Whiskey Wisdom Vol. 1

The whiskey culture has exploded over the last decade, even showing its resilience to setbacks like COVID, posting a $288 Million growth between 2020 to 2021 (source: US News). Fueled by Hollywood product placement like Blanton’s in the John Wick series, viral scandals like Pappygate (check out the Netflix documentary Heist), and a general rise in interest in popular culture, bourbon has become a popular pleasure and a commodity.

For many living in Alabama, especially if you have come from other states, getting their hands on good bourbon can be a frustrating thing though. Alabama is one of the few states in the US where a state-run Alcoholic Beverage Control board not only handles licensing, but also controls the market for alcohol. Whether it is an actual ABC store, restaurant, bar, or even a third-party store (like Windmill Beverages), all liquor sales go through AL ABC. This impacts the bourbon market here in a few ways:

• Since it is state-controlled, the price of alcohol in state-run stores remains pretty stable and relatively low. Restaurants and third-party stores may add on their bit to make a profit off of their wholesale price paid, but in general, the pricing tends to stay within a certain range
• Items that are available in the state are LARGELY influenced by what AL ABC can negotiate and establish distribution on. This is why certain whiskey is harder to find than others, or even non-existent, as compared to states with commercial outlets like Total Wine or Spec’s that can negotiate through national distribution.
• The state is able to leverage their bulk buying power and sales footprint for more specially allocated items, or those whiskeys that are only available in VERY limited production runs.
• Many of the stores that carry hard liquor in other states may not here (i.e. we miss out on Trader Joe’s and Aldi’s fantastic store-brand whiskies) due to the limitations on non-liquor stores carrying liquor.

One of the most common things I get asked is how to get a hold of good whiskey here. It can all become very frustrating to many here in North Alabama, especially when we are so close to Tennessee, the home to many bourbon staples, and neighboring states are less regulated. It may seem like the odds are stacked against the lovers of that brown water, but there are ways to survive, even thrive, in this whiskey market without having to cross state lines, pay absurd secondary market (a highly illegal practice where people seek out high-demand whiskey and resell at an absurd markup) prices, or miss out on a great pour.

Navigating ABC

The ABC stores are in almost every town in North Alabama and are generally pretty easy to find. Generally, these stores carry the same things, though you may see more/less shelf space for specific types and brands of alcohol-based on what sells within that store’s market. That’s why if you can’t find something at the University Drive location it may be worthwhile to stop at one of the South Memorial locations. Harder-to-find bottles probably won’t be available anywhere, but some of the more common should be relatively easy to find. Otherwise, stores get routine delivery throughout the week so it may be worthwhile to check often and at different locations if you are looking for specific items.

Those harder-to-find bottles are released through the ABC Allocated Delivery process. This is where once a month, select ABC stores get a share of the state’s delivery of smaller-run whiskey, like Blanton’s, Eagle Rare, and EH Taylor. These will then get released on one day each month at specific ABC stores. Please note that for many of these releases, the line forms VERY early, sometimes 6-8 hours ahead of store opening, and you are often limited to one bottle of a type. (see https://alabcboard.gov/stores/events/limited-releases for more info)

Rarer bottles like some of the Pappy Van Winkles, Elijah Craig 18 Year, and other very limited run bottles are released only once or twice a year through the ABC Limited Release Sweepstakes, where you have to enter via the ABC website to try and get a number to show up to a handful of locations and try to get those rarer pours.

The best advice if you are sticking to the ABC stores is to check the ABC website and check around at stores to try and find things. Also be sure to look on the shelf behind the register. There are times where a store may get a few bottles of a rarer pick and they will put them there to make sure they are distributed fairly. The reality of it is, you aren’t going to just randomly walk into any store on a Tuesday and find a 15 Year Old Pappy Van Winkle, but you may be able to find other suitable alternatives.

Finding Good Pours

As with anything, taste is very subjective, so the bottom line is drink what you want, and drink what you like. I lead with that to say this opinion that I am sure will get me lots of hate mail: certain bourbons are only super limited because they are marketed that way. So many people, especially those new to whiskey, become very fixated on bottles like Blanton’s, Buffalo Trace, Pappy, Eagle Rare, or Weller and totally miss the rest of the offerings out there. It should be noted that not only are many of those lines made at the same distillery as bottles that can be found on any given day at most stores, but there are a ton of overlooked and underappreciated brands that get overlooked simply because they aren’t as well known (or as overhyped). Don’t be afraid to pick up something new or ask for advice. There are many labels if given the opportunity to choose between it and one of the more hunted bottles like Blanton’s, I would choose it almost every time, not just because it is far better in flavor, but also readily available.

Shop Local

While there are very knowledgeable folks at the ABC stores, I tend to gravitate towards local, 3rd Party stores when I am wanting something new. While you may find their prices to be a few dollars more than ABC, they will often have things when ABC does not, and tend to have more store picks (bottles sourced from a barrel that has been hand-selected by the store and only available there). These include, but not limited to:

Tobacco Express
2100 B. Drake Ave SW

Super friendly and knowledgeable staff with a good regular selection, to include some really great store picks. Their Old Forester and Knob Creek Single Barrel picks are among my favorites of any out there.

Liquor Express
1812 University Drive NW
https://liquorexpress.net

Run by some of the most knowledgeable folks in the local market, there are always great bottles to be found here. Keep an eye on their Facebook page as well, as they often run events, tastings, and even classes.

Windmill Beverages
Multiple locations across North Alabama (though my favorite is in Hampton Cove)
www.windmillbev.com

Another great locally owned and operated store with a solid selection of whiskey, wine, beer, and other beverages. They do a really good job of continuously expanding their selection, especially their store picks. Keep an eye out for their Knob Creek, Clyde May’s, and Old Elk Wheated store picks which are all great pours

Mary’s Grocery
5694 US 431 S, Brownsboro (actually near Hampton Cove)

In the back of the Chevron right when you cross Monte Sano coming into Hampton Cove, Mary’s is a hidden gem for whiskey nerds (they also host a really great wine selection). They also collaborate with a lot of local bars like SiP to do single barrel selects. Their Knob Creek Rye and Maker’s Mark picks are magical.

Next Time on Whiskey Wisdom

Sometimes you aren’t sure if you want the whole bottle or just to try a new whiskey. This is where the Rocket City bar and restaurant scene comes into play. We will discover a few of my favorites, as well as some really fantastic whiskey-based cocktails.