by Michael Shoer | Jun 30, 2026 | The Ascent--Coming of Age
PROLOGUE -- ISSUE 00 BASE CAMP. Here is the strange fact at the center of this market: a barrel of aging whiskey, an asset that can be worth thousands of dollars and take a decade to make, still trades the way it did fifty years ago. A broker makes a call. A number...
by Michael Shoer | Jun 13, 2026 | Blog, News, Whiskey Lot Details, Wholesale
At Victory Spirits Barrel Lab, we believe bourbon buying should involve more than a text message, a barrel age, and a price. So naturally, we created a fictional mad scientist to say it out loud. Meet the Barrel Lab™ Professor — the founder’s fictional...
by Michael Shoer | May 15, 2026 | News
Victory Spirits Development Expands Barrel Lab™ as a B2B Platform for Bulk Spirits, Co-Pack, Compliance, and Brand Route-to-Market Support Barrel Lab™ is recruiting strategic partners, distillers, brand owners, and whiskey buyers as it builds a...
by Michael Shoer | Apr 30, 2026 | Blog, News, Wholesale
How 21% rye became the hidden platform behind modern bourbon % Rye Bourbon Mash For most bourbon drinkers, the story starts with the label. For producers, brokers, blenders, and brand builders, it often starts with three numbers: 75 corn / 21 rye / 4 malted barley.70...
by Michael Shoer | Apr 2, 2026 | Blog
Why Victory Real Value™ Changes How Serious Buyers Think About Barrel PricingWhy Victory Real Value™ Changes How Serious Buyers Think About Barrel Pricing Victory Spirits Development · Barrel Lab™ Intelligence Series · ...
