Check out this new “ultra-premium” whiskey being offered by Beam Global Spirits & Wine, “Rye One”. I’m gonna be honest, as kitchy as the logo is, it is confusing as hell.
The official press release makes no mention of where or how this spirit is produced, and who actually produces it, but these are details of little concern to the modern beverage journalist I suppose. There is adequate focus on the logo and concept behind this new product, but little else. Have we entered such an era of Branding that we’ve lost sight of what is important?
And for those of you out there that don’t think Rye One is intense enough for you, just wait, Rye Two and Rye Three are apparently on the way.
I really don’t mean to knock this whiskey, I haven’t even tried it, I just find the press release fascinating. My guess is that this is what beverage journalists have been wanting in term of press releases, so that is what companies are giving them.
Well guess what? There is a new sheriff in town, Mutineer Magazine, and we want to get under the skin of branding and BS and bring beverage journalism back to the people!
Check out the official press release for yourself here.