Can Peyton Manning change bourbon like he did football? His brand, Sweetens Cove, is in the midst of a bourbon pricing that could lead to the next phase of the Bourbon Boom.
The NFL Hall of Famer and host of the new game show, the College Bowl, recently joined my PodcastOne show, Fred Minnick Show, to discuss Sweetens Cove, a partnership with Peyton and his brothers Eli and Cooper, retired tennis star Andy Roddick, musician Drew Holcomb and real estate developer Mark Rivers, among other investors.
For $ 200, Sweetens Cove joins a growing number of bourbon SKUs breaking traditional bourbon price barriers. Traditionally, premium bourbon was priced between $ 30 to $ 50. With steady growth over the last two decades, prices have slowly risen while a secondary market flourished, showing the real value of underpriced products.
In came new business blood and new and increased prices across the landscape.
Kentucky Senator, Blue Note, Blue Run, Kentucky Owl Horse Soldier and Old William Tar are other notable brands selling in strong three figures. The industry’s daily brands – such as Maker’s Mark, Wild Turkey and Knob Creek – stay below $ 40 and usually taste like most new and expensive bourbons. These picked whiskeys have to charge a bigger premium as the price of barrels is constantly rising. Wholesale barrels that were once $ 800 are now $ 2,500 and higher per barrel. Barrel. This forces price increases down the line.
That said, Sweetens Cove and others like it sell it, illustrating that consumers pay for the product as long as it’s tasty.
I would put Sweetens Cove at the top of this new group of brands. I tasted batch 2 with Cooper and Peyton Manning on the podcast and again independently, which I would recommend any critic do when tasting with Mannings. The two have a back and forth comic chemistry that will twist any objective taste session.
Sweetens Cove Batch 2, 113.7 proof, $ 200
About: Blend of Straight Bourbon at 4, 6 and 16 years. Everything distilled in Tennessee. This is a whiskey sourced with stocks that come from brokers who buy directly from distilleries. Blender Marianne Gemmer parties.
Nose: Caramel, orange peel, pear, leather and fresh cornbread outside the oven.
Palate: It begins with an orange sherbet note that is extremely appealing and dives deep into its sweet tones at the tip of the tongue, yielding a caramel apple and cracker jacks. Then an explosion of candied fruit hits, like a fruit, and a nuttiness, almost bitterness, hits with a sipling of the back palate pepper spice.
Exit: Long with a strong note of hazelnut. The nuttiness displayed towards the end of the palate dominates the finish.
When I sipped Batch 2 with the Manning brothers, their personality showed, while Cooper said, “I want to be smart. [bourbon] veteran; “and Peyton replied,” Fred, that’s what’s scary that he thinks he’s at your level. He’s dressing like you, he wants to talk like you and have his own podcast like you. ”
The moment the cameras focused on Peyton giving Cooper a wrong look, I realized that Mannings might have created a brand for having an excuse to drink bourbon with each other and their friends. They said partners Andy Roddick and Eli are most likely the ones stealing bourbon on a trip, saying they are “silent assassins.”
In addition to the jokes, however, Sweetens Cove is a serious business venture that requires an in-house expert to guide them. Manning says that blender Marianne Eaves, former master distillery for Castle & Key, “quarterbacking” the product, which is now available in Tennessee, Texas, Kentucky, Louisiana and Colorado.
The second batch was an improvement over the first – a 13-year-old Tennessee bourbon that tasted similar to other Tennessee bourbons.
Batch 2 breaks away from the typical George Dickel flavor profile where most of the sourced Tennessee bourbon originates, giving us a look at what the future may hold for Sweetens Cove blends. Boards mixed four-year-old bourbon with six- and 16-year-old stocks. Good blenders are better when they have a range of ages to play with, and Eaves certainly showed that with Batch 2, Sweetens Cove helps stand out a little stronger in the ocean at $ 200 bourbons.
This new trend of price increases in bourbon will continue as long as consumers buy them. The old theory of supply and demand applies, but hopefully the quality line holds.
For Peyton, Sweetens Cove is as much about history as it is whiskey. It’s a lot about the people and the place where it’s named – a 9-hole golf course in Marion County, Tennessee, “it’s hard to find,” Manning says. “It’s the story that kind of drew me to this project. You have to get to the golf course and just see it and feel it. … It’s a real story – it’s authentic. ”
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