Overview: The Curated Barrel Project has unveiled an ambitious new initiative: a rare small-batch bourbon series released over the course of two years. This inaugural release is called “Control,” a seven-year-old straight bourbon whiskey that showcases the distiller’s mastery.
The Full Story
The idea for this project began in 2018, when Jake Norris, former head distiller at Stranahan’s and Laws Whiskey House, met Pete Barger of Southern Distilling Company. Together they created a high-rye bourbon recipe that would mature to perfection over time. However, the COVID-19 pandemic intervened, causing a two-year delay in production.
Undeterred by this setback, Norris put his plans on hold and focused on building his own distillery in Arvada, Colorado. Finally ready for launch after years of planning and anticipation from enthusiasts who have been patiently waiting for the Control to hit shelves.
Production & Profile
The first release is a seven-year-old straight bourbon whiskey aged in new American white oak barrels with plans to bottle it in 2020, but due to pandemic-related delays. The final product has become too valuable and meaningful to its makers “to auction off to a stranger,” as Norris puts it.
Each of the eight editions will come with a zine that provides an autobiographical account of Norris’ experiences and inspirations. You’ll also receive access to exclusive Spotify playlists featuring Norris’ favorite tunes for each release, as well as invitations to chef’s dinner pairings in collaboration with local culinary experts throughout the series.
Brand & Industry History
Jake Norris has been a driving force behind Denver distilleries since 2004 when he launched Stranahan’s Colorado Whiskey. After leaving Laws Whiskey House, he went on to help various small-batch brands get off the ground through consulting work.
With his latest venture, Norris aims not only to create premium whiskey but also foster a sense of community and camaraderie among enthusiasts who appreciate fine spirits without succumbing to snobbery or hoarding behavior. The $99 price tag keeps these bottles within reach for most bourbon drinkers while still maintaining their collectible value.
What This Means
The Curated Barrel Project has significant implications on the industry, setting a new standard for small-batch releases and innovative marketing strategies that prioritize authenticity over exclusivity. By focusing on quality over prestige, Norris hopes to redefine what fine bourbon means in today’s market.
Consumer Takeaway
The Curated Barrel Project offers consumers an unparalleled opportunity to experience exceptional craftsmanship combined with unique finishes and culinary pairings throughout its eight-edition series. Each bottle comes equipped with a QR code linking customers directly into exclusive Spotify playlists featuring their favorite tunes for each release, further solidifying this project’s focus on community-driven storytelling.
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