What do you think of when you read the words transparency, integrity, and honesty? Do you think of whiskey? James Saunders, a seasoned whiskey enthusiast turned founder of New England Barrel Company, certainly does, and for good reason: he built his brand around those words. Developed in 2020, New England Barrel Company began as a brand that could possibly equalize the overabundance of mediocre sourced whiskey in the market, as Saunders shared with me in a quick conversation:
New England Barrel Co. was formed because of how often large contract manufacturers allow a lot of subpar whiskey to reach the shelves. I was tired of friends getting bad $50-60 bottles of sourced small batch offerings or spending $80 on a 2-year-old craft distilled product, not feeling like they got their money's worth, and then swearing off craft.
Personally, I have my opinions on the quality of sourced whiskey. I've been burnt one too many times by recommendations from a friend of a friend of someone. My trust in the quality of curated whiskey brands has definitely taken a hit as a result. But surely there must be good barrels waiting to be discovered, even if it's sourced, right? Saunders thinks so and offers extra reassurance to us, weary whiskey consumers, before handing over our trust and money willy-nilly. You may find comfort in transparency, one of the key tenets of the New England Barrel Company brand. I know I do. But not without a few questions first, like who NEBCo sources their whiskey from. Ask, and Saunders will answer:
We started with Green River and MGP, contract distill now at Bardstown Bourbon Company but ~25% of our barrel holding come from craft distillers with minimal distribution.
Saunders holds roughly 150-200 barrels at a time and is set on not scaling past this number. The barrels contain a range of bourbons from Jim Beam, Barton, and Green River, and ryes from MGP exclusively for the 95/5 mash bill. He openly disapproves of barely legal ryes (hear-hear, James!).
Are you curious about the bottle itself? What about the label or the wax? I was. Ask James, and he'll tell you about his conversation with himself about not letting "perfection be the enemy of the good" when it came to the wax. Even the smallest details on the label, like the birds, hold meaning. This particular label with the lighthouse is not original to the brand; different iterations have existed since 2020. But, according to Saunders, the evolution of his labels falls in perfect symmetry with the evolution of the New England Barrel Company brand, which he affectionately refers to as his "fifth child." The birds on the label represent his wife and four children, by the way, and spoiler: the wax really isn't that difficult to get through.
I also wondered what the future holds for New England Barrel Company. I didn't even have to ask; Saunders is literally an open book. Come 2025, Saunders hopes to highlight more distilleries in their single-barrel program (like Green River and Bardstown Bourbon Company, for example) along with craft distilleries as well. He believes, along with many of those paying attention to market trends, that the future of the whiskey industry is unstable and will likely be hurting hard soon. The possibility of 300 craft distilleries going under in the next year is a reality we are already starting to see unfold. It's with this thought in mind that he wants to be as transparent as possible about who he is representing in the single barrels and in New England Barrel Company's blends, which is his current significant initiative.
With a focus on well-priced blends, New England Barrel Company offers small batch blends that also push the envelope on what many may consider an acceptable age statement for "good whiskey." Many of these blends are age-stated at 3+ years, a fact Saunders will not hide, and also perhaps a challenge posed to those who believe lower-aged whiskey simply cannot taste good. Saunders is determined to change this narrative, one bottle at a time and, in the near future, one taste at a time at a brick-and-mortar operation.
As of early October 2024, Saunders received approval to open a small retail and tasting room in Reading, Massachusetts. This space will also have the capacity to house a blending and bottling production. The tasting room will offer the core blends of New England Barrel Company, as well as limited releases, experimental batches, and single barrels, with a hopeful opening date of Spring 2025.
With so much to look forward to, an evident passion behind the brand, and nothing to hide, it's reasonable to conclude that the whiskey inside is likely the star shining bright for all of us to try. This single barrel rye release, selected for Liquor Junction, sold out within hours and has garnered a bit of attention from whiskey enthusiasts who keep an eye on up-and-coming brands. I was fortunate enough to snag my first-ever bottle of New England Barrel Company recently and am thrilled to taste and review it. So, without further ado (and rhyming), let's dive in!
Company on Label: New England Barrel Company
Whiskey Type: Straight rye whiskey
Mash Bill Percentages: 95% corn, 5% rye
Proof: 131.04°
Age: 11.5 years
Further identification: This is a single barrel selected by Liquor Junction in collaboration with Amongst the Whiskey founder, Nick, and select whiskey enthusiasts from Massachusetts
Nose: The smells wafting out of my glass have my eyebrows rising excitedly. Leading the way is melted butter, ready to be poured into a mixing bowl for lemon bars that will be packed for a leisurely stroll through sun-warmed pine trees with a crisp fall breeze. Wow. All of that just from my first smell. What else is in here? Okay. YUM. This smells like a slow and decadent Saturday morning—lounging in your pajamas until noon, kind of slow, with thick slices of cinnamon-spiced coffee cake covered in rich buttercream icing and tiny nibbles from milk chocolate-covered caramels because chocolate in the mornings should be normalized.
Returning to the nose after a sip is a revisit of pajamas and a second breakfast (or third if you're a Hobbit); instead of maple syrup, there's a dusting of cinnamon sugar. There's also lemon tea and baked peaches covered in the crumble of a cobbler. Late in the glass is sweet and nostalgic with a hint of bubblegum. The empty glencairn smells like a vintage candy shop.
Palate: The creaminess found on the nose has transferred straight to my tongue. What a treat. Speaking of, this tastes like a generous second helping of lemon custard with a berry tart on the side. Goodness, though, there's an excellent cakeiness to this mouthfeel and this rye spice, wow! Take me to a well-worn couch with a plate of gingerbread cake and cream cheese frosting. After a few sips, the flavors continue to reveal themselves, like lifting the lids of chaffing dishes at an all-you-can-eat brunch buffet; there's so much to be found here. Caramel chews, lemon candy, and the slightest hint of artisan root beer that leans into a fun sense of nostalgia. Late in the glass, I find grilled peaches, fresh granola from a farmers market, and the tinest hint of dill, like a giggle escaping during a quiet moment of serious reflection. My farewell sip is a lovely mug of lemon tea and flakey fruit-filled Danish.
TL;DR: With flavors that are ready to impress, prepare yourself for a ride; this rye is not shy!
Rating: 4.5/5
Sometimes, all it takes is one bottle to become a fan of a brand. Sometimes, it takes many. More often than not, it never happens. I am happy to say my first experience with New England Barrel Company has them solidly on my list of brands to watch, with a bunch of hearts surrounding their name like I would do in my yearbook next to the picture of the boy I had a crush on. Yes, I think it's safe to say I have a crush on this brand, and when that happens, I do things outside of the norm, like hop on YouTube for a live review of this pour with esteemed Amongst the Whiskey reviewer: Nicholas Paul Anderson.
Great review as always! Loved the background on the company, the label, etc. Very cool insight.
What an unbelievable write up. Appreciate your honest feedback on this one!