I judge a bottle by its label. As someone who has worked in marketing and public relations, I’m always fascinated by how a brand positions itself through the little details: the shape of the glass, the colors and word choices, and the story it tells.
With these cues in mind, it’s easy to overlook Benchmark Single Barrel Kentucky Straight Bourbon Whiskey. The square, squat bottle has no bells or whistles that draw attention to it. On the contrary, it seems to blend into liquor store shelves, especially since it’s often placed on a bottom shelf or end of a row with a price tag around only $25.
I’ll admit I even wrinkled my nose when my husband first reached for a bottle in lieu of the more luxe, eye-catching options on the shelf. However, when he told me that Benchmark is made by Buffalo Trace Distillery and rumored to use the same mash bill as some of its more famous spirits, I was intrigued.
Then, when we placed the bottle on the counter to purchase, the clerk gave us a grin and his nod of approval. “It’s amazing to find a single barrel at that price, isn’t it?” he said.
It felt like a secret handshake or a wink. If you know, you know.
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While Buffalo Trace doesn’t officially release its mash bills, the Frankfort, KY, distillery’s connection to Benchmark certainly isn’t classified information. Benchmark products are clearly listed on the Buffalo Trace website. Earlier this year, the whiskey medaled at both The Spirits Business’ American Whiskey Masters and the International Spirits Challenge. And bourbon enthusiast TJ Gamble—more commonly known as Brewzle to his 705,000 YouTube subscribers—repeatedly points out Benchmark Single Barrel as a great buy in his videos.
And yet, Benchmark Single Barrel still feels like a best-kept secret—at least for now—compared to the amount of fanfare and inflated prices surrounding Buffalo Trace staples like Blanton’s, Eagle Rare, E.H. Taylor, Weller, or the holy grail, Pappy Van Winkle. Thinking back to my walking tour of the Buffalo Trace in December 2023, I don’t recall much mention, if any, of Benchmark—nor do I recall seeing much Benchmark merchandise holding pride of place in the gift shop.
If it's so rare to see a single-barrel bourbon with a $25 price tag, what motivates Buffalo Trace to make this possible?
According to Andrew Duncan, global brand director at Buffalo Trace, the proof is in the plaque posted on the distillery’s grounds with a quote credited to the late Pappy Van Winkle, Sr., that reads: "We make fine bourbon at a profit if we can, at a loss if we must, but always fine bourbon."
Courtesy of Buffalo Trace
“There is a common misconception that as an accessibly priced bourbon, Benchmark Single Barrel isn’t a good quality bourbon,” Duncan wrote in an email. “The reality is that Benchmark Single Barrel is an authentic Kentucky Straight Bourbon Whiskey distilled, aged, produced, and bottled at the world’s most award-winning distillery. It shares many characteristics with our other fine straight bourbons and is aged longer than many others at its price point by comparison.”
To deliver on Pappy’s promise, Duncan says only the best barrels are selected and bottled at 95 proof for this whiskey.
“While every barrel is unique, each reflects the utmost standard for the finest taste and most smooth finish with every pour for Benchmark Single Barrel,” he wrote, noting that distillers routinely sample barrels individually to select those that make the cut.
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“We also have a belief that our items’ suggested retail prices consistently deliver value for the money,” Duncan says. “Based on the success of single barrel expressions, as first started by Blanton’s—another [Buffalo Trace] brand—we wanted drinkers to be able to enjoy a high-quality, award-winning Kentucky Straight Bourbon Whiskey without breaking the bank.”
It’s worth pointing out that while the manufacturer's suggested retail price (MSRP) for Blanton’s is between $60 and $70, it’s nearly impossible to find a retailer selling at this low of a price, unless you luck out at the Buffalo Trace gift shop.
Back at home, my husband and I sampled blind pours of Benchmark Single Barrel alongside Blanton’s and Eagle Rare. Pleasantly surprised by the results, I was reminded that I can’t always judge a bottle by its label. With plenty of warm toasted oak and baking spices at an easy-sipping 95-proof, Benchmark Single Barrel slides smoothly over the palate. It not only delivers on Pappy’s promise, but would surely make him proud.
Next up, Duncan suggests sampling multiple bottles of Benchmark to compare tasting notes side by side—an opportunity that's unique to the single barrel expression.
“Tasting the variation across single barrels helps develop one’s palate and appreciation for the degree of variability that occurs across barrels,” he wrote. “One of its greatest strengths is its versatility; its smooth finish makes it perfect for mixing simple cocktails, while its notes of caramel and citrus shine when sipped neat or over ice.”
So, if you're looking for a single barrel Straight Kentucky Bourbon Whiskey and can’t find Blanton’s or don’t want to blow the budget, reach for Benchmark Single Barrel—no secret handshake required.
Related: Pappy Van Winkle Reveals 2024 Collection Is Here. You Better Act Fast
