Today’s Roundtable will take a deeper look into a trend I’ve been noticing and trying to figure out why, as influencers and a community, people keep talking about bottom shelf bourbon like it’s something special. If you are in this hobby, most of us would give it a C rating and consider anything in the sub $20 or $25 category as average. Why do we keep doing this? Who are we trying to convince to drink these bourbons? The people that listen to this show, pay attention to blogs or YouTube’rs, or take whiskey seriously probably aren’t buying $20 bottles and don’t drink just average whiskey. I feel it’s time to elevate the discussion and kill the bottom shelf promotion. If they aren’t average bourbons, then let’s figure out why and talk about criteria to be considered average. If it is a game of dollars, then is it a race to the bottom for the big 6 and why should this audience care if it’s just average whiskey?
Show Notes:
- Above the Char with Fred Minnick (@fredminnick) talks about his parents.
- Why do we keep promoting bottom shelf bourbons?
- Who are we trying to convince to drink these bourbons?
- What makes an average whiskey?
- Should this audience care if it’s just average whiskey?
- @breakingbourbon @fredminnick @drinkseelbachs
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One thought on “424 – Why Promote Bottom Shelf and Average Whiskey? on Bourbon Community Roundtable #84”
The only time I ever reached for a “budget bourbon” was when I first started out 4+ years ago. I’m at the point in my journey where I’d rather have one great $90 bottle over three average $30 bottles.