Bourbon is more than just a whiskey; it’s an emblem of American heritage. Legally, bourbon must be made in the United States, adhering to strict guidelines. This exclusivity has cemented its place in global markets. However, one distillery in London, England, is taking a bold step to disrupt the market with a bourbon-style whisky named Debt Collector.
What Is Debt Collector?
Debt Collector is the brainchild of Doghouse Distillery, founded by Braden Saunders. The spirit is crafted to closely resemble bourbon in both production and flavor. It follows bourbon-making traditions, starting with a mash bill composed of at least 51% corn. The whisky is aged in charred, new American oak barrels and bottled at 100 proof, delivering a robust profile reminiscent of classic American bourbons.
Image credit: Doghouse Distillery
Unlike most bourbons that mature for five to six years, Debt Collector is aged for only three years. While shorter aging might raise eyebrows, Saunders stands firm in his belief that high-quality spirit and craftsmanship can deliver exceptional taste, even in a shorter timeframe.
Challenges of Marketing an "American-Style" Whisky
Doghouse Distillery faces a significant hurdle: Debt Collector cannot legally be labeled as “bourbon.” U.S. law reserves the term exclusively for whiskey produced domestically. Instead, Saunders plans to market the product using descriptors like "bourbon-like" or "American-style." However, this approach isn’t without risks. Legal precedents from the Scotch whisky industry have shown that international courts don’t take lightly to products hinting at protected geographical indications.
Despite this, Saunders believes that an “English bourbon” could resonate with consumers in the U.S. “Being English gives us a unique selling point,” he explained. Early market research during his visit to the United States revealed enthusiasm for the concept. Saunders recounted, “Everyone went, ‘Why wouldn’t we support an English bourbon? That sounds amazing.’”
A Taste That Competes
Saunders is confident in Debt Collector’s ability to hold its own against established American bourbons. While he acknowledges that his whisky’s youth prevents it from claiming to be the best bourbon on the market, he argues that quality ingredients make all the difference. “If you put a really good-quality spirit in a cask, it will taste better than low-quality spirit that is aged for longer,” he told reporters.
This approach reflects a broader trend in the whisky industry, where many producers prioritize ingredient quality and innovative techniques over long aging processes. Debt Collector aims to highlight this shift by offering a fresh, flavorful alternative to traditional bourbons.
Production and Distribution Goals
Doghouse Distillery plans an initial production run of 20,000 bottles. If Debt Collector gains traction, production will scale up to 100,000 bottles to meet demand. While there are currently no Alcohol and Tobacco Tax and Trade Bureau (TTB) approvals for its label, early promotional material suggests that the whisky will prominently feature “American-style” on its branding.
Saunders is undeterred by potential legal and market challenges, focusing instead on his mission to create a whisky that rivals its American counterparts. He remains optimistic that Debt Collector’s taste will win over bourbon enthusiasts and carve out a space for international competitors in a historically U.S.-dominated category.
The Bigger Picture: Global Bourbon Alternatives
Doghouse Distillery isn’t the first to experiment with bourbon-style spirits outside the United States. In 2021, a group of Japanese distillers announced their intent to produce whisky using bourbon production methods. However, details about their efforts remain scarce. These moves highlight the growing global interest in bourbon-like spirits, challenging American distilleries to innovate and maintain their competitive edge.
What’s Next for Debt Collector?
Debt Collector’s journey is just beginning. The whisky enters a market dominated by giants with decades of history and loyal followings. But if Saunders’ belief in the product proves true, this English-made spirit could pave the way for other international distillers looking to put their spin on bourbon.
For now, all eyes are on Debt Collector as it prepares to debut in a category deeply rooted in tradition, but increasingly open to innovation. Whether it becomes a fan favorite or a legal cautionary tale, one thing is certain: Doghouse Distillery’s venture is stirring the pot in the whiskey world.
