Hello LA Times: Jack Daniel’s isn’t a bourbon!
Education is key to helping consumers select a whiskey they will enjoy. It’s going to be hard to teach the average whiskey drinker the difference between the various whiskey categories so they can make intelligent, informed decisions if we have major print publications getting it wrong.
Saturday’s LA Times discusses how “liquor” sales are slumping, with the exception of whiskey. “Sales of bourbons such as Jack Daniels and Maker’s Mark are bucking a slump in demand for distilled spirits…” the article goes on to say. You can read the whole story here.
This isn’t the first time this has happened, and it won’t be the last. I’ve blogged about misleading articles several times over the past year. Some of the other ones were far worse, but I think that perhaps the biggest misconception in the whiskey industry is that Jack Daniel’s is a bourbon.
(For those of you lurking who don’t know the difference, Jack Daniel’s is a Tennessee whiskey. So is George Dickel. They undergo on additional step beyond bourbon–the spirit is charcoal “mellowed” through vats of sugar maple charcoal before being put into barrels for aging. They taste different than bourbon.)
This shows that we still have a long way to go educating the mainstream press who have so much influence on the consumer because what they write is read by so many people.