The World Whiskies Awards (WWA), established in 2007, has emerged as a cornerstone of the global spirits competition circuit. Over the years, its influence has significantly shaped the preferences and trends in the world of whisky. By assembling a panel of expertise that scans the entirety of the whisky landscape, the WWA serves as both a barometer of whisky quality and a forecast for what enthusiasts can expect in the future.
What sets the WWA apart is its ability to identify rising stars in the whisky world before they explode onto the scene. For instance, the WWA’s recognition of Yamazaki 25 Year Old as the best single malt in 2012 prefigured the explosive interest in Japanese whisky that would follow. This accolade not only cemented the whisky’s status but also highlighted that discerning judges could anticipate the growing global fascination with quality spirits from Japan. Each year, as competition intensifies and expectations rise, the WWA remains a critical touchpoint for consumers and distillers alike, signaling which brands and expressions are worthy of attention.
The recent award ceremony held in downtown Louisville offered a platform for the best in U.S. brown spirits, including categories like bourbon, rye, and Tennessee whiskey. Among the reverberating buzz, the award for “World’s Best Bourbon” sparked exceptional interest. This year, the accolade was handed to the 2024 bottling of Old Fitzgerald Very Very Special (VVS). Delving into what makes this bourbon stand out provides a rich narrative about tradition, craftsmanship, and innovation in the world of whiskey.
The Old Fitzgerald VVS encapsulates both tradition and modern excellence. As part of the decanter series, initiated by Old Fitzgerald in 2018, this unique bourbon is released sporadically, a rarity that adds to its allure. The maroon label designates it as a limited and special offering, making it only the third edition in a series that builds anticipation among both collectors and whiskey connoisseurs.
Since its inception in 1870, Old Fitzgerald has been a staple in the bourbon community. However, the VVS bottling holds particular significance as it commemorates the 25th anniversary of Heaven Hill’s acquisition of the Bernheim Distillery, where the bourbon is produced. Distilled in 1999 and aged until March of 2013, this expression has undergone a meticulous maturation process, allowing its flavors to develop fully before bottling. The decision by Heaven Hill to prolong its aging in inert vessels has preserved the spirit’s integrity and richness.
The Flavor Profile and Cultural Context
When assessing Old Fitzgerald VVS, enthusiasts can expect an impressive flavor profile that reflects both traditional craftsmanship and modern taste preferences. The whiskey greets the nose with complex notes of baked fruits, sweet spices, and subtle oxidative nuances. On the palate, the experience deepens, revealing layers of leather, candied fruits, and the warmth of smoked wood—a testament to its skillful aging and blending processes.
Moreover, the wheated mashbill of 68% corn, 20% wheat, and 12% malted barley adds to its luxurious mouthfeel, appealing to the palate’s desire for viscosity and richness. Wheated bourbons have garnered significant admiration in recent years, with expressions like Pappy Van Winkle often leading the charge in the luxury bourbon market. With its recent awards and the accompanying buzz, Old Fitzgerald is poised to take its place beside such esteemed names in the whiskey hierarchy.
However, prestige often comes with a price tag that can deter even the most passionate collectors. Initially priced at $230, the Old Fitzgerald VVS now fetches prices exceeding five times that amount on the secondary market, illustrating how sought-after it has become. This spike in value underscores the bourbon’s desirability and the powerful influence of awards like those given by the WWA in driving consumer interest and market dynamics.
The World Whiskies Awards continues to elevate the industry standard, providing recognition to exceptional spirits while shaping consumer trends and preferences. The 2024 Old Fitzgerald Very Very Special epitomizes this phenomenon, blending history with contemporary excellence, ensuring that it will remain a talking point among bourbon lovers for years to come.
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