How Old Overholt went from a Leading Brand to Bottom Shelf and Back

Old Overholt labesl from 2012-2023

When Abraham Overholt died in 1870, his company A. Overholt & Co. was well on its way to becoming one of the largest whiskey distillers in the country. Originally, the company branded its whiskey as Old Farm Pure Rye, but in 1888, 18 years after Abraham’s death, they renamed the brand Old Overholt and added his likeness to the logo in his honor. Up until Prohibition the distillery remained largely under family control but when Henry Clay Frick, the last remaining family member passed away in 1919 he left his ownership stake in the distillery to his friend and banking magnate Andrew Mellon. The following year President Harding selected Mellon to be his Secretary of the Treasury, and after a public pressure campaign Mellon sold the distillery to the New York grocers Park & Tilford. But before that, Mellon helped A. Overholt & Co. secure one of the very limited distilling licenses that allowed the company to continue producing “medicinal whiskey” throughout Prohibition. Because of this, Overholt survived while many other distilleries of that era closed, never to reopen.

After Prohibition, a new conglomerate called National Distillers purchased Overholt and continued making its eponymous whiskey at the A. Overholt Distillery in Broad Ford, PA. Old Overholt became one of the five core brands for National Distillers along with Old Taylor, Old Granddad, Old Crow, and Mount Vernon, a straight rye from Maryland. But, despite the post WWII economic boom rye whiskey sales were beginning to slow and in 1951, National Distillers closed the Broad Ford distillery though they continued to source Pennsylvania rye whiskey for the brand. As the years passed on and whiskey sales continued to slump into the 1980s, National Distillers eventually went broke and in 1987, the James B. Beam Distilling Company purchased Old Overholt, Old Crow, Old Granddad and Olt Taylor (which they eventually sold to Sazerac). At that point Beam decided to move production of Old Overholt from Pennsylvania to Kentucky, changed the mash bill to the minimum 51% rye and drop the bottling strength to 80 proof.

For about 27 years Old Overholt sat as bottom shelf whiskey overshowed by other more popular whiskeys in the Beam portfolio. In 2012, Beam dropped the 4 year aged statement down to 3, just as they had done with Old Corw. But, in 2013, something changed and Beam attempted to bring more attention to Old Overholt and its other “Old” whiskey brands, Old Crow, and Old Granddad. At that time nothing had substantially changed but in 2017, the now Beam Suntory began to get label approval for several new Old Overholt expressions. For the first time in about 30 years, Beam Suntory re-released a bonded version of Old Overholt which cause quite a buzz among whiskey writes and bartenders. And, two years later in 2019, Beam Suntory increased the standard bottling strength from 40% to 43% ABV. From then on there has been a steady release of new Old Overholt expressions which has helped to revitalize the brand from its bottom shelf ignominy to a brand that is once again well respected and sought after by American whiskey fans. It has been exciting to see Beam Suntory put some money and effort into supporting this historic brand by creating new and interesting offerings such as the return of the 4-year age statement on the standard bottle, the 11 Year Old Cask Strength, and the A. Overholt Straight Rye made with a traditional Pennsylvania rye whiskey mash bill. Hopefully this trend will continue and who knows what we will see in the future for this more than 200-year-old brand.

Below is a list of the Old Overholt label approvals that help tell the story of how Old Overholt moved from the bottom shelf to a well-respected brand.

• August 2012: Old Overholt Straight Rye Whiskey 40% ABV Three Years Old

• August 2017: Old Overholt Bonded Straight Rye Whiskey

• August 2019: Old Overholt Straight Rye Whiskey 43% ABV (still 3 years old)

• August 2019: Old Overholt Bottled-in-Bond Straight Rye Whiskey (new wording)

• March 2020: Old Overholt Straight Rye Whiskey 114 Proof 4 Year Special Release

• April 2020: Old Overholt Straight Rye Whiskey 11 Year 46.3% ABV

• November 2020: Old Overholt Straight Rye Whiskey 114 Proof Aged 4 Years

• October 2021: Old Overholt Straight Rye Whiskey Aged 4 Years 43% ABV

• April 2022: A. Overholt Straight Rye Whiskey Aged 4 Years 47.5% ABV

• April 2023: Old Overholt Cask Strength Straight Rye Whiskey Aged 10 Years

• September 2023: Old Overholt Cask Strength Straight Rye Whiskey Aged 11 Years

Old Grand-Dad 114, The Budget Sipper that Online Bourbon Communities Love

Bottle purchased at retail by EZdrinking.

AT A GLANCE

• Spirit: Old Grand-Dad 114 Kentucky Straigh Bourbon Whiskey

• Owned by: Beam Suntory

• Distilled and Bottled by: Jim Beam American Stillhouse, Clermont, KY

• Mash Bill: 63% Corn, 27% Rye, 10% Malted Barley

• Still Type: Column Still

• Age: NAS (minimum of 4 years)

• Strength: 57% ABV

• Price: $30

Old Grand-Dad bourbon is one of the few pre-prohibition brans that has survive to the present. In 1882, Colonel Raymond Bishop Hayden and his business partner F.L. Ferriell built the R.B. Hayden & Company Distillery, in Nelson County, Kentucky and created the Old Grand-Dad brand to honor the legacy of Hayden’s grandfather Meredith Basil Hayden, Sr. for whom the current Basil Hayden brad is also named after. Basil Hayden was born in Maryland to Catholic parents who fled persecution in England. In 1785 Hayden moved his family and a group of other Catholics to Nelson County, and began distilling three years later. Hayden was known for making bourbon with a high rye content so when Raymond Hayden created the brand, he too made a high rye bourbon.

In 1899, the Wathen family purchased the distillery and they continued selling Old Grand-Dad, preserving the legacy of Basil Hayden. During National Prohibition the Wathen family was able to secure a permit to continue distilling and selling medicinal alcohol. In 1929, National Distillers purchased the Old Taylor Distillery and the Old Grand-Dad brand from the Wathen’s and expanded the Old Grand-Dad line to include the 114 expression along with an 86 proof bottling and a bottled in bond.

Then in 1987, Beam purchased National Distillers which gave them ownership of the Old Crow, Old-Grand Dad and Old Taylor thought they eventually sold Old Taylor to Sazerac. Beam absorbed the Old Crow brand but did not keep its original mash bill but did keep the Old-Grand Dad high rye bourbon mash bill and yeast strain which they still use today.

TASTING NOTES

Nose: At 57% ABV the nose is surprisingly muted with notes of caramel, toffee, clove, and green apple slices dusted with cinnamon.

Palate: On the palate the alcohol is fairly moderate though the bourbon has an intense flavor of baked apple, baking spices, warm oak, and just hit of vanilla sweetness.

Finish: The whiskey has a long finish with lingering flavors of cinnamon apple, vanilla, and just a touch of caramel.

Conclusion: Old Grand-Dad 114 is a gem of a whiskey hidden in plain sight. This is a great example of how higher proof whiskeys can sometimes drink softer and with grater flavor intensity than at 80 proof. For these reasons it is no wonder that OGD 114 is a fan favorite of both experts and online bourbon communities. Lastly, if you are a fan of Jim Beam bourbons or find some of their 80 proof offerings somewhat lackluster, this higher proof bottling has a good chance of winning you over.

Review: Jim Beam Pre-prohibition Style Rye

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Bottle purchased by EZdrinking.

Owned by Beam Suntory, Jim Beam Pre-prohibition Style Kentucky Straight Rye Whiskey is distilled at the one of the Jim Beam distilleries in Kentucky and bottled at 45% ABV.

Price: $16-$25

In early 2015, Jim Beam launched a reformation of their straight rye whiskey. But, as far as anyone can tell, the only difference between the old Jim Beam Rye (with a yellow label) and the new Pre-Prohibition Style Rye is that the label is now green and the whiskey is bottled at 45% ABV rather than 40% ABV. However, we do know that because there is no age statement on the bottle the whiskey inside must be at least 4 years old. This is one of the odd quirks of US labeling laws in that any whiskey aged less than four years must say how old it is but, no age statement is required at 4 or more years. We also know that since this is a straight rye whiskey it was aged in new charred oak barrels and that it has at least 51% rye grain in its mash bill. The rest of the mash bill isn't public but a reasonable guess puts it at 51% rye, 44-39% corn and 5-10% malted barley.

Jim Beam Rye has been around for decades and it is likely that this so-called reformulation, upping the proof to 90, is an attempt to say relevant in the booming rye whiskey category.  Rye whiskey has enjoyed renewed popularity these past few years, in part due to MGP and Whistle Pig. MGP based in Lawrenceburg, Indiana was once owned by Seagrams and made their easily identifiable 95% rye, 5% barley mash bill to blend into Seagrams 7 and other whiskeys. However, MGP now sells their spirits (rye whiskey, bourbon and even gin) to other companies that bottle it and sell it. Some of the most well know customers of MGP Rye are Bulleit, George Dickel, Templeton and High West. Whistle Pig on the other hand is buying a 100% rye whiskey from Alberta, Canada and bottling it in Vermont. Both of these whiskeys demonstrated the boldness and potential of rye whiskey and as a result, bartenders and whiskey drinkers were inspired to re-embrace a type of whiskey that mostly fallen out of favor.

Tasting Notes

Nose:  Immediately notes of vanilla and oak are carried up on a blast of alcohol, followed by baked apple, cinnamon and nutmeg. Once the whiskey has had some time to breathe a little, light fruity notes like blueberries or black currants comes through.

Palate:  The palate is sweet with a medium to full body and very harsh. After your palate adjusts to the alcohol, slightly spicy grain notes come through with strong oak flavor.

Finish:  The finish is short, slightly sweet and slightly spicy. Pleasant flavors of iced black tea are overshadowed by an odd note of raw dough.

Conclusion:  This is not a whiskey to drink neat. Jim Beam Pre-Prohibition Style Rye has lots of oak flavor and lots of heat from the alcohol, underlaid with only the faintest hints of rye spice. It makes an OK Manhattan that seems to plays up more of the herbal character of the Vermouth. All in all, I will not be buying another bottle. 

Review: Maker's 46

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Bottled purchased by EZdrinking.

Owned by Beam Suntory, Maker's 46 Kentucky Bourbon Whisky Barrel Finished with Oak Staves is distilled at the Maker's Mark Distillery in Loretto, KY,  and bottled at 47% ABV.

Price: $27-$40

Launched in July 2010, Maker's 46 was the first regularly produced variation of Maker's Mark Bourbon in 52 years. The original Maker's Mark was sold for the first time in 1958 and was the creation of Bill and Margie Samuels. Maker's Mark is reported to have a mash bill of 70% corn, 16% Red Winter Wheat, 14% Barley and aged about six years. Maker's 46 takes mature casks of Maker's Mark, empties them out adds in 10 "seared" French oak staves, refills the barrels with the mature bourbon and lets them rest for another ten weeks or so. Neither Beam Suntory or Maker's Mark really explains what seared oak staves means but I'm guessing that the staves are heated somewhere between toasted and charred. As for the name, when Samuels was working on the formula for this iteration of Maker's, he did a quite a few test batches and apparently number 46 was the winner, hence Maker's 46. 

Like Maker's Mark, Maker's 46 is one of a small handful of American Whiskeys that spells whisky without an 'e' on its label. If you'd like to know the significance of spelling whiskey with or without an 'e,' the short answer is just convention but if you'd like the long answer, check out my series Whiskey vs. Whisky. Maker's 46 also shares the same iconic Maker's Mark stamp and dipped wax bottle neck. According to the Samuels' family, Margie came up with the idea for both of these elements. The stamp which has a image of a star refers to Star Hill Farm where the distillery is locate, the "S" stands for Samuels and "IV" symbolizes that Bill Samuels Sr. was a fourth generation distiller.

Lastly, Maker's 46 was one of nine bourbons I selected in a blind tasting of bourbons less than $50. You can read how it did here.

Tasting Notes

Nose: The nose is very nice. At 47% ABV the alcohol is clearly present and carries strong notes of vanilla and oak with lighter sweet aromas of caramel and burnt wood with a hint of grain or baked bread in the background. As the whiskey sits in the glass, the nose opens up with notes of oily tobacco, cedar and clove. With water more aromas of green oak open up. 

Palate: At first sip my reaction was "wow it is hot". To my taste this whisky is very astringent and taste like green wood. With water the astringency lightens  up a bit but doesn't go away. However, more flavors of cinnamon and clove come forward with a very light sweetness.

Finish: Neat, the finish has notes of tobacco, leather, corn and oak with the faintest hint of caramel. The finish is intense and bitter. With a little water the finish softens and some sweetness hangs on to the tip of the tongue.

Conclusion: Maker's 46 is not for me. I don't like the regular Maker's Mark so it's no surprise to me that adding more wood would not make my experience of it better. That being said, of you like Maker's Mark and you like extra aged bourbon with mower oak character at a higher proof they this might appeal to you. Also, I could see Maker's 46 working well mixed with soda or cola. The intensity of the spirit would probably stand up well to the dilution and some added sugar. 

Blind Tasting Bourbon Less Than $50

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A while ago I organized a blind tasting of bourbons that cost less than $50. I was inspired to put this together after a small group of friends and I did a blind tasting of whiskeys under $20. That tasting was both a lot of fun and introduced me to a couple of bourbons that I really love. Wanting to repeat this process I put together a game plan. First, I wanted to focus the tasting only on bourbons between $20 and $50. I picked this price point for two reasons: one, my expectation was the overall quality would be a little higher than the under $20 bracket; and two, because it falls in the range that I and many of my friends would feel comfortable spending on a bottle to drink at home from time to time without feeling like its so expensive or exceptional we'd have to save it for some sort of special occasion. Second,  I only wanted bourbons that I knew were sold by the distillery i.e. no Non-Distiller Producer bourbons like Bulleit or Black Maple Hill. Third, I didn't want any single barrel products because by nature their flavor profile can change from barrel to barrel and I wanted to help people find a bourbon that they would like and be able to return to and have it taste the same as it was at the party.  With these criteria in mind I went about finding bourbons that fit.

I found over dozen bourbons that matched my criteria however, 12 samples of bourbons even at 1/4 oz each starts to add up. I wanted to be sure that people could get home safely so I limited the field to nine. As I spread the word among my friends I was able to find about 25 people who committed to coming and who were willing to chip in to cover the costs of the whiskey.

Now, because I also wanted to participate in the tasting, the trick was figuring out how to set things up so the tasting was blind for me as well. The solution I settled on was I would mark nine brown paper lunch bags with the planetary symbols, Mars ♂, Venus ♀ etc. and then my wife bagged the bottles. For a couple of the bottles that were more easy to identify we decanted the bourbon into clean wine bottles.

The tasting was hosted at a friend's house and I placed three bottles of bourbon in the kitchen, the living room and a spare bedroom. The reason for this was that it forced people to move around and not just all congregate in one room of the house. I wasn't concerned about the order in which people tasted the bourbons so it worked fine. In a more formal tasting, flight order is important but for our purposes it was an easy sacrifice.

After a few hours or tasting and eating snacks, I collected the score sheets that I handed out the to tasters. They rated each bourbon from 1-10 based on what they liked. When I tallied the results, one of the first things that stood out was there were no bad bourbons in the batch.  While people liked some bourbons more than others there were no clear winners or losers. In the tasting under $20 it was very obvious that there were a couple of whiskeys that everyone liked and a couple that everyone didn't like, but not this time. This was an encouraging result because what it said to me was if you are going to buy a bourbon in the $20-$50 price range, you can be sure that it is a quality product though you can't guarantee the it will be your favorite.

After tallying the scores here were the results from our group of tasters:

1. Russel's Reserve 10 Year Old 90 Proof (45% ABV) Distilled by the Wild Turkey Distillery in Lawrenceburg, KY.

2. Henry DuYore's Straight Bourbon 91.3 Proof (45.65% ABV) Distilled by Ransom Spirits in Sheridan, OR. (This was the only craft bourbon and the only bourbon not from Kentucky in the tasting.)

3. John E. Fitzgerald Larceny 92 Proof (46% ABV) Distilled at the Bernheim distillery in Louisville, KY and owned by Heaven Hill.

4. Colonel E.H. Taylor Small Batch Bottled in Bond 100 Proof (50% ABV) Distilled at the Buffalo Trace Distillery in Frankfort, KY.

5. Woodford Reserve Distiller's Select, 90.4 Proof (45.2% ABV) Distilled at the Woodford Reserve Distillery in Versailles, KY and owned by Brown-Forman.

6. Elijah Craig 12 Year Old 94 Proof (47% ABV) Distilled at the Bernheim distillery in Louisville, KY and owned by Heaven Hill.

7. Four Roses Small Batch 90 Proof (45% ABV) Distilled at Four Roses in Lawrenceburg, KY.

8. Basil Hayden 80 Proof (40% ABV) Distilled at Jim Beam's Clermont and Frankfort distilleries in KY.

9. Maker's 46 94 Proof (47% ABV) Distilled at the Maker's Mark Distillery in Loretto, KY.

From my personal score sheet my highest rating went to Colonel Taylor which was something I had never tried before and I was happy to find a new bourbon  that I really enjoyed. The other interesting thing was I gave my lowest rating to Maker's 46 which didn't surprise me since I'm not a huge fan of Makers Mark. It was reassuring to see that my taste buds are pretty reliable both when I know what I'm drinking and when I tasting things blind. In the end, this was a really fun event to organize and it was a blast getting a house full of people drinking and discovering some really good bourbon.