Consumer customization has come to whiskey.
In November 2015, Buffalo Trace Distillery launched its “Craft Your Perfect Bourbon” website in a lighthearted attempt to teach people about bourbon. The interactive experience allowed fans to choose a bourbon recipe, warehouse placement, age and proof. In just over two years, 100,239 bourbon drinkers completed the process of “crafting” their bourbon.
And what did fans choose? The overwhelming number selected a wheated bourbon recipe aged for eight years. Most chose for their barrel to mature on the top floor of the bourbon warehouse and ultimately be bottled somewhere between 90-99 proof.
In response, Buffalo Trace Distillery will release a new edition of W. L. Weller Bourbon called “CYPB,” short for Craft Your Perfect Bourbon.
As directed by fans, this bourbon will be made from a wheat recipe, aged eight years on the top floors of the warehouses, and bottled at 95 proof. Although limited, one batch of this new bourbon will be released each year, beginning this summer.
The recommended price is $39.99 for a 750-ml. bottle.
“Although we certainly didn’t set out to produce a new bourbon based on this ‘Craft Your Own’ experience, the results are overwhelmingly consistent, so why not give whiskey drinkers what they want?!’” says Kris Comstock, Buffalo Trace senior marketing director. “We’re thrilled how so many fans have interacted with the website, and we hope more will try their hand at crafting their perfect bourbon.”
