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A New Formula for an Old Whiskey

A New Formula for an Old Whiskey

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Pursuitist Luxury Best Luxury Blog

The Wall Street Journal takes a look at modern rye whiskey.

We all take our cues from the seasons, letting subtle changes in light and temperature guide our choice of clothes, our moods, our liquor consumption. So with Labor Day past, the daughter back in school, and the linen sport jacket and tan bucks stowed in the closet, my thoughts turned toward fall, my favorite season, a time when, as Fitzgerald once mused, the air is scented with “the blue smoke of brittle leaves” and brown liquor makes its way back to my sideboard. This fall, in addition to the usual Scotch whiskeys and the occasional bourbon, I plan to drink more rye, a vow largely influenced by my recent discovery of (ri)1. Pronounced “rye one,” (ri)1, with its pseudo-scientific name and cool futuristic bottle design didn’t Captain Kirk have a bottle of this stuff on his shelf next to the Saurian brandy? It is a clever attempt by Beam Global Wine and Spirits to market an old school whiskey as something hip and cutting edge. – From WSJ