The Whiskey Revolutionary
Forbes India|November 23, 2018

Two decades ago Joe Magliocco revived Michter’s, a defunct rye and bourbon brand that traces its roots back to George Washington. With it, he changed the industry.

Maggie McGrath
The Whiskey Revolutionary

When Pam Heilmann completed one of her first distillations of Michter’s American Whiskey in 2015, the incoming master distiller proudly came to Joe Magliocco, Michter’s owner, with the technical results: From the hundreds of bushels of grain, she was able to produce an extra barrel of whiskey, the equivalent of about 200 bottles. That kind of efficiency mattered in her previous job running distilling operations at Jim Beam’s Booker Noe plant (which makes Knob Creek and Booker’s bourbons, among others). Magliocco, however, was interested in only one thing.

“I said, ‘Pam, that’s really nice,’ ” Magliocco recalls, “‘but how the hell’s the whiskey taste?’”

Such straight shooting is a hallmark of the 60-year-old New Yorker, but the focus on quality over quantity is one of the reasons he brought Michter’s back from the dead in the first place. In the mid-’90s, when consumption of American whiskey was at a nadir, Magliocco was looking to add a premium rye to his portfolio at Chatham Imports in Manhattan—ideally with a brand the market had forgotten.

His instinct proved prescient. “I think Joe is one of the main drivers of resurrecting rye brands,” says Eric Gregory, head of the Kentucky Distillers’ Association or KDA. “Everybody has a rye now.”

Magliocco set his sights on Michter’s, whose roots date to 1753, when the distillery—then called Shenk’s, and later Bomberger’s, after new owner Abraham Bomberger— was founded in Pennsylvania. Like many spirits brands, Michter’s had an irresistible origin myth: According to legend, George Washington bought enough whiskey at the distillery to get his troops through winter at Valley Forge. (During the 1980s, Michter’s slogan proudly proclaimed it “the whiskey that warmed the American Revolution”.)

この記事は Forbes India の November 23, 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は Forbes India の November 23, 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

FORBES INDIAのその他の記事すべて表示
Home-Cooked Meal Is Now Greatly Valued
Forbes India

Home-Cooked Meal Is Now Greatly Valued

The pandemic has also brought with it an improved focus on hygiene, use of technology in dining, rise of cloud kitchens and resurgence in popularity of Indian ingredients

time-read
8 分  |
May 21, 2021
Paytm 3.0 - Reaching Near Breakeven In Two Years
Forbes India

Paytm 3.0 - Reaching Near Breakeven In Two Years

As of 2020, Vijay Shekhar Sharma’s super app for financial services had run up losses in thousands of crores. Now, as digital payments gets yet another boost courtesy Covid-19, he’s hopeful of reaching near breakeven in two years

time-read
10+ 分  |
June 4, 2021
THE PANDEMIC HAS CAUSED WOMEN GREATER LABOUR PAIN
Forbes India

THE PANDEMIC HAS CAUSED WOMEN GREATER LABOUR PAIN

Covid-19 has shown that women are more likely to face the brunt of job losses than men, and find fewer opportunities when they want to resume. That apart, several have to deal with increased hours of unpaid work at home and even domestic abuse

time-read
8 分  |
May 21, 2021
LEADERSHIP WILL BE ABOUT SEEING THE BIGGER PICTURE
Forbes India

LEADERSHIP WILL BE ABOUT SEEING THE BIGGER PICTURE

Leaders must not only guard their teams first during a crisis, but also deal with stakeholders with respect and dignity. And apart from pursuing business goals, they should remain committed to our planet and the environment

time-read
7 分  |
May 21, 2021
PHILANTHROPY SHOULD BE HUMBLE, BUT NOT MODEST
Forbes India

PHILANTHROPY SHOULD BE HUMBLE, BUT NOT MODEST

Apart from building a flexible and resilient framework for the future, philanthropists, civil society and the government must work in tandem so that every rupee is absorbed on the ground

time-read
9 分  |
May 21, 2021
INTEGRATED HEALTH CARE, TECH WILL DISRUPT SECTOR
Forbes India

INTEGRATED HEALTH CARE, TECH WILL DISRUPT SECTOR

While clinical research will get a boost, having a skilled workforce and public spending on health care will be challenges in the near term

time-read
8 分  |
May 21, 2021
DIGITALISATION WILL HELP IN VALUE CREATION
Forbes India

DIGITALISATION WILL HELP IN VALUE CREATION

As the pandemic brings technology and innovation to the core of business and daily life, the next decade will see about 150 million digital-first families in India

time-read
8 分  |
May 21, 2021
Industry 4.0: Climate Revolution?
Forbes India

Industry 4.0: Climate Revolution?

Augmenting sustainability alongside digital capabilities is an economic, competitive and global opportunity for India’s businesses, but regulations need to reflect intent

time-read
10 分  |
June 4, 2021
EV Dream Still Miles Away
Forbes India

EV Dream Still Miles Away

Electric vehicles have remained a buzzword in India for years. But not much has moved on ground due to high upfront costs, range anxiety and charging infrastructure

time-read
6 分  |
June 4, 2021
Living Waters
Forbes India

Living Waters

A virus has caused us to scramble for oxygen but our chokehold on the environment is slowly strangling the very waters that breathe life into us. The virus is a timely reminder: We are merely consumers, not producers of life’s breath on this planet

time-read
4 分  |
June 4, 2021