"Article" about Larceny creates my question about Old Fitzgerald

[luther.r]

I did an in-glass mingling of Larceny and HH BIB white label a couple weeks ago and it was very nice. Kind of a PHC 2012 Jr.

[dementedavenger]

We have Old Fitzgerald in Seattle but I've never seen Larceny in the store, just at a few bourbon-centric bars.

[cowdery]

Because Heaven Hill is a privately-held company, they give out information about sales only sparodically and, typically, vaguely, as they did in that article. If Old Fitzgerald is 'popular' only in a 'half dozen markets,' that's a pretty sad state of affairs for a once venerable brand. Heaven Hill and Sazerac took opposite approaches with the Stitzel-Weller brands they acquired in 1999, but since Sazerac is also private, we don't know which approach has been more successful. Setting aside my sentimentality, however, it's really about making a good wheated bourbon. We know Sazerac can do it and between the wheated Parker's and Larceny, we see that Heaven Hill can do it to. I don't hate Heaven Hill's Old Fitzgerald. I just think they're selling it too young, but I can say that because I'm not trying to manage a legacy brand at a profit. I'm sure they hope to make Larceny a national and even international brand as their flagship wheater. I'm all for it, because it's a good whiskey.