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: A. Overholt Straight Rye Whiskey

Bottle purchased at retail by EZdrinking.

AT A GLANCE

• Owned by: Beam Suntory

• Distilled and Bottled by: James B. Beam Distilling Co., Clermont, KY

• Spirit Type: Straight Rye Whiskey

• Mash Bill: 80% Rye, 20% Malted Barley

• Still Type: Column Still

• Age: 4 Years

• Strength: 47.5% ABV

• Price: $40

The Overholt brand dates to 1810 when Abraham Overholt turned his family’s farm distillery into a full-fledged business. The Overholt family were German Mennonites who in 1800 moved from Bucks County, north of Philadelphia, out west over the Alleghany Mountains to settle in what is today’s Westmoreland County. People who knew Abraham said he was both “frugal [and] industrious” which is evidenced by the fact that he grew his whiskey business from distilling a few gallons a day to more than 150 gallons in two decades. Abraham passed away in 1870 but his company A. Overholt & Co., and his whiskey continued to live on. In 1951, National Distillers closed the last A. Overholt distillery but the brand continued to source Pennsylvania style rye whiskey until its sale to Jim Beam in 1987. After that, Beam changed the mash bill to a Kentucky-style rye mash, presumable with just 51% rye. There is no public evidence for the original Old Overholt mash bill but in 2022, when Beam Suntory decided to release the A. Overholt rye, they claim that it was a mixture of 80% rye and 20% malted barley. This is a standard Pennsylvania rye mash bill so it is plausible they are telling the truth. Either way it is exciting to see Beam Suntory reviving a true Pennsylvania rye mash bill for his historic brand and there seem to be some rumblings that some distillation for Old Overholt may eventually return to Pennsylvania!

TASTING NOTES

Nose: The nose begins with delicate aromas of honeysuckle that gradually opens to bolder notes of rye spice and biscuits from the malted barley. The whiskey is very floral and has a note of orchard fruits like ripe pear, Fuji apples like some high-quality sakes.

Palate: On the palate the whiskey is soft and warm with notes of bread rolls, black pepper, cloves, and a hint of licorice. At the same time there are lighter fruit flavors reminiscent of apples and ripe cherries that hover over the comforting notes of warm spice.

Finish: The finish is long and warm like being wrapped in a soft blanket. Here again notes of apples and pear skins dance in harmony with light notes of oak and spice. As it slowly fades there is a slight residual acidity that calls you back for another sip.

Conclusion: A. Overholt Straight Rye is a very enjoyable whiskey and will be a good crossover rye for bourbon or single malt drinkers who are not accustomed to the intense spiciness that some ryes bring. While this is probably somewhat less intense than the original Overholt ryes coming out of Pennsylvania, I applaud Beam Suntory for experimenting with a new mash bill and from what I hear, there may be a plan to revive their rye distillation in Pennsylvania which is very exciting. This rye is easy to drink neat and while I don't find the alcohol too intense, a little splash of water won’t hurt it for those who want to bring it down slightly.

Four Empire Rye Whiskeys Worth Serching Out

Rye whiskey has been gradually growing in popularity but the majority of what is being drunk is still coming from Kentucky, Indiana, or Canada. However, since the 1700s rye as a grain and a whiskey flourished in New York it was one of the primary styles of whiskey made in the Empire State. Today a new breed of New York distillers has committed reviving the legacy of New York rye whiskey and in 2015, a handful of them banded together to form the Empire Rye Whiskey Association to collectively promote this historic and style. They define Empire Rye as whiskey made from a mash of at least 75% New York State-grown rye grain, distilled to no more than 160 proof (this is the same for other ryes), aged for a minimum of two years in charred, new oak barrels, with a maximum barrel entry proof of 115 (57.5%) and made completely at a single New York State distillery. Today there are more than a dozen distilleries making their version of Empire Rye and below you will find four that I think are worth searching out.

And, if you are interested in more detail on the history of distilling in New York you can find a whole chapter dedicated to Empire Rye in my book, The Atlas of Bourbon and American Whiskey.

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Sample bottle provided by New York Distilling Co.

New York Distilling Company

Jaywalk Straight Rye Whiskey 46% ABV, MSRP $50

Allen Katz and Tom Potter founded New York Distilling Company in 2011 with vision to revive the long history of distilling in Brooklyn that stretches back to the 1700. Like many other New York distillers, Katz and Potter have been dedicated to sourcing locally grown grains for their whiskeys and even worked with Cornell University’s College of Agriculture to breathe new life into an almost extinct variety of heirloom rye.

Jaywalk is made from a fermented mash of 75% New York rye, 13% New York corn and 12% malted barley. The rye is a combination of their Pedersen Field Race rye, a unique hybrid they developed with Farmer Rick Pedersen up in Seneca Falls and the Horton rye they revitalize with Cornell. The mash is distilled in their hybrid-pot sill and aged in new charred oak barrels for six to eight years before the whiskey makes its way into the bottle.

This is a very exciting whiskey. There are intense aromas and flavors of black pepper, oak and rye spice but these are supported by sweeter flavors of vanilla, light brown sugar, dried apricot, and ripe nectarines. Don’t be afraid to enjoy this neat, but if you find it a bit too intene then it will do well on the rocks or in your favorite cocktail. $50 for this 6+ year old Empire Rye is a solid buy.

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Sample bottled provided by Kings County Distillery

Kings County Distillery

Empire Rye Straight Rye Whiskey 51% ABV, MSRP $99

Kings County Distillery was the first whiskey distillery in Brooklyn, New York to open since Prohibition. Like many other craft distilleries, they sourced locally grown grains and began by selling unaged corn whiskey and aged their bourbon in small barrels. However, over time they have gradually scaled up their barrels and their 375ml hip flasks have largely been replace by new 750ml bottles. In 2016, the American Distilling Institute named Kings County Distillery as their Distillery of the Year.

Their Empire Rye Is fermented from a mash of 80% New York-grown Danko rye and 20% English malted barley and double pot distilled in their Forsyth’s stills from Scotland. After distillation they are aged for a minimum of two years in Brooklyn though their recent releases have aged for at least 3 years.

The whiskey has lovely aromas caramel orchard fruit and baking spices. For a relatively young whiskey it has good structure and balance between flavors of oak, rye spice, fruit and caramels. Enjoy it neat, or with a splash of water, and it makes a fantastic New York Sour!

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Sample bottled provided by Great Jones Distilling Co.

Great Jones Distilling Co.

Straight Rye Whiskey 45% ABV, MSRP $45

Great Jones has the distinction of being the first operating distillery on the island of Manhattan since Prohibition. They source their grain from their sister distillery in the Black Dirt region of New York near the boarder with Pennsylvania and New Jersey. Their whiskeys are made by their Head Distiller Celina Perez, who previously worked for a couple of other spirit companys as well as a bartender and a cheesemonger.

Their straight rye whiskey is made from a fermented mash of 100% New York-grown rye which is distilled in their copper column with pot still doubler. And because of fire concerns their barrels are filled and them moved off site from their NOHO distillery to age for a minimum of 4 years before it is then bottled at 90 proof.

On the nose there is an inviting aroma of warm rye bread and strawberry jam followed by notes of orange zest and vanilla. As it breaths aromas of cracked black pepper and light caramel that evolves into over ripe apricot and toasted oak. These flavors ontinue on the palate and slowly fade on the finish. This is a solid buy at $45 and is fun new edition to the world of New York rye whiskeys. It is well balanced, easy to sip neat, and will work on the rocks or in your preferred rye-based cocktail.

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Sample bottled provided by Finger Lakes Distilling

Finger Lakes Distilling

McKenzie Straight Rye Whiskey 45.5% ABV, MSRP $40

Since 2008 Finger Lakes Distilling has been making a wide array of spirits in New York's famed wine region. The Finger Lakes are in western New York and the cold winters are moderated by lakes that stripe the landscape. When the distillery opened their doors, there were no malt houses in the state so they built their own to malt NY grown barley.

Their rye whiskey is distilled from a fermented mash of 80% NY grown Danko rye, and 20% malted barley which is then aged in charred new oak barrels made from Missouri white oak that was yard seasoned for 36 months. The whiskey enters the barrel at 100 proof and after aging for a minimum of four years before it is then finish in casks that previously held locally made sherry style wines.

The whiskey has lots of fun flavors of fruit and herbs. There is a light sweetness and subtle notes of oak followed by stronger flavors of caramel, clove and bright green apple. McKenzie Straight Rye makes a nice pre-dinner aperitif or post-desert digestive. At 91 proof the whiskey is soft enough to enjoy neat or with a splash of water.

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Honorable Mention

Since the founding of the Empire Rye Whiskey Association, it has expanded to 19 distilleries around New York. Here are a couple others that are also making Empire Rye.

Since 2015, Southern Tier Distilling Company has been making a variety of spirits including vodka, gin, whiskey, liqueurs and canned cocktails. Their stills were even built by one of their founders who previously worked as a welder and fabricator. Their rye whiskey is made from NY grown rye and corn, which after distillation is aged in new oak barrels with a heavy #4 char. The current bottlings of their Empire Rye are aged for a minimum of 6 years and bottled at 90 proof.

Black Button Distilling was founded by Jason Barrett who comes from a long line of world class tailors who have made closes for "Presidents, Popes, Kings, and Businessmen", hence the name. Built in Rochester, New York, Black Button is a grain-to-glass distillery with 100% of its ingredients grown in the Empire State. Today Black Button makes several spirits including vodka, gin, liqueurs, and whiskey. Their Empire Straight Rye Whiskey is made from a distilled mash of 94% Danko rye and 6% malted barley which is then aged for a minimum of 3 years before it is bottled unfiltered at 96 proof.

The Best Rye Whiskey of 2024

Bottle purchased at retail by EZdrinking.

AT A GLANCE

• Name: Small Batch Straight Rye Whiskey

• Owned by: Illva Saronno, Lombardy, Italy

• Distilled and Bottled by: Sagamore Spirit

• Spirit Type: Rye Whiskey

• Mash Bills: High Rye: 95% Rye, 5% Malted Barly; Low Rye: 52% Rye, 43% Corn, 5% Malted Barley

• Still Type: Column Still with Two Copper Doublers

• Age: NAS (4-6 years)

• Strength: 46.5%

• Price: $39

Kevin Plank, CEO of Uder Armour founded Sagamore Spirits in 2013 but construction of their Baltimore distillery did not begin until 2015. As the build out progressed Sagamore began sorcing aged rye from MGP (now Ross & Squibb Distillery) in Lawrenceburge, IN and had them contract distill new make for them. Sagamore's 22,000 square food ditillery opened in April 2017 and they got straight to work distilling two rye mashbills on their 24 inch column still from Vendome. On the label and in some of their marketing you might notice they claim their whiskey is triple distilled which is unusual outside of Irish whiskey. Looking into it I discovered that their column still is connected to two doublers (esentially pot stills) so the spirit gets distilled once in the column, and two more times in the doublers. While this would probably not count as triple distilled in Ireland, it is effective at making a good base spirit.

Sagamore is one of a number of distilleries looking to revieve the old style of Maryland Rye Whiskey that was popular from about 1850 to 1950 and completly dissapeard in the 1980s. In general, Maryland rye was know for being sweeter than ryes coming out of Pennsylvania and so Sagamore took two rye whiskey mash bills from MGP (one high and one low rye contnet) and blended them together to land around where a historic Maryland rye might have been. If you are interested to learn more about Maryland rye you find a whole chapter about it in my book The Atlas of Bourbon & American Whiskey.

Sagamore began selling their sourced whiskey in May 2016, and in 2021 they released their first bottles of 100% Maryland distilled and aged rye as a Bottled in Bond. Then in May 2024 Sagamore released the first bottles of their Small Batch (Maryland) Stright Rye Whiskey which completed their transition from fully sourced whiskey, to a blend of sourced and in-house whiskey and now all their own aged whiskey. This is a historic milestone because while there are several Maryland distillers making good rye, Sagamore is the only one currently with a national reach that reintroduce Maryland rye to the broader public.

TASTING NOTES

Nose: On the nose there are notes of molasses followed by lighter notes of vanilla, honey, warm rye bread, carraway, and oak. As the it opens light notes of dill and wintergreen rise up.

Palate: On the palate there is a nice light sweetness or caramel and vanilla that slips across the tongue light and warm. The whiskey has light peach character followed by flavors of oak and a light grassy note but without any bitterness or astringency.

Finish: The finish is long and savory with notes of oak, dill and candied orange peal with a light sweetness.

Conclusion: Sagamore Straight Rye is an excellent whiskey, a strong addition to the story of Maryland rye and the best new rye whiskey I’ve had in 2024. If you are curious to taste Maryland rye this is an excelent place to begin. This whiskey is very veritile and can easily be enjoyed neat, on the rocks, with water or in your favorite cocktail. If you are a fan of rye this definitly one you should look for and enjoy.

No you should not expect to pay $10 per year of age for a bottle of Bourbon or Rye Whiskey

Recently I have been spending more time lurking on the r/bourbon subreddit and watching a variety of Whiskey Tube channels to get a sense of how engaged consumers are talking about American whiskey and what they think is worth spending their money on. One of the more common axioms in these spaces is the idea that a fair retail price for a bottle of bourbon or rye whiskey is around $10 for each year it aged in a barrel. At first glance I can understand where this idea might have come from but if we interrogate the idea, it quickly breaks down.

Most whiskey fans are well aware of angel’s share, the fact that spirits stored in oak barrels slowly evaporates so the volume of liquid that went in is not how much that comes out after four, eight or twelve years. Because of angel’s share, there is a real cost for distillers to age a whiskey longer because there will be less of it each extra year they wait before bottling. So, in real terms older whiskey costs a distiller more to bottle than younger whiskey. However, as the production capacity of a distillery grows, they are able to produce the same whiskey with greater economies of scale because buying grain by the truck loads or rail cars costs less per pound than by 2000lb totes. The same is also true for any other hard goods like bottles, labels, or closures. Large distilleries are also more efficient with their time since there is less down time for their stills and fermenters compared to small distillers that can only run one or two production shifts with significant down time for their equipment. So generally smaller distilleries have higher fixed cost per bottle because they are less “efficient” with their capital. This is why a blanket price metric doesn’t make a lot of sense.

Many craft bourbons and rye whiskeys are priced higher than $10 per year of age because of these higher fixed costs and a more constrained supply. Garrison Brothers Small Batch Bourbon and Old Crow Bourbon are both aged for three years but the former retails for $80 a bottle and the later sits on the bottom shelf at about $12 for 750ml. Garrison Brothers is pot distilled using a more expensive locally grown corn, and the intense climate in the Texas Hill Country means they have a much higher angel’s share than most Kentucky Bourbons. Despite having the same age statement these are two very different bourbons and even if you don’t know all the exact production details, on taste alone, $30 for Old Crow would be highway robbery and an incredible deal for Garrison Brothers.

Conversely, many great bourbons from the heritage distillers in Kentucky and Tennessee are priced below $10 per year. Russel’s Reserve 10 Year Old Bourbon retails for about $44 and George Dickel Bottled in Bond which ranges between 11 and 13 years old has a suggested retail price of $40! Now I would be willing to pay a little more for these because the quality is there, I also have no interest in paying $100 or more for these whiskeys just because of their age. In reality the price for these whiskeys is not just about age. Weller 12 Year Old has an SRP around $43 but you’d be lucky to find it most places below $150 because of its limited availability and the all the hype around it and Pappy Van Winkle.

Now whether it is worth it to you to pay $200 for Weller 12, $40 for George Dickel BIB at 13 years or less than $20 for the four year old Evan Williams Bottled in Bond is a completely subjective decision informed by your income and what you value. But the idea that it is “fair” to pay $10 per year of age for American whiskey is a silly metric that doesn’t reflect the whiskey market. In reality, this just sounds like a made up “fact” that some salesman came up with as a way to convince people that its ok for them to spend $80 on an otherwise mid 8 year old whiskey.

Buy what you like and spend what you feel comfortable with but I’m sorry to say that setting a fair price for bourbon and rye whiskey is more complicated than simply how long it was aged.