Disappointing celebrity whiskey news
A few months ago I wrote in a Nightcap column how refreshing it was to see a celebrity NOT have their own whiskey brand, but instead heartily endorse one that they loved. That celebrity was Chef Michael Symon and his long term love affair with Knob Creek is well known. He’s featured the brand in his restaurants, particularly at Mabel’s in Las Vegas, and he’s talked effusively about his relationship with the brand. I loved the story, and praised him for not cashing in on the latest celebrity investment trend.
Well, you know how this is going to go….
He cashed in. I suppose I should’ve known better, but hope springs eternal somehow in these cynical bones of mine. Anyway, here’s some marketing gobbledygook and a link to the Bourbon Lens press release article.
“We are beyond excited to share our passion for the best spirits in the world with fellow enthusiasts right here in the heart of the Midwest and beyond. Thanks to years of exploring flavor combinations and distilling techniques in travels across the globe, this team of owners are experts at identifying the top-quality spirits for a truly exceptional tasting experience.
Chef Michael Symon”
Of course they’re beyond excited to share their passion for making money, I’m only surprised they aren’t also thrilled. Also, drinking lots of things doesn’t make one an expert at anything. The term expert is so loosely used these days it has lost its actual meaning. I believe that Chef is an expert at cooking. Expert at bourbon? Maybe better than someone that mixes paint colors for a living but who knows how long they’ve been drinking?
Photo credit Bourbon Lens.
Moving on, they bought some sourced barrels, 13yr kentucky straight, and dropped them into port barrels for six years and bottled at 140pf. Now, we know these experts didn't age them, or distill them, so fine another sourced secondary finished whiskey by a celebrity. No problem there I guess. Surely it’ll be good enough to slap a label on and dump it into the market with all the other unimaginative celebrity brands. I’m sure people will buy it and well it looks like they have at the approachably priced $274.99 a bottle, which is OF COURSE now sold out at Seelbachs.
JFC where did this hobby go so wrong for so many?
Look, I like Chef, and I’m sure his whiskey is fine, but FFS $275 for a sourced whiskey when you can get KNOB CREEK 18 FOR LESS THAN THAT??????
Disappointed Chef, disappointed. Hope the cash bath is worth it.
- Mickey Pinstripe