In the expansive realm of whiskey, aficionados often lean towards traditional brands from Scotland and Ireland, yet a recent reveal from The Whisky Exchange disrupts this norm. With over 9,000 expressions in their inventory, the UK-based retailer held a spirited competition, shifting the spotlight to American whiskey. As we assess the 2025 results, the conclusive victor is nothing short of a revelation: New Riff Bottled in Bond, a Kentucky bourbon, has unraveled the expectations tethered to the classic heritage of whiskey.
What sets The Whisky Exchange’s evaluation apart is its foundational principle of consumer participation rather than entitlement among industry experts. While many whiskey contests hinge on the biases or reputations of seasoned tasters, this competition embarks on a democratic approach. Each year, the company meticulously curates a selection of ongoing, commercially available expressions, each priced under £80, and invites consumers to partake in blind tastings during their annual Whisky Show in London.
This method cultivates a rich tapestry of opinions showcasing the preferences of everyday drinkers rather than elite critics. The result? A distillation of popular sentiment that ultimately reflects the broader market’s inclinations, lending weight to the favorability of New Riff Bottled in Bond.
New Riff’s victory comes as no mere coincidence. Priced at a wallet-friendly $42, this bourbon is not only accessible but also meticulously crafted. It proudly wears its “Bottled in Bond” label, a designation reserved for spirits aged a minimum of four years, bottled at 100 proof, and produced in a single distilling season. What truly distinguishes New Riff is its commitment to quality: it is crafted from non-GMO grains with a substantial rye content of 30% and bypasses chill filtration, preserving the integrity and character that many whiskey lovers seek.
Upon opening, the fragrance bursts forth with a delightful interplay of butterscotch and cardamom, enticing both casual drinkers and connoisseurs alike. This olfactory delight translates seamlessly to the palate, delivering a well-balanced mixture of sweet and savory elements, all culminating in a prolonged finish that melds dark berry notes with hints of clove and freshly cracked pepper. Such complex layering and flavor articulation strongly position New Riff as a standout in the bourbon category.
However, New Riff’s accomplishment doesn’t exist in isolation. The 2025 shortlist featured a remarkable lineup from esteemed distilleries spanning Scotland and Ireland that typically dominate the industry. With entries like Glenglassaugh Portsoy, Glen Scotia Victoriana, and Kilchoman Sanaig, New Riff triumphed over a formidable array of illustrious competitors. The emergence of American whiskey as a contender worthy of acclaim showcases an evolving industry narrative centered on greater acceptance and appreciation of craft distillates from the U.S.
Alongside the primary accolade, The Whisky Exchange introduced a category for groundbreaking distillates, the “New Wave” award, which this year highlighted the work of Seattle’s Copperworks Distilling with its Release 046 single malt. This recognition underscores an invigorating trend wherein American distillers craft innovative expressions, challenging long-held perspectives about whiskey origins. Dawn Davies, the head buyer for The Whisky Exchange, reinforces this sentiment, expressing optimism that American whiskey is rising to meet global standards of excitement and quality—qualities that, for so long, were primarily attributed to its Scottish counterparts.
Concluding Thoughts: A Shift in Tradition
For devotees of Scotch and Irish whiskey, this isn’t merely a passing acknowledgment but rather a clarion call to re-evaluate their perspectives. As these American spirits assert themselves on a world stage long dominated by European heritage, it becomes increasingly apparent that the landscape of whiskey is diversifying. New Riff’s achievement, alongside the success of innovative American producers, heralds a new chapter in the distillation narrative—one where tradition and innovation coexist, enticing a new generation of whiskey drinkers to explore the rich tapestry of flavors that American distilling has to offer. The time has come to embrace the unconventional, as evidenced by the rise of notable, craft oriented distilleries leading the charge.