In response to a July 2025 Gallup ballot, solely 54% of American adults report that they at the moment drink alcohol. That determine represents a historic low. From 1997 by way of 2021, the share of adults who drank alcohol persistently held at or above 60%. The drop has positioned actual stress on the American beverage alcohol business, which now faces the problem of holding on to current customers whereas additionally discovering methods to attach with new ones. Conventional advertising playbooks now not assure outcomes, and types are being compelled to rethink who they converse to and the way they present up.
One demographic shift stands out. By 2030, Latinos are projected to make up 23% of america inhabitants of authorized ingesting age. Regardless of that progress, American whiskey advertising has, for essentially the most half, neglected Latino customers. In any class, it’s troublesome to construct curiosity when individuals don’t see themselves mirrored in a product or its story. The identical actuality applies right here. As Latinos method 1 / 4 of the authorized ingesting inhabitants, the absence of significant illustration in American whiskey turns into more durable to disregard.
Fincasa Whiskey was fashioned from that hole. Based in 2019 by Michael Antonio Martinez, the model was created to extend Puerto Rican and broader Latino visibility throughout the spirits business. Whereas it’s authorized to distill bourbon and rye whiskey in Puerto Rico, no such manufacturing has taken place as of 2026. Consequently, Martinez selected to supply rye whiskey from MGP in Indiana and end it utilizing Caribbean rum barrels, making a bridge between established American whiskey manufacturing and Caribbean affect.
Batch 004 of Fincasa de la Tierra Rum Barrel End Rye Whiskey was launched within the winter of 2026. The whiskey begins as an Indiana-distilled rye with a mashbill of 51% rye, 45% corn, and 4% malted barley. 4 barrels had been stuffed on August 1, 2019. After growing older for five years and 9 months, the whiskey was transferred in Could 2025 for secondary maturation. The primary 3 years of growing older occurred in Indiana, adopted by 2 years and 9 months in Miami, Florida.
For the ending stage, the rye was positioned into Barbados rum barrels for an extra 6 months, with a ultimate dump date of October 4, 2025. The Miami growing older occurred in a small, non local weather managed warehouse, exposing the barrels to South Florida situations. From fill to bottle, Batch 004 spent a complete of 6 years, 2 months, and three days in oak.
Fincasa’s acknowledged purpose is to supply seen Latino illustration throughout the spirits world whereas additionally contributing to the long run well being of the class. The query that follows is unavoidable. Is Batch 004 a rye whiskey designed primarily to talk to a selected viewers, or is it a thoughtfully made launch able to standing alongside any American rye by itself phrases?
The one strategy to reply that’s within the glass.
Fincasa Rum Barrel End Rye Whiskey Assessment
he nostril begins with the childhood scent of a freshly opened container of Play Doh, adopted by banana bread that has been sitting out lengthy sufficient to chill to room temperature. With a little bit of time within the glass, hints of Hershey’s Kisses and underripe pear come into play. The aromas really feel clear and orderly, however they don’t demand a lot consideration. It’s nice, although simple to neglect, and it by no means fairly reaches the purpose of being particularly noteworthy.
The palate tells a special story. The primary sip brings French toast drizzled with a light-weight quantity of maple syrup, rapidly adopted by the sweetness of uncooked chocolate chip cookie dough. Because the whiskey strikes throughout the tongue, extra acquainted rye pushed flavors arrive, together with orange marmalade and root beer barrel sweet. This development works very nicely. The sweetness leads, however it stays measured, balanced by the citrus chew of the marmalade and the slight snap of the foundation beer be aware. The mouthfeel lands within the center vary.
Because the whiskey transitions towards the end, extra complexity reveals up. Pencil shavings and the charred fringe of toast crust seem first, earlier than easing into hazelnut espresso creamer on the shut. The ending reinforces the strengths of the palate somewhat than introducing something jarring.
Batch 004 is an satisfying pour general, even when it takes its time getting there. The nostril might underwhelm, however the payoff arrives on the palate and carries by way of to the end. Bottled at 100 proof, it drinks comfortably. The primary hesitation comes down to cost. At $80, it faces stiff competitors from bottles that ship a bit extra pleasure for a similar cash. Have been it priced nearer to the $65 to $70 vary, this may be a straightforward advice and a bottle I’d attain for with out a lot debate.
100 proof
B+ / $80
Fincasa Rum Barrel End Rye Whiskey
USD80
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