LOUISVILLE, Ky. (AP) — In a bourbon market facing slowing sales, supply gluts, and unexpected competition from wellness trends, Willett Distillery’s Pure Kentucky XO Bourbon is emerging as a standout pour—earning rave reviews on the Whiskey at Work podcast for its complex, small-batch character.
The 107-proof Kentucky straight bourbon blends two distinct mash bills: one high-corn (72% corn, 13% rye) for sweetness, and another rye-forward (52% corn, 38% rye) for spice. The result? A nose of caramel and faint eucalyptus, followed by a palate of cinnamon, toffee, and peppery rye.
“This is a sleeper hit,” said co-host Rob during the tasting. “I expected a gimmick, but it’s layered—like a cross between classic bourbon sweetness and a high-rye kick.”
A Bottle with Mystery
The XO label—borrowed from brandy terminology, where it denotes extended aging—hints at its possible roots in Willett’s pre-2014 sourced whiskey, likely aged 8–12 years. Since resuming distillation in 2014, Willett’s own stock would likely be younger (4–6 years), leaving fans guessing which version they’re drinking.
“That ‘distilled by Willett’ label doesn’t tell the full story,” noted co-host Mark. “But whether it’s older sourced juice or their own distillate, it works.”
Bourbon’s Bigger Challenges
The review came amid a sobering moment for the industry:
- Declining demand, with Brown-Forman’s stock dropping amid reports of slower whiskey sales.
- Ozempic effect: Studies suggest weight-loss drugs curb alcohol cravings, potentially shrinking the market.
- Gen Z’s shift toward low-alcohol seltzers and cannabis-infused drinks.
Yet bottles like Pure Kentucky XO prove there’s still room for surprises. “Not every great bourbon has to be allocated or $100,” Rob said. “This one’s just good.”
