|Every Saturday night the gang went clubbing, but never before a fresh spray|
|Jeb had big plans, then the blindness came|
|In Sephora stores everywhere this fall|
I appreciate the concept of New Make moonshine, really I do: make booze as fast as possible so you can get wasted. It's kind of like making beer in your basement. It'll get you drunk, but all your buddies wish you would just splurge on the Lakeport once in a while. I suppose on some level these spirits are getting away on a technicality. Because they aren't aged for the min. required 3 years, they can't be called whisky, but the marketing is sure making the kissing cousin connection plain as day.
Most new distillers will produce vodka or gin while their whisky matures. It makes sense, those spirits take little time to make and require no aging. They have bills to pay so the gin gets them through the first 3 years. It's a gamble: create a brand and tie your product's quality to said brand. If people like it, you're golden. If you cut corners and produce based on your bottom line, then you'll be folding your cards. It's a game of patience. Pump whatever you can into the market and hope it sticks, or wait it out and reveal something true to the spirit. Because with real whisky, you just can't fake it.