Behind the bartender was a bottle of Maker’s Mark that had collected a few decades of dust. I usually scan the bottles quickly to see what they have. Arriving first, I wasn’t sure what to expect.
I was once meeting some folks in a small bar in a small town in Wisconsin. Two bourbons named for their locales: Breckinridge from Colorado and Hudson Baby Bourbon from New York. But since I sip bourbon, I’ve kept track of those value propositions that stand on their own. There are quite a few affordable bourbons that work just fine if you are mixing a drink. But be subtle and slip the word into a jingle for Fleet Farm, or Farm and Fleet, and you’ve found value. True Value works for screws and bolts, but they aren’t selling caviar. Put the word “value” in your store or product’s name, and people think “cheap.” Value Village sounds like a trap. I’ve learned in the marketing world you need to be a bit subtle about it. Now, value is obviously a subjective concept.
Many seem to agree with me, since it flies off the shelves. In my opinion, it is hands down the best bang for the buck. Now, what you hear is not a test:Įagle Rare is priced under $40 and is aged ten years. To the bang-bang boogie, say up jump the boogie. To the hip, hip hop and a you don't stop the rockin’. I said a hip hop, the hippie, the hippie. I can tell you unequivocally that there is one bourbon I’d suggest as the absolute best value you can find. With manufacturers suggested prices all over the board, and ridiculous markup on the secondary market, I’m often asked to recommend a good reasonably priced bourbon. That includes what we do for you.” Maybe a little extreme, but it makes a point. “Look,” he or she says, “I’m all about value in everything I do.
Let’s say a salesperson invites you to lunch, picks you up and takes you to Costco for the $1.50 hot dog and soda combo.
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