The realm of whiskey is traditionally dominated by the aged spirits of Scotland and Ireland, revered for their rich history and established distilling practices. However, in a surprising turn of events for 2025, The Whisky Exchange, one of the premier online retailers of spirits, has anointed an American whiskey as its top choice. This decision signals a noteworthy shift in consumer preferences and highlights the evolving landscape of whiskey appreciation, demonstrating that American craft distilleries are worthy contenders in a market long synonymous with British Isles.
Unlike standard spirit competitions that rely on a panel of experts, The Whisky Exchange’s methodology focuses on consumer engagement and blind tasting. Each year, the retailer compiles a selection of around 9,000 different whiskey expressions, narrowing them down to a shortlist of favorites from ongoing commercial releases priced under £80. Attendees at their annual Whisky Show, held in London, are then invited to taste and vote on these selections blindly, which eliminates bias and preconceptions commonly associated with branded spirits. In this particular year, the honor of ‘Best Whiskey’ was bestowed upon New Riff Bottled in Bond, a bourbon that epitomizes the American whiskey movement.
New Riff Bottled in Bond, priced at approximately $42, has garnered acclaim for its distinctive character. This bourbon is a product of meticulous craftsmanship, primarily made with non-GMO grains and a high rye content of 30%. Its aging process spans a minimum of four years in new charred American oak barrels, ensuring a robust flavor profile. With a bottling proof of 100, it appeals to both novice whiskey drinkers and seasoned connoisseurs alike. Upon pouring, one is met with aromatic notes of butterscotch and cardamom, leading into a mid-palate experience layered with dark berries, clove, and a hint of cracked pepper. The finish is notably lengthy, showcasing the complexity and balance that New Riff aims to achieve.
Challenging Traditional Norms
The recognition of New Riff is not merely a moment of triumph for one distillery; it stands as a testament to the growing prowess of American bourbons on the global stage. New Riff, which entered the industry a mere decade ago, continues to gain traction, demonstrating that the innovative spirit within the craft bourbon movement is compelling enough to rival long-held European traditions. This year’s whisky shortlist included noteworthy competitors from Scotland and Ireland, such as Glenglassaugh Portsoy and Glen Scotia Victoriana, yet New Riff emerged victorious amidst formidable opposition.
In addition to the overall winner, The Whisky Exchange also reintroduced a category recognizing innovative products, labeled ‘New Wave,’ highlighting emerging and creative expressions in the whiskey landscape. This year, Copperworks Distilling from Seattle received this honor for its Release 046 single malt. The acknowledgment reflects a broader trend, where American distillers are increasingly being celebrated for their contributions to the whiskey industry.
Dawn Davies, head buyer at The Whisky Exchange, succinctly captured the importance of these awards when she remarked on the blind tasting’s ability to dissolve preconceived notions about whiskey. For many traditionalists who view Scotch as the epitome of quality, this outcome serves as a clarion call. American whiskies are proving that they can offer an array of flavors, complexities, and drinking experiences that not only rival but, in some instances, surpass their older counterparts.
As whiskey aficionados and everyday drinkers alike take note of this shift, it beckons a future where American whiskey holds an esteemed place in the hearts and palates of enthusiasts worldwide. The success of brands like New Riff signifies a movement toward greater appreciation for the artistry and terroir of American spirits, encouraging a continued exploration of this dynamic field. With brands producing high-quality, innovative expressions, the global whiskey market is set to become even more diversified, inviting both newcomers and purists to join in on this exciting journey.
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