Dancing Goat Distillery unveils retailer opportunity

Dancing Goat Rickhouse

The distillery’s single barrel program is providing a unique opportunity for retailers to personally select whiskey for their customers 

In Wisconsin-based Dancing Goat Distillery’s first year of its single barrel program, it sold more than 35 barrels of whiskey. Each of those barrels were personally selected by retailers for their stores. 

“Our customers like to hear that we took the time to choose this particular whiskey for them,”  said George Beneos of Doti Liquors in Ilinois. “Serious whiskey lovers and those new to whiskey both really appreciate the special attention and we enjoy the experience working closely with Dancing Goat to select our own barrel.”

Retailers interested in selecting barrels are invited to the distillery, or sent an array of samples, to taste based on the profiles they are looking to work with. Proof, mash bill, aging and finishing are all variables that make each of the selections distinct.  The vice president of distilling and innovation, Nick Maas conducts a one-on-one tasting with the retailer while at the distillery or a virtual tasting through a zoom call if samples were sent directly.

“I love working with our retailer partners,” said Maas. “It’s like a dance. Going back and forth with each sip and sharing the nuances of different taste profiles that they are trying to achieve.  Eventually getting to the perfect whiskey experience that they want to provide their customers.”

Barrels sold to date include the award-winning six year-old Limousin Rye with special bottled proofs and finishes. The distillery also made exclusive mash bills available under a Dancing Goat Distillery Single Barrel Selects label. These included rye bourbon, malted bourbon, oat bourbon and 100 per cent corn whiskey. Depending on the whiskey and proof selected, a barrel will yield between 15 to 40 six-pack 750ml cases. 

Most recently, online retailer selected two different single barrels. The first sold out in four hours and the second barrel sold out in even less time for a combined total of 200 bottles sold. In addition to Seelbachs, the distillery has worked closely with retailers and distributors to select barrels for stores in Illinois, Michigan, Wisconsin, West Virginia, Missouri, Arkansas and Florida.

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