When I agreed to take the affirmative for the bourbon shortage argument, the words of Four Roses master distiller Jim Rutledge echoed in my mind: “We are having trouble meeting demand.” There’s a thought that the bourbon shortage is a bunch of bull mess smelling of marketing foul. But Rutledge is the one guy in this business I trust above all. His words are the golden truth.
Fast forward a few months after Rutledge uttered his comments, I broke the story of Four Roses discontinuing its Limited Edition Single Barrel on my blog. That’s when I knew that the bourbon shortage was real, so it took me awhile to understand this was not hype.
The problem is, these two words—“bourbon shortage”—lack a definition or statistical data to support a shortage exists. In fact, all we have to conclude that there is a shortage is the yearly Buffalo Trace press release saying there is one, which gets diced up and published all over the world, and anecdotes from several master distillers and brand managers. We also have solid evidence of brands discontinuing products—see Early Times 354 and Ancient Age 10 Star—to use these earmarked stocks for more popular brands. We have examples of proof lowerings and age statements being dropped to make the whiskey stretch out a little further per bottling, while brands place products on allocation and consumers stand in long lines just to put their names in the hat for a harder-to-find bourbon lottery. Meanwhile, consumers complain they cannot acquire once everyday bourbons such as Weller 12 year old.
For the past three years, with the continuing bourbon shortage conversation, we’ve heard all of this and the never-ending complaining that goes along with it. But nobody has provided statistical data to show the depths of this shortage.
I have done just that. In two separate surveys, my company, Minnick Media Inc., polled bourbon enthusiasts and retailers. The data suggests both groups indeed feel there is a bourbon shortage in perception and what they’re able to purchase.
This data should be viewed similarly to the U.S. unemployment rate. American citizens become fearful of the economy and job situation when the unemployment rate hovers around 9 percent to 12 percent. In 1933, at the height of the Great Depression, the unemployment rate was 24.9 percent. That means 75.1 percent of the working population was employed. Sure, they endured lower wages and perhaps did not work in their desired career field, but three-quarters of the working people had a job. Today, Grenada, Kenya, Kosovo, Macedonia, Nigeria, Nepal and many other countries endure higher unemployment rates than the United States during the Great Depression.
I offer these labor stats as a contextual perspective: Consumers are able to buy bourbon, but not the bourbon they necessarily want—just as most Americans had jobs during the Great Depression just not at the craft or salary they desired. So if your measure of the “bourbon shortage” is there is bourbon sitting on the shelves and in the warehouses, then, there is no shortage. But the bourbon shortage is not about everyday bourbons sitting on shelves—Jim Beam White Label, Wild Turkey 101 or standard Evan Williams. According to the surveys, the lack of bourbon availability exists in the mid-tier to premium brands.
About the consumer survey: 85 percent respondents were male, 50 percent lived in a household earning between $100,001 and $200,00 a year and 31 percent were between the ages 21 and 44 with the majority living in the Southern or Midwestern United States. Respondents were verified bourbon enthusiasts with 42 percent enjoying bourbon between 6 and 15 years.
Key findings from the consumer poll:
- 86 percent said they have entered a store with an intent to buy a product but the bourbon was not in stock.
- 82 percent said they have been unable to find bourbons they once easily found.
- 67 percent said they have purchased multiple bottles in fear they’ll be unable to buy this product next time.
As expected, some brands showed greater availability than others, but your average bourbon enthusiast visits stores that do not or cannot carry Weller 12 year old and Old Charter. And 97 percent of the responders said their store did not carry George T. Stagg.
None of that surprised me. What shocked me was that of the random twelve bourbons selected for this survey, Jim Beam White Label was only available in 85 percent of the respondent’s store of choice. I don’t think I’ve been to a liquor store that didn’t carry Jim Beam White. To go back to my unemployment analogy for a minute, how would this country react to 15 percent unemployment?
Jim Beam claims it does not have a shortage problem, of course, but why did the company drop the age statement on its Jim Beam Black? Of course, the particular liquor stores could just not like this product or the respondents simply don’t recall seeing Jim Beam White Label, but other mainstay brands with strong national presences showed signs of a lack of availability. According to the responders, Elijah Craig 12 year old and Noah’s Mill were unavailable in 15 percent and 58 percent respectively of their preferred stores.
In the “other” section of brand availability, Elmer T. Lee, Willett and Van Winkle dominated the write-ins, indicating they were widely unavailable.
The consumer survey was completed with 149 people. The liquor store survey is ongoing, but so far it’s darn near unanimous across the country. Of the respondents, 100 percent said they are unable to fulfill a consumer’s bourbon request at least once a day and the most requested product is Pappy Van Winkle, followed by Four Roses Limited Editions and Buffalo Trace Antique Collection. Liquor stores are unable to stock brands they once normally stocked and believe the lack of product availability hurts their bottom line. Perhaps most importantly, 100 percent of the liquor store owners / managers believe there is a bourbon shortage. Interestingly, nearly 70 percent of the liquor store respondents said they are “tired” of the industry’s excuses.
Liquor stores would know better than anybody. They are the front-line salesmen and women who interact with consumer.
With that said, the bourbon shortage must not be measured in quantity sitting in warehouses and new brands hitting the shelves. The shortage should be an actual statistical rate that can be measured and studied. This shortage narrative should be about consumer data just like the Nielsen TV ratings system or the unemployment rate.
My data confirmed what we’ve always known: Limited Edition bourbons were hard to come by. But it also offered a glimpse into the state of mainstay bourbons that are not available in more than 15 percent of the stores, while more than three quarters of bourbon enthusiasts are unable to find bourbons they once easily found.
With the continued bourbon demand, Elijah Craig 12 year old will become the new Weller 12 year old, which will become as scarce as Four Roses Limited Edition Small Batch, which will become Pappy Van Winkle, which will become, well, you get it.
The bourbon shortage equals a combination of the limited edition bourbon availability, in-store availability of mainstay products and the rate at which a consumer cannot find a product. These three core data identifiers represent the consumer, not the brands, and the data clearly shows they cannot purchase premium products, mainstay products are becoming harder to come by and they’re often unable to find what they want.
The bourbon shortage is real. It’s felt every day.