May 24, 2009

What's Next, Defacing St. Peter's Basilica?

I officially will no longer drink Jim Beam.

Part of Illinois-based Fortune Brands Inc., Beam is preparing a national rollout of Red Stag, a specialty whiskey that infuses natural black cherry flavors into 4-year-old bourbon.

Even brand ambassador Fred Noe, a great-grandson of Jim Beam, sees the tinkering with a time-tested Kentucky tradition as a positive way to lure new customers.

“The bourbon purists might think it’s a little too sweet,” Noe said during an event touting Red Stag at Beam’s Clermont distillery in central Kentucky. “But for somebody who is not a big fan of bourbon, this may be an opportunity for them to enjoy bourbon in a little different way.”

The 80-proof Red Stag by Jim Beam, as the product is formally called, is being billed as Beam’s biggest rollout since the launch of Jim Beam black label bourbon more than a decade ago. Shipments start June 1 after about a year and a half in development.

Chuck Cowdery, an American whiskey writer and author of “Bourbon, Straight,” likes the taste.

“I think the quality of the infusion, the depth of the flavors is pretty sophisticated,” he said. “It doesn’t taste like they threw some flavor house cherry flavor in there.”

The product could appeal to younger consumers who may prefer bourbon in cocktails rather than straight up, he said.

My reaction?

Jim Beam has been one of my best friends over the years, and you want to dress him up in the equivalent of the Striped Shirt? Fuck you, Noe Family! I'm sticking to Old Crow, Makers Mark*, and Jack Daniels now because of this.

Fucking sellouts!

*Oh, please don't tell me Makers Mark is owned by the Jim Beam People.

Posted by: eddiebear at 12:38 AM | Comments (6) | Add Comment
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