Craft Bourbons are poised to revolutionize the appeal of Old Fashioneds, helping bartenders boost sales of this timeless cocktail. These small-batch, artisanal spirits offer unique flavor profiles, often characterized by rich, complex notes that elevate the drink’s overall experience. As consumers become more discerning and seek out premium ingredients, the allure of a well-crafted Bourbon becomes a significant selling point. Bartenders can highlight the distinct qualities of each craft Bourbon, tailoring the Old Fashioned to the patron's taste and creating a personalized, memorable experience. The narrative of craft and quality not only enhances the perceived value of the cocktail but also encourages customers to explore different variations, driving repeat orders and fostering a deeper appreciation for the classic drink. 

Indeed, the Old Fashioned cocktail, despite its name, remains timeless and fashionable. It is a simple yet sophisticated drink, comprising whiskey, water, sugar, and bitters in its traditional form. Modern versions may include oranges, cherries, and various experimental ingredients like bespoke bourbons, different citrus types, maple syrup, and vanilla. Smoked Old Fashioneds, offering dramatic presentations, have also become popular. Market research by Datassential shows that in 2023 the Old Fashioned appeared on 18.2% of U.S. menus, a 29% increase over the four years prior. This surge reflects its enduring appeal and versatility.

Image Source: Oak & Eden and Allison Bickel, AllRecipes.com

The panel of expert bartenders at the 2024 Bartenders Spirits Awards pinpoint exciting Bourbons, many from boutique distillers, to reinvigorate your cocktail program. Plenty of distinct flavors and great stories lie behind these whiskies.  

1. Varchas Reserve 102 Straight Bourbon Whiskey from Shankar Distillers won Double Gold: Lovely cooked fruit with oranges and vanilla. Drinkable and complex notes of cinnamon, canned fruit, chocolate, clove, and orange coat the entirety of the mouth. Perfect for a cocktail but also neat.

2. Bar Boss Bourbon by Northwest Spirits (Double Gold): Everything you look for in an everyday bourbon - hot flavor, sweet notes, and a long finish.

3. Cask Strength Bourbon from The Heart Distillery: Cherries, vanilla, and chocolate with a bit of mint on the nose. Sweet, hot rye aftertaste of lingering lemon.

4. A.M. Scott's Barrel Proof Bourbon Whiskey: Honey aromas, oaky and stone fruit body, and baking spices on the finish. Some concentrated vanilla as well.

5. Heaven's Door - Ascension, Kentucky Straight Bourbon: This bourbon has a light nose of caramel, orchard fruits, and oak. The palate brings this honeyed nuance of bright baking spices that finishes cleanly and quickly. Aftertaste with an impressive balance.

6. Old Dominick Straight Bottled-in-Bond Bourbon Whiskey Batch #1: A nose of cherries and other pitted fruit, along with some mint, make way for a palate of rye as well as lemon and a hint of vanilla.

7. Savage & Cooke Bourbon Whiskey: Lots of grassy notes open up to minerality in the middle, with a long finish.

8. Straight Bourbon from Storyhouse Spirits: This bourbon brings dark fruits, chocolate, and strong oak notes to the nose. On the palate is a wonderful blend of toffee, dark chocolate, red fruit, and oak. The finish lingers slightly.

9. Green River Kentucky Straight Bourbon Whiskey: Nose of caramel, toasted oak, spice, dried fruit leather, and dried herbs. Well-balanced spice and heat on the palate end with a relatively short finish and some pepperiness.

10. Judson & Moore Bourbon Whiskey: Subtle aromas of oak and dried fruit, moderate body with lots of wood on the palate, some cinnamon, Earl Grey tea, and a great finish. Would be great in a cocktail or on its own. 

All these Bourbons were Gold Medal winners! The judges of the Bartenders Spirits Award competition represent the pinnacle of expertise in the beverage industry, making their role crucial in selecting winning spirits that significantly enhance bartenders' bottom lines. 

Time to stock up on some of these Bourbons for creating crowd-please Old Fashioneds.