Mystic Bourbon Liqueur

Mystic Bourbon Liqueur Bottle from 2014

Mystic Bourbon Liqueur is a small-batch, bourbon-based spirit being produced in Durham, North Carolina. Mystic is based on a centuries-old Scottish recipe that is traditionally made at the Old Pulteney distillery in Scotland. The original recipe originally called for Scotch Whiskey, heather honey and spices, is produced in the winter months, and only available from the distillery itself. The Scotch based recipe inspired Mystic, but was updated to use American bourbon whisky and wildflower honey, and includes exotic spices such as cardamom and black pepper, as well as more traditional ingredients such as cinnamon and orange peel. Mystic has received critical acclaim,^[1][2] although as of early 2015 distribution is limited to North Carolina,^[3] South Carolina ^[4] and Virginia ^[5] Mystic also has many consumer accolades with positive comments posted on Yelp!^[6] and Facebook.^[7] Mystic was also awarded 89 points by Wine Enthusiast in their September 2014 issue.^[8]

History

Early in 2013 a lawyer Jonathan Blitz and a brewer Michael Sinclair, both from the Raleigh-Durham area of North Carolina, made plans to produce spirits together under the name Barrister & Brewer. They began seeking capital to open a bourbon distillery. They quickly found that the large capital requirements for even a small distillery were beyond their reach, and the risk for investors was too high to introduce an unremarkable unaged whisky product to a crowded marketplace^[9]

After a few months of fundraising for a full bourbon distillery, the pair changed tack. Sinclair and his wife began experimenting with an old Scottish whiskey liqueur recipe that Sinclair had discovered when he had gone on a trip to Scotland to discover his family's roots. Sinclair and his wife used American Bourbon whisky as a base, adding wildflower honey, cardamom, cinnamon and other spices. They created a 60 proof liqueur. Blitz and Sinclair both believed that the product was totally unique and that it would take the market by storm. Each invested money in the company, intending to bootstrap production and marketing on their own. They reduced the liqueur's sweetness slightly in the first production run so they could broaden Mystic's appeal.

Barrister & Brewer contracted with an existing Durham spirits producer, Brothers Vilgalys Spirits Company, to shorten the time required for licensing an independent facility as a distilled spirits plant. Federal formula approval was granted in September 2013, but federal label approval (COLA) for Mystic was delayed by the 2013 federal government shutdown that began on October 1, 2013. As the shutdown went on, Barrister & Brewer sought North Carolina state listing approval^[10] for its product, agreeing to restrict distribution to within NC only. Mystic became available in the North Carolina ABC system at the end of October 2013. Federal label approval was granted a few weeks later, but all the initial bottles sold in November 2013 bore a restrictive legend that states that Mystic was "NOT FOR SALE OUTSIDE NORTH CAROLINA".

Marketing

Mystic's label features a female human left eye on the label. The label and the eye were created by JPW Design Studio of San Juan Capistrano, California, and the eye motif was reproduced on both black and white and clear labels. Blitz was set on the idea of using a realistic human eye on the label because his father had used a line drawing of a human eye in small classified and display ads for leisure travel services in the 1980s. The name Mystic was drawn from the following quote from William James: "The sway of alcohol over mankind is unquestionably due to its power to stimulate the mystical faculties of human nature."

After getting the product accepted into Durham and Orange County government-controlled liquor stores in early November, Sinclair and Blitz hand placed over 200 road signs featuring the Mystic eye logo, the question "What is Mystic?" and the product's URL. At the same time, the founders, their friends and early enthusiasts distributed thousands of similar stickers throughout North Carolina in a loosely coordinated campaign. As the product became more widely available through North Carolina Alcoholic Beverage Control Commission (ABC) system, Sinclair and Blitz focused on in-person selling to persuade bars and restaurants to incorporate Mystic into their cocktail menus. They began using online ads and social media to publicize the product and events.

In April 2014, Mystic entered the South Carolina market.^[11] Mystic has sold faster in South Carolina because the laws there permit tasting events in liquor stores. More than 3500 bottles of Mystic sold in the first four months the product was available in South Carolina.

In December 2014, Mystic entered into the Virginia market with a debut in 100 Virginia ABC stores.

Tasting notes

A classic bourbon nose gives way to notes of candied orange and wild flower honey laced with hints of mint and anise. The full-body features a delicate combination of black peppercorn and cinnamon on the mid-palate, complementing the soft essence of vanilla and citrus. The long finish culminates in a classic toffee-bourbon note with a faint ginger echo.^[12]

References