Daniel Davis
A Deeper Dive into the Legend of Michter’s
In the world of whiskey, the name Michter’s carries weight. If you’re a whiskey lover, you likely have a bottle of Michter’s on your shelf – or at the very least, in your wish list. Michter’s has emerged as one of the most respected names in the industry, known for their commitment to quality and consistency.The story behind the recent prowess of Michter’s is a fascinating orchestration of events that led to a unifying theme: persistence.
Michter’s: A Brief History
Contrary to popular perception, Michter’s wasn’t birthed in Kentucky as many illustrious names in the whiskey world. Michter’s began its journey in Pennsylvania in 1753, which makes it one of the oldest distilleries in the United States. Bankruptcy stuck the company in 1989, and it remained idle until 2004 when it experienced its resurrection in the heart of Kentucky.
The Role of Persistence
Since the reboot, the journey of Michter’s has been a classic case of persistence against all odds. The brand had to simultaneously grapple with the challenge of crafting top-grade bourbons and ryes, and, restoring the glory and respect that the brand name once commanded. Persistence has led Michter’s on a path to success. The persistence of the brand, the persistence of the people in charge, and the persistence of the belief in what Michter’s could be.
Persistence in Quality
From the onset, Michter’s made a promise to only release their product when it was at its best, not when it was convenient for accounting calendars. Their spirit of perseverance embraced the notion of ‘cost be damned’. The brand refused to cut corners, and much-delayed releases became part of their tradition but this only helped build an aura around Michter’s.
Persistence in People
Another form of persistence seen in the brand’s revival is embodied by the people involved. Joseph J. Magliocco and Richard “Dick” Newman brought Michter’s back from the dead, leading it with an unyielding spirit. Magliocco, especially, has been instrumental in leading the brand’s relentless drive towards perfection. Newman, with his wealth of experience in the whiskey industry, has also been integral in shaping Michter’s success.
Persistence in Belief
But perhaps the most important demonstration of persistence is the belief that the founders had in Michter’s. They trusted the value and potential of the brand, and they never lost sight of the long-term vision: Making Michter’s the best it could be, even if that meant waiting years for the whiskey to reach its full potential.
Where Michter’s Stands Today
Today the Michter’s we see is a direct result of persistent adherence to quality, experience, and belief. Their products have earned acclaim from all corners of the world, and their tireless pursuit of excellence has redefined what consumers can expect from a whiskey brand.
A Salute to Persistence
Just like every bottle of Michter’s aging in a rickhouse patiently waiting to peak, persistence has been key in Michter’s resurgence. It’s a story that whiskey enthusiasts admire – a tale about a brand’s unwavering belief in its ability to create an exceptional product, and its refusal to quit, even in the fires of adversity.
