In the connoisseur world of strong beverages, recognition often comes from esteemed competitions that highlight craftsmanship and quality. Recently, the New York World Spirits Competition (NYWSC) took center stage to reward the finest spirits available. With a panel composed of influential figures ranging from established bartenders to renowned writers, the event served as a platform for many newcomers to showcase their creations alongside industry icons. The competition featured a whirlwind of tasting sessions, where judges sifted through hundreds of entries, assigning medals across diverse categories based on the quality and characteristics of each spirit. The coveted ‘Best In Show’ title drew particular attention, and its recipient turned out to be a surprising debutant in the whiskey arena.
Among the various entrants, one whiskey managed to stand out: the 18-Year-Old American Straight Whiskey from the relatively unknown brand Lasso Motel. Launched just as the competition was taking place, this 120-proof expression achieved the highest accolade in a spectacular feat of timing and craftsmanship. Derived from a unique mash bill consisting of 99% corn and merely 1% malted barley, this whiskey provides an atypical yet alluring flavor profile.
One notable aspect of this release is its sourcing from MGP in Indiana, a well-regarded producer that has supplied many reputable brands in the past. However, this whiskey does not adhere to the traditional bourbon classification since it has been aged entirely in used bourbon barrels. Unlike scotch or Irish whiskey, bourbon must mature in new, charred oak barrels to hold on to its coveted name. By opting for used barrels, Lasso Motel’s whiskey avoided the potential pitfalls of extended oak exposure, allowing it to attain a level of age and refinement that would otherwise be rare in bourbon.
The sensory experience offered by the Lasso Motel whiskey is remarkable. Potential consumers can expect a luxurious mouthfeel that is unusually smooth for a spirit with a high alcohol content. When poured, the nose is immediately struck by enticing caramel notes that promise an indulgent experience ahead. Each sip unveils a luxurious cascade of flavors—rich toffee and hints of maple syrup herald the approach of a lengthy finish marked by dried stone fruit lightly coated in brown sugar.
The balance and complexity of this whiskey provide an almost dessert-like quality, making it an exceptional choice for those who appreciate nuanced flavors in their spirits. Aaron Goldfarb, a noted spirits author and judge for the competition, expressed profound admiration for the whiskey’s distinctiveness, underlining its status as a standout among traditionally recognized favorites from across the globe.
Lasso Motel’s Rise in the Market
As the 2024 Best In Show winner, Lasso Motel steps into the spotlight with a bright future ahead. The brand is strategically rolling out its offerings in selected markets, specifically targeting Texas and Florida while also making plans for nationwide accessibility through Seelbach’s—a distributor known for connecting premium spirits to consumers.
Besides the remarkable 18-Year-Old Straight Whiskey priced at $130, Lasso Motel is keen on diversifying its range, preparing a total of 13 different cask-finished whiskey expressions, most of which will be available at the attractive price of $70 and bottled at 100-proof. This keen pricing strategy, coupled with their strong competitive debut, establishes Lasso Motel not only as a newcomer but also as a formidable player in the spirits industry.
In the ever-evolving world of spirits, a single competition can alter the trajectory for emerging brands. Lasso Motel’s 18-Year-Old American Straight Whiskey not only succeeded in winning the most prestigious accolade but also sets a benchmark for quality and craftsmanship. As it embarks on its journey through the beverage scene, consumers can expect unique expressions that challenge conventions, all while enticing with flavors that promise to elevate the drinking experience. With established competitors on the lookout, it will be fascinating to see how Lasso Motel continues to shape its legacy within the spirited landscape.
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