Jefferson’s - Ocean Aged at Sea Bourbon

My current tipple has me thinking about storytelling, and the impact that can have on what we choose to drink.

Over the past 20 years or so, the American market has experienced what many refer to as the "bourbon boom." According to the Kentucky Bourbon Association, production has grown by 566% since the year 2000. This increase in production has been accompanied by an explosion in the number of distilleries and brands available to people like us when we're loitering in the whiskey aisle, trying to look like we know what we're doing when deciding what to buy.

Over roughly the same time period, the boom in available whiskeys also led to an increase in the amount of whiskey Americans were drinking. More recently, however, whiskey consumption has been flat to declining. In 2023, whiskey sales volume in the US declined by about 4%.

It's these supply and demand dynamics – with growth in supply far outstripping growth in demand – that has lead analysts to start using a new term when it comes to the whiskey market: a glut.

So, to set the stage more plainly, there are now more bottles on the shelves, and less people drinking them (thanks, Gen Z). In that environment, how do brands differentiate their whiskey from the next one on the bottling line?

The right answer here is probably taste. But, from the barstool I'm sitting in [Editor's note: you're sitting in bed], the more obvious answer has been through branding and storytelling.

That brings us to what I'm drinking tonight – Jefferson’s - Ocean Aged at Sea Bourbon. When it comes to telling a story about a whiskey, I don't think anyone comes close to what Jefferson's has done with their Ocean Aged series.

Here's what Jefferson's marketing department would tell you:

In 2008, while aboard the ship of a fellow Kentucky native, Jefferson’s Master Blender Trey Zoeller got a wild idea. As he watched the whiskey swirl in his glass, compelled by the constant rock of the waves, he pondered what might happen to a barrel of bourbon if it were aged at sea.  

Since this discovery, Trey has sent hundreds of barrels around the world, with each voyage seeing (on average) over 25 ports, 5 continents, and 2 equator crossings. 

The constant movement of the ocean and extreme temperature fluctuations as the ship traverses the globe completely transform the whiskey. Continuous motion draws the natural sugars in the oak to the surface and enables the new whiskey to develop complex flavors more quickly. Equatorial humidity caramelizes the bourbon, producing a dense composition with an edgy sweetness. At the same time, salty ocean air imparts the bourbon with a briny, savory character. The result is a darker, richer bourbon with incredible depth and complexity.

Is any of that actually true? I have no idea. Sure, I believe that these barrels go sailing around the world, but does "equatorial humidity" actually caramelize the bourbon? Who the hell knows. At the same time, I don't care at all – I absolutely love it. It's interesting and different and a tad insane.

Now, not only do they tell a story around aging at sea, each vintage also comes complete with it's own "Voyage" that details journey in the form a ship's log (this appeals to the trekkie in me).

The whiskey currently sloshing around my glass as I type is from Voyage 28, which undertook the following journey around the globe:

Savannah, Georgia → Pape'ete, Tahiti → Auckland, New Zealand → Brisbane, Australia → Sydney, Australia → Melbourne, Australia → Fremantle, Australia → Singapore → Masan, South Korea → Yokohama, Japan → Tacoma, Washington → Long Beach, California → Panama Canal → Savannah, Georgia

And, to give a sense of conditions, we have this gem of an entry from the "Captain's Log" 👇

OCEAN Voyage 28 made another long run off the Baja Peninsula, through the Tropic of Cancer and down the coast of Central America. The air was hot and heavy with moisture. Rain would have been a relief but it never came. Our transit back through the Panama Canal was swift and smooth and while it remained hot and sticky, our final days through the Caribbean and up the Atlantic coast were smooth and clear. The humidity, dramatic swings in temperature and ever-changing sea conditions had the effect of bringing balance and richness to the complex array of flavors and tastes you will find in OCEAN Voyage 28.

To be clear, I never really imagined that sustained hot and sticky conditions would cause the whiskey I'm drinking to taste better. In reality, after reading this, all I can think about is this whiskey sitting in hot, wet wood as it mildews in the hold of a ship – but AGAIN, I don't care.

I love this story, and I love this whiskey. Here are my notes:

Jefferson’s Ocean Aged at Sea Bourbon

Rank: 7

Nose: Cinnamon, toffee, oak, and psychosomatically a bit of hot, wet wood.

Taste: Caramel, Vanilla, Cocoa

Body: A full oily feeling, rich and encompassing.

Finish: Warm, lingering finish

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Overall: This has long been one of my favorite bourbons, purely because in addition to it's story, it hits all the notes that I like in a whiskey – something on the sweeter side, with hints of vanilla and caramel, that's not too hot (or too alcoholic).

Bottle Info

• Bottler: Jefferson's
• Location: Kentucky
• Brand: Jefferson's Ocean Aged at Sea
• Barrel No: Voyage 28
• ABV: 45% (90 proof)
• Age: Not available

[Editors note: all em dashes are mine, our AI overlords cannot have them]

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