We spoke to the makers of Slingshot, who wanted to craft a whiskey more like bourbon than scotch.
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What Cohen did not want to do was to make another copy of scotch, which he believes other Israeli distilleries are doing. But marketing this particular whiskey in the Middle East presented some challenges. “Obviously, you can’t say bourbon,” he said. “But if we’re giving tastings, we introduce ourselves as Israel’s first bourbon because it has a bourbon profile. But you won’t find the word bourbon anywhere on our label… We decided the best way to [market it] is to call it Kentucky whiskey.
American whiskey fans are very protective of their category, and appreciate the strict definition that keeps bourbon in particular from being adulterated with color or flavor. So it’s not far fetched to assume that whiskey Twitter will have a field day with this. But Cohen said that, as far as he’s concerned, there’s no such thing as bad publicity. “We’ve gotten thousands of people commenting and that’s fine by me as long as people are talking about it,” he told. “But the fact is I’m not interested in spending time trying to figure out the minutia of every little detail of the law.” Nevertheless, he said the label will change over the next month or so to say “corn mash Israeli whiskey,” a much more accurate descriptor.
The first bottling of Slingshot arrived last winter, aged between two and two and a half years. Cohen noted that the climate in Israel accelerates maturation, making that time period the equivalent of five to six years in Kentucky. There are three different expressions available: Small Batch, Single Barrel and Barrel Proof. For now the whiskey is only available in Israel and for purchase
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