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.