I've been reading a lot of old 1950s and 1960s magazines lately. I'm reading them for the history but, as I create ads for a living, I can't help but be struck by the advertisements as well. And of course, these particular magazines have a lot of booze ads in them.
Knowing that the bourbon crash was only a few years away, I am struck by the differences between the bourbon ads and the ads for clear spirits. The bourbon ads highlight luxury and impressing those you entertain. They are full of photos of men in tuxedos and women in fancy dresses. They look really old-fashioned. By contrast, the ads for clear spirits are fun. Even half a decade later, they still have a freshness about them. It isn't hard to see why bourbon lost the war for the 1960s and 70s drinker.
I did find it interesting though that bourbon was advertising itself as a luxury item for the ultra-rich and swanky. When I first started drinking alcohol, you could barely give bourbon away. When I first started drinking bourbon, it was an affordable luxury. You could get something old and really delicious for $30-40. Of course, these days the pendulum has swung back again. I saw an article touting an 11-year old bourbon from a major producer for $110 today. $10 per year of age, from the big guys, seems a bit ludicrous to me, but then there is a reason I'm the guy who runs the "Bottom-Shelf Brackets."
Luckily for those of us who drink on a budget, there is one producer who seems to have found their niche producing affordable limited edition bourbons. Sazerac's Barton distillery has been quietly putting out delicious, affordable bourbon after delicious, affordable bourbon in the 1792 line. Tonight I have a glass of the 1792 Bottled-in-Bond. Let's see how it tastes.
Purchase info: $39.99 for a 750 mL bottle at Total Wine, Burnsville, MN
Details: 50% ABV. Distilled and bottled at DSP-KY-12. Non-age stated though the bottle says "well-aged."
Nose: Almond, Caramel, and cinnamon.
Mouth: Good heat with cinnamon and nutmeg followed by brown sugar and mint.
Finish: Spicy and long with a heat that sort of creeps back up on you right in the middle of the chest.
Thoughts: This is a tasty bourbon. Spicy and warm, it doesn't have the almost overwhelming heat of the 1792 Full Proof. Instead, it feels like a warm blanket straight from the dryer: pure comfort. It won't knock your socks off, but then you won't need to mortgage the house to afford it either. It sums up what brought me to bourbon in the first place: a tasty, affordable, luxury.
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