Kaveh Zamanian is best known for his role as founder, CEO, and whiskey maker of Rabbit Hole Distillery, where he has produced his own recipes and crafted unique mash bills. However, the renowned whiskey maker didn't start in spirits.
Zamanian immigrated from Iran to the United States as a teenager, and he pursued an education that led to a successful career as a clinical psychologist and psychoanalyst. It was actually Zamanian's wife who brought whiskey and bourbon into this life.
His wife, Heather, is a native of Louisville, and it was after meeting and marrying her that he decided to step away from his 22-year career in psychology to start his own spirits company. Kaveh and his family moved to Kentucky, he studied under respected distillers, and Rabbit Hole Spirits came to life in 2012. Today, the distillery offers five whiskies, a vodka, and a gin.
Most recently, Zamanian, in partnership with Pernod Ricard, released an untraditional flavored whiskey called Mash & Mallow, which is yet another demonstration of Zamanian’s commitment to pushing the boundaries of whiskey making. Mash & Mallow is the second launch in a series of collaborations between Zamanian and Pernod Ricard. In August, Mary Dowling Whiskey Company, which Zamanian co-founded, announced the debut of its premiere whiskey lineup: Tequila Barrel and Double Oak Barrel.
Created to emulate the taste of s'mores by a fire, Mash & Mallow exudes a smoky aroma with a subtle melding of flavors such as graham cracker, chocolate, roasted marshmallow, and sweet confectionary sugar. On the palate, the liquid retains a strong whiskey character and a wood-oak finish that is sweet with a subtle smokiness. The whiskey’s mash bill features 97% corn whiskey and 3% rye whiskey, alongside added flavors.
We caught up with Zamanian to discuss whiskey trends, the new Mash & Mallow, and how his psychology background plays a role in whiskey making. Read on for the full Q&A!
Bar & Restaurant News: This is your first flavored whiskey launch. What led you to develop a flavored whiskey? And why s’mores flavored specifically?
Kaveh Zamanian: With the distillery and our amazing team, I feel like a kid in a candy store. I’m constantly considering new expressions and find inspiration everywhere. Mash & Mallow is a tribute to my personal reverence for the great American outdoors. Growing up in California and going to school in Arizona, I have many fond memories of time with friends around the campfire. Be it bonfires on the beaches of Laguna or Trestles to campfires in Yosemite, Sequoia, or Joshua Tree, it was the best. [Those were] some of the happiest times of my life, sharing stories and just having a good time. I wanted to make a whiskey that takes me back to those amazing occasions. I chose s’mores because it tastes great, and it’s America’s campfire snack.
What separates Mash & Mallow from other flavored whiskies?
It’s all about the taste. Mash & Mallow has an incredibly rich base whiskey with natural flavors that harmoniously bring together flavors of chocolate, graham crackers, and toasted marshmallow along with that hint of smokiness that we all know and love from making s’mores around the campfire.
What role does Mash & Mallow have to play in the on-premise? How do you foresee bartenders taking advantage of this unique spirit?
Mash & Mallow is an incredibly versatile whiskey. It could be enjoyed as a shot, on ice, or in a cocktail. It certainly has a spot in on-trade, and I imagine talented bartenders will enjoy playing around with it to make a range of tasty cocktails.
You have a super interesting story. You left a career as a clinical psychologist and psychoanalyst to pursue a career in whiskey. What led you to make such a big change? What was it about bourbon that drew you in?
I cut my teeth in the hospitality business, put myself through college and graduate school, working in bars and restaurants. I love the industry, had some of the most incredible times working in restaurants and bars, and I just love fine spirits. So, when I moved to Louisville, I started dabbling and learned how to make whiskey, in part to ease my frustration with the American whiskey category. This was early in the craft distilling movement, and producers were simply putting the same liquid in different bottles. As a consumer, I felt shortchanged. So, I jumped in thinking I could do better. I felt that American whiskey had incredible potential and recognized that bourbon is 51% corn and 49% possibility. Bourbon is the most versatile whiskey style, most like the culinary approach. So, I started with grains and mash bills, the same way a chef starts with ingredients and recipes. It’s the opportunity for creativity and self-expression that drew me in.
Does your training in psychology ever come into play when creating, marketing, or selling whiskey?
There’s not a day that goes by that I don’t rely on my training in psychology. Whiskey making is a collective effort. There is no single hero. It’s all about teamwork and collaboration and that means relationships are at the heart of everything we do. So, from distilling to marketing and selling, and most importantly, team building, psychology, which is all about understanding human personality and behavior, is at the heart of it all.
Have you observed any recent whiskey trends?
There are several interesting trends in the category. I’m most excited about the American Single Malt category, interesting secondary barrel finishes, and the continuing effort to create unique whiskey expressions using different grain bills.
Any predictions for where the whiskey market is headed in 2024?
There’s tremendous interest in the category as new consumers discover whiskey. While macroeconomic factors are at play, the category, particularly American whiskey, will continue to grow. Barring any seismic world events, I don’t see any significant signs of it slowing down. With that said, I do believe that consumers are getting better educated on the category, and as such, more discerning. So, there will be a need for genuine differentiation on the shelf.
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