“The craft distillery industry is booming”, is often heard these days. I’ve seen this statement in many a blog, news article and PR piece over the last few years and it still rings true.
 
Living in the Capital Region of New York, I’ve seen this boom directly represented in the area’s liquor stores, both large and small.
 
 In my local shopping experience I’ve seen NY liquor selections include everything from small batch vodka to craft rye whiskey, artisan rum and handcrafted bourbon.  ‘Buying Local’ liquor is now even closer to home with so many choices becoming available within counties and even cities. The 90 or so small batch New York craft distilleries are located all over the state, from the very top near the Canadian border to the south in Brooklyn. The reach is far, and the growth tremendous.
 
This ‘boom’ provides liquor stores an entirely new category for their selection and a good percentage of them are enjoying the results of taking advantage of the rise in local options.
 

This new ‘local craft beverages’ category benefits the craft distillers, the discerning public and the liquor stores.
 
Craft Distillers:

• REACH THE MARKET: The adoption of  ‘buy local’ in the liquor industry creates a channel for the craft distilleries to reach a specific target market.
  
  
• MARKET DEMAND: Having a product prominently displayed in a ‘buy local’ display has developed a market demand for craft distillers small batch liquors.

 
Discerning Public:

• MORE INTERESTING CHOICES: With liquor stores increasingly stocking more local bottles on their shelves gives you more choices and the means to indulge their desire to ‘buy local’ and support the area’s economy.
  
  
• FIRST TO FIND UNIQUE & NEW PRODUCTS: Having easy access to local small batch spirits allows you to easily find and enjoy new and interesting tastes.

 
Liquor Stores:

• NEW TARGET MARKET: Stocking their shelves with local craft distillery spirits draws a new target market to the store. Once it is known that a liquor store has a wide local selection, the discerning public will spread the word.
  
  
• REPEAT VISITS: That same market is curious and adventurous and will make repeat visits to the same store to see if there are any new craft distillers products or local ‘in-store’ tastings.

This NY Capital Region liquor store created an amazing display dedicated to locally produced small batch craft spirits. As soon as you walk in the door of All Star Liquor in Latham, NY you are greeted immediately with New York small batch vodka, craft rye whiskey, artisan rum, handcrafted bourbon and more.

In my Capital Region observations, our liquor stores all have their own unique and different ways of presenting their New York state spirits. Some will mix the New York spirits on the shelves among all other options, others will have a specific shelf or display dedicated to locally produced bottles, and others will have a mixture of both.
 
My favorite style of presentation that I’ve witnessed in both large and small stores is a ‘Buy Local’ display that is located immediately on entry to the store. Some stores will also offer tastings and seminars from local distillers, where the drinking public has the opportunity to ‘meet the maker’.
 
There are a good number of liquor stores in the Capital Region that promote their state’s craft beverage industry.  I’ve included a video and a photo of two liquor stores I’ve visited recently here in the Capital Region that have great ‘buy local’ displays. I definitely encourage you to look around and see what great 'buy local' supporters you can find too!
 
For you, as the ‘buy local’ consumer, the key is to ask. If you’re interested in supporting local craft spirit distillers, definitely ask a liquor store staff member, they are typically very knowledgeable and want to help you find something you will enjoy. It is also helpful to the local distillery for you to ask and encourage more liquor stores to offer local options.
 
Think New York. Drink New York.

Over the past decade there has been a huge cocktail renaissance. With this mixology reawakening, we now have a surplus of information in the form of books, blogs and websites.

In the beginning of this resurgence the information was still a little limited and resources were scant. The cocktail world went from 0-60 on the ‘access to information’ scale. This rapid ramp up has its ups and downs. On one hand, you now have access to a lot of very specific information about techniques, equipment, famous bartenders and bars, both vintage and contemporary cocktails, spirit specific drinks, historical chronicles and so on. On the other hand, all this information can be overwhelming and have you wondering ‘what is the BEST information?’ and ‘how do I choose?’.

I recently visited a local bookstore and the section on cocktails was HUGE! I usually peruse and then decide what I want to purchase now and/or later. Within minutes I found myself juggling at least four new books I was interested in; a book all about Shrubs, another on bitters and an Amari guide, one about cocktails with a literary twist and another about infusing… I wanted them all! So I jot down my list and ask friends and family if they’ve read any and look at reviews. My advice to you is to go with your gut. You are the only person who truly knows what you like and what you really enjoy. Reading is a subjective experience after all!

However, if you are interested in some reviews and/or recommendations, I am happy to share a few of my (recent) favorites.

Vintage Spirits and Forgotten Cocktails
By Ted Haigh

This book is great for planning parties!

Favorite things about this book:

• Spiral bound, just like a recipe book!
• Great pictures and graphically appealing. I love the nostalgic look about it!
• Entertaining and well written historical notes on each cocktail.
• Resource guide in the back of the book.
• I love that is has a list of RIP cocktail ingredients at the end of the book. A short list of items used in vintage cocktails that no longer exist.
  
  

The only complaint I have is that the cocktails are listed in alphabetical order; I generally like to see the cocktails listed by liquor or type of cocktail (e.g. fruity, spicy etc.).  However, there is a ‘Liquor Index’ at the back of the book where you can look up your favorite liquor and see the cocktail and the page number of various drinks made with your spirit of choice.

The Drunken Botanist
By Amy Stewart

This book is for learning and creating!

I really enjoyed this book because:

• It will take you back to the very science of your cocktail. Not only did I get a little history, I learned what the spirit is made from and discovered how to make various cocktails, syrups and infusions as well as how to grow my own ingredients!
• Every good drink starts with a plant!
• I really liked how the book was laid out. Each plant has its own section that speaks to its history, where it might grow, what parts of the plant are used, whether it is dangerous or not and then on to a suggested cocktail and maybe even an interesting fact (learning these will never leave you without something to say at a cocktail party).
• In the last section of the book there are growing notes for those that might have a green thumb and want to grow their own ingredients.
• This is a fantastic book for the curious! Reading this book helped me to understand the chemistry of creating a flavorful cocktail. It inspired me to create and set me off on various recipe adventures of my own, some disastrous and some fabulous. 
  

Imbibe!
By David Wondrich

 A book from a master to increase your knowledge and be the life of the cocktail party!

In homage to “Professor” Jerry Thomas, pioneer of the American bar, this book delves into the little-known history of the great classic American cocktails.

What I love about this book:

• Love the historical aspect, the author had unearthed many historical gems and the book is full of interesting and entertaining anecdotes.
• The how they used to do it vs. how they do it now is pretty cool.
• The book is laid out by cocktail category making it easy to find the prefect cocktail for your occasion.
• I also enjoyed the bitters and syrups section at the end of the book.

Tea Cocktails: A Mixologist’s Guide to Legendary Tea-Infused Cocktails
By Abigail R. Gehring

A book for entertaining on porches and patios!

I loved this book last year and just took it off the shelf and dusted it off in preparation of ‘porch weather’!

This book I loved because:

• It is very focused on a type of ingredient (tea) but had many different cocktails and varieties of that ingredient to be creative with.
• There is a very helpful guide on how to brew tea. I had no idea there were specific brewing times and temperatures that effected the flavors of the different types of tea until I read this book!
• The tips pages were great and included information on everything from tools to glass types.
• The book was divided into flavor type sections, which I loved! Being able to pick a cocktail based on your ‘taste-mood’ is great!
• The bonus is that there is a section of Tea-infused appetizers too! Yummy stuff like ‘Summer Rolls with Green Tea Dipping Sauce’!

The only complaint I have about this book is that it is very heavy on the Teatulia Organic Teas and tea flavors and terms info. However, it is produced by them with the author so despite all the additional (and for me unnecessary information) I made some amazing tea cocktails last summer and am looking forward to making many more this year!

What’s on my wishlist?
Shrubs: An Old Fashioned Drink for Modern Times
A book all about the vintage drink mixer - Shrubs.

In fact I think I’ll visit my local bookstore right after I post this blog!

We learned a lot of very cool things from our craft distillation class instructor, Master Distiller Rusty Figgins, but one of the intriguing things of note was that distillery stills are traditionally christened with feminine names.

We have had a lot of serious support from both of our mothers. It didn’t take a lot of thinking to decide to name our stills after them. We are both so thankful for this support and all the encouragement they have given us to get us started!

These two women have been tremendously supportive throughout the entire process (even though I think deep down they think we’re totally nuts to be doing this) and because of this we have decided to christen our stills ‘Lois Ann’ in deep admiration of Randall’s mother and ‘Barbara Ann’ in profound appreciation of Sarah’s mum.

(click photos in slideshows to link to purchase sites)

Thanksgiving dinner and drink pairings have traditionally meant ‘which wine do I serve with the turkey?’… however, it is never too late to start new traditions and surprise your guests by introducing some spirit to the table!

Friends and Family Greeting:

Many gatherings begin with a toast. When your guests arrive and begin socializing, offer them a sparkling ‘Glory Mora’ and toast to friends and family while nibbling on hors-d'oeuvres.

The ‘Glory Mora’ is a sloe gin sparkling pomegranate drink designed by MFD Company. ‘Glory Mora’ was the stage name of one of W.H.H. Murray’s four daughters, Ethel, who appeared in New York City shows and other performances.

Click here to see the 'Glory Mora' recipe.


First Course:
Looking at elaborate party dinner menus of the past, the menu frequently began with oysters. This year why not try an oyster appetizer with a Laphroaig Cairdeas. The peaty smoke beautifully pairs with the fresh oyster.

The Main Event:
Celebrate the evening and the main course by raising a glass of vintage cocktail with friends and family. Excite your appetite with The ‘Uprooted Tree’ created by Murray’s Fools Distilling Co. 

This cocktail is an excellent gin aperitif and a refreshing sipper during the meal. Gin cocktails are perfect for the traditional Thanksgiving dinner because they are light, pair well with a variety of side dishes and the botanicals form an ideal counterpart for such a flavorful meal.

The ‘Uprooted Tree’ is a Genever and Ginger Apple Hard Cider Cocktail created by MFD Co.

Click here to see the Uprooted Tree recipe.
Click here to watch the Thanksgiving Cocktail video!


The Sweet Spot:
I don’t know about you, but at our house there are usually more desserts than side dishes! This is why it is so fun to offer a flight of Scotches or Bourbons to match and taste with all the sweet treats during dessert.

There are so many different options you could put together, however here are a few ideas to get you started. Murray’s Fools Distilling Co. always likes to look for local spirits to try and we definitely encourage you to do the same, especially when sharing at dinner parties!

Scotch Dessert Flight
The Macallan 18 Year (full-bodied rich whiskey): Great with desserts like sticky toffee pudding, gingerbread, and anything dark chocolate.

Dalwhinnie (light fragrant with a little sweetness): So wonderful with soft cheeses, bread puddings and custards.

Balvenie Medeira Cask 17 Year (rich, deep and complex): Excellent pair with pecan or apple pie.

or try this flight....

Bourbon Dessert Flight
Elijah Craig (full, sweet, toasty oak bourbon): Beautiful balance with pecan pie and toffee desserts.

Booker’s Bourbon (intense fruit and oak flavors): Delicious with apple pie!

Bulleit Bourbon (high rye content with vanilla aroma): Works great with anything chocolate.


Loosening the Belt:
The table is cleared and you are sitting back in your comfy chair loosening your belt… cue the digestif. The most important drink of the day, a post-dinner digestif cocktail! After the feast, move yourself away from the table and sit back and relax with a Brandy Alexander in your hand!

‘Brandy Alexander’
1 ounce Cognac
1 ounce Crème de Cacao
1 ounce fresh cream
Add everything into a shaker of ice, shake and strain into a cocktail glass. Top with nugmeg.

Cheers to You and Have a Happy Thanksgiving!

The Murray’s Fools team moved our private home into a new (but historically old) neighborhood a few years ago. We immediately learned that there were a lot of fun, interesting, intelligent and like-minded foodies in our 120+ household community.

We enjoyed whiskey and thought it might be fun to start a whiskey tasting club in our neighborhood. We did our research on how to create a place where we could taste new spirits, share some of our favorites and build camaraderie around brown spirits.

We began our neighborhood’s Whiskey Tasting Club in September 2013. At our first meeting we had ten interested neighbors show up, and we talked about and voted on how we would set our new club up all while tasting a very large variety that included Scotch, Rye, Bourbon, Irish Whisky and a Canadian Whisky.  Now, two years later we are still going strong with 32 members!

All of this came about long before Murray’s Fools was even a twinkle in our eye, and now it is so much sweeter to see the club really flourish as we are in the process of launching our own spirit business! It is a dream of ours that our spirits will be part of a tasting by the group in 2016.

I won’t say it was all smooth sailing to get a club like this to keep its momentum. We did have a few dips in interest, but we managed to rekindle the fire. Here’s how we did it with FOUR easy adjustments:

4 Helpful Hints to Keep Your Whiskey Club Momentum Going:

1. Structure: Create clear guidelines of what the group is for, what is expected from each member financially and as a host. We have a written set of guidelines that we shared with members via our Private Facebook page:

Who the group is for? All of our tastings are held at our member's private homes, and therefore it was determined that the group was specifically for neighborhood residents only. That doesn’t mean guests are not welcomed, it is required, however, that the person bringing a guest let the host know when they RSVP.

What is financially expected of each member? In the beginning we set membership at $100/year, and  we rotated around the neighborhood for hosting. We found that paying membership fees didn’t really work, and that setting a $100 maximum/3 different bottle minimum hosting budget, and relying on regular attendees to host at least once a year works well for everyone, and this has encouraged new members to join (and host)!

When to host? We do our best to host regularly scheduled meetings. We’ve found hosting on a weekday towards the end of the work week (i.e. Wed/Thurs) at 7pm worked well for most people. Keeping a routine schedule helps members remember and plan.

2. Communication: Establish a place for the group to keep in touch and keep camaraderie going outside of the monthly tasting. We chose to create a private Facebook page as our communication hub.

What to share? Our club members post all kinds of information regularly on our page. Everything from whiskey cocktail recipes, other local tasting events, jokes, our own tasting event photos to club information is shared in our online Facebook community.

Invitations and RSVPs: Provide an area that everyone in the club has access to for sending invitations and collecting RSVPs. Since all of our members are on our Facebook page, we use the event invitation application on there. One of the administrators posts the event at the beginning of the month, inviting the entire group membership.

3. Club Documentation: Learn what’s important for the group to have knowledge of and keep the information and documents regularly updated through your established communication channel. The three most important documents for our group are:

• Whiskey Tasting Club Rules/Guidelines.
  
• A list of all the past hosts and what whiskeys and spirits have been previously tasted.
• An updated ‘who’s hosting’ list for the current year. At each monthly tasting, we bring a sign-up sheet to remind those who have already committed and to offer open dates to those who would like to host.

4. Fun and Flexibility
Enjoy yourselves! Don’t let your members fret over having the ‘right’ food or best tasting. Everyone hosts differently, and that’s what makes it interesting and fun! It is all about trying new things and sharing the experience.

Be flexible:  It doesn’t always have to be about the whiskey. We’ve had cocktail events where members experience the brown spirit in the form of three different vintage cocktails. We’ve also had members who have traveled and brought back favorite spirits of different countries which weren’t necessarily brown spirits. We’re also planning new adventures in 2016, e.g. a ‘Progressive Drink and Dine’ where we will stop at select members’ homes for a drink and an appetizer or two; a potential bottling party at a local distillery, as well as visits from local distillery owners.

A whiskey tasting club is truly a fun group to be a part of whether you are new to whiskey or a connoisseur. If you’re interested in hosting your own whiskey tasting and don’t know where to start here are some general ideas of what you might need:

Whiskey: (Rye, Bourbon, Scotch, Irish, Canadian etc.) Our group likes to have at least three different bottles to sample at each tasting, whether it’s a theme or an eclectic variety it doesn’t really matter.

Tasting Glasses: Small 5.5/6 oz. glasses work well.

Water: Have a pitcher of water handy for those who like to add a small splash to their drink or for cleansing in between tastings.

Tasting notes: These are always fun either oral or written. We’re all there for the tasting AND the learning. Our hosts spend time researching which bottles to select, and then share the information they’ve learned about the distillery, tasting notes and any other notes of interest.

Food : Some purists say eating food at a tasting is unrefined, but we like to ensure our guests have something to eat while they’re imbibing. There doesn’t need to be a lot of food, and it doesn’t need to be gourmet. However, those interested in whiskey tasting generally do have some pretty complex tastes.Here are some suggestions that can be simply prepared and should please everyone:

• Cheese: Serve a variety of cheeses, for example a peaty scotch will want a stronger cheese, such as a strong blue, Roquefort or Stilton. The sweeter scotches would go well with a softer cheese such as a Brie or Boursault.
• Fruit: Tangy or tart fruits such as apples, pears and peaches are good. We’ve found citrus is maybe a little too strong and can mask flavors.
• Chocolate: We’ve had some pretty amazing treats at our tastings. However, plain dark chocolate is perfect too.
• Meats: Smoked fish (e.g. salmon or trout) or pate (e.g. duck, chicken or mushroom).

If you are looking for a more bold and adventurous menu, this site has some incredible spirit specific pairing ideas HERE.

If you have any other questions about how we’ve started our club or how our members host a tasting, please feel free to contact me at sbeach@murraysfools.com, and I will do my very best to answer your query!