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SB meets… Shane Fitzharris, Infinium Spirits
The rise of rye whiskey has been impressive, but what is it about this traditionally American spirit that is so popular? We spoke to the senior vice-president commercial of Templeton owner Infinium Spirits to learn more.
*This feature was originally published in the August 2024 issue of The Spirits Business magazine.
What’s your perception of rye whiskey’s recent rise in popularity?
Rye whiskey is having a revival, and we’d like to think Templeton played a part in that when it launched in 2006 with its solely rye portfolio. Rye whiskey has a versatility behind the bar, and we’ve seen a lot of the recent growth in the on-premise, which was certainly a trend that helped us innovate with our new Midnight Rye.
Where did the idea to blend American rye whiskey with dark Port wine to make Templeton Midnight Rye come from?
While we aren’t the first to do it, it came to me in a very organic way. As I was home grazing on a charcuterie board, drinking some whiskey, I also had a glass of Port in front of me. Before long, I was blending the two, trying different variations until I landed on a flavour profile that was just outstanding, something I knew I had to explore further. After some back and forth blending experiments with Templeton’s master distiller, Lester Brown, Midnight Rye was born!
How does the addition of dark Port wine differentiate Midnight Rye from typical rye whiskeys?
Simply put, it gives Midnight Rye a completely unique flavour profile. The premium dark Port wine cuts down the classic rye spice with a sweet, fruity profile uncommon in any other rye. It also gives the whiskey a velvety smooth mouthfeel, more viscous than your typical whiskey. This is truly a flavour unlike any other.
Are you noticing any other whiskey styles gaining traction?
American single malts, a 100%-malted barley mash bill, have gained traction in the past few years. It’s still a very small category, with mostly craft players, but a few of the bigger more traditional brands are starting to enter the category, which will be a gamechanger for the awareness.
We hear there is a new product in the works – a 13-year-old.
This one is going to be a “hidden” treasure. Using stocks of some of our amazing sourced whiskey, this is going to be a very special release for us. You’ll notice some exploration with the package that elevates Templeton to new heights, along with some of the rarest and most refined whiskey we’ve released to date. Without sharing much more, we’re very excited to bring this one to life in time for the upcoming holiday season.
Are you working on any other whiskey innovation at the moment?
Our Templeton Distillery is a world-class facility that is set up to produce any style of American whiskey. The future of Templeton is about releasing our own distillate, which we’ve just done with our inaugural Fortitude Bourbon. You’ll see that trend continue in 2025, with some of our first rye distillate, and continuing in Bourbon as well.
You opened the Templeton Distillery in 2018. Is your capacity sufficient to meet growing demand?
When we built the distillery, we planned for the future. We had a big vision during the construction phase that has set us up for current and future demands, and our focus is strictly on creating the best American whiskey we can out of this world-class facility.
How do you plan to grow Templeton in the next 12-18 months?
Templeton is a global brand available in over 75 countries, including being the number-one rye whiskey in China, so our focus is on growing it not just here in America but all across the world. Our American market is, of course, our largest, and with anyone else in the American whiskey category, innovation is key.
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