Bourbon has experienced a remarkable rise in popularity over the past several years, and Gomer’s has had a front-row seat to the changing market. According to owner Gary, the shift became noticeable about eight years ago, when rising Scotch prices and growing interest in American whiskey prompted many customers to make the switch.
“Bourbon was really starting to take off, and we saw a lot of customers make the move from Scotch to American whiskey,” Gary says.
That interest eventually grew into the hunt for allocated bourbons, with customers searching for limited and hard-to-find bottles. Today, a bourbon release at Gomer’s 103rd Street location can draw more than 200 people hoping to take home a special bottle.
Among Gary’s favorites are Gomer’s private barrel selections. Each year, he travels to Kentucky with his son Jackson and Kevin O’Reilly to visit distilleries and taste through several barrels before selecting one specifically for Gomer’s customers.
“We decide which one we like best and, more importantly, which one we think our customers are going to enjoy,” Gary says.
For those new to bourbon, Gary recommends starting with an approachable bottle around 80 to 90 proof rather than immediately chasing rare releases. There are plenty of quality options that are easy to find and reasonably priced.
Part of what makes bourbon so interesting is the variety. Mash bill, yeast, distillation, barrels and aging all influence the final flavor. By law, bourbon must contain at least 51 percent corn, while the remaining grains can vary. Wheated bourbons, for example, often have a softer, rounder profile.
At Gomer’s, customers can explore hundreds of bourbon selections, including the store’s private barrels.
“We pride ourselves on having a great selection at great prices,” Gary says, “but just as important is having a staff that actually knows the products.”