Emma Jones
Uncorking the Past: The Curious Tale of Private Label Bourbon
Picture this: you’ve just dashed through the bustling aisles of Macy’s, arms laden with the latest fashion finds and that must-have kitchen gadget. But, dear shopper, did you save room in your cart for… bourbon? That’s right, I’m not pulling your leg. Once upon a not-so-distant past, giant department stores like Macy’s were not merely temples of retail but also bastions of booze, peddling their very own private label bourbon.
It seems almost fantastical now, but rewind to the mid-20th century, and you’d witness a time where one could nip into Macy’s and nip out with their branded spirits in tow. And oh, what a selection! From the robust Old Whaler Bourbon to the bold Supremacy Bonded Bourbon of Nelson County’s origins, there was a pour for every palate. Even the packaging was dripping with pride, emblazoned with the iconic “Red Star,” a nod to the logo we’ve come to associate with holiday parades rather than highball glasses.
The All-Star Ensemble of Macy’s Private Label Spirits
Macy’s wasn’t alone in this spirited venture, oh no. The era spanning the 1930s to the roaring 80s saw department stores, liquor shops, and restaurants crafting their signature sips. From Gimbels’ “Greeley Square Vodka” to the Boston Store’s “Bostonian Gin,” crafted in the very birthplace of Schlitz beer, these personal potables became somewhat of a legacy.
Perhaps the most charming surprise comes with the innocent-seeming Bostonian Gin. Imagine my bewilderment discovering that the same family-friendly store where my folks shopped also concocted its own London Dry Gin – and it was quite the hidden gem!
The Stitzel-Weller Distillery: A Legacy in Every Bottle
Let’s delve into the history behind these liquid legacies. Among the titans of tipple, the Stitzel-Weller distillery’s name rings out like the clink of fine crystal. Vintage spirits aficionado Eric Witz tells tales of the distillery’s golden era of private label production, with its bourbon reaching the shelves of Denver’s Chateau Liquors, the legendary Waldorf-Astoria, and even the hidden bourbon haven of the Chicago Athletic Association. That’s to name just a few.
The distillery’s penchant for private labels was no fluke. It was a clever strategy to entice a market that wasn’t exactly swooning over bourbon at the time. And lucky for them, bourbon connoisseurs like Julian Van Winkle were more than willing to part with barrels of the good stuff to seal these deals.
Historic merchants like the House of Glunz capitalized on this, operating as savvy middlemen in the whiskey world. They served not just their own label but also stood behind bespoke bourbons for establishments such as the Italian Village restaurant in Chicago.
One of the crowning jewels of privates labels, The Berghoff bourbon, is as storied as its name suggests. A touch of Van Winkle magic flowed into these bottles for decades, making them elusive treasures in modern times.
The Exclusive Elixirs: Macy’s Bourbon and Beyond
As we venture further into the intoxicating annals of private label whiskey history, we uncover that bourbon wasn’t the sole spirit to benefit from this bespoke treatment. Kristopher Peterson, the general manager and spirits maestro at Mordecai, recalls an era that bubbled with bespoke Cuban rums at the Waldorf Astoria and private rums within the aisles of Hearn’s Department Stores in NYC. Even tiki bar trailblazers like Don the Beachcomber and Trader Vic’s dabbled in their branded rums.
But it wasn’t just a trend for international hoteliers and tropical drink dispensaries – department store staples like Macy’s also had their own run of Stitzel-Weller treasures, albeit for a brief, glorious moment in the ’60s.
From Private Label Bourbon to Single Barrel Selects
Alas, the sun set on the era of mass-market private labels as the 20th century waned. Eric Witz muses on whether the complexities of spirit sourcing outweighed the lure or if the return on these liquid investments simply stalled. But the tradition didn’t disappear; it merely shifted gears into what we see today in the bourbon boom.
In recent times, we’ve witnessed whiskey’s resurgence through the eyes of boutique liquor stores and cocktail lounges that hand-pick barrels from Kentucky’s venerated distilleries. What began as a cocktail bar trend has taken root, and now customers can enjoy a tipple that’s truly unique to where they sip and shop.
While today’s barrel picks might not possess the old-school mystique of a Berghoff bourbon, they still hold the potential for unique encounters with a glass. And let’s not forget, to the dusties hunters and collectors, it’s not the storied store or the long-gone label that captivates – it’s the juice, the heart and soul of the bourbon, that truly matters.
I absolutely loved this article about Private Label Bourbon and the rich legacy of the distillery. The retail aspect of the whiskey industry adds another layer to the fascinating history of this beloved spirit.