So we hit the ground running, working all our connections to sniff out a Bourbon worthy of the PM spirits label. For our first custom domestic release, there’s no way we were going to damage our street cred by rushing to market with a product we didn’t believe in, just to fill a gap in our portfolio. Was it really an accident, or did someone have a grudge against Kat The second in Sharna. One which has been marketed to death with a more or less fabricated “artisanal” backstory.īut it ain’t how we roll. Yet when tragedy strikes, Nik and Norva are there to investigate. Or, we could have sourced a mysterious product with a semi-legitimate history. On the one hand, we could have “robbed the cradle” with some underage juice that spent 3 months in a 2-gallon barrel. Most companies our size would have been forced to choose between two equally sketchy options. Not much of the bona fide, well-aged stuff is left for the picking. But the masses have been guzzling down the nation’s Bourbon stocks way faster than distilleries can replenish the market. The stuff ages in barrel, and that requires a valuable commodity: time. Unlike vodka or gin, very good whiskey can’t be churned out in vast and unlimited quantities. A cask of the good stuff, if you’ve been lucky enough to find some, costs more than a solid gold Lamborghini. No matter what you feel about the so-called “Bourbon boom” it’s not making life any easier for guys like us.įinding decent bulk Bourbon is quasi impossible for small guys who are seen as outsiders in the business (after-all PM started out as a brandy house). Even for ninja-level sleuths like us, we knew it wasn’t going to be easy.Īs anyone who’s ever hustled for a living (whether booze or anything else) understands all too well, the law of supply and demand shows no mercy. the drop also creates a sense of urgency around access: being the first ones to. While the term was once employed in starkly literal fashion, it appears to have taken on sufficiently figurative status that actual microphones need not necessarily hit the floor. A recent branded mic drop was Nikes ads supporting Colin Kapernick. Truth is we had been Bourbon-free in our home NY market for almost two years. Mic drop comes from the practice, initially (but not exclusively) among hip-hop artists, of finishing a performance or song by dropping the microphone. Are they dumb? Unpatriotic? Simply irrelevant?. The category is so hot that customers look at distributors like us almost as if there was something seriously wrong with us. Having no Bourbon in the market, nowadays, sucks.
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