"In 2011, I was reading the Christmas catalogue and was seeing beautiful cognacs and Scotches listed for thousands of dollars a bottle. I asked our master distiller, Willie Pratt, if he could put together a great blend of American whiskey that would demonstrate to everyone that whiskey from the United States could rival the greatest spirits in the world."
"Pratt responded with an emphatic yes—ironic for a whiskey maker so hesitant to release new products that he was nicknamed 'Dr. No.' Nevertheless, his affirmation assumed the shape of a gold-capped decanter, housed in a bright burgundy enclosure."
"Inside was a blend of high-aged bourbon and rye (which is why it's called 'American whiskey.') And around its collar was a $4,000 price tag—a new benchmark for American whiskey."
Michter's has established itself as a leader in American whiskey, introducing the Celebration Sour Mash to demonstrate its quality. The fifth edition was revealed at a special event in New York, highlighting the brand's innovative spirit. Founder Joe Magliocco envisioned a blend that could compete with premium spirits globally. The result was a high-aged bourbon and rye blend, presented in an elegant decanter with a $4,000 price tag, setting a new standard in the whiskey market.
Read at Esquire
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