Reflections on WhiskyFest, Whiskey Washback, and Our Final Import of 2024
As we close out 2024, we wanted to share highlights from an incredible November and provide a preview of our final whisky import of the year. From WhiskyFest events in Chicago and New York to the dynamic Whiskey Washback in Washington, D.C., November was a whirlwind of discovery, learning, and community building for The Whiskey Lab.
Cultural Discoveries at WhiskyFest and Beyond
One of the most fascinating aspects of this month’s events was experiencing the cultural differences between whisky lovers in each city:
- Chicago: The crowd leaned heavily into traditional Scotch aficionados—pure enthusiasts who love to talk about provenance, age statements, and cask types.
- New York: A dynamic blend of industry professionals, including retail operators, bar owners, restaurant managers, and distributors. This event had a strong business-focused energy, giving us great insight into the market’s needs.
- Washington, D.C.: The Whiskey Washback was a vibrant local affair, blending art, food, and whisky. Attendees were intrigued by our single cask and small batch offerings, particularly the exclusivity of the products we showcased.
The star of all three events? Whispering Waters 35-Year North British. Guests couldn’t believe the elegance and depth of a single grain Scotch—a testament to the versatility and beauty of independent bottlers.
Uncharted Whisky Takes Center Stage
While Tri Carragh wasn’t yet part of these events, Uncharted Whisky and Whispering Waters took the spotlight, alongside offerings from Ferg & Harris. Uncharted owners, Jack and Dana, flew in from Scotland to join us, sharing their immense knowledge and passion for whisky. They were the undeniable stars of the show, and their expertise inspired not just the attendees but also our team.
One standout from the Uncharted portfolio was the Bat Out of Hell, a Macduff distillery release. It became the number one seller at all three events. During private tastings following WhiskyFest Chicago, Bat Out of Hell even outshone the Whispering Waters 35-Year! The reception was so strong that two world-renowned whisky bars—one in NYC and one in D.C.—placed orders for it. We’ll announce where once the deliveries are made, so stay tuned.
Breaking Barriers and Educating Consumers
One of the most rewarding aspects of these events was introducing Americans to the concept of independent bottlers—brands that source whisky from distilleries across Scotland and bottle them with a unique vision. Many attendees came with the assumption that all Scotch is smoky and peated, a misconception we were happy to correct.
Only 10% of Scotch whisky is peated, and this revelation surprised many. By showcasing the variety within our portfolio, we broke down barriers for bourbon lovers who thought Scotch wasn’t for them. Seeing them fall in love with our offerings was a highlight, and we’re proud to have introduced a broader audience to the beauty of Scotch whisky.
The Final Import of 2024
This upcoming import is special for several reasons:
- Introducing Tri Carragh: Our fifth onboarded brand brings three exceptional single cask malts just in time for the holidays, featuring new cask finishes like Port and new distilleries like Dalrymple.
- Hidden Gems: Releases like Glen Elgin (Port finish) and Tamnavulin highlight lesser-known yet exceptional distilleries.
- Expanding Variety: With six distinct releases, we’re offering a diverse range of flavor profiles, from sherry bombs to elegant port finishes.
This import posed its own challenges. Organizing six releases on a single pallet during Thanksgiving, coupled with a 35% increase in shipping costs, was no small feat. But we felt it was essential to have these exceptional bottles available for the holiday season.
Looking Ahead
While we’ll reflect more deeply next month, 2024 has been a year of immense growth and learning for The Whiskey Lab. With three imports under our belt, we’ve refined our processes and are exploring new fulfillment options to deliver products to our customers faster.
We’re incredibly grateful for the whisky enthusiasts who’ve supported us along the way. Your passion and patience have inspired us to keep pushing forward. As a thank-you, those who’ve pre-ordered will receive a 10% discount to use on their next purchase.
Cheers to What’s Ahead
With this final import of the year, we’re excited to continue expanding the horizons of Scotch whisky in the U.S. Thank you for being part of our journey, and we can’t wait to see what 2025 holds for The Whiskey Lab and our incredible community of whisky lovers.
