Barrell Bourbon with Joe Beatrice

Shift Drink

Barrell Bourbon roared onto the liquor scene less than a decade ago with a plan. Founder Joe Beatrice had tired of his career in tech and made the big leap into the whiskey business right as the bourbon craze hit high gear. He left New York City and moved to the heart of Bourbon country in Kentucky.

Joe decided that he would source only the best distillates, operate ethically in an industry known for snake oil sales and slick marketing campaigns, and they would work diligently with the blending process to make sure that each batch is unique but still appeals to whiskey fanatics. A plan like that should have meant that Joe spend would spend decades before getting any recognition – particularly in the crowded Bourbon category. But the accolades came quickly and he now sources spirits from all over the world from scores of producers, has branched out into specialty releases of rum, and is excitedly looking to the future of American rye whiskey.