Crafting Fortunes
An Exclusive Interview with Juliet Schmalz of Fortunes Fool Whiskey
Embark on a captivating exploration of Fortunes Fool Whiskey as we delve into an exclusive interview with Juliet Schmalz, the visionary behind this exceptional whiskey. Uncover the fascinating story of Juliet's career transition from anesthesiology to the world of whiskey, shaped by a passion for the craft and a desire for a fulfilling Act Two.
Juliet's journey into whiskey began with a quest for knowledge. “We just did a Google search and there's a place called Moonshine University in Louisville that teaches you everything about the industry of spirits in general, mostly whiskey, but they do other spirits as well.” Juliet continued, “I took almost all of their classes, I'd take vacation and go down there; the classes are between one and six days long.”
It was at Moonshine University where the intricate art and science of whiskey-making unfolded. From grinding grains to the alchemy of fermentation and distillation, Juliet found parallels between whiskey production and her love for cooking, emphasizing a commitment to premium quality.
“In the world of whiskey, each bottle tells a story. For us at Fortunes Fool, it’s not just about crafting spirits; it’s about the art of creating moments. The journey from medicine to whiskey has been a daring adventure, and with every pour, we invite enthusiasts to savor not just the flavors but the essence of dedication and passion distilled into each drop.”
The inception of Fortunes Fool Whiskey stems from Juliet's dedication to creating a superior product for Central Indiana, guided by a desire for excellence. The choice to contract distillation instead of sourcing allowed for a personalized touch while minimizing overhead costs. The decision to focus on crafting premium whiskey, rather than following the trend of sourcing, reflects Juliet's commitment to authenticity and quality. She simply stated, “We don't have to cut any corners. We can actually invest in things like our barrels are better than pretty much anyone else's.”
The craftsmanship behind Fortunes Fool Whiskey extends to the choice of barrels, a critical element in shaping the final product. With a keen eye for quality, Juliet selected barrels from Seguin Moreau, a renowned cooperage in Napa, California, known for its exceptional bourbon barrels. The prolonged air-drying process of the staves for 24 months sets these barrels apart, contributing to the rich and nuanced flavors of Fortunes Fool Whiskey.
As the conversation continued, Juliet shared how she utilized the relationships she made during her time at Moonshine University and the influence they played in Fortune Fool’s creation. “I honed in on my mash bill and my yeast strain based off of what I like, you know kind of who I'm trying to emulate. It's not any one thing, it's like multiple things. We go in the barrel at a lower proof than a lot of people because a lot of the whiskeys that I enjoy do that.”
Fortunes Fool quickly made its mark in the whiskey community, with its rye emerging victorious in blind tastings against esteemed brands. Juliet's meticulous approach to crafting a rye that caters to both enthusiasts and newcomers showcases her dedication to a balanced and flavorful spirit.
As Fortunes Fool Whiskey continues to gain momentum, Juliet hints at upcoming releases, including another rye blend in March called The Overture, and an eagerly anticipated four-year bourbon. The introduction of custom bottles with a distinctive seven-sided design adds an artistic touch to the brand, reflecting the passion and attention to detail that defines Fortunes Fool.
2020 brought unexpected challenges, but Fortunes Fool embraced the opportunity to step into the spotlight. With production commencing in December 2020, the brand weathered the storm, making a mark in Indiana. Despite the hurdles, Fortunes Fool Whiskey stands strong, a testament to resilience and unwavering commitment.
Juliet's dedication extends beyond whiskey, with future plans including branching into tequila, offering a unique perspective on spirits. With a common theme of wood, the decision to explore tequila aligns with the brand's commitment to utilizing their high-quality barrels and providing consumers with a diverse yet exceptional range of spirits.
The most rewarding aspect for Juliet is witnessing strangers appreciate and enjoy Fortunes Fool Whiskey. Whether sipped neat or in a crafted cocktail, the spirit resonates with individuals seeking a genuine and captivating drinking experience. Be sure to check out fortunesfool.com for some great cocktail recipes from local Indiana bartenders.
As we wrap up this insightful interview, we eagerly await the next chapter in Fortunes Fool's story. With upcoming releases, collaborations, and the promise of tequila on the horizon, there's an undeniable excitement surrounding Fortunes Fool Whiskey. We extend our gratitude to Juliet Schmalz for sharing her story and look forward to meeting again soon, raising a glass to the continued success of Fortunes Fool Whiskey. Cheers to craftsmanship, passion, and the pursuit of exceptional spirits!
