Recently, gaming icon Guy Beahm announced the launch of Black Steel Bourbon. Together with pioneering female Master Distiller Marianne Eaves, they brought something new to the bourbon world and the gaming arena.
In a statement, Beahm and Eaves both cited the belief that bourbon was missing the mark with a younger and different audience than the bourbon category is used to, and that there’s a need for a new vibrancy in the category.
In just 45 minutes from launch, all Black Steel Bourbon stock sold out from their website, ReserveBar and Minibar Delivery.
Requests for bottles remained high, so Guy Beahm recently announced in a gaming stream that he was releasing to fans his personal stash of bottles that he had intended to reserve for gifts. Those then, too, sold out in minutes.
“There’s been a resurgence of whiskey drinkers in the last five years and a growing number, myself included, that aren’t particularly represented by what’s out there,” Beahm said in the prepared statement. “They understand and demand top quality, but they also don’t need to be fed sepia-tinted wheat field photography to see that quality. That’s been done, and being done. But bourbon shouldn’t be that boring, it’s bourbon.”
The bourbon itself is the result of a partnership between Beahm, Eaves, and H+S Labs.
The distiller’s notes show that Black Steel Bourbon delivers a smooth, distinctive flavor profile with notes of sweet grain, charred wood, green apple, vanilla bean, and citrus peel.
Jon Alagem, co-founder of H+S Labs, said that Black Steel is the culmination of a devout love for the history and craft of bourbon, “But done in our own way. It’s so incredibly unique and excitingly different in its stance than what we’re traditionally used to.”
For more information on the brand or to get a bottle, check out www.blacksteelspirits.com.