Bourbon Hunters

The tough part about being a retail whiskey buyer is that you’re part whiskey lover, but you’re also part businessperson.

Yes, I love whiskey and I want to share the love with all my customers, but there’s also the harsh reality of what it takes to secure allocated bottles these days.

Sometimes those two things don’t mesh.

As an example, in order to lock down a recent allocation of Blanton’s, we had to purchase hundreds of thousands of dollars of other spirits from the distributor, which will hopefully sell through as part of our regular daily business.

So while I’m stoked that I can now offer our best customers a bottle of Blanton’s, I’m also frustrated when customers reach out who only want to purchase Blanton’s and nothing else. Obviously, I understand how badly people want these bottles, but I’m also running a business.

In fact, because a good number of customers see me as a fellow whiskey lover rather than a whiskey business operator, they like to share their bourbon hunting stories with me.

Someone will write an email like:

“Hey David, snagged a bunch of your Eagle Rare Mission single barrel bottles from your Glendale location today, while I was driving around to various liquor stores. Check out the haul from today! (photo attached) By the way, do you have any Blanton’s?”

Wonderful.

We just spent hundreds of thousands of dollars to get rare inventory that went to some joker who has no intention of ever shopping at Mission regularly, other than as part of a weekly hoarding expedition to pull as many allocated bottles as possible into his stash. And now he wants Blanton’s on top of that?

Check around on social media and you’ll see this is a thing, akin to posting photos of your kill after a hunting trip.

What makes me laugh (out of both sadness and pathos) is when guys post photos of their receipts next to the bottle, so you can see how much they paid. Because the kill is even more impressive if you paid standard retail pricing!

But retail stores cannot operate by selling allocated bottles alone. And they can’t keep regular customers happy if the allocated bottles they get are not fairly distributed to their core customers; the ones who actually shop there for more than just allocated whiskies.

It’s gonna be interesting to see if Buffalo Trace hunters end up sending independent retailers the way of the buffalo. That would be ironic, wouldn’t it?

-David Driscoll

Singani 63 Summary

I posted this short video yesterday on my personal Instagram page about what one month of drinking Singani 63 every week night had taught me.

Basically, what I learned is that Singani 63 and soda is cocktail that can be consumed in limitless volume, allowing my body to awaken clearheaded and fresh the following day. So much so that I can run three miles in the morning, regularly, without losing a beat.

Granted, I go to bed pretty early. Often around 9 PM, getting up around 5 AM to hit the coffee pot and the treadmill.

Hence, as part of a healthy lifestyle, a balanced breakfast, and a good night’s rest, you can enjoy Singani 63 cocktails en masse without sacrificing your most important routines.

I’m in a great shape at the moment. I’ve been sleeping like a log. My spirits are elevated—in more than one way.

-David Driscoll

Hacks

There’s a new series on HBOMax that I’ve become quite smitten with as of late called Hacks, documenting the struggles of an aging stand-up comedian forced to hire a young, millennial writer who was recently cancelled on social media for making an off-color joke.

The aging comedian (picture Joan Rivers) is increasingly frustrated by her diminishing relevance and her lack of understanding concerning what young people find funny. The young writer is eager to make an impact, but lacks the experience of her older employer and as a result gets herself into difficult situations. Together, however, they make a pretty good team.

Every episode reminds of me of the struggles we’re facing in the booze business right now.

As a 41 year old, I’m young enough to understand where technology is taking the wine and spirits industry. Yet, simultaneously, I’m also too old for social media platforms like TikTok where micro-influencers have become the talk-de-jour.

Like the aging comedian, I’m not all that interested in learning new tricks, especially when those tricks involve hard seltzer, celebrity-endorsed Tequilas, and RTD canned cocktails backed by Gen Z YouTubers. Like the young writer, I’m equally frustrated by some of the antiquated habits we’re still adhering to in our industry, and I feel like we’re not moving forward quickly enough.

It’s interesting to look at where the industry has landed in 2021. We’ve slowly eaten away at anything creative and relegated ourselves to three core marketing buckets:

  • Rare and allocated products

  • Points/press-driven products

  • Celebrity/social media-driven products

If it’s not hard-to-get, or rated 100 points by the Wine Advocate, or the featured product of the day’s most popular influencer, then forget it.

This narrowing of the marketing funnel is exactly why dozens of my friends have recently quit the business. That, and the Amazon-like transformation of their careers from educated professionals into warehouse fulfillment packers.

When the booze world consists of three core marketing buckets, none of which require the advice or opinions of a seasoned drinker, the need for professionals recedes and the demand for hourly manual labor increases.

It’s funny how quickly things swing the other way.

For the last decade we’ve been in the midst of an educational renaissance for alcohol, where informed consumers have been interested in learning more than ever about what they’re drinking.

Now, ten years later, that wave is over and the complete opposite is happening. Everything is about marketing. Quality isn’t even a forethought.

What’s makes this wave different from previous iterations of marketing-driven alcohol (a la Spuds MacKenzie) is the new understanding that every trend is temporal and cycles move faster than ever.

An incredible amount of planning and production goes into creating a new line of alcohol, but with the fickleness of consumer interest in the social media era, it may no longer be worth the investment. By the time you get the product to market, the category is already fully saturated and the next trend is taking off.

For older generations—those who long to find their perfect bottle and stick with it—this phenomenon is absolutely maddening. As soon as they discover their favorite new beverage, that product line is either out of production, no longer available, or it’s moved on to a different iteration.

When I hear customers ask: “Why can’t they just make more?”, I have to laugh somewhat sardonically.

This is by design, guys.

Always short in supply. Always high in demand. Keeping customers in a frenzy. Rinse and repeat.

-David Driscoll

The Rise of A.J. Fernandez

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In the whiskey world, there are those producers whose names are continuously spoken by drinkers both casual and passionate, not only because of their popularity, but also their commitment to quality.

Springbank. Heaven Hill. Balvenie.

These are not just legendary whiskey producers, they’re also family-owned distilleries that continue a legacy of artisanship that began generations ago.

In the cigar world, there’s one name I’ve heard continuously since entering the fray, and I’ve heard it from passionate smokers who I chat with on social media, as well as industry professionals like Matt Booth who I interviewed this past Monday.

A.J. Fernandez.

When people talk about A.J. Fernandez, it’s akin to the way beer drinkers talked about Russian River Brewery ten years ago (and his name pops up on a number of collaborations, much like we see in the beer business). Everyone wants to work with this guy.

It’s pretty easy to see why.

The cigar I’m smoking in the above photo is the Diesel Crucible, a collaboration between A.J. Fernandez and Diesel’s Justin Andrews, and it’s one of the most perfect cigars I’ve tried this year. Flawless construction, a slow and steady burn, effortless draw, and big, billowy smoke that coats your palate like cream.

So who is A.J. Fernandez and why is he such a big deal? That’s what I’ve spent the last week trying to ascertain, smoking through a variety of his cigars and collaboration efforts with great pleasure.

A.J. Fernandez is a Cuban tobacco farmer and cigar blender who has continued his family’s cigar-making traditions in the rich and fertile soils of Nicaragua, setting up tobacco farms in Condega, Jalapa, Estelí, Pueblo Nuevo, Quilali and the island of Ometepe. His family-run operation is renowned as one of the finest artisanal tobacco producers in the world right now, and 100% of that hype is based on quality rather than marketing.

Like any great winemaker, A.J.’s reputation for quality starts in the field, rather than the factory. Like most great winemakers I’ve met, A.J. started by making cigars for other companies before launching his own brand. Around 2008, companies like Rocky Patel and Diesel tapped Tabacalera Fernandez for a number of limited edition sticks, some of which have become the stuff of legend. Over the last decade A.J. and team have continued that momentum, expanding production and creating their own line.

Starting with just six cigar rollers at a small facility in Estelí, today Tabacalera Fernandez is one of the largest producers in Nicaragua, and in 2017 the company purchased another facility in the north of the country called San Lotano, named after the brand started by A.J.’s grandfather in Cuba. While other major cigar brands contract tobacco sales from growers all over the world, A.J. is in complete control of his own supply. You could say that A.J. Fernandez is an “estate” cigar producer, understanding that the only way to truly control one’s quality is to control the means of production.

According to an article I read this morning, A.J. was born in 1979, which makes him the same age as me. That means a 28 year old kid was the mastermind behind some of the most cultish cigars of the late aughts; sticks that have cemented his fame as one of the best tobacco growers and blenders of this generation. While I was just getting my feet wet in the wine and spirits industry, A.J. was blending world-class cigars from his own estate-grown tobacco.

Who wouldn’t love that story?

Do yourself a favor though: get one of the limited edition 2021 Diesel Crucible cigars and experience the magic for yourself. Because the proof is in the pudding. I have a feeling I’ll be going further down the rabbit hole this weekend.

-David Driscoll

Instagram Live Repost: Heaven Hill Master Distiller Connor O'Driscoll

You’ll never meet a nicer guy than Conor O’Driscoll, and you’ll never visit a cooler distillery than Heaven Hill’s Bernheim facility in Louisville with a column still that looks more like a rocket silo than a whiskey machine. You’ll also never see a more jaw-dropping sight in Kentucky than the Heaven Hill campus in Bardstown with its 50+ warehouses and 1.9 million barrels currently aging. As Conor mentions in the conversation, Heaven Hill is also still a family-owned company, unlike many of Kentucky’s other famed producers, which is also pretty cool.

But don’t take my word for it. Listen to Heaven Hill master distiller Conor O’Driscoll break it down.

-David Driscoll

Instagram Live Tonight With Matt Booth

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If you’ve…

  1. Never tuned into one of our Instagram Live segments before, and…

  2. Been interested in learning more about cigars…

…you should check out this afternoon’s show with Matt Booth from Room 101 starting at 4 PM over at the @missionliquor handle.

Not only is Matt Booth one of the most interesting people I’ve ever met, he’s a true character in every sense of the word. Let’s put it this way: he will not put you to sleep.

Matt’s Room 101 brand and the Shadow Army it has spawned is more of a lifestyle than any one particular business. From rock and roll jewelry (Matt started as a jeweler), to cigars, to clothing, to custom-made knives, to gin, Matt’s entrepreneurial energy knows no limits.

You should check this one out.

-David Driscoll