by Michael Shoer | Aug 14, 2026 | Blog
══════════════════════════════════════════════════════════════════ PRESS KIT PAGE BLOCK Paste into a Code module (Divi) or a Custom HTML block (Gutenberg) on https://victoryspirits.com/barrel-lab-press-release081726-0800/ All styles are scoped under .vsbl-press so...
by Michael Shoer | Aug 7, 2026 | Blog, News
VICTORY SPIRITS BLOG POST — "Prices Rise: We've Witnessed the Bottom" How to use in WordPress: 1. Create a new Post. Title: Prices Rise: We've Witnessed the Bottom 2. Set Featured Image: upload prices-rise-blog-featured-1200x628.png 3. Add a "Custom HTML" block and...
by Michael Shoer | Aug 3, 2026 | The Ascent--Coming of Age
Compliance Is the Real Moat — and That Should Change The federal framework around distilled spirits is genuinely hard. That difficulty has protected incumbents for decades. But a moat that exists only because the water is muddy is not a moat worth defending. Ask why...
by Michael Shoer | Jul 20, 2026 | The Ascent--Coming of Age
Trust, but Verify the Mash Bill The mash bill is the load-bearing fact of a barrel deal — and the easiest thing in the transaction to assert and the hardest to check. That gap is where the seller has always lived. Every barrel trade rests on a claim. This is an...
by Michael Shoer | Jul 6, 2026 | The Ascent--Coming of Age
The federal excise tax is the largest line item most barrel buyers treat as fixed. It isn’t. And the money left on the table doesn’t vanish — someone collects it. There is a number attached to every proof gallon of distilled spirits that...
by Michael Shoer | Jul 1, 2026 | The Ascent--Coming of Age
The boom pulled a decade of production forward. What comes next is not a crash — it is a repricing, and it favors whoever can find the inventory a home. Booms end the same way. Demand climbs, everyone lays down more than they can sell, and the barrels keep aging on a...
by Michael Shoer | Jul 1, 2026 | The Ascent--Coming of Age
Every other asset class has a number you can check. Whiskey has a phone call. Here is what it would take to fix that. Ask three people what a barrel of four-year MGP high-rye is worth and you will get three answers, each delivered with total confidence and none of...
by Michael Shoer | Jun 30, 2026 | The Ascent--Coming of Age
MARKET STRUCTURE · ISSUE Nº 01 The Last Opaque Market Bulk whiskey is the final great commodity inefficiency. It is about to become someone’s opportunity. Here is how a barrel of aging whiskey changes hands in 2026. A broker hears that a distillery has surplus...
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...
