As you might imagine, the entire Stetson Bourbon stunt—insistently characterized in press materials as a first-ever collaboration between Bardstown Bourbon Company and Green River Distilling Company, which are in fact the same company—is larded with enough slick schlock to fill a 10-gallon hat. But please don’t think this shit comes easy, kid. According to a press-release quote from Stetson chief executive Robert Dundon, the vanity whiskey only arrived at its glittering Manhattan media debut after the brand:
crafted and successfully executed a plan to elevate and introduce new categories.
Frankly, this is entirely too roundabout a way to say “we diversified to make more money.” I would have thought the guy selling the myth of the straight-shooting American cowboy would have been a man of fewer words.
If you see beverage-alcohol corporatespeak in the wild that deserves to be the next Fingers Buzzword, submit it for consideration to [email protected]. All submissions anonymous!
🤝 Consider upgrading to a paid subscription!
Buzzwords of The Week is free, but most of Fingers’ award-winning independent journalism about drinking in America is not. For the full experience, become a Friend of Fingers today:
Fingers is 100% reader-supported and AI-free. Your paid subscription directly funds more coverage and commentary like this. Hope to see you on the other side of the paywall!—Dave.
