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‘‘All the incredible experimentation happening around exotic wood finishes, unique blends and native ingredients is really taking the category into a wild place.”

JK McKnight knows a thing or two about whiskey. As the founder of Art of Impact, an event consultancy agency, he’s created experiences such as the Bourbon Lodge at Forecastle — the renowned Kentucky music festival — and the “World of Whiskey” at the Hoochenanny Festival in New York. So when he says now is an ideal time to pay attention to bourbon, it’s worth listening.

Part of the reason comes down to cost. During the COVID-era boom in bourbon, bottles became scarce as consumers clamored for them, turning once-standard labels into hot commodities. The overproduction that followed — fueled by brands ramping up output — has now left a glut in the market. The result: a prime opportunity to pick up bottles that would have been nearly impossible to find just two years ago. “For consumers who have spent years trying to find a reasonably priced bottle of Weller 12-Year or Eagle Rare, your time has come,” he says. “The consumer is in control now. It’s their market.”

But for McKnight, the excitement isn’t just about availability; it’s also about innovation.

“All the incredible experimentation happening around exotic wood finishes, unique blends and native ingredients is really taking the category into a wild place,” he says, noting that he gets to see the full range up close at his festival events. “You would be amazed at the products being developed. In fact, when I was in O‘ahu in 2022, the folks at Kō Hana Distillers were showing me their collaborative work with Woodford Reserve in Kentucky.”

Curious to learn more? Whether you’re just getting started or looking to expand your whiskey palate, McKnight has an impressive go-to list of rock-solid recommendations. (And if you want the full McKnight experience, drink these neat — with one or two rocks on the side, as he prefers.)

ROCK HILL FARMS

“My all-time No. 1 bourbon, produced by Buffalo Trace, the oldest continually operating distillery in the U.S. I love it because it’s the one bourbon where I can truly taste Kentucky’s limestone-filtered water — the minerals come forward in a way that explains why our bourbon is some of the best and most sought-after. It’s the water!”

OLD FORESTER 1910 AND 1920

“America’s first bottled bourbon has also released an incredible lineup of products — the ‘Whiskey Row’ series — that has continued to expand my palate over the past decade. Tough to beat for the price.”

WILLETT FAMILY ESTATE

“Drew Kulsveen & Co. continue to put out some of the finest small-batch, family estate bourbon you’ll find. If it has a purple top, buy it. If you can find anything over 11 years, double down.”

MICHTER’S TOASTED BARREL FINISH

“If you love toasted barrel finishes, Michter’s is the OG. I love the sweetness and flavor from their uncharred, toasted barrel process — vanilla, caramel, marshmallow, brown sugar and warm baking spices rise to the top. Truly delicious.”

ANGEL’S ENVY RYE

“For someone who also loves Caribbean (and Hawaiian) rum, this is a go-to when I’m out and deciding among the 150 bourbons on most Kentucky bar shelves. It has an incredibly unique profile — sweet rum and molasses up front, with lingering maple and brown sugar that tantalize the senses and transport you somewhere else. Before you even take a sip, the nose alone — lush tropical sugar, oak, and caramel — drifts you off to the islands.”