Around fifteen years ago, I was reading a mystery novel that took place in the 1970s, and one of the main characters was a rye drinker. In the story, his friends all drank vodka martinis or highballs and repeatedly poked fun of him. They mocked his old timey ways, said he was a couple of generations behind in his personal style. When I was reading about these characters, rye still wasn’t cool. Yet within just a couple of years, it was in such high demand, there was even talk of a shortage.
What happened in such a short space of time?
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Before Prohibition, rye was one of, if not thewas named Whisky of the Year in Jim Murray’s Whisky Guide.
As for Rock and Rye? Pardon the cliché, but it ain’t your grandad’s nasty tipple anymore thanks to brands who have bottled styles tailored to modern palates such as Reilly’s, NY Distilling and Hochstadter’s.
The rye bubble doesn’t seem to be in danger of bursting any time soon, and with more craft distilleries opening every year, there’s no ominous threat of shortage. However, if craft producers are getting away with charging what had been full prices for half bottles, no doubt even economy and mass production brands will continue to raise prices simply because, as these things go, they can reach where others can’t. Too much of a good thing? Nah. Just means there’s always something new to taste.
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