Daniel Davis
A Glimpse into the Persistence Journey of Michter’s
The charismatic realm of whiskey is filled with numerous brands, each carrying a unique story within its amber elixir. But none quite match up to the enduring tale of perseverance and revival that is woven into the history of Michter’s. Named after its founders – Michael and Peter, this American whiskey brand was unfortunately left in oblivion before its transformative rebirth.
The Abandoned Juvenile
In 1989, the Michter’s brand, virtually unknown to many, had hit a low, its operations staggering and the business tumbling after a significant fall. The distillery was deserted, a testimony to the harsh realities of the ever-volatile liquor industry. Could the narrative of Michter’s have ended there, relegated to the dusty shelves of distillery history? Fate, it seems, had other plans.
The Unexpected Revival
The year 1990 ushered in a new wave of hope for the orphaned brand. Joseph J. Magliocco and Richard Newman, both industry stalwarts in their own right, decided to take the brand in and nurture it back to its former glory. But make no mistake, this was a significant challenge. As they took this daring plunge into reviving Michter’s, they were faced with a herculean climb towards success in the highly competitive whiskey market.
Banking on Traditional Methods
The resurgence of Michter’s under the leadership of Magliocco and Newman was largely rooted in their unwavering commitment to traditional distillation methods. Staunch believers in the ‘pot still distillation’ process, the duo capitalized on ensuring the utmost quality of their spirits. Their staunch commitment to quality over quantity, often a rarity in today’s high volume-oriented businesses, set them apart. Heavy investments were also made to refurbish the distilling equipment to yield a high-quality product, thus cementing their unique positioning in the market.
The Triumphant Return
What transpired next was nothing short of a Hollywood-worthy comeback. A series of carefully crafted products trickled out of Michter’s doors, each winning over critics and enthusiasts alike. Not only did Michter’s manage to put themselves back on the map, but they persistently climbed to the very top, thrusting the brand into an alluring spotlight. Their success could be attributed, in no small part, to a relentless pursuit of quality and an unwavering diligence.
The Michter’s Line-Up
The Michter’s blueprint for success heavily revolved around creating a diverse and top-tier product line-up. Their US*1 offerings provide high-quality, frequently aged bourbons, American whiskey, and rye, which serve as the elegant gateway for those beginning their Michter’s journey. On the other hand, their specialty products like the 10, 20, and 25-year-old releases personify exclusivity and cater to the seasoned whiskey aficionados.
The New Michter’s – A Study in Persistence
The ‘new’ Michter’s stands as a testament to the power of persistence, resilience, and a keen understanding of the market. This iconic brand solidifies the fact that recipes can be recreated, buildings refurbished, and brands revived. The new Michter’s is, above all, a narrative in persistence, of restoring an aging legacy and turning it into a brand that is as robust, rich and inspiring as the whiskey bottles it fills. And for that, we raise a toast to Michter’s, to the persistence of Magliocco and Newman, to the fascinating journey of whiskies that say a lot more than just the taste notes.
