A Sip of Knowledge with Eric Rosentreter of Woodinville Whiskey Co.
On Abril 26, 2022, a livestream of the program “A Sip Of Knowledge” began at ZAVVY. The event was hosted by Liz Rhoades, a technical distiller and spirits consultant with over a decade of experience in the spirits industry, and Lew Bryson, a long-time whisky writer who served as the managing editor of Whisky Advocate magazine for 20 years.
The livestream featured the participation of Eric Rosentreter, brand ambassador for Woodinville Whiskey Co, who will talk us about whiskey, spirits, distilling, marketing, and the current state of the drink industry.
Eric Rosentreter’s Journey to Becoming a Brand Ambassador
Eric Rosentreter, the brand ambassador for Woodinville Whiskey Co, has had a unique journey to his current position. He started his career in the trades as an electrician, before transitioning to work part-time at Delilah’s, a renowned whiskey bar. Over time, his role at Delilah’s expanded and he witnessed the bar’s transformation from a punk rock bar with a lot of whiskey to a whiskey bar that occasionally plays punk rock.
During this period, Eric observed the rise of whiskey as a category and the specialization of various other categories. He also experienced the impact of social media on these trends. After leaving Delilah’s, Eric worked with Redemption and Kevin’s door briefly before the onset of the pandemic disrupted his career trajectory.
During the pandemic, Eric worked at Warehouse Liquors for about a year. This experience allowed him to closely observe consumer trends in the whiskey industry. He also conducted online tastings for private clients through the Beer Temple during this time.
Eric’s journey is characterized by his ability to adapt and learn from each experience. His story is a testament to the fact that sometimes, going with the flow can lead to unexpected and rewarding career paths.
Eric Rosentreter’s Reflections on the Pandemic and His Career
Eric Rosentreter, shared his experiences and reflections during the pandemic. He noticed that many of his friends and colleagues struggled with alcohol consumption during this challenging time, with some deciding to quit drinking altogether.
During the pandemic, Eric contemplated leaving the industry and returning to the trades. However, an unexpected opportunity with Woodinville changed his mind. A call from John Traynor, the commercial director of Woodinville, while he was tending to his lawn, gave him a much-needed boost. This opportunity, along with a recommendation from Mike at Delilah’s for a position at Warehouse Liquors, pulled him out of a dark place.
Despite not resorting to excessive drinking, Eric admitted that he was hard on himself during this period. However, he feels optimistic about the future as we emerge from the pandemic. He praised Chicago and New York City for their cautious approach during the pandemic and looks forward to the rejuvenation of these cities in the spring. For Eric, the prospect of cities coming back to life after being cooped up for so long is a truly uplifting feeling.
The Experience with Virtual Whiskey Tastings
Eric Rosentreter, talk about his experiences with virtual whiskey tastings during the pandemic. Initially introduced to the concept by Chris Quinn at the Beer Temple, Eric found the first few sessions challenging but rewarding.
He focused on empowering consumers to make their own choices, especially when it came to American whiskey and various bourbon mashbills. Eric encouraged participants to engage with their local shops and staff, emphasizing the importance of politeness and good manners.
Despite the logistical challenges of sending whiskey samples due to differing state rules, Eric found value in these virtual tastings. He adopted a philosophy from Delilah’s of not trying to be something for everybody, but trying to be everything for somebody.
Eric acknowledged that the whiskey boom has led to an overwhelming number of choices and releases. However, he views this as part of the joy of the industry, even though it’s impossible to know everything. His focus remains on empowering people to make decisions on their own.
The Approach to Whiskey Education and Empowerment
Eric Rosentreter, discussed his approach to whiskey education and the importance of engaging with others in a healthy, non-competitive manner. He noticed that some enthusiasts can be confrontational about their knowledge, but he prefers to interact with those who share knowledge in a friendly and collaborative way.
Eric believes in empowering consumers to make their own decisions. He incorporates this philosophy into his daily activities, such as staff trainings. He uses his brand, Woodinville, as a backdrop for these sessions, but his focus is on educating people about whiskey in general.
He encourages people to remove certain vocabulary from their vernacular and to make decisions based on their own experiences and education. He shared an anecdote about meeting Craig Beam from Heaven Hill, who taught him that the best whiskey is the one right in front of you.
Despite the vast number of choices available due to the whiskey boom, Eric’s goal remains to empower people to make their own decisions. He hopes that through education and empowerment, people will choose his brand along the way.
Whiskey Tasting and Information Sharing
Eric Rosentreter, expressed his critical view on how people taste whiskey. He believes that it’s almost impossible to taste whiskey completely objectively when you’re pouring it for yourself and seeing the bottle and label. While he respects the opinions of professionals and contributors to the vibrancy of the whiskey community, he finds it challenging not to be critical of their contributions.
Eric also discussed the impact of ratings and competitions in the industry. While some ratings and medals matter, he believes there’s a lot of noise that can be a barrier to entry for newcomers. He cautioned against weaponizing information or using it as a point of differentiation, instead advocating for using information as a point of absorption.
Lew Bryson, a fellow whiskey professional, added that when sharing tasting notes, one should aim to be descriptive rather than prescriptive. He emphasized the importance of sharing personal experiences without dictating what others should experience.
Eric Rosentreter’s Journey with Woodinville Whiskey Co.
Eric Rosentreter, journey with the company began with hands-on experience at the distillery, where he was involved in unloading grain trucks and participating in the distilling process. The company sources its grains from a 700-acre farm owned by the Almond family, with whom they have been partnered since 2010. In 2017, Woodinville Whiskey Co. formed a strategic partnership with Moet Hennessy to leverage their sales force and marketing expertise.
Woodinville Whiskey Co. offers three core SKUs: Bourbon Whiskey, 100% Rye Whiskey, and Port Finish. The Bourbon Whiskey is a high rye mash with a composition of 72% corn, 22% rye, and 6% malted barley. It is aged for five years in 53-gallon barrels with a level four char and heavy toast on the heads.
The 100% Rye Whiskey was developed with the help of Dave Pickerell, who worked with the distilling team for about a year before his passing. This whiskey uses vegetable enzymes to kickstart fermentation.
Lastly, their Port Finish is identical to their Bourbon Whiskey but is finished for an additional six months in fresh tawny port casks from Portugal. Each of these whiskeys offers a unique flavor profile that caters to different palates.
Woodinville Whiskey Co.’s Experimentation with Wood Finishes
Eric, shared insights into the company’s experimentation with wood finishes. Every year around harvest season, the company releases a distillery-only product that showcases their latest wood experimentation. The focus is not on different age statements, as all their whiskeys are kept at five years old, but rather on the influence of different wood finishes.
One of their experimental finishes from the previous year was the Muscatel finish, which was applied to their bourbon. This release was well-received and quickly consumed by Eric and his wife over several weeks. The company also regularly releases Pedro Jimenez and Oloroso finishes, which are higher proof due to their sweeter nature.
Their Portwood finish, part of their core lineup, is an exercise in balance. The bourbon is finished for an additional six months in a port cask, creating a product that doesn’t overshadow the wine finish but also doesn’t bury it. Eric expressed his hope that these unique finishes will be available in other markets soon, allowing more whiskey enthusiasts to experience them.
The Evolution of the Whiskey Industry
Eric Rosentreter, shared his thoughts on the current trends in the whiskey industry. He observed that while people may be drinking less, they are willing to pay more for quality. This shift in consumer behavior is reflected in cocktail menus, where higher-priced cocktails made with premium ingredients are becoming more common.
Eric also noted the trend of growth by acquisition in the industry, drawing parallels with what has happened in the beer industry. He mentioned several examples of this trend, such as Redemption being bought by Deutsch Family Wine and Spirits, Woodinville partnering with Moet Hennessy, and the merger of Luxco and MGP. He predicted that such acquisitions and partnerships will become more commonplace in the whiskey industry over the next few years.
In Eric’s view, quality equates to quality. Whether it’s the whiskey itself or the ingredients used in cocktails, better ingredients lead to a better end product. This focus on quality is driving changes in the industry and influencing consumer behavior.
The Changing Landscape of the Whiskey and Beer Industries
Eric Rosentreter, discussed the rapid changes in the craft distilling industry. He noted that these changes are happening faster than they did in craft brewing, largely due to the significant infrastructure and investment involved in spirits production.
Eric emphasized the importance of traditional marketing strategies, such as having a physical presence on the streets, especially as the world begins to regain a sense of normalcy post-pandemic. He believes that while digital platforms like Instagram Live are useful, nothing can replace the impact of direct, in-person interactions.
Drawing parallels with trends in the beer industry, Eric expressed concern that some breweries are focusing more on introducing new flavors than on promoting beer itself. He compared this to creating a well-designed cocktail with whiskey rather than focusing on the whiskey itself.
Eric also mentioned his interest in challenging people’s perspectives on whiskey, such as using rye whiskey in tiki cocktails. He is curious to see how new brands will build support into their marketing and sales strategies, as well as their distribution aspects.
The Role of Festivals in the Whiskey Industry
Eric shared his thoughts on the role of festivals in the whiskey industry. He noted that there has been an increase in the number of festivals, especially as the world recovers from the pandemic. While larger festivals like Whiskey Fest are making a comeback, Eric expressed a preference for smaller, more intimate events.
From a brand perspective, Eric highlighted the significant cost of participating in larger festivals. He questioned the return on investment, especially for smaller brands with limited budgets. He emphasized the importance of ensuring that both the brand and the festival organizers benefit from the participation.
Eric also raised concerns about the pricing of these events. While high prices can deter those who are only interested in consuming large quantities of alcohol, they can also attract attendees who are more interested in the event itself rather than the whiskey.
In Eric’s view, festivals should offer more than just a tasting experience. They should include elements like live music or featured artists to create a sense of community. However, he stressed that it’s crucial for brands to see a tangible benefit from their participation.
The Art of Whiskey Tasting and Customer Engagement
Eric Rosentreter, thoughts about whiskey tasting and customer engagement. He emphasizes the importance of understanding the product, in this case, whiskey. For instance, all their whiskeys are five years old, but there’s no age statement on the labels. However, they are labeled as straight whiskey, which according to whiskey laws, implies they are at least four years old.
Rosentreter believes in the power of personal interaction and humor in creating a bond with customers. He strives to provide a service that the internet cannot – being charming, nice, and getting a laugh out of customers. Drawing from his experience in the service industry, he understands the importance of being clever and sharp-tongued without being condescending.
He encourages customers to explore their tastes and preferences. If a customer doesn’t like a particular whiskey, he challenges them to reflect on why and guides them towards other options that might suit their palate better. This could involve suggesting a younger wheated mash bill for those who prefer something sweeter.
Rosentreter also highlights the benefits of having tasting areas in stores. These spaces allow customers to try different whiskeys and make informed decisions, especially when it comes to single barrel selections. He explains that even though single barrel selections are technically the same, they all taste different due to their non-chill filtered, barrel proof nature.
In conclusion, Rosentreter’s approach to whiskey tasting is about more than just the drink itself. It’s about creating an engaging and enjoyable experience for customers while helping them discover their unique preferences.
Featured image: Tripadvisor
