Looks like Diageo is using Stitzel-Weller as a brand name now

[amg]

Bourbonr.com posted a COLA from Diageo this morning for a label "bottled by Stitzel-Weller Distilling Co.":

http://bourbonr.com/blog/new-blade-bow-stitzell-weller/

Looks like they're officially using Stitzel-Weller in their branding now. Scandalous.

[Madhatter]

Bourbonr.com posted a COLA from Diageo this morning for a label "bottled by Stitzel-Weller Distilling Co.":

http://bourbonr.com/blog/new-blade-bow-stitzell-weller/

Looks like they're officially using Stitzel-Weller in their branding now. Scandalous.

I agree. It just feels wrong for a foreign company to use a time-honored US & Kentucky brand name for their own advertising purposes. Particularly since what they market under that name may have no relationship in quality to what Stitzel-Weller formerly produced.

[BigBoldBully]

Just wait til they buy a few historically SW brands, come out with reissue bottles of old favorites, complete with tax strips, upc add-on stickers designed to fall off and disintegrate at a rapid rate .... Dusty hunting suddenly gets a lot more annoying.

[Josh]

I agree. It just feels wrong for a foreign company to use a time-honored US & Kentucky brand name for their own advertising purposes. Particularly since what they market under that name may have no relationship in quality to what Stitzel-Weller formerly produced.

Foreign companies use the names of Wild Turkey, Four Roses, Jim Beam, Maker's Mark and Ancient Age for their own advertising purposes so I'm not sure what the big deal is.

Let's not forget that Diageo does actually own S-W so it's not like they have no connection to the place.

[Harry in WashDC]

Maybe we'll get lucky. Maybe Diageo is going to put really good, not quite Orphan-ready whiskey under the label. Maybe.

[squire]

Looks like they're officially using Stitzel-Weller in their branding now. Scandalous.

A bit disparaging perhaps for those of us who are historically minded but they do own the place. I reserve scandalous for those NDPs who pretend to make whisky when all they do is repackage what someone else created.

I'm willing to give Diageo a break because they are stilling whisky in Tennessee while breaking ground in Kentucky, so they have cattle to go with the hat.

Edited March 8, 2015 by squire

[smokinjoe]

Foreign companies use the names of Wild Turkey, Four Roses, Jim Beam, Maker's Mark and Ancient Age for their own advertising purposes so I'm not sure what the big deal is.

Let's not forget that Diageo does actually own S-W so it's not like they have no connection to the place.

Excellent points, Josh. I'll also add that many defunct distillery names are used on the labels of several current brands.

Yep, no big deal.

[PaulO]

I'll reserve judgment until the product actually comes out.

Did anyone else notice. The Hi-times banner ad looks like they have the entire BTAC on their sides. :shocked:

[amg]

I guess I mean "scandalous" in that some folks will certainly get bent out of shape over this. After all, the SW name is pretty legendary and this product was merely bottled there. They do own the rights, though, so I can't blame them for capitalizing on it.

[Josh]

I knew what you meant Amg. They do plan to open a micro-distillery there soon though.

[mbroo5880i]

It is their distillery and they did/are bottling it there. It just raises the question of whether the label is slightly misleading. The average person will see Stitzel-Weller and make assumptions about what is in the bottle. Blake (Bourbonr) hypothesizes that it is New Bernheim/Heaven Hill whiskey. Nothing wrong with that but also nothing that would warrant $40 a bottle unless it is higher proof or aged more than 8 to 10 years. Even, then you can get 6 year BIB for $10. Of course, in today's market neither proof or age factor much into selling price.

[smokinjoe]

It is their distillery and they did/are bottling it there. It just raises the question of whether the label is slightly misleading. The average person will see Stitzel-Weller and make assumptions about what is in the bottle.

[nd2005]

"they own the label so they can do what they want with it" is a cop-out, imho.

Everyone knows why they are using the name. To cash in on the S-W mystique at a time when the market is peak levels of crazy.

It's their label sure. But this is a joke of a move.

[The Black Tot]

Maybe it's accepted practice, but it strikes me as weird to use the word "Distillery", prominently on labels, when there is no functioning distillation equipment at the facility.

Also, what is it with Diageo and the oddball proofs? The orphans can't be 90, they've got to be 90.4. And now Blade And Bow can't be 90, it's got to be 91. I'd rather up than down, but why not 100? You're so close!

[smokinjoe]

"they own the label so they can do what they want with it" is a cop-out, imho.

Everyone knows why they are using the name. To cash in on the S-W mystique at a time when the market is peak levels of crazy.

It's their label sure. But this is a joke of a move.

A cop out? Diageo is a business, you know? And , businesses are supposed to try and make money? And, one of the ways to try and make money is to take advantage of, and leverage fully, assets like valuable brand names that they own.

[shoshani]

I rarely have kind words for Diageo and bourbon, but I'll give 'em this: at least their S-W label says "established 1935", the actual year the distillery was opened, rather than backdating it to 1849 with whenever the first Weller or Stitzel started their business. Rare instance of candor in a business that usually muddies up history all over its labels.

[squire]

I noticed that also and it's a refreshing bit of candor in this day and age what with all these new upstarts trying to backdate their distilling history for generations.

[garbanzobean]

Normally when the opportunity to jump on the Diageo hate train arises, I'm happy to do so. In this case, it's hard for me get mad at them for leveraging an asset that they own. As far as the "distillery" thing goes, I'm pretty sure Buffalo Trace and Heaven Hill have a bunch of made up distillery names that they slap on bottles, too. I guess SW is historically significant to enthusiasts, but again . . . Diageo owns SW. If you want to be mad about something, I'd suggest being mad at the TTB for allowing companies to make up cute fake distillery names instead of requiring the actual distiller to be listed, along with DSP of where the product in the bottle was actually distilled.

[Chris m]

MB, the "average person" has no idea who, or what, Stitzel-Weller is.

I'm inclined to agree with this; I feel like everyone who knows about S-W would know enough to understand what is going on. That being said, I can imagine liquor store employees pushing bottles on people by talking about some magical distillery that's connected to pappies, was defunct, but is now resurrected and producing angel/unicorn hybrid juice.

[tanstaafl2]

I'm inclined to agree with this; I feel like everyone who knows about S-W would know enough to understand what is going on. That being said, I can imagine liquor store employees pushing bottles on people by talking about some magical distillery that's connected to pappies, was defunct, but is now resurrected and producing angel/unicorn hybrid juice.

While that may happen this is not a basic necessity like food, water or prescription medicine.*

People want to be treated like adults, especially for a product that only adults are permitted to buy, then it is pretty much on them to know what they are buying. Caveat Emptor etcetera.

*As we all know whiskey is far more important than any of those things!

[amg]

Sku pointed out on twitter that of the several "Other" labels included in the COLA, one states that it was aged using a solera system, one states that it was "inspired by" the Stitzel-Weller distillery, and one claims that it actually contains some amount of SW bourbon:

https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDisplay&ttbid=15063001000491

Interesting.

[garbanzobean]

Sku pointed out on twitter that of the several "Other" labels included in the COLA, one states that it was aged using a solera system, one states that it was "inspired by" the Stitzel-Weller distillery, and one claims that it actually contains some amount of SW bourbon:

https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDisplay&ttbid=15063001000491

Interesting.

Haha like Big Peat has Port Ellen in it. I have to admire Diageo. This will probably generate a good bit of interest.

[Tucker]

Another "Stitzel"...

https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDisplay&ttbid=15013001000092

[smokinjoe]

So, we have a Weller, a Stitzel-Weller, and now a Stitzel. I call dibs on the Hyphen!

The - Distillery...I think it could work...

[zillah]

So, we have a Weller, a Stitzel-Weller, and now a Stitzel. I call dibs on the Hyphen!

The - Distillery...I think it could work...

I am surprised an NDP hasn't decided to take some mystery juice and sell the irony by leaving a bottle of bourbon left unbranded.