What the Heck is MGP and Why Should You Care?

Jul 20

🥃 The Distillery Behind the Labels You Know (But Never See)

If you've ever sipped a rye whiskey or high-rye bourbon labeled "Distilled in Indiana," chances are you're already familiar with MGP — whether you knew it or not. In this explosive and hilarious episode of Tortured Bourbon, Heather and B untangle the wild history of how one distillery in Lawrenceburg, Indiana became the invisible backbone of the American whiskey industry.

From its origins in Canada under the Seagram's empire to the Hollywood-fueled collapse of a liquor dynasty, we trace the journey that led to MGP purchasing a billion-dollar distillery for just $11 million and quietly becoming one of the biggest players in bourbon and rye today.

📜 From Canadian Bootleggers to Wall Street Titans

Founded in 1857 in Waterloo, Ontario, Seagram's was once a small whiskey operation that ballooned into a bootlegging empire during Prohibition. With the Bronfman family at the helm, Seagram's expanded rapidly, acquiring distilleries and dominating American spirits in the post-Prohibition boom.

At its peak, Seagram's controlled massive brands like Crown Royal, Chivas Regal, and Seagram's VO, and had distilleries in Kentucky, Canada, and Indiana. It was a juggernaut — until a single decision toppled it.

💸 The $9 Billion Hollywood Mistake

In the 1990s, Edgar Bronfman Jr. sold Seagram’s incredibly valuable 25% stake in DuPont — a move that would haunt the family forever. Instead of holding onto a cash-printing golden goose, he used the proceeds to buy MCA/Universal Studios in a misguided attempt to turn the liquor empire into a media empire.

The result? Seagram's was dismantled. Crown Royal went to Diageo. Glenlivet and Chivas to Pernod Ricard. And the once-proud Indiana distillery floated until MGP Ingredients — a Kansas-based company — scooped it up in 2011 for the price of a few Manhattan condos.

🏭 MGP’s Quiet Revolution

That $11 million acquisition has since become one of the most important — and overlooked — turning points in modern American whiskey. MGP took over a distillery with fully operational stills, stocked rickhouses, and world-class whiskey producers.

Today, MGP produces whiskey for dozens of major brands — often without credit:

Bulleit Rye
Templeton
Redemption
Smoke Wagon
Angel’s Envy Rye
Smooth Ambler
High West (early releases)

MGP's 95/5 rye mash bill and high-rye bourbon have become industry staples. Some estimates say that 70% of rye whiskey sold in the U.S. over the last decade originated from MGP’s stills.

🥃 What We’re Sipping in This Episode

We’re not just talking about MGP — we’re drinking it. Heather and B taste two MGP-made expressions that actually bear the company’s name:

🔹 Rossville Union 6-Year Bottled-in-Bond Rye

Mash bill: 51% rye, 49% malted barley
Tasting notes: roasted grain, mint, baking spice, chocolate malt
A softer, maltier take on rye with complexity and balance

🔸 George Remus Single Barrel Bourbon (113 Proof)

High-rye mash bill
Tasting notes: cherry, brown sugar, toasted oak, subtle heat
Bold and elegant — a statement pour straight from MGP’s core line

🧠 Why Bourbon Nerds Should Care

In a market where transparency is often optional, MGP is a fascinating case study in quality, consistency, and hidden influence. Whether you love sourced whiskey or want to avoid it, this story is essential to understanding what’s in your glass.

From billion-dollar deals to bootlegger beginnings, from secret sourcing to bold expressions — this episode has it all. Pour yourself something strong and hit play.

🎥 Watch the full episode on YouTube