A new Frolic Afield, back on Alcohol Professor and back in the state of my birth. This time around, we’re visiting Jim Beam’s American Stillhouse. The Jim Beam distillery used to be a waste of time, little more than a trip to the gift shop and nary a glance at the actual business of making the world’s most popular bourbon. In 2012, Beam substantially revamped the experience, and the result is now one of the must-see stops on the Kentucky Bourbon Trail.
‘When I’m… er… concentrating,’ he explained, ‘I never have more than one drink before dinner. But I do like that one to be large and very strong and very cold and very well-made. I hate small portions of anything, particularly when they taste bad.” – Bond. James Bond.
To call James Bond a thinly veiled wish-fulfillment stand-in for author Ian Fleming is to make the hilarious presumption that there’s any veiling at all. The Bond of the novels was basically a walking, talking catalog of everything that happened to interest and delight Fleming at the time he happened to be writing that particular novel (the movie Bond, on the other hand, was modeled somewhat more closely after British director Terence Young). Whether it was a drink, a meal, or “Pinaud Elixir, that prince among shampoos,” just about everything that fills James Bond’s universe was ported over wholesale from his creator’s life. And as anyone familiar with the books or the movies knows, alcohol occupies an important — more likely the most important — place in Bond’s life. Not to mention my own. And perhaps yours as well.
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.