Apparently, the black-market worth of Santo Tequila, a celeb spirit backed by rocker Sammy Hagar and TV meals persona Man Fieri, has a far larger worth than I’d give it. However to at the very least somebody, it’s price risking jail time for stealing a number of it.
Nonetheless Austin’s superior ‘Kentucky Fill Up Day’ marketing campaign
This right here, pardner, is a few Texas-bold advertising and marketing!
In an effort to persuade drinkers that good bourbon doesn’t have to come back from Kentucky, Austin, Texas-based Nonetheless Austin Whiskey Co. has created Kentucky Fill Up Day. On Nov. 20, individuals who registered forward of time, got here to the distillery with an empty Kentucky bourbon bottle to have it refilled with Nonetheless Austin Cask Power Whiskey for $1.
You learn that appropriately, cowboy, $1 on at some point solely. The deal was restricted to the primary 500 hundred individuals sensible sufficient to grab that cut price. Click on right here for full particulars and to see chuckle-loaded video describing the occasion. (As a College of Louisville fan, I laughed laborious on the invitation to stay round and see how significantly better Texas soccer is healthier than Kentucky soccer. These faculties performed on TV that day.)
Now, in case you haven’t appeared intently on the image above these phrases, lookup and spot the empty Maker’s Mark bottle. (I feel the opposite two are Evan Williams and Bulleit.) This may increasingly create the one blowback to the marketing campaign if Maker’s legal professionals think about its treasured and trademark-protected dripping pink wax besmirched by the Nonetheless Austin label affixed to the entrance.
And I additionally surprise how Nonetheless Austin can promote its whiskey beneath value. Absolutely that’ll damage Texas revenuers’ emotions a bit?
However one factor I’m sure of: It’s an unparalleled deal. Not solely is Nonetheless Austin Cask Power terrific (learn my evaluate right here), whiskey from that spot and a rising variety of Texas distilleries is absolutely good.
Is Michter’s 20-year bourbon worthy of its $1,200 SRP?
On this age of high-priced bourbons, drinkers routinely ask, “Is it price it?” Absolutely many realized this week in regards to the upcoming launch of Michter’s 20-year bourbon and requested that query. Indubitably, others are ready to pay much more than that $1,200 ask.
Fortunate for me and several other others at our 2024 Bourbon Banter Summit in Louisville in November, we all know this a lot about this extremely anticipated bottle: It’s friggin’ scrumptious! Michter’s handled our small group to a tour of its Shively distillery, adopted by a prolonged tasting of its core lineup, its particular launch roster and the pièce de résistance, the double decade.
Sipping that created a type of moments when a “We ain’t worthy” look will get shared round a desk. Not solely is it improbable, it’s like no different bourbon on the market, besides maybe for the ultra-rare Michter’s 25-year. Nothing with 20 years of age on the U.S. market is wherever close to as pleasant because the 20, which for me means not an oak bomb.
Which brings us again to the query: Is it price $1,200? I can reply that two methods. 1. It’s priced so past my price range that I’d by no means spend that a lot for any spirit. 2. But when cash have been no object, I seemingly would after which share it with pals. It might not be a shelf fixture in my house.
Heaven is aware of there are many individuals with the mad cash to make such a purchase order, and so they’re who Michter’s is concentrating on with this launch. After all, it’s seemingly by no means to promote at retail for that quantity, however that’ll cease nobody from shopping for it. I predict it’ll promote at mild velocity and super-elevated costs.
Tequila thieves steal truckloads of Santo Tequila
Sure, that headline is true. The attraction of celeb model tequila by no means ceases to amaze me. I can’t consider any that are good, correctly priced or remotely price consuming, a lot much less stealing. And but, that’s what occurred in early November.
In keeping with a narrative on Brewhound.com, two vans ferrying 4,040 instances of Santo Tequila have been hijacked in Laredo, Texas, simply past the Mexican border. That’s proper, they stole Santo.
Apparently, the black-market worth of Santo Tequila, a celeb spirit backed by rocker Sammy Hagar and TV meals persona Man Fieri, has a far larger worth than I’d give it. However to at the very least somebody, it’s price risking jail time for stealing a number of it. (I gave the anjeo a lackluster evaluate that you possibly can learn right here.)
In keeping with the story, a “refined legal enterprise” did the deed, and someplace alongside the way in which to California, the enterprising criminals swapped sophistication for stupidity. Los Angeles police noticed one truck in a “identified legal cargo space” being unloaded by the previous sophisticates. The article gave no particulars on the MENSA geniuses arrested within the act.
This isn’t the primary time a tequila heist has occurred. The story reported that 19,000 bottles of Hacienda Chactun Tequila—a nearly unknown tequila made at a distillery identified for backside shelf stinkers—have been ripped off final December. And prior to now yr, two vans stuffed with Fortaleza tequila—actually, actually good things—have been stolen. Let’s at the very least credit score these thieves for having good style!
In keeping with a Fortaleza crew member, 5 bottles have been discovered on retailers’ cabinets. Ya assume these retailers misplaced their coveted Fortaleza allocation? Guess on it!
Again to the stolen Santo: I perceive the calculated danger of stealing Santo to resell at a revenue. However shopping for stolen Santo? That’s a thriller to me. Particularly in case you think about that purchasing sizzling bottles from apparent thieves doesn’t assure they’re crammed with strange Santo—which relying on the palate of an everyday Santo purchaser, might be a great factor.
