Another frolic afield! This time I’m over on Alcohol Professor again, writing about the history of Brooklyn Brewery and the New York Distilling Company, two Brooklyn-local efforts sharing a common founder. Will whiskey be sampled after the tours? Sadly, not yet. But beer and gin? They’ve got that covered.
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.