Is new whisky bad whisky? Asking for a friend...and my own personal interests. As we go back and forth with our great Ontario liquor retailers, we've had some discussions around new whisky vs. old whisky and the colours and flavours that are associated with each. It seems like we need to keep on the lifelong adage of "if it's yellow let it mellow, if it's brown drink it down", so at some point we will figure out what's the best balance to start selling our new Stiff Upper Lip.
We soldier on. We're down, but not out. We believe that we have a great tasting new whisky to share with y'all and that's what we're going to keep pushing. I'm sure we're not the only ones in this position. Sure, it's frustrating, but if everything came easy, we'd all be doing it, right? Probably not, but we'll keep telling ourselves that everything worth achieving always has a setback or four.
Our finger is on the pulse of craft whisky in Ontario and we're looking forward to the day where we're rubbing shoulders with those who are in the game, making new products, selling them and enjoying them with friends. It's a new dawn, it's a new day, and we're feeling good about it. As we close out this Sunday with a tasty treat in our glass, enjoy yours as well. Take your coat off, kick your feet up and stay a while. We'll hang with ya.
The Old Sons