As Woodford Reserve marks a quarter century in the bourbon business, Master Distiller Chris Morris reflected on the brand’s storied past and what’s on the horizon for the next 25 years.
Morris’ journey with Woodford began in 1976, when he joined Brown-Forman, Woodford’s parent company, in its research and development department. He worked at various times in the Old Forester and Brown-Forman Distilleries and others before joining the Woodford Reserve team.
In 2000, he was named master distiller alongside Lincoln Henderson, and succeeded him in 2003.
Morris chatted with The Whiskey Wash as Woodford’s anniversary date was celebrated earlier in October.
The Whiskey Wash: What are some of the high points for Woodford Reserve over the past quarter century?
Chris Morris: There have been so many, it’s hard to highlight a few. The introduction of the Masters Collection in 2004 introduced the reality that bourbon could innovate like Scotch, and in many cases even more so.
Double Oaked’s launch in 2012 introduced a new style or segment of straight bourbon to the market.
Churchill Downs invitation in 1999 to become the first-ever official bourbon of the Kentucky Derby was very exciting. This led to the creation of the Woodford Reserve $1,000 Mint Julep program that’s raised hundreds of thousands of dollars for charity.
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Finally, the Woodford Reserve Baccarat launch in 2018 raised the bar for American whiskey presentation in the global luxury market.
TWW: How has the brand evolved in the past 25 years?
Morris: Woodford Reserve has slowly expanded from a one-expression focus, the core Kentucky Straight Bourbon, to that of a well-thought-out family of expressions. Our goal is to bring the fullest range of American whiskey flavors to the market in our family by changing grain recipes and maturation profiles only. This allows Woodford Reserve to target and highlight specific flavors for presentation.
Therefore, we are the only brand to have Straight Bourbon, Rye, Malt and Wheat whiskies along with our iconic Double Oaked, each concentrating on one of the five areas of American whiskey flavor … sweet aromatics, fruit, spice, wood, and grain flavor.
TWW: If you could describe the ethos of Woodford Reserve in one sentence, what would it be?
Morris: “Substance and Style” – Woodford Reserve will present the widest range of high-quality American Whiskey flavors to the world in a sophisticated yet approachable style.
TWW: Where is innovation taking the brand in the next five years, 10 years, 25 years?
Morris: Woodford Reserve has been the pioneer in introducing innovative grain recipes and maturation techniques to the industry. Now, under the leadership of Assistant Master Distiller Elizabeth McCall, we are exploring the impact that different grain types and the terroir they originate from have on our products. This work has a major sustainability focus to it as well.
We will continue to explore and reflect how Woodford Reserve represents and interacts with the natural ingredients we depend on – water, grain, and oak.
TWW: Thinking of the distillery itself … how integral is WHERE you distill and age to Woodford’s success?
Morris: The fact that our brand and distillery name reflect the WHERE, I think says it all. Woodford County, Kentucky, is largely rural and pastoral. It is centered in the inner Bluegrass Region where the limestone bedrock is of the purest quality possible.
Our mineral rich spring water plays an important role in making Woodford Reserve special – as it does for the neighboring thoroughbred horse farms. It gives Woodford delicate fruit and floral notes and thoroughbreds strong bones. The distinct four seasons also are a crucial factor in our maturation process. After all, bourbon was born in the Bluegrass Region of Kentucky more than 200 years ago, so the spirit reflects its place of origin and no place does that better than Woodford County.
TWW: Describe the new whiskey laid down during Woodford’s anniversary week.
Morris: Well, we can’t tell everything because that would ruin the surprise in the future! Be reassured, it is a true Kentucky Straight Bourbon that will be presented in a special way many years from now.
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