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

Review: Wilderness Trail Yellow Label Single Barrel Bourbon Bottled in Bond

Bottle purchased at retail by EZdrinking.

AT A GLANCE

• Owned by: Campari Group

• Distilled and Bottled by: Wilderness Trail Distillery, Danville, KY

• Spirit Type: Bourbon

• Mash Bill: 64% Corn, 24% Wheat, 12% Malted Barley

• Still Type: Column

• Age: Bottled in Bond (minimum 4 years)

• Strength: 50% ABV

• Price: $55

In 2012 after a decade of working as fermentation consultants for other distilleries and alcohol produces, Shane Baker and Pat Heist founded Wilderness Trail Distillery. As with other start-up distilleries, Wilderness Trail began by selling their vodka and an aged spirit distilled from sorghum molasses while their bourbon aged. And rather than developing just one whiskey, Baker and Heist, make three, a wheated bourbon, and a high-rye bourbon and a rye whiskey made from a mash of 56% rye, 33% corn, and 11% malted barley. Wilderness Trail has slowly built a steady following and grew their distribution across the country. Then, in November 2022, Campari Group purchased a 70% stake in Wilderness Trail for $600 million.

TASTING NOTES

Nose: The whiskey has a lovely aroma of dark caramel, with softer notes of vanilla and sweet cinnamon.

Palate: On the palate the bourbon is velvety, umptious, and tick with rich caramel, vanilla, toffee, sweet cherry, and ripe nectarine, balanced with warm notes oak and baking spices.

Finish: On the finish, more of the vanilla and oak flavors come forward with bright notes of hot cinnamon mingled with the alcohol.

Conclusion: Wilderness trail is hands down one of the best new bourbons to hit store shelves in a long time. Despite its 50% ABV bottling strength the whiskey is not overly hot and leans toward the sweeter side of the bourbon flavor spectrum. If it is available in your area, do yourself a favor and buy a bottle.

The Best Alternative to Buffalo Trace Bourbon

Bottle purchased at retail by EZdrinking.

AT A GLANCE

• Spirit: Benchmark Bonded Kentucky Straight Bourbon Whiskey

• Owned by: Sazerac Company

• Distilled and Bottled by: Buffalo Trace Distillery, Frankfort, KY

• Spirit Type: Bourbon

• Mash Bill: Buffalo Trace Mashbill #1 (10% or less Rye)

• Still Type: Column Still

• Aged: NAS (minimum 4 years)

• Strength: 50% ABV

• Price: $20

If you cannot find Buffalo Trace Bourbon in your area, it sells out as soon as it hits liquor store shelves, or you are tired of paying over $30 for this once entry level bourbon, Benchmark Bonded Bourbon is the best alternative out in the market.

Ten years ago, Buffalo Trace Bourbon was easy to find and usually under $20 a bottle. At that time it came in second in a blind tasting I organized for so friends of mine. But, as the craze for Pappy and other older whiskeys from Buffalo Trace Distillery grew, it became harder to find a bottle and more expensive when you did. So, if you are a fan Buffalo Trace but cannot get your hands on it, you need to look for Benchmark Bonded.

Today, Benchmark is named after the survey markers placed by the McAfee brothers who were some of the earliest colonial settlers in Kentucky. When they reached the region north of where Frankfort would be founded, they discovered large numbers of elk, deer and buffalos. The area became known as buffalo trace, a migration route used by the buffalo as they moved through Kentucky. The brand was originally distilled in Louisville, and created by Seagram's in the 1960 as a premium bourbon sold in decanters. The association with the McAfee brothers was added sometime after 1989, when Seagram's sold the brand to Sazerac Company. For many years Benchmark held on as a value brand, sold primarily as McAfee's Benchmark Old No. 8. But in 2019, Sazerac decided to expand the Benchmark line to include five new expressions: the Small Batch (45% ABV), Top Floor (43% ABV), Single Barrel (47.5% ABV), Bonded (50% ABV), and Full Proof (62.5% ABV). I suspect that this expansion was a way for Sazerac to maintain the quality and particular barrel selection process they had for Buffalo Trance while also increasing the supply of a more affordable version of their bourbon.

TASTING NOTEs

Nose: On the nose there are light notes of oak, cream corn, and a hint of vanilla.

Palate: On the palate the bourbon begins sweet with notes of vanilla and then transitions to a more complex flavor of sweetened ice tea and peaches.

Finish: On the finish the whiskey is relatively long with flavors of ripe plum, canned peaches (without the syrup) vanilla and oak.

Conclusion: Benchmark Bonded is a solid bourbon that is great as an everyday whiskey for when you want something enjoyable while your attention is focused doing something else like cooking or spending time with friends or family. It is not the most complex whiskey but at 4 years old and 100 proof this a perfect budget pour for drinking neat, on the rocks, with water, with mixers, or as a cocktail. As Buffalo Trace has crept up in price and gotten more difficult to find on a regular basis, Benchmark Bonded is the best alternative you can find.

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: Russell's Reserve 10 Year Old Bourbon

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Bottle purchased by EZdrinking.

Owned By Gruppo Campari, Russell's Reserve Small Batch 10 Year Old Kentucky Straight Bourbon Whiskey is distilled at the WIld Turkey Distillery in Lawrenceburg, Kentucky and bottled at 45% ABV.

Price: $28-$44

In 1942, Austin Nichols, a wine and spirits importer began buying bulk bourbon from the Old Hickory Distillery in Tyrone, Kentucky. For about 30 years Nichols bought and bottled this bourbon under the Wild Turkey brand. Then in 1971, Nichols purchased the Old Hickory Distillery from the Ripy family and renamed it the Wild Turkey Distillery. At the time Nichols bought the distillery a native Kentuckian, Jimmy Russell, served as the Master Distiller overseeing the distillation and aging of all their whiskey. Russell began working working at the distillery sweeping floors and worked his way up, learning the tradition and practice of making bourbon from Bill Hughes and Ernest W. Ripy, Jr. 

Fast forward to 2000, Jimmy Russell and his son Eddie worked together to create Russell's Reserve Small Batch 10 Year Old Kentucky Straight Bourbon Whiskey. Russell's Reserve stands as a testament to the dedication and skill the Russell family has demonstrated in making some of the finest American whiskey over the past 60 years. One bourbon (75/13/12 corn/rye/barley)

Lastly, Russell's Reserve 10 Year Old Bourbon  was one of nine bourbons I selected in a blind tasting of bourbons less than $50. Out of a group of 25 non-professional tasters Russell's Reserve received the highest average score making it our highest ranked bourbon of the night.

Tasting Notes

Nose: The nose has notes of butterscotch with soft warm aromas of oak logs burning, ripe pears, and light tannins.

Palate: The palate is silky smooth with very light heat and notes of sweet vanilla are balanced with oak and tobacco. The bourbon has a slightly fruity character similar to some brandies.

Finish: The bourbon has a long finish with notes of oak and bright Chardonnay.

Conclusion: Russell's Reserve is an excellent bourbon that is a delight to drink. This is the epitome of a well balanced bourbon and very impressive for a 10 year old 90 proof bourbon. Most bourbons of this age I find are over oaked but this is a great testiment to the Russell legacy.