Why Seelbach's

The Name

Seal-Bock's

The story behind the name. You may have heard of the bubbly-bourbon cocktail by the same name. In 1995, the bar director of the famed Seelbach Hotel found a recipe for the pre-Prohibition drink on an old menu. A fumbled Champagne cocktail mixed with a Manhattan to created the Seelbach cocktail. The cocktail was a hit. Both during its heyday in the early 1900's and it's resurrection in the late 90's. There was only one problem. The bar manager concocted the whole story! Like most good tales, the Seelbach story spread like wildfire.
 
That story resonated with me. I love a good prank. But, there are so many marketing stories out there and no one is admitting to their fabrication. That's why when I started a site dedicated to craft spirits I named it Seelbach's. We focus on the spirit and not the story. We only carry the distilleries that actually make their products. There are so many brands and distilleries out there waving the "craft" banner. They all want to appear authentic and rooted in hundreds of years of history. We choose to celebrate the small distilleries that make great products.

Defining Craft

This part is tricky. There are 100 different ways to "make" a product. At Seelbach's, we use the American Distilling Institute to define "craft". We also give you the information about each spirit. This definition provides substance to descriptors like "hand-made" and "independent".

CERTIFIED CRAFT DISTILLED SPIRIT

  • Distilled by the DSP: The spirit must have been run through a still by a certified craft producer, and the TTB-approved label must state “Distilled By” followed by the name of the DSP.

  • Independently-Owned: Less than 25% of the craft distillery (distilled spirits plant or DSP) is owned or controlled (or equivalent economic interest) by alcoholic beverage industry members who are not themselves craft distillers.

  • Small-Scale: Maximum annual sales are less than 100,000 proof gallons.

  • Hands-on Production: Craft distillers produce spirits that reflect the vision of their principal distillers using any combination of traditional or innovative techniques including fermenting, distilling, re-distilling, blending, infusing or warehousing.

CERTIFIED CRAFT-BLENDED SPIRIT

  • Independently-Owned: Less than 25% of the craft distillery (distilled spirits plant or DSP) is owned or controlled (or equivalent economic interest) by alcoholic beverage industry members who are not themselves craft distillers.
  • Small-Scale: Maximum annual sales are less than 100,000 proof gallons.
  • Hands-on Production: Craft Blenders produce spirits that reflect the vision of their principal blender using any combination of traditional or innovative techniques including fermenting, distilling, re-distilling, blending, infusing or warehousing. The blended components must be varied in each type — e.g., more than one barreling of whiskey, more than one type of neutral spirits, etc. — and cannot be limited to merely blending-down high-proof spirits with water, or by only adding coloring, flavoring or blending material.