Whisky Magazine Issue 132
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Intoxication or enjoyment?
When I interviewed Louisville mayor Greg Fischer a few years ago, he said something that has stuck in my mind since. He said whiskey drinkers aren't drinking for intoxication, they're just enjoying themselves.
Despite its high alcohol content, whiskies do tend to attract responsible drinkers, people who are not just guzzling product for the effect. We know there are plenty of drunken slobs who wet their whistle blower with whiskey, but I'd venture to say 90 per cent of us drink responsibly. Perhaps this is because ‘drinking responsibly' has been shoved down our throats at many of the whiskey functions and the whiskey brands back up their claims with action.
Some booze brands use ‘drink responsibly' next to half naked women in ads that seem to promote intoxication. In the past 40 years, beer has used so many scantily clothed women and shirtless perfect-abs men that you might find yourself questioning a beer ad's authenticity if sex isn't implied somewhere. Just visit YouTube for sexy beer ads montages. The flipside is the feminist argument of objectifying all women.
In spirits, the sexist ads are rare but they do happen. Perhaps the best example of this was the Dewar's ‘Meet the Baron' campaign that basically made fun of large women. It was taken down after receiving heavy criticism. For the most part, whiskey advertisements tend to offer up education. I applaud Wild Turkey and Jim Beam for their barrel education commercials. Most people don't know what the barrel...