Spirits and liquors are thriving in the current market environment. Their popularity surpasses that of beer, with sales steadily increasing since 2017. A significant factor contributing to their success is the robust economy and favorable exchange rates.
But many Americans are turning their fascination domestically, purchasing more spirits made in the U.S. Council Senior Vice President for International Affairs Christine LoCascio said: “American spirits, particularly whiskeys, are the toast of the global cocktail scene.” The adult beverage industry provides room for everyone. If you’re thinking of getting into the spirit game, here are a few answers to the most common consumer questions about spirits.
When you mix a sugary substance with yeast, magic happens. The yeast munches on the sugars, burping out CO2 in the process. What's left is a delightful concoction of ethanol and CO2, the building blocks of most alcoholic beverages. However, there's a limit to how far yeast can go on its own. To ramp up the alcohol content, you need to step in and physically remove the water. This is where distillation comes into play, giving spirits their higher ABV levels.
Distilling is the next step in the fermentation process. As mentioned earlier, yeast can only take the alcohol content up to around 10%. Beyond that, human intervention is necessary. Distilling takes the “wash” and puts it in either a large still or small batches.
The craft spirits movement is gaining momentum in the industry. While larger brands like Makers Mark and Captain Morgan are well-known, there is a growing number of smaller distillers proudly labeling their products as "craft." While there isn't a clear-cut definition of what makes a spirit craft, it generally refers to being produced in smaller batches. This approach allows for greater control and precision in the distillation process.
While you may go to the liquor store to buy alcohol, liquor and spirits are the same. It refers to any alcohol that is considered “hard” or has a high ABV around the 40% mark.
The contents of spirits vary based on the brand and their desired flavor profile. But, some ingredients can be expected.
Barley – Used mostly in whiskey. In fact, whiskey is only considered whiskey with the base of barley.
Carrots – They're high in sugar, which is needed for fermentation.
Potatoes – Potato’s complex carbs turn to sugar quickly. Fun fact: vodka is made mostly from grapes or wheat rather than potatoes.
Corn – For bourbon to be considered bourbon, at least 51% corn must be involved. It’s also used in moonshine and vodka.
Sugarcane Juice – The base used for many rums.
Agave – Agave is fermented to make tequila and mezcal.
The aging process plays a crucial role in shaping the unique character of spirits. The duration and method of aging depend on the desired profile and the spirit's base ingredients. There are two primary distillation methods: column and pot. Column distillation, which does not involve any additives, typically produces purer alcohol varieties like vodka or dry gin. Spirits produced through column distillation often undergo a longer aging process. On the other hand, pot distillation allows for more flavor contributions, reducing the need for extended aging. Spirits such as Scotch, brandy, mezcal, and others are commonly pot-distilled.
Choosing the right aging vessel for your spirit can significantly impact its flavor profile. Many distillers refer to this aging process as the "finish" and commonly use oak barrels for imparting taste. Oak is a popular choice due to its ability to add tannins and vanillin to the spirit. Bourbon, for instance, utilizes oak in a unique manner by charring the wood, leading to a distinctive flavor profile. It is not uncommon for distillers to repurpose barrels previously used for aging other spirits or even wine. For instance, Scotch may undergo finishing in a barrel previously used for aging Sherry.
Proof is an industry term that measures the strength of a spirit. There are a couple of different myths circulating about how “proof” was measured. One story involves the British army, who used to soak their gunpowder in alcohol. If it could still ignite, then the alcohol content was high enough. Another tale relates to the shipping trade, where alcohol content needed to be high enough so that if a barrel broke on the ship, the gunpowder wouldn't be rendered useless.
Proof standards may vary globally, but the U.S. established baseline standards in the 19th century. So, if a spirit contains 50% alcohol by volume, it's classified as 100 proof.
Cask Strength – Refers to the strength of the spirit when it is in the cask without the need to add water.
Barrel Strength/Proof – This means the same as cask strength, and what was put into the barrel was the same.
Navy Proof – Sometimes found on gin or rum bottles, navy strength refers to a spirit with an ABV of 57%.
Single Cask – This articulates the spirit you are purchasing; it was aged in only one cask.
Double Barrel – When a spirit is aged using more than one barrel, it refers mostly to flavor rather than strength.
For more information about the spirit industry, contact Brindiamo Group.