WHICH MICHTER’S TO TRY? JOSEPH J. MAGLIOCCO: I’m very proud of our US 1 line, because to offer that level of quality at an accessible price is really great. If you’re a scotch fan I might recommend rye, instead of bourbon. It’s a little bit drier, and Scotch drinkers will perhaps enjoy it more. ANDREA WILSON: I love our bourbon; it’s well rounded, sweet and with nice fruit characters. But I also love our rye. There’s a baking spice encapsulated with sweetness, so it has great balance. A supersmooth rye whiskey. DAN MCKEE: We mention bourbon and rye, but we also have small-batch unblended American whiskey. It’s great for someone looking for something a little sweeter. It’s very approachable, and it’s also great in cocktails. 53 THE NAVIGATOR | FEATURE “We want every Michter’s release to be memorable, and we want them to be complex,” explains Wilson. “If we know there’s something we can do to make each release better, we have an obligation to do it.” That means a constant process of tasting, evaluating and making the all-important call as to whether the spirit can be improved. If the answer is yes, and more time would be beneficial– as happened with the 2022 10-Year Bourbon release – they’ll tell Magliocco they are going to hold it another year or two. “That means we don’t always release to a strict schedule,” says Magliocco. “Instead, we release it when it’s ready. When Dan and Andrea say they want to hold it back, we hold it back.” With an ever-growing demand for aged bourbon, rye and whiskey, that means planning ahead. “Right now, as the brand grows, we are laying down more whiskey,” says Magliocco. “We’ve made a conscious decision to grow in an orderly manner. And if that means growing a little more slowly to ensure the highest quality, then we’ll do it.” All of this has combined to create a remarkable portfolio of Michter’s spirits that today includes the accessible Michter’s US 1 Line – including Limited Releases – alongside a sought-after range of Legacy Series bottlings – as well as a collection of 10-, 20- and 25-year bottlings. With exports to more than 70 countries, they are in demand amongst both spirits connoisseurs and savvy mixologists. Indeed key to the revival of the Michter’s brand has been the support of the spirits trade. “I grew up in the trade, and I bartended in college, so I knew how important the bartending community is,” says Magliocco. “It was actually a blessing that we did not have millions of dollars to promote Michter’s because it made us rely on our industry partners in the restaurant, bar, and retail trade, to introduce consumers to our whiskeys. That was especially true in the revival of interest in American rye, with the signature green label of Michter’s Rye said to have influenced a stylistic change in rye packaging across the industry. “We didn’t have the resources to re-establish rye ourselves, so we depended on the trade. Bartenders are the ones who really championed it, because if you work with good rye you can make wonderful cocktails.” As interest in bourbon and rye continues to grow, the arrival of Michter’s on South African shores marks the perfect opportunity for local spirits lovers to delve into one of America’s most famous spirits brands. And if you’re debating splashing out on a special bottle of aged American bourbon? Just remember Magliocco’s advice when it comes to whiskey: “Cost be Damned”.
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