Maintaining the most notable presence amid the scattered remnants of Louisville’s once mighty whiskey distilling industry is Brown-Forman. Their facility near the corner of Dixie Highway and West Broadway (right across the street from Heaven Hill) is crowned with a giant bottle of the distillery’s signature product, Old Forester Bourbon. There is a second location a little further up the road at 2921 Dixie Highway, where I believe most of the distilling takes place, but it doesn’t have a giant bottle of Early Times or anything on it. About the only thing to see when you drive down the service road to that facility is a security guard who will politely but firmly tell you to turn around and please don’t take any photos. Neither location is open to the public for tours, but at least the 850 Dixie Highway location sits right on the highway, so you can stand on the sidewalk and take photos of the building and the giant bottle of Old Forester — though if you are particularly nerdy and linger around too long trying to get your photo just so, the guard at the front gate might get suspicious and start making calls.
In the past couple months, two of the whiskey world’s heaviest hitters — Jack Daniels and Jim Beam — have released “white whiskey” products in an attempt to (somewhat belatedly) jump on a perceived white whiskey trend. Most spirits writers have reacted to these releases with a resigned sigh and a rolling of the eyes. I’m hard pressed to come up with a more appropriate reaction. I don’t fault a company crass marketing ploys — Steampunk Cider is a pretty crass attempt to appeal to steampunk nerds like me, and I bought two bottles without having ever tasted it because, you know, <em>steampunk</em>. Luckily, it was fantastic, but the point is companies do marketing, and that’s A-OK with me. Sometimes though the marketing crosses a personally drawn line and really gets on my nerves (stop telling me you’re a distillery when you are just buying barrels from other distilleries and bottling them). Beam and Daniels have managed to poke a spot on me that was already sore as I am not the biggest fan of white whiskey, be it unaged white dog or simply filtered to be colorless. I also think this bandwagon onto which Jack and Jim are adding their weight is pretty rickety already, if it exists at all.