He said the most wonderful thing about writing that song. He went down and hung around on skid row in L.A. because he wanted to get stimulated for writing this material. He called me up and said, "I went down to skid row... I bought a pint of rye in a brown paper bag." I said, "Oh, really?" "Yeah - hunkered down, drank the pint of rye, went home, threw up, and wrote Tom Traubert's Blues [...] Every guy down there... Everyone I spoke to, a woman put him there."
-- Record producer Bones Howe on Tom Waits. (Source: Wild Years, The Music and Myth of Tom Waits, Jay S. Jacobs, ECW Press, 2000.)
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While I've no intention of consuming these in one fell swoop and making myself sick in the process, I wanted a change from my once-rigid bourbon-only drinking habits. Indeed, I've been thinking of broadening my scope for quite some time and rye seemed to fit the bill perfectly.
So why now? Well, there are several reasons behind said decision, with most of which I shan't bore you, but I will admit that a recent encounter with this product played a prominent role:
Although it is often derided as the corporate face of American whiskey, and gets its fair share of criticism as a result, I'm usually disinclined to pick upon Beam Inc. in situations such as these. For one thing, it's far too easy to throw rocks at the big guys; for another, they actually make some pretty decent products if one can put aside one's puritanism long enough to judge them on their own merits. Even so, their decision to produce a flavored bourbon (as opposed to a bourbon liqueur) struck me as kinda disenchanting.
The most disappointing thing about Jim Beam Red Stag - which will soon be available in two new variants, Honey Tea and Spiced - is that it's been designed solely to appeal to people who don't like whiskey in the first place. From a business perspective, I can't exactly fault the folks at the distillery for trying to broaden their appeal and make more money in the process, but couldn't they have focused upon improving and extending their existing range without being seen to pander to the lowest common denominator of alcoholic beverage consumers?
Think about it like this: If Quentin Tarantino attempted to remake Reservoir Dogs in a bid to ensnare those who abhor cursing and violence, replacing scenes which feature one element or the other with lavish musical numbers, his core fanbase would be pissed off to the point of desertion and the (few) converts he made wouldn't even be the kind of viewers he'd want in the first place. What, then, would be gained? Nothing whatsoever! One step forward, one step back.
No doubt there's a certain hypocrisy in decrying snobbery and being snobbish in concurrent paragraphs. To paraphrase the late, great George Carlin, if the above causes you any cognitive dissonance, you're just going to have to work that shit out on your own.
Anyway, I'm now a rye drinker... At least, until some company or other produces a bubblegum-flavored rye and offends my delicate sensibilities in the process, whereupon I'll probably switch to vodka. Erm, hang on a second...