers are excited about American whiskey and are hungry for one-of-a-kind products,” says Kaveh Zamanian, founder of Rabbit Hole Distillery. ![]() Store picks truly are about individulization. ![]() “Even on-premise accounts have continued to purchase these bottles from us.” “We really appreciate barrel picks because they let us know more retailers personally, which I value, because that way I can get input personally.” “These bottles are flying off of shelves,” says Woodford Reserve Master Distiller Chris Morris, of store pick single barrel selects. “It’s nice networking for us, too,” Morris adds. Even on-premise accounts have continued to purchase these bottles from us.” “I’ve heard that these bottles are flying off of shelves. “It’s become a very busy business,” says Woodford Reserve Master Distiller Chris Morris. Retailers pick their own bottles while flexing their whiskey palates. It’s a simple, fun, creative way to differentiate. Single barrels also allow stores to offer limited-edition bottles that other competitors cannot. You want to share these bottles with friends, tell them to buy the same store pick bottles as you, rather than brag about a unicorn bottle that your friends cannot find.” “And they help create camaraderie among whiskey friends. “These are trophies that I can have at home right now,” Conti adds. Whereas store pick single barrels are even more limited - there’s only 150 barrels or so from each pick - but they’re actually available.” “People are bidding up the prices of the unicorns, which have become almost unobtainable. “Chasing the unicorn whiskeys has become frustrating,” says Nick Conti, a Connecticut retailer whose three stores include Sav-Rite Liquors, Greens Farms Spirit Shop and Ye Olde Wine Shoppe. ![]()
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