Daniel Davis
Peerless Distillery: A Journey through Trials and Triumphs
Every great story has its share of trials and tribulations; but the tale of Peerless Distilling Company is woven with elements of undying family bonds, vision, persistence, and undaunted courage. From humble beginnings in the late 1800s, then facing the wrath of prohibition, weathering a long duration of distilling dormancy, and finally orchestrating an exceptional comeback, Peerless has proven time and again that its name is no mere coincidence.
A Legacy Reclaimed
When Corky Taylor, great-grandson of Peerless founder Henry Kraver, made up his mind to resurrect his family’s legacy, he was met with challenges akin to climbing the highest peaks of the Himalayas. More than a century had passed since Peerless had relinquished its Distilled Spirits Plant number, formerly the second highest in the country, voluntarily nullifying its license due to the prohibition law of 1920. Taylor knew he was believably behind the eight ball. Nevertheless, tapping into his sense of solidarity to family tradition and unflinching resolve, he decided to retrace the lost path of Peerless.
The First Obstacle: Procuring the Heritage Distilled Spirits Plant Number
One of the foremost tasks to kick off the resurrection was to procure the heritage DSP number – DSP-KY-50. After a boatload of paperwork and armed with lots of patience, Taylor managed to restore his legacy number in 2014. Notably, it was Peerless’ first victory towards its formidable comeback.
Create a Middle Ground, then Define it
With a sea of bourbons and ryes up ahead, Taylor knew he needed his own distinct island. However, in competitive markets where every brand is grinding to differentiate itself, creating uniqueness is as daunting as it can get. The decision of whether to carry forward the historical methods of distilling that his great-grandfather practiced, or to adapt to more contemporary, economical techniques was, undoubtedly, a difficult one. It was, indeed, a make-it-or-break-it kind of situation.
The Path of Most Resistance
In what seemed like a rebellious decision, Taylor decided to tread the road less traveled – sweet mash fermentation instead of the more economical sour mash. Perhaps, it was his unwavering commitment to quality that helped him refuse to undercut the production efforts. This technique, where each mixture is spontaneously fermented, rather than using earlier batches, requires more raw materials. Such a commitment adds a layer of complexity to the process, reflecting a huge degree of patience and dedication.
A Wait Worth Every Second
Another significant decision that Taylor made was to allow his bourbon to age for four years – a daring decision for a startup with a history to vindicate. Undoubtedly, this commercial immaturity was risky. However, the wait was well worth the gamble, as the resultant bourbon had flavor and taste that could rival even its most decorated competitors.
The Sweet Taste Of Success
The proof of the pudding is in the eating; so is the testament to the craftsmanship of a bourbon’s taste. In 2017, just three years after the bartenders swirled their first glass of Peerless’ rye whiskey, it was ranked among the top 20 whiskeys in the world. The wait had been worth it and the path taken, however resistant, had proven to be the right one.
Excellence does not come with shortcuts
Peerless Distilling Company’s journey reveals an interesting paradox of our times – the quest for novelty and the craving for tradition. It provides testament to the notion that when tenacity meets vision, no path is too resistant. And more often than not, taking the road less traveled might just lead you to where you’ve always wanted to go.
No matter how daunting a chosen path may appear, it is our refusal to compromise on our standards and our determination to deliver quality that ultimately paves the way for success. Just as Peerless chose the path of most resistance, so too can we choose to forge our own paths, rather affirming that excellence does not come with shortcuts.
