On Saturday, January 24th 2009, Whisk(e)y Apostle began with our first post. Ten years ago. Wow.
Time can be a funny thing. On the one hand, ten years seems like a LONG time ago (the days before everyone had ‘smartphones’ as we know them today; Android’s first phone had only been out a few months, and if you wanted an iPhone – you had better be on AT&T). On the other hand, not so much (Jack Daniel’s was $19.99 for a 750 mL – same as today). A lot has changed in those ten years. I have a hard enough time remembering what I had for lunch 3 days ago, let alone what I was doing ten years ago. A scan of the headlines quickly brought me back.
Within the couple weeks surrounding our launch, some of the news of the day (here in the US at least) included:
- The “Miracle on the Hudson” (US Airways Flight 1549), which happened 9 days earlier.
- Barack Obama’s first inauguration as President of the United States, which was the Tuesday prior to our first post.
- The United States was still in the throes of the Great Recession of 2008. The $787 billion stimulus package hadn’t yet been passed, and the Dow hadn’t yet his it’s recession low (which would happen in March 2009).
- Illinois Gov. Rod Blagojevich was in the midst of his impeachment trial.
While not ‘front page headlines’ in the mainstream media, some big news was taking place in American whiskey. That same month, Constellation Brands sold Barton (along with 40 other brands) to Sazerac, effectively exiting the American whiskey market (well, at least until 2016 when they purchased High West, and shortly after a minority stake in Bardstown Bourbon Co). In April 2009, Pernod Ricard sold Wild Turkey to Gruppo Campari (and just a couple years later, would invest in doubling their production capacity).
The ‘bourbon boom’ as we know it today hadn’t really gotten into gear. And I’d venture a guess that many of our readers weren’t yet “really into whiskey” yet (by my own admission – I wasn’t!)
We’ve shared how we each ‘found whiskey’ before, but that’s just the beginning of the journey. After more than 650 collective whisk(e)y reviews, and hundreds of other posts, I thought it would be fun to check in with each of the apostles on their thoughts of what Whisk(e)y Apostle and the last ten years have meant to them.
Matt
Ten years seems like an eternity ago and yet seems too short a time. The way I remember it, Richard and I started planning for the site sitting on a picnic table in Bloomington, IL while I was in graduate school, so the idea is closer to 15 or 16 years old. We had to go to a local park to find a cigar friendly environment. So we smoked, drank whisky, and philosophized as we laid the ground work for what eventually became Whisk(e)y Apostle. We even coined the term Whisk(e)y Apostle and came up with our slogan at that cracked and faded table along the edge of the Constitution Trail. It would be several years before we circled back to the idea. If I could offer advice to anyone, it would be to not try to launch a time-consuming enterprise while in graduate school or while planning a wedding, and definitely not while doing both. I’d be lying if I said the site became everything we envisioned on that picnic table way back when, but I can’t say I’m disappointed.
Ten years is no small feat and, thanks to Gary, it’s got legs beyond Richard and I. I’m grateful to Richard for taking the reins when I had to step away due to some personal difficulties. I always intended to come back (in more than the ghostly role I play these days), but there was a I time when I spent 6-10 hours a week reading blogs, whiskey enthusiast publications, and press briefings, and another 4-8 hours tasting, writing, and attending events. I just don’t have that kind of time these days. If I’m honest, I don’t have the interest either. When we started this, Richard and I had a Pokemon approach (gotta try ‘em all). I’ve found what I like and I’m comfortable in that. I’ll try pretty much anything, but I don’t have that desire to try everything anymore. I’ll still talk/argue/pontificate about whisk(e)y with anyone who cares to listen, but I don’t search it out (the Georgia Bourbon Society and our yearly trips to Bardstown, KY pretty much fill my needs there). If you’re a long-time reader (thanks to both of you), you’ll be happy to know I still hate marketing double-speak, liars (but I like a good story), and most Canadian Whisky. I’ve softened my stance on cocktails, peat, and ice in whisky. I still love the ritual of whiskey and sharing it with friends, both old and new. Thanks for the ride.
Richard
10 years come and gone. I wasn’t a father ten years ago. I had just brought home the puppy I would name Aberlour and now she sits looking at me write with a gray face and the calm tolerance of a senior dog. Youth, family members gone, energy….it’s easy to measure time in things lost. But as I look back on those ten years and what Whisk(e)y Apostle* meant to me I keep thinking about what I gained.
As Gary pointed out, I gained many great friendships with other whiskey enthusiasts from around the world. I’ve gone from sharing drams at the Quaich Bar in Scotland to drinking freshly thieved snorts of bourbon straight from the barrel offered to me by names like Jim Rutledge and Eddie Russell. This site has brought me people, opportunities, and experiences that I never would have imagined when Matt and I were sitting on that damn splinter ridden picnic table so many years ago. I drink better now, no doubt. I smoke much better too (I can’t believe we ever smoked those infused cigars). In general, I think my life is much richer and more fulfilling in many ways because of the water of life and the site we dedicated to it.
I’ve definitely found my groove when it comes to whiskey. I know my sandbox and where I like to play. That doesn’t mean that it still doesn’t excite me. All you need to do is happen upon me talking to some poor soul who only wanted to ask a couple of questions and you will see by the dissertation I’m delivering that I am actively still “proselytizing the way of malt.” But life changes and we change. With a career, two daughters, and many commitments it became increasingly difficult to give Whisk(e)y Apostle the time it deserved. I can’t fully express my gratitude to Matt for convincing me to start this journey and to Gary for keeping the dream alive. The site has brought so many wonderful experiences and people into my life. I couldn’t imagine the last ten years without it.
And the drams were pretty damn good too!
* We never really addressed this here but the damn parentheses were Matt’s idea. In the early days we were sending all our thoughts back and forth for post, etc. He kept telling me to use the parentheses because that’s “part of our brand”. It seemed a little silly then and it does now too but ten years in there is no going back.
Gary
As the whole of my whiskey journey has really been in the last 10 years, I think what stands out to me are how many friends I’ve made thanks to the water of life. I’ve mentioned before how much this blog meant to my personal whiskey journey, which I know can sound like some made-up cornball story despite being 100% true. In June of 2012, I emailed Richard to ask about this ‘Georgia Bourbon Society’ he had mentioned in a post the year prior (having recently started attending Metro Atlanta Scotch Club gatherings, and looking to expand my horizons). The next month I attended my first official meeting of the ‘Georgia Bourbon Society’ (GBS), and after enduring a hazing involving a goat and some truly nasty dusty bourbon, I was welcomed into the group (or at least not immediately told to leave and forget the address). I can link back dozens of friendships back to that single point, with folks from around the world. I can’t count how many amazing evenings I’ve shared with them, trying new (and old) whiskies, learning more about the spirit we all share a love of, and being reminded that at the end of the day – a good fart joke is just as funny in your 30s and 40s as it was when you were 7.
Beyond the friendships and camaraderie I’ve enjoyed through whiskey, some other highlights for me also revolve around this blog. I was super excited in late summer 2014 when Richard asked if I was interested in taking a stab at doing some whiskey reviews. And I was honored when last year he asked if I’d be interested in taking on the managing editor responsibilities here at Whisk(e)y Apostle. I learned it’s more work than I originally thought, but is absolutely a labor of love.
Thanks for still reading (if you’ve got this far), and indulging us in our short trip down memory lane. Looking forward to continuing to bring you whiskey reviews, ponderings, and other nonsense!
Cheers!
Gary (and Matt & Richard)
