In the heart of Rochester, New York, a unique group catering to bourbon enthusiasts has carved out a niche in the ever-expanding world of spirits. Roc Elite Barrel Pickers, founded by Jeff March in 2018, has become a beacon for those seeking high-quality, unique barrel picks. A barrel pick for those who may not have heard this term, often referred to as a "single barrel selection," is a process where a distillery allows a group, retailer, or individual to choose a specific barrel. In this case that entity is Roc Elite, and that process is facilitated by Jeff. Join us below as we discuss Jeff's journey, the challenges he faces, and the evolving trends in the bourbon community providing a fascinating insight into this passionate endeavor.
Jeff March's inspiration to start Roc Elite came from Washington DC, where he observed the success of Prav Saraff’s barrel pick group. For those who don’t know who Prav is - he owns West Dupont Circle Wines and Liquors in Washington DC and is well known in the bourbon community selecting and botting whiskey under his own label, Dream Spirits.
Recognizing Rochester's deep appreciation for brown spirits, Jeff saw an opportunity to create a similar community. "I noticed what Prav Saraff was doing in Washington DC and knew the Rochester community loved their brown spirits," Jeff explains. This observation sparked the beginning of Roc Elite Barrel Pickers, a group dedicated to exploring and sharing unique barrel picks. Further Jeff noted “I noticed how Rochester and all over in the bourbon community loved their Blanton’s as well and that is another reason starting this group as there are too many other bourbons out there that are way better than Blanton’s.”
Roc Elite has born countless single barrel offerings through the years, with this past year seeing nearly 80 such offerings. Jeff’s passion for finding the best barrels, has borne out through launching his own brand, Oak King, with members quickly snagging up these bottles moments after becoming available through Roc Elite.
Running a barrel-picking group is not without its hurdles. Jeff highlights several significant challenges. "The biggest challenges are always finding ways to be different from other barrel groups and keeping people engaged," he notes. Jeff's commitment to maintaining a vibrant and active community remains unwavering.
The bourbon market is not immune to economic fluctuations. Bourboneur's Secondary Market Index has shown a ten percent pullback since the start of the year. However, Jeff has not seen a significant impact on Roc Elite's ability to move picks. "Thankfully, we haven't been affected much. We did fewer picks this year, but the quality was very solid" he shares. This focus on quality over quantity has allowed Roc Elite to maintain its reputation and member satisfaction.
One of the defining characteristics of Roc Elite is its diversity in selection. Unlike many other bourbon picking groups, Roc Elite does not limit itself to bourbon and rye. "We introduced more mezcal, sparkling wine, rum, Armagnac, Irish whiskey, gin, Aquavit, and stouts this year," Jeff explains. The group also plans to expand into Japanese whiskey, sake, shochu, and scotch next year. Jeff's dedication to traveling for 98% of the picks and conducting blind tastings ensures that the focus remains on quality and uniqueness rather than hype.
Over the years, Jeff has observed interesting trends in his members' preferences. "Our group is willing to branch out to other spirits and try bourbons they might not have heard of," he notes. This willingness to explore new flavors has allowed Roc Elite to diversify its offerings and introduce members to a broader range of spirits.
Jeff's barrel-picking adventures have taken him to some remarkable places. Two of his most memorable trips include Oaxaca, Mexico, for mezcal and Japan. "Oaxaca was a huge eye-opener for me. Seeing mezcal production firsthand was incredible. Japan was equally amazing, also to be able to go to Ireland to pick a single barrel of 33 year was incredible" he recalls. These experiences not only enrich Jeff's knowledge but also strengthen the connection within the Roc Elite community.
During barrel-picking trips, Jeff ensures that the selection process is a collective effort. "Our members have as much say as I do. It's a collective effort, and we all agree at the end," he explains. This collaborative approach ensures that everyone feels involved and valued, making the selections a true team effort.
Jeff is particularly focused on finding barrels that offer something unique. "I look for barrels that don't taste like the shelf offerings. Why do a pick if it tastes like something you can easily buy? I love a nice long finish in a bourbon and well-balanced flavors," he says. This meticulous approach ensures that Roc Elite picks stand out for their distinctiveness.
Balancing the demand for Roc Elite picks with the availability of quality barrels is a constant challenge, especially as the bourbon boom continues. Jeff acknowledges that the quality from bigger distilleries can be hit or miss, but he remains optimistic about the offerings from non-distilling producers (NDPs) and craft distilleries. "If it doesn't taste good, we decline. Some picks go quicker than others due to national hype around certain brands, but we always prioritize quality," he asserts.
For Jeff, the most rewarding aspect of running Roc Elite is delivering fantastic spirits at a great value to members. "It's pretty cool to turn a hobby into a real job and provide members with fantastic spirits at a quality price. I wouldn't be where I am without our fantastic membership base," he reflects.
Roc Elite Barrel Pickers, under Jeff March's leadership, exemplifies a passion for quality and diversity in the bourbon world. Despite market fluctuations and challenges, Jeff’s commitment to delivering unique and high-quality picks has kept Roc Elite thriving. The group's willingness to explore new spirits and Jeff's hands-on approach make Roc Elite a standout in the bourbon community.
Through dedication, innovation, and a deep love for spirits, Roc Elite continues to bring exceptional barrel picks to its enthusiastic members. Jeff March's journey and the group's evolution offer a compelling story of passion, perseverance, and the pursuit of excellence in the world of bourbon. Follow Roc Elite on Instagram @rocnyelitebarrelpickers and if you're interested in hearing more about the group, "shoot me a DM on Insta" he suggests.
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