100% of the color comes from the barrel. Bourbon comes off the still as clear as vodka – 70-80% of the sweetness, vanilla, caramel, and roasted flavor notes come from the barrel.

The Bourbon barrels are made from American White Oak. The barrels are charred on the inside to allow the bourbon to penetrate the wood. The charring brings the wood sugars to surface in the barrel. The intense nut flavors associated with bourbon all come from the barrel that the liquor will touch.

Data from the Distilled Spirits Council of the United States shows that the total volume of American whiskey sales were up to 4.5% in 2021 and revenue over the same period was up at 7%.

The boom for whiskey continued throughout the pandemic and bourbon accounts for 37% share of whiskey subcategories and 13% share of the total liquor category in 2021 to date. Over the same period in 2020, bourbon held a 40% share of the whiskey subcategory and a 14% share of the total liquor category. *

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