This is a great question. And one that there isn’t really a solid answer for. The federal regulations do not define a craft distiller, so, it’s really an open statement that the industry defines, somewhat loosely.
It could be looked at from the position of “how you “craft” bourbon” or how it’s made. That is something that takes some skill and is certainly a “craft”. On the flip side, it can also be looked at as someone who is making it all by hand, is a very low producer, doesn’t have large scale production and/or distribution and is more of a regional brand.
For the purposes of the show, and what we are concentrating on, we are looking at the latter. We are focusing on those distilleries that have been called Micro-distilleries, baby-distilleries, family distilleries, and Craft distilleries. For us, these are distilleries that likely don’t have wide scale distribution and massive production.
The American Craft Spirits Association defines a Craft Distillery as one who produces less than 750,000 proof gallons per year, and is a distillery that directly or indirectly holds an ownership interest of 51% or more of the Distilled Spirits Producer (DSP). For the most part, a craft distiller for us is someone who isn't owned by the big distillers or a large spirits conglomerate. They are independent. Family owned. Private investors. And, likely have limited reach.
We want to focus on those distillers and people that are “crafting” the bourbon by hand. Those people that are working to hone their “craft” and produce something special. Something unique. And, possibly provide a little boost or get them noticed a bit. These are people that are putting their every effort into making something and then putting it out there for people to drink. They are taking the chance and opening themselves up to your thoughts. Would you do this?
It’s a gutsy endeavor. In my mind, it’s not that much different than art. Their art comes in the way of brown water that you and I get to truly interact with versus a painting or sculpture. They have to have some gravitas to put out a bottle of bourbon with all the choices there are today with the thought that they have some good juice.
I’m talking about those distillers that are making it themselves. In many cases, they are making it in very small batches on small stills. They are involved in every aspect of the distilling process. Sometimes doing all the operations on the still by hand. Often times, they get their ingredients locally. They are truly working their “craft” of making whiskey.
These craft distillers most likely do not have wide scale distribution like Wild Turkey, Makers Mark, Buffalo Trace and Jim Beam. In some instances, they are only in their state. Maybe they are in 3 or 5 states or have a distributor that can get them regional across several states. We will likely run into a distiller that has some bigger distribution, like a Smoke Wagon, Peerless or Cedar Ridge but they just don’t have the brand recognition yet, and they still aren’t producing north of 750,000 barrels a year.
These are people that are building their “craft” of making whiskey. Not a large corporation with millions of dollars behind it, and marketing team, and legal team etc… But people like you and me. They have a dream of making whiskey. They are building their “craft”.
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