For SLM’s Spirits newsletter, writer Clara Noble recently visited with spirits educator Patrick “Pops” Garrett with Drink Curious recently shared his thoughts on whiskey trends, tastings, and more. Among the takeaways:
On trends in bourbon whiskey sales: From a sales perspective, retailers are noticing that $100-plus bottles are not moving as quickly. There’s a definite slowdown, especially with specifically sourced bottles. Consumers are experiencing fatigue with high bottle pricing and shifting their investment to cost-to-value ratios.
Find the best food in St. Louis
Subscribe to the St. Louis Dining In and Dining Out newsletters to stay up-to-date on the local restaurant and culinary scene.
On interest in bourbon tastings and education: There’s no wane in the number of people interested in learning and tasting bourbon… Most of the bottles we use are in the $30–$60 price range, with double-blind tastings being common. Higher-priced bottles, those above $60, tend to attract collectors.
On generational shifts: The younger generation may not drink in the same volume, but they are very much into the experience. Our events often involve teaching clients how to properly taste bourbon, making it about the experience rather than just taking shots. Even those who don’t drink alcohol can participate in tastings through nosing.
On standout tastings: One of the most unique events was with an organization for a Calida Air event in Michigan, held in a hangar with drag cars. We hosted a VIP tasting dinner, and guests could then experience a flight simulator. The samples were put into airline bottles, fitting the airline theme. The auction item was an industrial aircraft tool chest with a bottle of Pappy [Van Winkle], and we even had a luggage cart filled with White Castle sliders. My favorite event was with a company in Toledo that has a social club and cigars. I’ve hosted a pairing dinner there three times a year. It’s always engaging, with 30-40 people relaxing after dinner with cigars.
On a typical Drink Curious tasting: Our typical tasting event, like Bourbon 101 in the Blind, lasts about one to one and a half hours. We cover how to taste bourbon, the basics, sampling, different styles of bourbon, the importance of barrel maturation, and comparisons. We also include a timeline of bourbon history in America and, of course, more tastings…
On the future: We’re expanding our virtual and in-person experiences to incorporate more educational and engaging elements.
