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The New Michter’s: A Study in Persistence According to Chuck Cowdery

The New Michter’s: A Study in Persistence According to Chuck Cowdery

Discovering the Passion of Michter’s

When it comes to excellence in the whiskey industry, few names are as revered as Michter’s. It’s rare to find a brand that so perfectly embodies both heritage and innovation. With its roots dating back to 1753, it certainly embodies history. Yet, its rebirth and steady growth under Joseph Magliocco show a restless desire for continuous improvement. Undoubtedly, Michter’s story is a tale worth telling.

The Roots of Michter’s: An Unrivaled Legacy

The first thing to understand about Michter’s is that it carries a hefty historical weight. Originally known as Shenk’s and later Bomberger’s, the distillery has been around since the 18th century, making it one of America’s oldest whiskey makers. Over the centuries, it changed hands and names several times, each time adding a layer to the lore and charisma encapsulated in every bottle.

The Birth Sole Passage

The distillery’s original owner, John Shenk, was a Swiss Mennonite farmer who knew a thing or two about making good whiskey. He was known for his rye whiskey, and the distillery rapidly earned a solid reputation. However, following a series of unfortunate setbacks including Prohibition and the Great Depression, it went bankrupt in 1989, leaving a void in the hearts of whiskey lovers.

The Resurgence of Michter’s: A Testament to Persistence

In 1997, a chance conversation led whiskey enthusiast and entrepreneur, Joseph Magliocco, to the opportunity of a lifetime. With incredible foresight, he bought the rights to the Michter’s brand and set about restoring it to its former glory. With the help of master distiller Willie Pratt, they were able to produce the high-quality, small batch bourbons, rye whiskeys, and American whiskeys for which they’re now known.

The Chuck Cowdery Influence

Enter Chuck Cowdery. An American whiskey author and bourbon enthusiast, Cowdery has a masterful knack for bringing whiskey history to life. His contribution in advising and auditing allowed Michter’s to reach new heights.

The Essence of Michter’s: Quality before Everything

With Magliocco at the helm and Cowdery’s influence, the cultivation of the brand’s uniqueness became a priority. The underlying principle was a commitment to delivering the highest quality with no regard for production costs or timelines. This commitment has led to a number of innovative and meticulous processes that give Michter’s its unique character.

Michter’s Exclusive Production Techniques

This commitment to quality manifests in several ways. For instance, Michter’s uses its own distinctive yeast strain, that is, each individual yeast cell is selected to contribute the exact desirable flavors to the end product. The distillery has also instituted an extensive tasting panel that evaluates every batch before it is bottled. Furthermore, Michter’s allows their whiskey to age well beyond the industry standard before it’s deemed ready to drink.

Michter’s Today: A School in Persistence

The incredible resurgence of Michter’s is nothing short of a testament to persistence, resilience, and an unwavering commitment to quality. Every drop that leaves the distillery today bears the weight of the Michter’s history and the strong vision of its current owners. It serves as proof that with enough time, dedication, the right people, and a pinch of luck, anyone can overcome setbacks and achieve their dreams.

The Future of Michter’s

As Michter’s pours into the future, it continues to augment its legacy with a progressive approach to the whiskey market. Yet, at its core, the brand remains true to its roots, carrying the same ambition and scrupulous attention to detail that fueled its revival.

So next time you enjoy a pour of Michter’s, take a moment to appreciate the journey behind every sip. It’s a lavish taproom lecture in tradition, renovation, and the beauty of sticking to your guns no matter what. The new Michter’s, it seems, is a remarkable study in persistence. And we can thank many for this, including Chuck Cowdery.

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Written by Daniel Davis

Daniel Davis has been writing about spirits for over 10 years. He is a frequent speaker at whiskey festivals and events around the country and has been a judge at several international spirit competitions. He is passionate about educating people about the history and culture of whiskey and bourbon and loves to share his knowledge with others.

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