Willett Teaser…..
UPDATE 9/19- Teaser revealed. It IS Speakeasy Bourbon. It DOES have a new label. It IS 98 proof. It IS $40. It IS 5-years old. It is their high corn mash bill. It looks like gift shop only…….
UPDATE 9/23- Coming to select markets soon! California has traditionally been one of them, so California folks, keep an eye on K&L Wines……
NOTE- apologies earlier I listed it at 94 proof. Pardon the typo. I meant to mention it had lost .4 proof from the previous release but my morning brain mixed it up.
The label is rather lacking.
I’ve got a quick one for you today….
Willett recently began teasing something on their instagram account (don’t worry, you know I got screenshots for you) with comments turned off, which of course means I’m here to comment and wildly speculate. First, let’s get to the pictures. Black and white, hush hush, dark wood paneled walls, crystal chandeliers, frosted sconces, pearl necklaces……
Could it be that you're supposed to "speak easy?"
There is not a lot of information on the web about this once every 5-year release (to maintain the label). I believe the last release was 2019 (at least I think that’s when I got my last one). Speakeasy Bourbon is likely aged four years at 94.4 proof, it has enticing aromas of caramel, vanilla, and butterscotch, with rich, lasting flavors. The pricing was appealing at around $35. It was limited although not disclosed how limited. Based on how few people online know about it and how I never see it on auction sites, it’s easy to speculate that it wasn’t a lot and was potentially purchased by folks that didn’t know it was Willett distilled (it’s label says “Bardstown Club Distilling Company”).
You know it's fancy, and about to be expensive when Pearls are involved.
The original labeling for Speakeasy was in my view at least, adequate. It wasn’t good, it wasn’t bad. It doesn’t look like something that would be found at parties of lavish extravagance. It looks like something that would be in inauspiciously sitting in a K&L Wines particle board cubby without a shelf tag (IYKYK). It’s kinda like if you asked AI to generate a label and it shot that out.
Not great, not bad. Just kinda "is."
Willett labeling for most of their brands has often looked rather amateur, some of it even appearing to have been printed on a laser jet, so any improvement on their labels will be most welcome. They best not touch the Family Estates though, those are just right….
Of course it's possible that Willett is simply adding a speakeasy to their distillery in which case this blog post won't age well.
In the end my prediction is, Speakeasy becomes a permanent line extension, and it loses its $30-35 price point. I think it’ll also gain improved packaging, with a more elevated label and perhaps bottle design. With Willett increasing their production over the last few years, the time could be right for them to add this to the line, like they did with their Wheat. I suppose we will soon see and I cannot wait.