Frank August, a rising name in American whiskey, has unveiled a unique addition to its lineup with the latest release in its CASE STUDY series: the 4X Oaked, a whiskey that marries innovation with craftsmanship. This new product represents the brand’s commitment to pushing the boundaries in whiskey-making and appealing to enthusiasts who crave depth and complexity in their spirits. The 4X Oaked is a blend of double-oaked bourbon and double-oaked rye, created using an approach that founder Johnathan Crocker calls "proofed in barrel."
Image credit: Frank August
Proofing whiskey traditionally happens in steel tanks, where water is added to achieve the desired proof before bottling. However, Frank August’s 4X Oaked is crafted using a distinct technique in which the whiskey is left in the barrel during proofing. By adding water directly to the barrel, the whiskey interacts with the wood for an extended period, a process that Crocker believes enhances both flavor and character. In this case, the water is added to bring the whiskey to a target of 95 proof, then left to mature in the barrel for an additional year. According to Crocker, this method results in a whiskey that “drinks like it’s 95 proof, but its flavor is so big and mature and complex.”
The whiskey, already aged about six and a half years, benefits from this extra maturation period. This resting time allows for what Crocker describes as "good evaporation," which creates additional room in the barrel for the proofing water. This unconventional method aims to bring forward richer, layered flavors that go beyond what traditional proofing processes typically offer. Crocker hopes that this “proofed-in-barrel” approach will become a signature technique for Frank August, with plans to apply it to other expressions.
As Crocker envisions, the next step could involve releasing two expressions simultaneously—a traditional small batch alongside a proofed-in-barrel version. This dual offering would allow consumers to taste and compare the impact of barrel proofing, showcasing the difference it makes in flavor and complexity.
Frank August is not only innovating with its whiskey-making techniques but also with its brand identity. At a time when many whiskey brands lean heavily on themes of legacy and heritage, Crocker is taking a different path. He aims to disrupt the category’s common narrative by presenting a sleek, minimalist design that visually sets Frank August apart on store shelves. In Crocker’s view, the American whiskey industry has become somewhat homogenized due to the repetitive emphasis on history and tradition. Frank August’s clean, modern aesthetic is intended to attract customers based on appearance, drawing them in to experience the whiskey itself.
Crocker’s belief in the power of presentation goes beyond just packaging. He equates the experience of enjoying a bottle of whiskey to dining at a restaurant, where the ambiance, the setting, and the story all enhance the meal. Just as a restaurant’s atmosphere contributes to the enjoyment of a meal, he feels that a whiskey brand’s design, story, and approach contribute to the drinking experience. Crocker acknowledges that some industry experts focus solely on the product, but he sees value in the complete experience—from the bottle’s design to the flavors within.
This philosophy has influenced Frank August's marketing approach, which appeals to whiskey drinkers who value both substance and style. For Crocker, the packaging is an invitation for consumers to take that first sip, and he believes that the quality of the whiskey will keep them coming back. By crafting a brand identity that is as thoughtful and refined as the whiskey itself, Frank August seeks to redefine how a whiskey brand connects with its audience.
The 4X Oaked, priced at $129.99, is now available in select markets across the United States, including states such as Arizona, California, Colorado, Florida, Kentucky, and Texas, as well as Washington, D.C. This selective distribution aligns with the brand’s approach, targeting states where there is a growing interest in premium, high-quality whiskeys.
Through the launch of the 4X Oaked and its innovative proofing method, Frank August is making a name for itself by challenging conventions in both the product and the brand’s presentation. By focusing on both the visual appeal and the depth of the whiskey’s flavor, Crocker aims to carve out a unique space in the competitive world of American whiskey. Whether the proofed-in-barrel technique will catch on remains to be seen, but for now, Frank August is bringing something new to the table—both inside and outside the bottle.