Being a Whiskey Ambassador is cool, but it’s also a lot of responsibility. It’s your job to educate the front line bartenders about your brand and about the history and culture surrounding it. No one takes that responsibility more seriously than Redemption Rye’s Joe Riggs. The Whiskey Wash recently caught up with Riggs to hear more about his role:
Tell us a little about the Redemption brand.
Redemption started in 2010 with the understanding that rye whiskey was the spirit of choice in the United States before Prohibition, and the base for many classic cocktails that are still being enjoyed today. Two founders, Michael Kanbar and Dave Schmier, worked to create a whiskey brand that could be enjoyed neat or on the rocks as well as be able to stand out in a quality cocktail. Redemption Rye is distilled in Lawrenceburg, Indiana, at the former Seagram’s facility, and then blended and bottled in Bardstown, Kentucky. Redemption produces multiple expressions of premium rye whiskey as well as a straight bourbon, and a high rye bourbon.
Our flagship rye whiskey is blended to a flavor profile, not an age statement. A blend of younger and older whiskies from a mash bill of 95% Rye and 5% Barley are bottled at 92 proof. Redemption also releases Barrel Strength expressions of the same mash bill at multiple age statements. The 7 year Barrel Strength was named the Best Age Stated Rye in the World at the World Whiskey Awards 2015.
Redemption Straight Bourbon is a two year, 84 proof bourbon made from 75% corn, 21% Rye, and 4% Barley.
Redemption High Rye Bourbon is an example of bourbon blended at multiple ages from a mash bill of 60% Rye, 36% Rye, and 4% Barley at 92 proof. This whiskey is great for both bourbon and rye whiskey fans.
How did you become Redemption Rye’s Whiskey Ambassador?
Having won multiple cocktail contests and consulting on several bar programs in Louisville, I had the opportunity to work at the Manhattan Cocktail Classic in 2012. Redemption Rye was the whiskey used in a Frisco Cocktail that was made for the event. Before the event started, a mixologist asked me what my favorite cocktail was, expecting me to talk about an obscure classic cocktail or crazy original drink. Instead, I responded “whiskey neat.” I did not know the founder of Redemption, Dave Schmier, heard me and decided that I would be the person he asked to be the National Brand Ambassador for Redemption Whiskies. I am really grateful that that Mixologist asked me what my favorite cocktail was. (see below for the recipe)
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Where are some of the coolest places the job has taken you?
Making Sazerac cocktails at Fort Mason in San Francisco on the edge of the bay looking at the Golden Gate Bridge and Alcatraz was really amazing, best sunset I have ever witnessed. Drinking Redemption Rye on the roof of a hotel overlooking the 9-11 Memorial was certainly memorable. I think my favorite memory so far is the pool party we throw on the rooftop of the Hotel Monteleone during Tales of the Cocktail. I was able to hire bartenders that I would have been honored to bartend with individually and in any setting. The fact that we were all there together, serving great Redemption drinks at that hotel, with those guests, with Captain Green playing music by the pool, was really special.
What are some common misconceptions about rye whiskey that you hear a lot?
Rye is an older generation’s whiskey. The new generation of bartender is educated on the classic cocktail builds and is looking to make drinks with more character. Consumers are following that lead, and rye whiskey is now the fastest-growing segment in the largest volume spirit category.
The Old Fashioned and Manhattan are bourbon cocktails. I am a Kentuckian born raised and I love bourbon, but these drinks were created with rye whiskey and benefit from the spice and complexity of a rye whiskey.
What are some of the challenges in dealing with rye whiskey as opposed to bourbon whiskey? Do you find there are still people who don’t know what to do with it?
Rye whiskey is more expensive and harder to distill than bourbon. Rye is a hardy grain that requires more attention and care during the distillation process.
Rye cocktails have been written about since the 1800’s, so I don’t think it is hard to find ways to use it. The Old Fashioned and Manhattan are staples of the cocktail world and were originally made with rye. The natural character and flavor profile are more complimentary to cocktails than bourbon in my opinion. People are still rediscovering rye, but more and more frequently I am hearing people speak to how they love rye and I only see that trend continuing to grow.
Frisco Cocktail
Tools: shaker, strainer
Glass: cocktail
- 2 oz. rye whiskey
- 1/2 oz. fresh lemon juice
- 1/2 oz. Benedictine
Pour ingredients into a shaker and fill with ice. Shake well for 10 seconds, then strain into a chilled glass.
The Frisco cocktail first appeared (in print) in William Boothby’s World Drinks and How to Mix Them (1934) *Seattlewhiskeycollective.com
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