I'll be honest after rereading this thread, I'm trying to figure out why distilleries would take such a financial risk. Whiskey, by nature, is a very intensely flavored spirit and that's what people like it for. It's why I love it, It''s probably why most of the people here like it too. Otherwise we'd just drink vodka, it'll get you drunk too. I guess Whiskey appeals to a certain demographic and I don't think messing with that demographic seems smart from a marketing standpoint. It seems like the base market would be put off by it and the market they are appealing to (the light rum and vodka drinkers), would be scared. I don't know, I guess I'm just suprised people much smarter than me would sign off on it.