Blanton’s Has Officially Gone Too Far
If you’re new to bourbon, you probably think brands are constantly changing things to make their product seem like the best and most unique in the market. Jack Daniel’s has put the pedal to the metal on this tactic, releasing some of their worst product under special names — successfully selling out of absolute garbage such as Coy Hill.
There have been so many redesigns along the way too. Baker’s has tried to disguise itself as good whiskey, Knob Creek has made their bottles look even worse than they already did, and Maker’s Mark has to make it clearer that their $40 bottle isn’t actually 46 years old because some people in this hobby are that dumb.
During all of these changes though, brands have tried to make things a little more appealing, a little more special. Because at the end of the day, we don’t buy bourbon because we like, we buy it because we know other people like it and it will make us look cool. Watch marketing wizard Nathan Fielder perfectly illustrate this idea:
Anyhow… back to Buffalo Trace. They have been the kings of whiskey marketing. People drive hours and line up outside their distillery for the chance at Eagle Rare for $40 or on a crazy lucky day…. Blanton’s at $60. Blanton’s is the subject of my problem today. Blanton’s has long been a very okay bourbon full of gimmicky marketing before gimmicky marketing was cool. Don’t worry, you’ll still be able to collect the different lettered toppers to eventually display on your mantle to show off your mediocre taste to your friends and family. You’ll also be able to collect dates, which honestly is kind of cool. But… Blanton’s is no longer is hand written.
I’m not sure who is in charge of these decisions at Buffalo Trace but they clearly don’t know what they’re doing. They might feed you lies like “handwriting the labels doesn’t scale” or “all the writers got carpal tunnel” or misdirect you saying “But did you see we changed the way the horse is facing.” Don’t fall for this. Be outraged. I mean look at this.
At first I thought, wow Buffalo Trace hired some of the nicest handwriters of all time. Then I got the 2nd bottle and thought… wow Buffalo Trace hired the most consistent handwriters of all time. After a while I realized it must be a computer. It’s too good. It’s too consistent. It’s also oddly all aligned a little too high.
Needless to say, I will NOT be buying any more Blanton’s. Whiskey has lost its personal touch and this was TOO FAR.
