The traditional drinking logic says, “If you know what you like, then you will drink it. If you mistake what you know then you avoid.” Well, our two hosts had made a wrong assumption in the past about Four Roses and confused them with somebody else. We were hood-winked, bamboozled and lead astray. Well today, we brought back in our mistake and lined up Four Roses Small Batch for our three phased approach. Did we like it? Did we admit our mistake? Who can that be knocking at my door? Well all of those answers can be answered in this great review. Train.. Train…
Well in this blog, we wanted to talk about something that really caught our attention during the podcast and we talked about it a good half hour after we stopped recording.. The simple phrase, around the world comes into play.. That would describe the history of history of Four Roses and their ticket around the world and second chance at a first impression.
When you think of whiskey, you immediately think of Kentucky. Where the rivers flow with whiskey and there is a bottle on every corner and a “stills” waiting for that next batch of booze in the barn or back country.. Alright, maybe I confused that with the Dukes of Hazzard (based in Georgia) but would be good to have it available in hundreds of different styles. Well Four Roses has been around since the late 1880’s and while has been extremely popular during the early to mid 1900’s it seemed like they were a game of hot potato and eventually hide and go seek..
What we meant by hot potato was that new owners really seemed to be part of their mid-aged history. There was some talented names who steered the ship for Four Roses but with change, somebody else would either take over or move to another distributor.. This is really where the hide and seek analogy comes into play. Up until 2000, they weren’t extremely popular and didn’t have a high demand so really they went and hid to wait for their return to the major market. Well their return to the market and visibility was fueled by a distributor across the pond in Japan. They brought back the Four Roses name to the US market and really kick-started their bourbon dream again to the drinkers. Now, this is where our conversation kept going after our recording.
People have always said, if you are going to re-invent the wheel, why don’t you create a stronger wheel so you can capitalize on a new market of individuals. If people had a bad taste before (or might have confused it with another product) they weren’t going to run out and re-invest in their drinking ways and besides you are looking at a new generation of drinkers who might not even heard of the old name. So launch with a splash and re-invest something new and create a new active movement for your whiskey / bourbon. That we what we discussed when we were off-air and then one of our local bar patrons reminded us, society is what really drives demand. That is a valid statement.. Very valid however in the same breathe, if they had a re-energized whiskey / bourbon that has been gone for years, a fresh new paint, name and marketing effort what might have changed.. Well who knows?? We are just two guys drinking whiskey.. However go out and find yourself a bottle and tell us what you think..
As always, we gotta thank our sponsors because without them we would be two guys with nothing to drink, nothing to drink out of and more importantly nothing to keep our drinks cold. If you want to learn more about them, please click on the individual links below or feel free to click on the sponsor’s link at the top right corner of our webpage. You can find each of their website, facebook and twitter links.
Hotel Tango – http://hoteltangowhiskey.com/
Glencairn Whisky Glass – http://www.glencairnwhiskyglass.com/
Whiskey Stones – http://whiskystones.com/