Double-oaked whiskeys may seem to be surging in popularity, and if so, Frank August is trying its best to double the fun.

The brand’s latest release in its CASE STUDY series, the fourth so far, goes by the name 4X Oaked. Proofed while still in the barrel, the whiskey is a blend of double-oaked bourbon and double-oaked rye.

It may sound like the stylings of a mad scientist, but Frank August co-founder Johnathan Crocker said it’s all part of the plan.

“The real interesting process we’re highlighting in this release is what we call proofed in barrel,” Crocker told FredMinnick.com. He refers to a process in which the whiskey stays inside the barrel when water is added to achieve the desired proof point – in this case, 95 proof.

At that point, the barrels are rested for another year or more. The result, Crocker said, is a whiskey that “drinks like it’s 95 proof, but its flavor is so big and mature and complex.”

Normally, a whiskey is proofed in steel tanks, then blended and bottled. With barrel proofing, the added water to achieve the desired proofing spends time in the barrel, theoretically enhancing flavor.

“This whiskey was about six and a half years old,” he added, “so there’s some good evaporation,” ultimately adding space inside the barrels for proofing water. The hope, Crocker said, is to brand the proof-in-barrel technique and to start using it in other expressions.

“I want to take our traditional small batch we do and do the same thing but do a proofed-in-barrel and release [both expressions] at the same time” for consumer comparison, he said. 

A Different Kind of Brand

The young Frank August brand has taken an interesting marketing approach, packaging the products in clean, minimalist bottles that stand apart from most brands. This was done for a specific reason, which is that with the untold number of American whiskey brands on shelves around the U.S., Crocker sees a clear, ongoing theme.

“It’s predominantly had one story, one strict narrative that has been told over and over again,” Crocker said of the American whiskey industry. “That’s always been about legacy and origin. They become so ubiquitous, I feel like it has homogenized the category as a whole.”

Crocker believes standing out with packaging will be more effective in getting potential fans to buy that first bottle. Then, it’s up to the whiskey inside to seal the deal, so to speak. He said when developing the brand, he spoke to many in the industry, with mixed responses. Whiskey author and expert Fred Minnick was one of many he pitched his idea to.

“Fred stopped me in the middle and said, ‘I love this story, I think it’s a beautiful, authentic story,’” Crocker recounted. “‘But my followers don’t care about that. All they care about is the whiskey.’ I said, ‘Fred, with all due respect, I disagree.’” 

Crocker continued, “To suggest we only drink with our mouths, I don’t believe that. We care a great deal about our packaging design and storytelling.”

He likened it to going to a restaurant for dinner. It’s true, the main attraction is the food, but he believes the restaurant’s atmosphere, its background and the staff all help make the experience complete. To Crocker, the same is true of a whiskey brand, including its approach and its packaging.

“I believe that’s true for anything and everything we consume,” Crocker said, “and I think its true with whiskey.”

Frank August CASE STUDY: 04: 4X OAKED is now available in the following states/markets: AZ, CA, CO, D.C.,  DE, FL, KY, MD, MO, NV, NJ, NY, OH, TN, TX, and WA. The whiskey’s SRP is $129.99.

-Kevin Gibson

Read more: Frank August Announces Single Barrel, CASE STUDY Releases