If you’ve been paying attention lately, you’ve probably felt it too—the whiskey market feels different. Bottles that were once nearly impossible to find, or painfully marked up, are starting to show up more often. When I saw a full case of E.H. Taylor Barrel Proof sitting on a shelf at SRP for more than 24 hours, it really drove the question home: what’s happening to the bourbon market?

The short answer is that bourbon is normalizing after an unprecedented boom. For more than a decade, demand surged. New drinkers entered the category, collecting culture exploded, and hype pushed prices to absurd levels. Distilleries responded the only way they could—by expanding. More rickhouses, more barrels, and big long-term bets on future demand.

Now we’re reaching the other side of that curve. Those barrels filled years ago are finally ready, and supply is beginning to catch up. At the same time, consumers are becoming more selective. Inflation has tightened discretionary spending, some drinkers have shifted toward other spirits, and the “buy it just to flip it” mindset has lost momentum as secondary prices soften.

Retail behavior is changing too. Large chain stores—especially those that don’t markup bottles—are getting smarter about flippers. Many are holding allocations for random releases or keeping bottles behind the counter, offering them to customers who actually shop there rather than those who show up only for bourbon drops. In other words, real customers are being rewarded again.

There’s also a growing sense of fatigue. When everything is labeled “limited” or “special,” it eventually stops feeling special. Brands that leaned heavily on hype are starting to feel pressure, while dependable everyday bottles are quietly becoming some of the best values on the shelf. We’re even seeing early signs that certain price increases—once justified by the secondary market—are beginning to ease as the frenzy cools.

None of this means bourbon is in trouble. Far from it. It simply means the market is calming down. For people who actually drink their whiskey, that’s great news. Availability is improving, prices are becoming more reasonable, and the pressure to overpay or overhunt is fading.

And honestly? That’s a healthier bourbon market for everyone.

Early this month we attended a tasting class put on by Redwood Empire Distillery, out on Mare Island, and it was a great reminder of why their process is just as special as their whiskey.

The class included a thoughtful history rundown led by Elliot Sneen, Senior Brand Manager, who walked us through the distillery’s background, philosophy, and how those ideas show up in the glass. It set the tone perfectly for the tasting—informative, relaxed, and refreshingly unpretentious.

There was also a special appearance by Lauren Patz, their Master Blender, adding extra insight and making the experience a lot of fun.

To top it off, we got to enjoy the distillery bar’s cocktails, along with some seriously good eats—rounding out the day with great whiskey, good food, and even better company.

If the bourbon boom really is cooling off, experiences like this prove the whiskey itself is still very much worth showing up for.

If you haven’t been yet, put a visit to the new distillery on your must-do list. The space is beautiful, the bar is worth lingering at, and the whiskey somehow tastes even better where it’s made. Whether you’re there for a class, a flight, or just a solid pour, it’s absolutely worth the trip.

Recent shifts in alcohol guidelines have sparked plenty of headlines, but beneath the noise, the message is pretty simple: drink less, but drink better.

Health organizations like the Centers for Disease Control and Prevention and the World Health Organization have moved away from talking about “safe” or “beneficial” drinking levels and toward a focus on risk awareness. That doesn’t mean alcohol is off the table—it just means being more intentional about how (and why) we drink.

And honestly? That mindset fits perfectly with where modern spirits culture already is.

Today’s whiskey drinkers aren’t chasing volume—they’re chasing flavor, craftsmanship, and experience. One great pour beats three forgettable ones. A thoughtfully made bourbon enjoyed slowly tells a better story than knocking back drinks out of habit.

This shift encourages exactly that kind of approach. Fewer glasses, more appreciation. Less routine, more ritual. It’s about making the drink count—choosing bottles with character, savoring the moment, and enjoying spirits for what they’re meant to be.

So while the guidelines may sound more cautious, the takeaway is actually pretty refreshing: quality over quantity isn’t a compromise—it’s an upgrade. And if you ask us, whiskey has always been at its best when it’s treated that way.

Congratulations Nigel!!! We hope you enjoy that Aged & Ore Neat Glass

The Correct Answer to the Last Riddle was: Jim Beam Distillery

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