[Whiskey Decision] Why Search Can Make or Break a Brand 🔎

In Butte, Montana, it wasn't construction but Viola the circus elephant, taking an unscheduled stroll down the city's busiest street after being startled by a backfire. Her brief escapade brought the town to a standstill, proving that even elephants aren't immune to a little stage fright.

In today's dispatch, we're diving headfirst into:

• Will Jefferson’s Whiskey Succeed?

• Worthy Reads: Sampling some of the best from around the web

• Rewind: Some of our most popular Instagram posts from last week

• Cocktail: How do you feel about bananas?

Will Jefferson’s Whiskey be your new favorite?

You're on your whiskey journey, scanning shelves and bang - there it is. Amidst the sea of sameness, a glitch in the matrix. A familiar bottle, slightly different. A new release, a repackaging, a rebranding. It challenges your perceptions, throws you off balance. That disruption, that pause – pure marketing gold.

Brands are jumping on the bandwagon, tweaking labels - a new hue, a modified font, a design pivot just edgy enough to snag your eye, to scream "fresh." Newness is the holy grail of marketing psychology. And somehow Jefferson’s Bourbon has managed to disappoint and cheapen the brand in one stroke.

But back to you. What's your move in a store? Beeline for a specific bottle. Browse, waiting for inspiration to strike? Wait you’ve got the keys to the liquor store's back vault. Bastard.

The rules are simple stick with what works, run like hell from what doesn't.

Why the hypotheticals? Pernod Ricard's North American head honcho, Conor McQuaid is on a mission: dominate the market, transform the biz, snatch that market share. With Jefferson’s as the super premium bourbon play. Are we skeptics, certainly. Its no small feat, given the competition.

As for Jefferson's lineup? Its like pee-wee football going against the NFL. A new distillery in 2025, whoop-de-doo. Jefferson's Ocean Tropics made waves, but at $70+, it's swimming with the sharks, out of reach for most willing to roll the dice. A combination of gimmicky bottlings (yes, Oceans you are gimmicky) and good, but not great, finished whiskies have us scratching our heads. People aren’t even thinking of Jefferson’s when searching for whiskey.

The CEO of Brown-Forman once said the average person buys one, maybe two bottles a year. Getting them to buy a third without a compelling reason or incentive to consume faster is a perplexing challenge. Most people have room for only two bottles: a dusty old whiskey, perhaps inherited from a grandfather, and, if they're lucky, a second go-to bottle. This is the obstacle brands struggle to overcome. Pernod Ricard? They're not conjuring magic that grabs your imagination, shattering expectations.

But Jack Daniel's? They cracked the code. I'm no fanboy, that banana note is my kryptonite. But their single barrels – sleek packaging, artful labels, a cork that oozes character, an aura that screams "special" – and then the 10-year, the 12-year limited releases. In one fell swoop, they flipped the script, gave the people what they wanted, and put a cherry on top.

That's the dream, isn't it? For any whiskey lover worth their salt. A brand that actually listens, that figures out what's doable, what's profitable, what sets them apart. Because if we're all just yelling into the void for cheap, endless whiskey, well, that Venn diagram is a train wreck. Probably off in la-la land with the unicorns. True aficionados will pony up for something special, something they've been waiting for.

You've heard 'em, the single barrel evangelists. Some get starry-eyed over 130+ proof, others geek out on the story, the selection process, the committee behind it all. But when all those disparate voices come together in praise, that's the promised land for a brand.

Me? I'm a skeptic, a numbers guy. And I don't see Pernod Ricard, least of all Jefferson's, making the moves – in their lineup, in their future releases – that'll get folks fired up, that'll have the critics and reviewers shouting from the rooftops, that'll be the answer to someone's "I need something new, what've you got?" plea.

But Jack Daniel's? They've seems like they solved the puzzle. "Not a Jack fan? Hey, I get it, me neither, but..." That "but"? Worth its weight in gold. "Here's why you gotta try their single barrel barrel proof, or the first 10-year batch, or any of the 12-year." They're swinging for the fences, aiming for the stars.

Brands need to get bold, get creative, but most of all, get in tune with your tribe. Crack the code on what they're yearning for, then deliver it with a flash of brilliance. That's how you pour yourself a legacy in this wild, crowded, beautiful world of whiskey.

📰 Worthy Whiskey News (a.k.a. our favorite reads)

• Bacardi & Brown-Forman Join Forces. Two booze behemoths are teaming up to take on industry giant Diageo. But is this partnership really about efficiency... or squashing competition?

• The season of change? Alex Castel from Old Dominick and Barry MacAffer from Laphroaig recently announced their departures just days apart.

• We largely disagree with 805% of this list but the few gems made it worth it (kinda)- The Whiskeys to Chase 2024

• When unexpected crossovers happen decades apart in the most delightful way - WhistlePig well done!

📸Rewind: A selection of our most popular IG Posts

• Lederhosen and mustard and whiskey?

• A Taiwanese Whiskey that isn’t getting its fair due? Or just time evening out the playing field?

• Old Fitz 9 year… well, it isn’t going for MSRP

• What is your opinion when a distillery drops a $20k+ bottle

We Are Giving Away Whiskey (Seriously)

Dive into our Referral Program: Sharing isn't just caring; it's the beginning of a thrilling quest. Uncover hidden whiskey gems and earn gift cards for your next bottle.

Your Mission: Spread the 'Whiskey Decision' spirit using your unique referral link provided below. Ensure your friends subscribe through your link to secure your well-deserved rewards.

Cheers, Whiskey Decision

🍌Embracing Our Kryptonite: Si-Mao🍌

While we typically avoid shots, this just seemed appropriate. Damn banana note.

Ingredients:

• 1 oz Jack Daniel’s Single Barrel - Barrel Proof

• 1/2 oz Banana Liquor

• 1/4 oz Orange Juice (fresh)

• 1/4 oz Lemon Juice (fresh)

Directions:

• Combine ice and all ingredients in a cocktail shaker. Strain into a chilled shot glass.

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

Got friends who love a well-priced bottle as much as we do? Share this newsletter with them and let's make our merry band of spirited enthusiasts a little bit bigger.

Thanks again for being here. Let's raise a glass to the week ahead.