Issue link: http://digital.copcomm.com/i/1013885
august 2018 / the tasting panel / 87 It's Flavor Science 101: Sweetness on its own is great, but if you give it something to contrast with and stand up to, it reaches a whole new level of nuance and complexity. From sweet 'n' spicy to sweet 'n' salty, these flavor combinations are instant classics in any food and beverage category. Whiskey is no exception to the rule. Tennessee-based Ole Smoky may be best known for the array of bold expressions and bright colors in its incredibly successful lineup of flavored moonshine, but since the brand unveiled its sister line of flavored and classic whiskies, its sales prowess has effortlessly adapted to this previously unexplored category. Leading the charge is Ole Smoky Salty Caramel, which has rapidly ascended in popularity to become the brand's top flavored offering. "To call this product a sales success would be an understatement," says Ole Smoky President of Wholesale Michael Bender. "We launched our whiskey line nationally last August and our flavors like Mango Habanero were doing exactly what we thought they would. But Salty Caramel took off like a rocket ship. It was a little bit unexpected, to be honest, but it very quickly climbed into the top-five-selling SKUs for Ole Smoky and is now the number-one SKU across both whiskey and moonshine." While Ole Smoky is certainly reaping the rewards of Salty Caramel, Bender says the expression was hardly born out of a quest for sales dollars meant to capitalize on a fleeting trend. In fact, limited releases of the Salty Caramel flavor at the brand's distilleries, Barrelhouse and the Holler, have been popular dating back to 2012. "Our version of this flavor combination was actually dreamt up by our original founder, Joe Baker, and his wife, Jesse, in their kitchen and inspired by prod- ucts outside the liquor space," Bender explains. "Consumers are tired of the same old traditional flavors, and we've found that combining flavors from the opposite end of the flavor scale is a great way to get people energized and engaged in our brand. It's interesting and edgy—so why not?" With off-premise sales making inroads into markets across the country, creative bartenders have also utilized this innovative flavor to create a variety of sweet-meets-salty concoctions. According to Bender, however, Salty Caramel is most popular served neat and chilled. "A lot of bartenders are taking classics like Martinis and White Russians to add a bit of a salty note to cut through the sweetness, but this is such a high-quality product that it's really just great on its own," he adds. With an undeniable superstar in its still-new whiskey portfolio, the sky is the limit for Ole Smoky's growth in the flavored whiskey sphere. "This is a young piece of our business, and because of its success, we're going to continue to innovate with some wacky stuff," Bender says. Using the Barrelhouse distillery to test the waters for new flavors has already paid off with Ole Smoky Salty Watermelon, which has become a popular limited release in the brand's wholesale business after "selling like a barnburner," in Bender's words, at the facility last summer. With an intent to venture far beyond the flavored spirits realm, Ole Smoky has set its sights on craft whiskey as the next category to conquer. "We already have a straight bourbon whiskey that retails for $45–50 and is worth every penny," says Bender, adding that the expression's small 900-case production and limited distribution hint at what's to come for Ole Smoky's new whiskey releases. "You will continue to see more high-end expressions from us. The fla- vored lines have been a launchpad for the super-premium whiskey category, and we'll continue to push the suc- cess of the flavored lines off-premise while also zeroing in on a craft spirits portfolio that will be a great fit for those high-end on-premise accounts as well." With these premium offerings com- ing down the pipeline, the future looks bright for Ole Smoky, but as we watch and wait, we'll enjoy a simple chilled shot of Salty Caramel whiskey and toast to its sweet success. Michael Bender is the President of Wholesale for Ole Smoky. PHOTO COURTESY OF OLE SMOKY