Note from the Whiskey:
I’m a new whiskey trying to make a name for myself. I’m tired of the fake stories behind all the competing brands out there. How many times can you hear: “My grandpappy was a moonshiner and this was his original recipe…”? Not only are these liquor companies making up the stories, but in many instances the whiskey isn’t even being made by the producer! They are buying it in bulk and just putting their fancy little “craft” label on it.
Our story is different. My makers, Finger Lakes Distilling, have been at the forefront of the craft distilling movement since 2008. Every ounce of me is handcrafted from local grain harvested in New York. I’m a blend – some of my flavor derives from nationally-recognized McKenzie whiskey – but I’m also very easy to drink and approachable for even a whiskey novice. You could sip me straight up or over ice, in a well-crafted cocktail, or even mixed with something simple like soda or cola – no one is going to judge.
I’ll be tastefully presented, but I’m going to tell you…I’m not super fancy. I will offer a great value to anyone that wants to adopt me and should be priced around $24 per liter.
Note from the Maker:
The branding for this product is tricky. Blended American whiskeys have gotten a bad rap because they are made from low quality bourbon and a lot of grain neutral spirit. This one is different - it has a high percentage of straight whiskey (75%) and is one of the first craft distilled blends coming into the market. Here are a few other notes:
Branding Criteria (in order of importance):
- Needs to work well as a “call-out” (i.e. “I’ll take a ____ and coke”, “2 shots of _____”); Easy to order/remember
- We’d like to have some fun with this one – not stuffy
- Focus on the American and New York provenance of the whiskey (may work well as export)
- Still needs to convey craft – not a bottom shelf blend
- OK to incorporate current brands (Finger Lakes Distilling and McKenzie) but "Mac's" brand should be most prominent.
We'd like to keep the packaging very simple - 1 front label that goes on the bottle we have pictured here (it could wrap around as you see fit). It will have a simple screw off top and we are not looking to embellish with extra labels, necktags, etc.