Can high priced sourced Rye survive?

Let’s begin by stating that I am not what you’d consider “price adverse.”  Over the years, I’ve paid high prices for things I’ve really wanted (don’t ask what  Redemption 18yr rye cost me) and for the most part I’ve been pretty happy with what I’ve had in the bottle.   

With some being better than others, I’ve regretted very FEW purchases over the years.  The last two years though, have brought me to a point where I can no longer personally justify high prices for ultra-aged (over 10yrs) MGP rye whiskey.

Declining to pay those high price points for bottles has a lot to do with the fact that there are so many great choices to make when it comes to Rye.  With so many regional micro distilleries putting out unique offerings coupled with far too many NDP’s that are putting our really great Rye from Indiana, it just doesn’t make sense for me to continue paying north of $200 for some cool labeled (and really quite good) bottles.

This bottle of sourced MGP aged 14yrs was priced at $279 MSRP, plus tax, plus shipping. Worth it?

With the over 10 year Rye category not well populated, yet, some brands are charging a great deal for it while they can.  The excellent Maryland series of Rye’s have proven to be pretty damn good, but since there’s little competition, you pay heavy for the extra years.

While we all wait for what’s about to come, we have some great MGP Rye out there from the likes of Proof and Wood, Pinhook, and others that are closing the age gap with fair prices to go with it(roughly $10 a year).

Templeton is putting out single barrels of 10yr MGP right now at $99!  I’m delighted that we won’t be waiting long for many brands to join this party.

Pinhook has thankfully kept prices reasonable as their MGP vertical series ages.

Now, let’s talk micro-distilleries and what their impact is and will be.

As we all know by now, rye whiskey, as it ages, undergoes a fascinating transformation that enhances its flavors and character. The process of aging in charred oak barrels allows the whiskey to interact with the wood, extracting vanillin and tannins that contribute to its complexity. Over time, the sharp, youthful notes mellow out, giving way to a nuanced, and more refined profile. The result is a rich assortment of aromas and flavors, with hints of caramel, spice, and oak becoming more pronounced with each passing year. Indeed, rye whiskey only gets better with age, rewarding patience with an unparalleled in-the-glass experience.

With so many micro’s pressing out their own older distillate, is it worth what NDP’s are asking for ultra-aged Rye?

Still Austin is showing a great deal of promise with their ryes.

Craft brands are now releasing Rye in the 10+ year category.  Union Horse has a ten year, Pinhook is at 8 currently, Sagamore released some MGP stocks at 8.  As more of these small brands put out ultra-aged rye from 8-12yrs, we are likely going to see some price contraction unless the top end of the age range continues to rise.  I hope, and I suspect, that these Rye’s will stay in the $10-12 per year category, with perhaps some inching into the $15 realm.

Some other younger Rye’s are available right now that even at 3-6yrs old, are exceptional, like Still Austin, 291, King’s County, Redwood Empire, the list goes on and on.  The point being, MGP sourced rye is no longer the only game in town.  They’ve got a ton of competitors big and small that are doing some interesting regional varietals that are very appealing to us Rye insaniacs.

Some of the best MGP sourced Rye on the planet is coming from Proof and Wood.

Don’t mistake this for an obituary for MGP, I don’t think Ross and Squib are just gonna sit this one out and let everyone eat their proverbial lunch, they’re going to go hard at keeping their big chunk of the Rye market and will likely need to innovate beyond their ubiquitous 95/5 mash bill.

In fact, with folks like Dave Schmier of Proof and Wood picking exceptional barrels, and blending theme exceptionally well, sourced MGP is here to stay.

The last piece of this puzzle is Beam Distilling.  They invested heavily in the aged stock Rye category, and it’s all starting to come together now.  What began with Overholt, has spread to Knob Creek.  Beam has really pushed this age range forward, and is doing it at fan friendly pricing.  The Overholt Cask 10 that came out this year was $99.  The Knob Creek 10yr Rye is $65.  They have moved hard on the Rye market, and have put up a very meaningful challenge to the market dominance of the 95/5 phenomenon.

This bottle will likely be remembered as a true legend.

Ultimately it comes down to how you want to spend your hard earned scratch, are these ultra-aged Ryes good? Yes! But $20 a year is getting more difficult to justify.  I used to play in a lot of pricing categories, and I likely still will from time to time, but ultra-aged MGP with Ultra premium pricing is less appealing to me these days with all of the great choices available.

Time will tell if prices contract and I will still spend on some regional things that are interesting, but those will likely be micro-distillery ultra aged offerings.  It’s incredible that we are at a point where MGP has so much competition in a category they’ve long dominated.

What a time to Rye.

- Mickey Pinstripe