A Sneaky Deal

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When you’re new to Bordeaux, every bottle can be a nerve-wracking and overwhelming experience.

You might open the bottle at the wrong time in the wine’s evolution.

It might be corked after you’ve aged it for years.

It might just not be that good.

But you can be sure that you paid a hefty sum for it, regardless; and nothing about the singular experience is guaranteed.

In my opinion, the rise of single malt and Bourbon over the last decade is the direct result of that uncertainty, and it’s left me with one crystal clear conclusion: most of the guys buying only whiskey today do NOT really drink.

I’m not talking about collectors flipping bottles. I’m talking about the motivation behind the spirits neo-renaissance: you don’t ever have to finish an open bottle because whiskey keeps. You can dole out thimble-sized pours for years, maximizing the investment like a hoarder. Hence, why these same consumers are not interested in wine.

To be into Bordeaux, you have to actually drink; because once you open the bottle, the clock is ticking. The whole point of Bordeaux is the meal, which means you also have to be into food. Hence, why I’m heavily into Bordeaux. There is no whiskey in the world as satisfying as the right bottle of Bordeaux with the right piece of meat, so I’m always willing to risk $100 on that potential high.

Every now and again, I get questions from consumers about a gateway bottle of wine; one that might help open their eyes to what Bordeaux can offer without breaking the bank. Since the finest bottles of aged Bordeaux are often three-to-four figures per bottle, taking that leap of faith (in conjunction with all the possibilities I listed above) is easier when the bottle is under $100.

Well…one of those bottles just walked in the door recently and we’ve actually got quite a good price.

Domaine de Chevalier is one of the most underrated and overlooked properties in all of Bordeaux. I was once gifted a bottle of the 1990 vintage by my former colleague Jim Chanteloup after my first big holiday season in retail. I had no idea what it was at the time, as I had just started learning about Bordeaux and was simply trying to get a handle on the Médoc's classified growths, but I remember him saying: "Trust me; this is a really great bottle."

Back then, the senior wine guys I worked with saw the Chevalier rouge as an insider's claret; a poor man's Haut-Brion. "This property is completely underrated," I recall my colleague Ralph Sands telling me once; "The wines can live forever." The word "secret" is definitely part of the vernacular when speaking about the domaine. Known as "the secret garden" due to its location, the vineyards are planted within a clearing in the middle of a forest, the boundaries of which protect the vines from extreme weather. What's becoming less of a secret, however, is the value of the domaine's great wines—both white and red.

It's the stony, highly-mineral soil, enclosed within a border of forestry, that provides the ideal conditions for top quality wine; the results of which have increased in quality during each decade under Oliver Bernard's ownership. Through his careful expansion, calibration, and improvements in the cellar, the true potential and character of Chevalier has been lifted to new heights and the domaine's lore has begun to permeate the far reaches of wine culture.

2004 wasn’t the best vintage of the last twenty years, but it wasn’t the worst either. The wines were simply classic, rather than ripe and supple like 2005 and 2009. As a result, you won’t pay an arm and a leg for the bottle. Check the reviews though, and you’ll see 94, 95, 94 across the board (if that’s important to you).

I’m hoping to eventually expand the Bordeaux selection at Mission, but before we can do that we need to find more folks who actually like to party.

Until then, look for the occasional sneaky deal like this one.

-David Driscoll

Instagram Live Repost: Talking RTDs with Aaron Polsky From Livewire

What if bartenders could have their own record label, but instead of releasing albums or singles, they released cocktails?

Each release would have a title and artwork—just like a record.

Each cocktail would be distributed around the country—just like a record—allowing the bartender to build his or her reputation with drinkers—just like a rockstar.

That is bartender Aaron Polsky’s vision for Livewire: a new RTD (ready-to-drink) company that is signing up bartenders to create and market their own signature drinks as part of an ongoing expansion into canned cocktails.

Having dusted a serious amount of Livewire cans over the last week, I can tell you: Aaron is on to something.

Listen to our conversation to learn more about the project.

-David Driscoll

Hodge Podge

While I was watching the Tekashi 69 documentary Supervillian on HBO last night, I had to distract myself with something to conceal my utter disappointment in humanity, so I ended up watching YouTube videos of Arnold talking about cigars. I found this clip, which completely turned my mood around, allowing me to fall asleep in peace.

There’s not enough time or space to explain hip hop artist Tekashi 69 to you if you don’t know who he is, but to summarize: he’s a modern celebrity—in the vain of the Paul brothers on YouTube—with no real talent, except for understanding how controversy can create cash. By being the biggest piece of shit possible, he has made an obscene amount of money.

What really struck me during the last episode was how Tekashi shrugged off bad reviews from guardian music review sites like Pitchfork, along with extreme disses from industry figureheads like Snoop Dogg and Dr. Dre. His answer: the people who care about those opinions aren’t the ones making him money.

Bingo.

There was a time with wine and whiskey where a positive review from a major critic would entice thousands of drinkers to run out and grab a bottle, but today that’s less and less the case (and we’re moving less and less cases, as a result!).

Hence, when you wonder how certain liquids (many of which are terrible) can achieve extreme popularity in the market, despite lackluster reviews and negative press, you begin to understand the modern world of booze marketing. Everything that you thought mattered no longer matters. In the span of a few years, the rules have changed.

Today the most lucrative marketing movements are not controlled by the media gatekeepers. Instead, they’re birthed on social media by young consumers who subscribe to a completely different set of parameters, no longer contingent upon professional expertise or experience.

Ocean Spray and Fleetwood Mac didn’t experience a recent revival because a critic said they were good. Rather, they had a gigantic surge in sales because a 37 year old guy on TikTok rode a skateboard through Idaho.

If you’re still sending your wines to the Wine Spectator, or depending on the Whisky Advocate for your big break, you’re barking up the wrong tree. Today, I see more sales happening as a result of Reddit boards than I do critical reviews.

-David Driscoll

Livewire In Stock - Instagram Live Tomorrow With Aaron Polsky

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Imagine some of the best bartenders from around America, putting one of their best cocktail recipes into a can that can be shipping across the nation for anyone to enjoy. That’s the concept bartender Aaron Polsky put together while brainstorming ideas to give bartenders greater control over their creative and intellectual property—and that was before COVID!

With bars still closed, many bartenders are collecting unemployment, mixing cocktails for themselves at home, and further highlighting the importance of other avenues to market. With the Livewire project, Aaron is creating that pathway, spotlighting a different bartender with each release, and ensuring they’re compensated fairly along the way.

The goal is to turn these bartenders into rock stars, which is exactly what Aaron looks like. The first time I met him, it was like flashing back to the Sunset Strip and the Whiskey-a-Go-Go: tall, rail thin, curls down to his shoulders, and a chiseled jawline.

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Aaron looks the part from head to toe, but his cocktails are also damn fine. Last year when I was still working distribution, we were talking about representing Livewire in California. Now that I’m on the retail side, I’m back in contact about selling them directly to consumers.

We’ve got the core flavors in stock right now at all locations:

I’ve cleaned out a number of cans between my wife and me, but I’ve saved a few for the rest of you. When you get home and you want something delicious and ready to pour, I haven’t found anything more serious than what Aaron is doing for RTDs right now.

You can join us at 3 PM PST tomorrow at the @missionliquor Instagram account if you want to hear more about Livewire.

See you then!

-David Driscoll

NFTs & The Impending Bubble

If you’re new to the world of NFTs, or non-fungible tokens, this article will do a better job of breaking it down for you than I can here.

But if you’re pressed for time, NFTs are unique data, stored on a blockchain-based ledger for authenticity and ownership purposes, that represent virtual things like art and media.

As an example, you could purchase the rights to a digital artwork and your ownership of that art would be represented by the NFT. Even though you would have nothing physical in your hand, like a pink slip or the actual art itself, the NFT would prove you own the idea of this art.

Sound complicated?

Well…get up to speed quickly—people are already selling NFTs for millions and millions of dollars. How many millions? Try $69 million, which is the sum that Beeple sold the NFT to his digital artwork for a few weeks ago.

Does the buyer own the actual piece of art? No. Just the idea of it.

NFTs can also represent moments in time, or historical firsts. Like how Jack Dorsey just sold his first Tweet for $2.9 million. Someone now owns the idea of that.

Many collectors expect NFTs to replace sports cards in the future, as now you can own the digital representation of a card and not have to worry about getting it scratched or damaged for valuation purposes.

I’m expecting a bubble so big that, when it pops, people will be so stupefied they won’t know what hit them. But maybe I’m the naive one because I’m not making millions of dollars.

I got an email from the WWE this week about the upcoming release of special Undertaker NFTs, representing historic moments in his career. Who’s determining the value of these things when they can literally be fabricated at will?

To be clear, I don’t think the idea of an NFT or the blockchain ledger is the bubble. I think the idea of arbitrarily assigning astronomical values to assets that have not yet proven their worth is the bubble.

What does this have to do with whiskey? Quite a lot, actually.

The idea of whiskey has been growing in value for the last decade, as rare bottles and historic labels continue to fetch lofty prices at auction houses. Those prices have affected MSRPs in the process, as global drinks companies and retaliers realize their liquids are worth more and more every day.

The problem I see looming for the increasing valuation of these whiskies is consumption. More and more people are buying whiskies they don’t plan on drinking, which means there are more and more bottles just sitting there in homes all over the planet. Hence, supply for rare whiskies is increasing because no one is opening their bottles, while more whiskies continue to be released.

Consumption is decreasing because the purchasing of rare whiskey has become more about the hunt, and less about the enjoyment. It’s now a contest for guys who like to text photos to their friends and say: “Look what I got.”

To me, it’s the same motivation that would drive someone to purchase Dorsey’s first Tweet. You go to their house for dinner and they show you their collection of rare NFTs, purely for the bragging rights.

But the value of those whiskies and NFTs (and, in turn, the “look what I got” opportunity) depends entirely on their scarcity, or the perception of their scarcity. Each bottle may be one of a kind, each NFT completely unique, but what happens when there are millions and millions of unique rarities?

When the idea of owning the idea of something becomes less impressive, the value of the idea of owning that idea becomes less valuable.

Once people realize how much Weller is actually in the world, how cheaply Buffalo Trace can make more of it, and how unspecial it actually is, you’re going to see a lot of disappointed collectors.

I fear the same fate is coming for NFTs and the unique taste of millions.

As more people wake up and realize that life’s value consists of the appreciation of moments, rather than the documentation of them, the value of artificial experiences will hopefully decline.

-David Driscoll

Blanco Historico

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If you remember my interview on the blog with Jake Lustig a while back, he mentioned that he was working on a “blanco historico,” saying:

“If you made a Venn diagram of agave flavors, you would have minerality and citrus on one side and sweetness with baking spices on the other. When you look at the historical records, you can see that the Camarena family was one of the first to bring agave to the highlands. For the entire 19th century, almost all tequila came from the lowland valley. But were they barrel aging it? Not really. They were storing the tequila in large wooden vats called tonéles in Spanish or pipones. You wouldn’t get too much wood contact, but what you would get was oxidation and settling. There wasn’t much color, but it would still be rested, or reposado. 

I like to research the history of tequila for new ideas, so what I wanted to do was dump some of my Don Amado mezcal barrels, rush them to Jalisco while the barrels were still wet, and fill them with valley-floor Cascahuín blanco at a higher proof. We’re conditioning the tequila for 25-28 days, so it’s like flash aging. It’s not 60 days like what’s required for reposado, so it’s still considered blanco. The Don Amado barrels are American white oak, first used for Mexican brandy, then used for Mezcal.”

I’m happy to announce that Jake’s “Blanco Historico” is here and in stock for $54.99, all distilled at the bastion for non-diffused agave spirits: NOM 1123 - Cascahuin!!

Can you imagine sipping on anything better with the warm weather outside right now?

-David Driscoll

Instagram Live Repost: Talking Maker's 2021 Limited Release With Phil Olson

After recording these on my computer and uploading them to YouTube, I only just now realized that Instagram has an embed feature that goes straight on to the blog—no uploading necessary.

Check out the conversation from yesterday evening with Phil Olson from Maker’s Mark about the new 2021 Wood Finished release!

-David Driscoll

Instagram Live Repost: Talking Cigars With Michael Dougherty From Arturo Fuente

Arturo Fuente is not only one of the world’s most popular cigar brands, it’s a company with an incredible history, steeped in disaster, perseverance, and resurrection.

Our local Fuente representative here in Southern California is a man named Michael Dougherty, who has 25 years of experience in the cigar industry and is a wealth of information.

Combine the story of Arturo Fuente cigars with Michael’s knowledge and you’ve got a pretty good half hour of conversation.

-David Driscoll