The New York World Spirits Competition (NYWSC) is a marquee event that showcases the finest in the distilled spirits industry. Each year, experts gather to taste, evaluate, and distinguish the best bottles among hundreds of entrants. This year’s competition saw a panel of respected figures, including spirits writers, bartenders, and seasoned distillers, sample a plethora of spirits across various categories. After rigorous assessments, the award hierarchy from Bronze to the coveted Best In Show was established, signaling the industry’s premier recognitions.
This year’s standout was not a renowned name but a newcomer: Lasso Motel’s 18 Year Old American Straight Whiskey, which surfaced just days before receiving the top honor. With its recent launch, the whiskey managed to astonish the judging panel and carve out a space for itself amid long-established brands. The winning whiskey boasts an intriguing profile, setting it apart from its contenders with unique ingredients and aging processes, prompting whispers of excitement and curiosity in the industry.
At 120 proof, Lasso Motel’s whiskey is a bold expression primarily composed of 99% corn, with a mere 1% malted barley. While this mashbill is rich and inviting, the whiskey’s classification presents an interesting conversation point. Aged entirely in used bourbon barrels, it sidesteps the strict rules that define bourbon — namely, that bourbon must mature in brand new oak barrels. This alternative aging methodology allowed Lasso’s offering to mature for a remarkable 18 years while managing to retain a pleasant balance, avoiding the overwhelming oakiness common in many bourbons of similar age.
Judges noted a buttery smoothness that belied the whiskey’s high proof, making it approachable and enjoyable. The aroma bursts with rich caramel notes, setting the stage for each sip to reveal its layered complexities. A flood of toffee and maple syrup on the palate is complemented by a lingering finish showcasing dried stone fruits with a sprinkling of brown sugar, crafting a quintessential dessert whiskey experience.
Aaron Goldfarb, a prominent figure among the judges, expressed his genuine surprise at the whiskey’s quality, stating he was uncertain about the nuances of American straight whiskey. Yet, he summed up the team’s consensus: it was undoubtedly the best whiskey among the tasting lineup, which included revered global brands. Such high praise is a significant milestone, especially for a brand that has only just begun its journey in the spirits arena.
Lasso Motel’s debut has garnered attention beyond its prize, introducing a wider range of cask-finished offerings. With a total of thirteen variations, most bottled at 100 proof, the brand is set to penetrate markets across Texas and Florida. With a retail price of $70 per bottle for the standard offerings, the 18-year-old variant stands at a premium price of $130, reflective of its esteemed status.
The entrance of Lasso Motel into the spirits market heralds the arrival of a brand that could pave new paths in American whiskey. Its unorthodox approach to whiskey production, coupled with a compelling tasting profile and an impressive recognition at the NYWSC, suggests that this brand is positioning itself not just as a competitor but as a potential leader in the evolving landscape of whiskey.
The excitement surrounding its award-winning 18-Year-Old American Straight Whiskey sets a promising precedent for its future releases. As Lasso Motel rolls out its products nationwide, whiskey enthusiasts will be keenly watching its trajectory, wondering if this emerging brand can sustain its initial buzz and climb to the ranks of legendary distilleries. With the right strategy and continued innovation, Lasso Motel may not just be a fleeting success but a lasting fixture in the hearts and glasses of whiskey lovers everywhere.
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