« Eat Dead Animals Today! | Main | Happy St. Paddy's Day! »
March 17, 2004
Over One's Head
I found this treasure in a NYTimes article about the resurgence in popularity of bourbons. The reporter interviewed the spokesman for Jack Daniels and asked this question.
Why, I asked, has the company stuck so close to its roots? "We don't believe in kicking pulling mules," he answered, making the dubious assumption that a city-bred stiff like me knew about pulling mules.
In fact, there are hard-headed business reasons.
In fact, that's what he just said, ye great idiot.
And Jack Daniels is a sourmash whiskey, not a bourbon.
Duh.
Posted by Rita at March 17, 2004 07:12 AM
Comments
They would have done better to have spoken to Fred Noe at Jim Beam. His father, Booker Noe, who just passed away, did much to start the trend toward craft bourbons with the Small Batch Bourbon line. Knob Creek resembles the regular Jim Beam Bourbon rather as a Porsche 356 resembles the original Volkswagen Beetle, and the cask strength Bookers is impressive even to a collector of single malt scotch.
The modern bourbon drinker is looking for an experience far subtler than merely getting drunk, and the lore of the high up hills is a part of that experience.
Posted by: triticale at March 18, 2004 06:41 PM
A-yup. You'd think they would've done better research before writing the article.
Posted by: Rita at March 19, 2004 10:33 AM