Deceptive whiskey?

The Whiskey Reviewer announces a series evaluating the marketing claims of various whiskeys. What I found quite striking was that the claims of interest were very much centered around “authenticity,” both in production and in narrative:

  • Potemkinism: Does the company run what Chuck Cowedery labeled a “Potemkin Distillery,” where they claim to be a distillery but are in fact a bottler?
  • Back Story: Are there bogus elements in the company’s historical claims, and if so how bogus are they?
  • Marketing Flim Flam: Other elements of the company’s image and marketing practices that some find objectionable.
  • As with so many things, stories matter.

    H/T James Milles.

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