Daniel Davis
The Relaunch of a Whiskey Legacy
Unbeknownst to most, the legendary Peerless Distilling Co. had been dormant for nearly 100 years before the true bourbon lovers got a taste of its revival. It wasn’t a smooth and easy path but a route filled with challenges, regulatory hurdles, and a commitment to revive a lifeless distillery. Nevertheless, the determined Peerless team embarked on their journey, refusing to be deterred by hardships.
A Commitment to Quality
If you ask the Peerless team what makes their bourbon special, they’ll tell you it’s all about quality over quantity. To rejuvenate this iconic brand, they committed to prioritizing the bourbon’s intrinsic value rather than mass-producing an average spirit.
The Distillery Restoration
The first step towards reviving Peerless was the restoration of the original distillery, which was a daunting task. Located in downtown Louisville, Kentucky, the century-old distillery was in a state of disrepair; the once bustling, historic site had been reduced to ruins. However, the Peerless team, driven by their love for bourbon and their respect for Peerless’s esteemed history, dedicated themselves to bringing the distillery back to its former glory.
A Hands-On Approach
Maintaining consistent quality is no mean feat— it requires a hands-on approach, rigorous sampling, and keen attention to detail. True to their commitment, rather than outsourcing the various steps involved in bourbon production, the Peerless team kept everything in-house. Every step of the process, from mashing, fermenting, distilling, barrel aging, to bottling, was completed on-site, ensuring they knew what went into each bottle.
Facing Regulatory Challenges
With bourbon production came regulatory challenges. Given the stringent laws regulating alcohol production in the U.S., the Peerless team had to grapple with complex regulatory compliance issues.
Getting the Right Permits
To avoid unnecessary legal complications, obtaining the proper licenses and permits was of utmost importance. Despite the bureaucratic delays and roadblocks, the Peerless team tenaciously pursued their vision, investing considerable time and effort into obtaining every required license and permit.
The Sweet Taste of Success
While their journey was fraught with difficulties, their unyielding commitment to quality and their unwavering dedication paid off when the Peerless Straight Rye Whiskey and the Peerless Straight Bourbon were finally released. The straight bourbon, aged for over four years, stood out for its flavorful, rich, and nuanced profile, a testament to the team’s hard work and unwavering adherence to excellence.
Accolades Galore
The acclaim Peerless’ bourbons earned speaks volumes about their commitment to quality. The Peerless Straight Rye Whiskey caught the world’s attention and was ranked among the ‘Top 20 Whiskeys in the World’ by Whiskey Advocate. Shortly after, this rye was followed by the first Peerless Bourbon in over a century, which also received enthusiastic appreciation from bourbon connoisseurs.
Commitment to the Future
Despite the challenges they faced, Peerless didn’t just bring back a beloved whiskey; they also brought jobs to the Louisville area and gave their city a distillery to be proud of. Peerless doesn’t stand still, though; they continue to innovate and perfect their craft, promising a future that is as rich and flavorful as their bourbon.
