Blue Run Spirits recently announced its first Private Barrel Program, Chosen.
Developed by Trey Wade, Blue Run’s Chief Experience Curator, the program features elements similar to the most exciting aspects in college and professional sports. The program is designed to give consumers an engaging experience beyond simply thieving whiskey from a barrel and receiving a co-branded bottle.
“Since Blue Run has already established itself as a company that approaches the industry through a different lens, we wanted to make sure our private barrel program focused on the holistic experience, not only the ultra-premium whiskey,” said Blue Run Spirits Co-Founder and CEO Mike Montgomery. “Picking a private barrel is an exciting moment and a meaningful investment, so the process should feel elevated and leave a long-lasting impression.”
Launched in February, the program began with “Scouting Season,” as Blue Run sought out retailers and organizations that share the company’s values and vision for a broader, more diverse whiskey community. At the same time, the brand began spreading information on the program to other members of the whiskey community.
The day after Super Bowl LVII (February 13), “The Portal” opened. This online experience gives interested parties the opportunity to throw their name in the “hat” for a chance to select their very own barrel(s) of Blue Run Whiskey. Potential draftees will be asked more about their organization, probed on what kind of whiskey they are looking for and asked to design their bottles, with the ability to customize their strip stamp, neck label, proof label and the color of Blue Run’s signature butterfly medallion–more than 750 design combinations are possible.
March 23 is “Draft Day.” Every qualified entry from “The Portal” will go into a barrel inspired by a lottery wheel and 16 lucky entrees will be “chosen” at random. The event will be streamed live on multiple online platforms for enthusiasts to tune in and see who is allocated these coveted selection experiences. “The Blue Run Draft” will have an invite-only live audience and take place at whiskey partner Bardstown Bourbon Company in Bardstown, KY.
From there, “The Season” begins for all who have been “chosen.” Participants will work directly with Wade early spring through mid-summer to discover their whiskey profile. They will select either a single barrel or create a micro-blend from inventory hand selected by Blue Run Whiskey Director Shaylyn Gammon. The barrels set aside for the program vary in age, proof and even mash bill.
Everything will culminate at the Blue Run Butterfly Gala, a VIP launch party to showcase the creativity of each private selection. There, guests will get to sample a variety of the whiskeys from this year’s program, in addition to meeting the other participants and those who submitted to the original draft. There will even be superlatives awarded for the best barrel, best blend, and best design.
“Having done scores of barrels selections for individuals, retailers and organizations over the past six years, I have a keen sense of what makes a private barrel program truly rewarding and memorable for the participant, particularly around how to build anticipation and excitement,” said Trey Wade, Blue Run’s Chief Experience Curator. “Our program will provide the widest possible access to consumers to participate at varying levels, while offering an exclusive product at the level of quality for which Blue Run Spirits has quickly become known.”
Wade is a well-known figure in the American whiskey industry, having served as the Vice President of National Partnerships for the Black Bourbon Society for three years. An Executive Bourbon Steward, he has participated in more than 120 barrel selections and contributed to dozens of blending projects for well-known brands. In 2021, Wade collaborated with Blue Run on its inaugural 12 Days of Bourbon release, which set records for selling out 12 days in a row, each in less than two minutes.
Blue Run estimates each barrel will yield an average of 170-215 bottles. Picks can include single barrels or micro-blends (blends from at least two barrels, but no more than four). The base price per bottle will be $199.99. Roughly 50 unique customers will participate in the first year’s program.
