An Honest Review of Flaviar
Because good God, they're always in our Instagram and Twitter feeds.
By Marcus Patton / @ctgatorfan81
(Ed’s note: Marcus submitted this to the BLC group in 2022, but it never ran in our Sip Mightily newsletter. Mr. Patton is as brilliant as it gets when it comes to the spirit game, and his review on Flaviar is something I still reference. Follow him. This will be helpful to anyone who’s ever been intrigued by their ads. You’re welcome.)
What is this “Flaviar” I keep seeing on my Instagram feed?
Thanks to my wife, I could finally answer this question. I know you’ve been dying to get this answer as well.
Let’s go back to Father’s Day 2019.
I challenged my wife, who seems to dive into my stash nightly but never quite adds to it, to pick a bourbon for me as a gift. She’d learned my preferences over time and I wanted to test her knowledge. What came back was the perfect selection for me, although she cheated slightly.
She went to Total Wine & More and talked to the store manager, Ryan (a guy who knows what I like), and he went to the back and gave her bottle №1 of 34 of Garrison Brothers’ Single Barrel at 66.3% ABV. (It carried a $150 tag, but luckily it was on sale.)
Fifteen months later, that bottle is still one-third full and is one of my favorite and most distinct whiskeys.
Let’s fast forward to Father’s Day 2020.
The gift this year was a 6-month membership to Flaviar Whiskey Club. Like many of you, I’ve seen their advertisements on my Facebook and Instagram feeds for years, but never looked deep into it. When I opened it, though excited, I didn’t know anything about what I was just given.
My first step was to their website to redeem my trophy for being a good dad. As part of the membership, I picked a full-sized bottle and a tasting box. I went with a Whistle Pig PiggyBack Rye and a Balcones tasting flight, since I’d never tasted either but was hyped about the flight, in particular.
Balcones, a Waco-based distillery, haven’t been in the game long but had been racking up titles like the Golden State Warriors. In about three weeks, it arrived, and despite an incredible presentation in the unboxing, I resisted the temptation to break open my samples and see what the fuss was all about.
Then came the weekend, with my daughters off at dance and the crib to myself, it was time to take out the Glencairn glasses, a bottle of spring water, Robin Robinson’s book, “The Complete Whiskey Course: A Comprehensive Tasting School in Ten Classes” and my personal whiskey notes guide.
It was time to do what I do. Taste whiskey.
THE SETUP
Opening the five-inch, black and gold Flaviar branded tubular casing revealed three glass 50ml vials. Each time you open it, you can almost hear harps playing from itty bitty angels floating over your shoulders.
I lifted the pull tab on the top of the box to release a cool ceramic Flaviar branded coaster. Underneath were six circular cards. The tasting box gives you two options to either taste blind or straight up, with all of the information you need right in front of you.
Having no experience with Balcones, I went straight up and laid the three cards in the triangle shape the bottles were set in. I set a glass over each card, listing basic details in my notes -- such as whiskey name, proof and region. Plus, I turned to the section in Robinson's book for tips on nosing, tasting and finishing.
The vials look small in the box, but they're pretty long once you pull them out of their padded case. Unsealed by an easy twist of the cap breaks, the safety tape and the pouring commences. A three-count pour left just enough in each glass for about 2 to 3 sips left of each vial for me to revisit at another time.
THE EXPERIENCE
First was "A" -- Balcones Baby Blue Whiskey, crafted with roasted blue corn at 92 proof. Since it was the first one poured, it had time open up, so the aromas were jumping at me with my nose nowhere near the glass. As I brought it under my nostrils, I slightly opened my mouth and softly inhaled. I was met with immediate pleasure.
Sweet yet tart. Apple cider, vinegar, spoiled grapes and something very familiar I couldn't place. A second nosing brought new impressions like bubble gum.
On the first sip, what stood out the most was the mouthfeel. It felt fizzy like soda, followed by a heavy blue corn taste like those chips you get at your favorite Mexican restaurant. The taste was pleasant but also had this odd medicinal undertone. Some hints of sawdust and unscented soap rounded out the palate as I'd never experienced. The finish was short, oaky, and bitter, leaving an aftertaste of burnt copper.
I reset, drank some water, and went to "B" — the Balcones Texas Single Malt — it had been sitting for around 30 minutes. This was supposed to be a classic expression of what they do at Balcones, with the single malt coming in at 106 proof. I lifted the glass to reveal amber on the color meter. A swirl resulted in legs for days, pouring down the glass, leaving me impressed. (Alcohol evaporates faster than water, which helps create legs streaming down the sides of the glass).
However, once I nosed the glass, I was less than impressed.
The single malt gave off a damp, musty smell. Tilting my head to get my nose into all angles of the glass, I was hit with the smell of baby vomit. To you parents out there, you know the difference between baby vomit versus kid vomit or adult vomit. It's not as harsh because it's mostly formula, but still unpleasant.
I hoped the palate would save this juice, but sadly it did not. Toasted oak, leaves, the sweetness of champagne and a soapy taste was in full effect. The finish was medium, spicy, with a pop rocks sizzle on the tongue. I didn't enjoy this whiskey. Some of these notes were okay, but they didn't pair well for me.
Another reset, more water, and then I moved on to "C" — the Balcones Texas Rye at 100 proof — which had sat nearly an hour. At this point, I was convinced that Balcones wasn't my thing, but I had to finish.
With no age statement on the rye, the pale goldish tones make it look young. On the nose came the smell of a damp and musty wet basement. I know what that smells like because I have a damp and musty wet basement. This was an instant turn-off, but a soft subtle aroma of a new leather couch with an undertone of fresh rye followed it. Herbs, citrus, garden flowers and caramel corn were all notes in the five minutes of examining the nose. The leather came through on the palate, which was dope, along with bread and sweet hay, which I don't often get in such a distinct way. Oak and burnt dry grass came through on the finish.
The rye stood out as the one I would most likely buy.
THE VALUE
Is this a whiskey review or a whiskey club review? The answer is the same.
These tasting flights are available to members at around $37 each. Expensive? Yes! But the six-month membership is $200, which equals nearly four full-sized bottles of quality brown liquor, depending on your taste and budget. What do you get from Flaviar for that cost? (For six months)
Two full-sized bottles
Two boxed tasting flights
Access to their personal store, which isn't bad. Lots of goodies in there.
Free shipping, once per month
Access to their "vault" when they open it, seems to be once a month or so.
Access to their website, which is so-so in value.
Two full bottles at $50 each and two tasting boxes at $37 each get us to $174 in value based on the $200 "membership". So the rest is allocated to access Flaviar's store plus free shipping. For better value, a one-year membership is $300, which is a costly commitment but would bear out savings for real enthusiasts over time.
Flaviar offers nearly every kind of liquor you could want, so members can vary what they bring in, and by the time they finish it, it's time for more. It's like leasing a car, because you'll always drive something new.
It's not for those who know what they like, especially if they want to accumulate bottles and are loyal to their favorites. I loved this experience and can't wait for the next quarter to do it all over, but I'm still determining whether I'll renew at this time.
This is an unbiased review from Brown Liquor Collective, as we have not received any compensation or benefits from Flaviar or the spirits named in this story.
Spot on. I was a Flaviar member/subscriber(?) for a year or two. It was a good “deal” for a while, but once I’d gone through all the flights that interested me, the experience started to get a little stale. It was before they carried Balcones, so that intrigues me. Might be time to visit the nephew who lives in Waco.