As much as one can like or not like vodka, you cannot really deny that they are the leaders of spirits marketing, can you? The latest move from the industry was to extensively develop the flavoured segment, with as many flavours as one brand can think. Just to mention some interesting or ridiculous few, depending on your appreciation: « Fluffed Marshmallow » by Smirnoff, « Chocolat Kokonut » by Stolichnaya, or « Strawberry Shortcake » by Pinnacle… This undeniable success with vodka has given some ideas to other types of spirits, most notably rhums (Bacardi) but also… bourbons!
With the latest attempt coming from one of the most (if not the most) famous brand of bourbon, it is reasonable to ask the question. When and where is this going to end?!
Jack Daniel’s (Brown-Forman) is now releasing Winter Jack – Tennessee Cider, which is a blend of ‘winter’ spices (whatever those ones are), apple cider liqueur and JD’s Old n°7. Please note that, according to the brand, it is not only a marketing move, because it is inspired from an old-family recipe rightfully coming down from Lynchburg, TN, the home of Jack Daniel’s. Anyway, this is now the second opus in JD’s strategy to approach the bourbon-flavored market, alongside the now popular and fairly addictive JD Tennessee Honey. Although the latter may be served chilled, this former new Winter Jack should be served warm.
It is always a question of everyone’s preferences and opinions. But if they could please halt a little bit with this trend before it starts to seriously hit the more noble spirits, such as bourbon indeed… This was about JD, but Jim Beam already has: Maple, Honey, four Red Stag flavours (including Honey Tea?!), … And probably many more. You want to have a flavoured drink? Ask a mixologist! But please don’t touch the base…
And finally, I can’t help but re-present here this hilarious video about bourbon (thanks again Ulysse). Got it? Bourbon! Nothing else, no flavor, just plain old and genuine bourbon!
Par Yann Rousseau
Suivez Yann sur Twitter