Distilleries Sell Unaged 'New Make' Spirits Straight Off the Still

Enthusiasts are embracing the clear, high-proof liquids that preview future whiskies.

Apr. 8, 2026 at 11:21am

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A brightly colored, high-contrast silkscreen print of a single, iconic whiskey glass repeated in a tight grid pattern, utilizing flat, vibrant, and unnatural neon color palettes overlapping with heavy black photographic outlines to turn an everyday lifestyle object into modern pop art.The rise of new make spirits allows distilleries to showcase their craft and give whiskey enthusiasts a preview of future releases.Chattanooga Today

More distilleries are bottling and selling their unaged 'new make' spirits, the clear, high-proof liquid that comes straight off the still before being aged in oak casks to become whiskey. These new make spirits offer a preview of the future whiskey and have their own distinct flavors based on the distillation process. While historically new make was only consumed locally, now distilleries are releasing small batches for whiskey enthusiasts to try.

Why it matters

Selling new make spirits allows smaller, newer distilleries to generate revenue while their whiskeys are still aging, and also gives consumers a chance to explore the fundamentals of whiskey production. The rise of new make spirit sales also reflects a growing interest among drinkers in understanding the production process behind their favorite spirits.

The details

Distilleries like Witchmark in England and 291 Colorado in the U.S. are bottling and selling their new make spirits, which are the clear, high-proof liquids that come straight off the still before being aged in oak casks to become whiskey. These new make spirits offer a preview of the future whiskey and have their own distinct flavors based on factors like the yeast used, length of fermentation, and type of still. While historically new make was only consumed locally, now distilleries are releasing small batches for whiskey enthusiasts to try, either neat, with a bit of water, or in cocktails.

  • Witchmark launched in 2024 and is releasing 300 bottles of its new make spirit.
  • 291 Colorado has been bottling its new make spirit, called 291 Fresh Colorado Whiskey, for the last 14 years.

The players

Eddie Large

Founder of the English whisky company Witchmark.

Michael Myers

Founder of 291 Colorado, a distillery that has been bottling new make spirit for 14 years.

Cameron McCann

Founder of Stirling Distillery, a gin-maker that launched its first whisky in 2023.

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What they’re saying

“We're a new distiller — we don't have the luxury of waiting to know if our whisky is going to be great. It has to be great from the outset.”

— Eddie Large, Founder, Witchmark

“[Time in the barrel] can fix so many things that may not be perfect with a new make spirit. When it's bottled as a white whiskey, it has to be drinkable on its own terms.”

— Michael Myers, Founder, 291 Colorado

“Releasing new make spirits is also a way that smaller distilleries can actually stand apart from the industry giants. The big distilleries are working at a scale that makes releasing [new make spirit] complicated.”

— Cameron McCann, Founder, Stirling Distillery

What’s next

As more distilleries begin releasing new make spirits, industry experts will be watching to see if a distinct new category of spirits emerges or if these clear, high-proof liquids remain a niche product for whiskey enthusiasts.

The takeaway

The rise of new make spirit sales reflects a growing interest among drinkers in understanding the production process behind their favorite spirits. For smaller, newer distilleries, selling new make can provide revenue while their whiskeys age and also allow them to showcase their craft in a unique way.