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Snippet of The Spirit Guide Society Episode 139: Brent Elliot on Japanese versus American Bourbon Preferences

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Last Played: October 20, 2021
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Listen now to snippet “Brent Elliot on Japanese versus American Bourbon Preferences” from The Spirit Guide Society. Master Distiller from Four Roses Distillery.
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is it? I'm just curious is like Is there a difference in what the Japanese market tends to gravitate towards in terms of an American bourbon? From what? What we see American drinkers liking, you know what I mean? Is it? We like spicier mawr, oaky flavors than they do. Do they have a tendency toward a certain kind of flavor profile in Japan? I just I'm just curious. Yeah, I've heard people I've heard heard it said that the the Japanese market was our population was introduced to older whiskey in the eighties. I don't know how much truth, rhesus, but there was a bit of a glut in the U. S. So the when people were looking for another market and Japan was was one of those markets. Ah, lot of whiskey that they were introduced to, or those pushed was older or more aged. How much truth there is that much Because I see today, you know, the products that are consumed in Japan seem to parallel pretty closely that the ages of whiskey is consumed in the U. S. But I think it could be said of any foreign mark that maybe isn't as familiar with straight bourbon whiskey as we are here in the US that the perception they put more weight on on age, their perception is of quality is more tightly linked to age, maybe than here in the US And I think that's probably because everywhere else in the world and you think whiskey or you say whiskey, people tend to think of Scotch. Uh, here in the week, our own whiskey. And when you're talking about Scotch whisky, I think it is more true that age mawr often of course not always, but more often can equate to, ah, higher quality product or yeah, yeah, because the Scotch is kind of hit their sweet spot at, like, 15 or 16 years, whereas a 15 year old bourbon is going to be a very, very okay, uh, sipper for sure. Exactly. Um, but actually, the reason that it wasn't the flavor that the focus groups didn't like about the Super Premium it was the bottle shape that the fact that it's kind of in a wine bottle, you've got to realize that happy, you know, today, everyone recognize wine shaped bottle with Birdman it they be reminded, or it would making thing of Happy Van Winkle. But at the time, I guess, of course, knew that bourbon could be bottled in something other than a a square bottle or so That was really cute they had with. But so because Because of that, we developed small batch from scratch both in the flavor profile or the recipes used and the bottle design, and really launched the whole small, small batch concept, which is utilizing the different recipes to create something unique.
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