Pure Spirits Michigan Q4 2019 - 16

spirits to the next level. He and Grand River are developing new products, playing with innovative barrel finishes, including wine barrels, in Grand River Brewery
stout barrels and in Cherry Creek Winery cherry port
barrels. "We're launching barrel-aged gins, spiced rum
and some cool Michigan-centric flavors of moonshine,"
Sussman adds.
Grand plans, indeed, and worth experiencing
firsthand.
117 W. Louis Glick Highway, Jackson
101 W. Michigan Ave., Marshall
GrandRiverBrewery.com

LIQUOR IN THE GENES: TRAVERSE CITY
WHISKEY CO.
A family heirloom became the catalyst for a distillery in Northern Michigan.
The co-owners of Traverse City Whiskey Co. met as
students at Michigan State University about 15 years
ago. Fast forward to 2011. Chris Fredrickson and his
father, a third-generation cherry farmer, came across
Chris' great-grandfather's distilling patents. "I shared
them with Jared and Moti," he recalls. "We had been
whiskey enthusiasts for a long time, and we began
toying with the idea of what we could do with them."
Conveniently, they were also looking for a way out of
the corporate world.
What started as a hobby, launched in July 2012
with contract-distilled spirits, soon became a viable
business. "By end of 2012, we realized that we were on
to something," Fredrickson says.
They acquired a 2,500-square-foot building in
downtown Traverse City to house distilling equipment, barrels and the Stillhouse. "The Stillhouse, open
since 2015, is our forum to share our whole portfolio
with our guests," says Fredrickson, "eight expressions,
cocktails, samples, bottles and merchandise." The tasting room features hospitality as well as consumer education. "Our goal is to make sure every guest is smarter
on whiskey and spirits when they leave."
The whiskies have sold so well that they acquired
another property nearby. At 12,000 square feet, this
space accommodates their offices, distillery equipment, 1,000 barrels, a bottling line and a gift shop. The
business has also added a tasting room in Ferndale.
"This is our opportunity to speak to the Detroit market and share some of our limited-edition expressions
that you can't buy, with samples, a cocktail bar and
food service."
What's most important to consumers, though, are
the spirits. Except for the North Coast Rye, Traverse
City Whiskey Co. whiskies begin with a mash bill of
corn, rye and malted barley. Look for XXX Straight

16 PURE SPIRITS

TRAVERSE CITY
The tasting room features
hospitality as well as education,
with the goal being "to have every
guest smarter on whiskey and
spirits when they leave."


http://www.GrandRiverBrewery.com

Pure Spirits Michigan Q4 2019

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https://www.nxtbook.com/nxtbooks/leisure/MSA_Pure_Spirits_2019_Q4
https://www.nxtbook.com/nxtbooks/leisure/MSA_Pure_Spirits_2019_Q2
https://www.nxtbook.com/nxtbooks/leisure/MSA_Pure_Spirits_2018_Q4
https://www.nxtbook.com/nxtbooks/leisure/MSA_Pure_Spirits_2018_Q2
https://www.nxtbook.com/nxtbooks/leisure/MSA_Pure_Spirits_2017_Q4
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