Knob Creek pretends not to mind being really short on bourbon

Posted on Tue Aug 4 2009


Note to Knob Creek fans: Feel free to continue buying other high-end bourbons. This was the message the bourbon maker sent via its "Thanks for nothing" advertising campaign. The print ads, which ran in The New York Times and The Wall Street Journal, show an empty bottle. The ads explain that there is a shortage of Knob Creek because the latest batch hasn't fully aged yet. The "strategy" behind telling consumers they can't have the product, because it takes nine years to age, is to assure them that the bourbon "will not be compromised for the sake of numbers," per a press release. "Knob Creek thanks consumers for their loyalty to the brand and looks forward to sharing the new batch with them." The next batch will be available in November. So, in the meantime, feel free to experiment with Basil Hayden's, Woodford Reserve and Maker's Mark.

—Posted by Kenneth Hein



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