[Whiskey Decision] Elijah Craig Barrel Proofs & a Groundhog

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In today's dispatch, we're diving headfirst into:

• Barreling Down: Elijah Craig Barrel Proof

• Worthy Reads: Sampling some of the best from around the web

• Cocktail: have we seen this one before?

🥃 Barreling Down: Elijah Craig Barrel Proof

Elijah Craig Barrel Proof (ECBP), sits somewhere between bourbon royalty and rabid fandom. With a notable trend in proof reduction, red flags have been raised and concerns raised. While initially launching with proofs often exceeding 135 (early 2010s), ECBP has accelerated towards sub-120 range in recent years. This shift in proof is a potential result of two key factors: changes in barrel sourcing within rickhouses and a possible strategy to increase volume production.

📉 Proof Trend Analysis: A detailed look at ECBP's history reveals a clear downward trajectory in proof. While the early 2010s saw releases frequently hitting the 135 proof mark or higher, recent years have witnessed a significant number of releases falling below 125 proof. In fact, post-2021 data shows that 80% of ECBP releases have been under 125 proof. The standout C923 batch, exceeding 130 proof, appears as an exception in this trend. And the most recent release? 119 proof, the lowest since 2021 (B521)

🏗️ Rickhouse Barrel Selection: Part of this proof reduction can be attributed to selection of barrels from different levels within their rickhouses. Historically, barrels stored on the higher floors tend to yield higher proof bourbon. ECBP's recent batches indicate a shift in barrel selection, favoring barrels from middle and lower floors, equating to lower proofs. Coinciding with private barrel selections (a.k.a. store picks) ranging from 128-138 proofs.

🔍 Volume Strategy Consideration: ECBP's shift to lower proof bourbons potentially aims to increase production and appeal to a wider audience, addressing rising market demands. Coupling this with the removal of the 12 year age statement provides new levels of flexibility for ECBP.

📊 By the Numbers: Since its inception, ECBP has released 34 variants, with a noticeable division in proof ranges. This includes ten (10) releases above 135 proof and another ten (10) below 125 proof. The decreasing proof trend becomes evident, especially with recent batches like B523 (11 years, 5 months, 124.2 proof) and A124 (10 years, 9 months, 119 proof).

💸 Pricing Strategy: ECBP maintains a pricing strategy that positions it as a premium bourbon. The MSRP ~$70, but market dynamics often elevate the price to between $85-$110, particularly for batches with higher demand like C923.

🔄 Market Response and Production Adjustments: ECBP's shift in proof and age demonstrates an adaptive response to market preferences and production capacities.

The old wisdom of choosing batch C for its higher proof? Spot on. Batch C averages 132.3 proof, outstripping A and B batches by about 3 points, at 129.3 and 129.2 respectively. Notably, from 2013 to 2016, every year saw at least one release hitting above 137 proof.  

However the story continues…

🥃 Trading Places - ECBP & Larceny BP

From under the same figurative roof, Larceny Barrel Proof carves its own intriguing path. Launched in 2020, it quickly made waves, especially in 2023 with Batch 523 breaking the 125 proof barrier. Despite its shorter history of just 13 releases compared to Elijah Craig's extensive 34, Larceny's proofs have been tightly reined in, oscillating between 122 and 126. But then came 2021's shocker: Batch A121, a rare beast at 148 proof. Priced at a modest $60 and averaging an 8-year age statement, Larceny consistently defies expectations, presenting a striking contrast to its sibling, Elijah Craig.

And while it is unlikely that Larceny will break the 130 proof ceiling the consistency may provide a bit of relief for those experiencing whiplash from ECBP rollercoaster proofs. As for the trends of other barrel proof expressions from other distilleries (Four Roses, Buffalo Trace, etc), that is a story for another newsletter.

📰 Worthy Whiskey News (a.k.a. our favorite reads)

• This time a little bit older…. dropping in March from Heaven Hill, Heritage Collection - 18 Year Bourbon. The batch includes 133 barrels from floor 3 of Rickhouse 1I. The price, MSRP $299 - good luck. Last year’s release was going for $1,500 - $2,200 right after release.

• One of our dream jobs has been filled. New Riff Distilling announced their new Master Distiller, Larry Ebersold, setting up 2024 and beyond for a huge leap. The crazy part? Since 2014, there wasn’t a master distiller in place…

• A trend we won’t sleep on… Distillery hotels have become a worldwide phenomenon. From gin, to tequila, and of course whiskey. Waking up onsite has become big business…
  

• A bit of crystal ball. A bit of deduction. Experts share their trends to watch in 2024. The one thing we didn’t see? Better distribution efforts across the US.

📸Rewind: A selection of our most popular IG Posts

• A double dose of Weller: Special Reserve & C.Y.P.B.

• Whoo-whoo’ing all the way to $300+, Kentucky Owl

• Crashing down from $180 to $84… Ouch!

• Classing up the joint with a bit of Macallan Sherry Cask

Share the Decision (About Whiskey of Course)

Hey there, whiskey aficionados! It's Groundhog Day (+1), and we're not just forecasting the weather, but also spicing up your role in our 'Whiskey World' newsletter community. Instead of merely sipping on knowledge, become its champion groundhog! The secret? Just tap 'forward' on our newsletter and share it with your friends, your whiskey-tasting buddies, or even that familiar face you always encounter at the whiskey store.

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Your quest: Persuade your friends to subscribe to the Whiskey World newsletter using your very own magic link, located right below. They need to sign up through your link so we can bestow upon you the rewards you richly deserve. Let's toast to Groundhog Day! 🎉🥃

🎩Punxsutawney 🎩
Honoring the most pontific of weather predictors, Punxsutawney Phil.

Ingredients

• 2 ounces of a Pennsylvania Rye (our pick Dad’s Hat BiB)

• 6 ounce Ginger Beer

• 1/2 ounce lime juice

• Candied Ginger (optional)

Instructions:
Combine rye and lime juice in a rocks glass with ice. Stir until chilled! Top off with ginger beer and candied ginger.

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Thanks again for being here. Let's raise a glass to the week ahead.