This was my first issue of the The Bourbon Country Reader and I found the article to be fantastic. It made me think of this thread:
The thing I keep coming back to however, is the title itself. Is their a point to the craft distillers? It seems like the craft distillers face two non-sustainable options:
1. Make something so unique that people will want to buy it to try it. In other words, stand out from the crowd. But doesn't this just usually give the product an aura of novelty which won't support long term sales? What are the chances they could turn one of their novelty whiskeys into something you would want everyday? For example, from the posts I have read on here, while most of you guys like Bernheim Wheat Whiskey, it still seems like it is a novelty to you.
2. Make a good tasting product that people will want to buy over and over. But how could the craft distillers top the big dogs that have hundreds of years of experience in making good tasting whiskey?
Buffalo Trace also seems to take this stance and so far has only released their experimental collection in very small batches which is in line with what a novelty item can support. In reality however, while I applaud Buffalo Trace for the experimental collections, this makes it even harder for the craft distillers to pick option #1 although option #2 is probably still far harder!