Perhaps our greatest triumph to date because making good whisky cheap (or should that read “cheap whisky good”) is DANG hard work. I don't know if there is a product that we sell that I've spent more time or energy on getting right. We literally went through hundreds of samples of blended whisky from multiple suppliers. I worked meticulously with the artist to create the perfect label to exemplify this special blend. Ultimately, what we chose to blend wasn't necessarily the most powerful or intense option, but instead the goddamned most drinkable thing we could find at any price. We insisted it not be colored and bottled at 100 proof because while it was tasty at 80 proof, a whole lot of this stuff was going to go into long drinks and over rocks. Nothing else on the market stands up so well in a drink -long, short, classic whatever! The added proof does wonders to improve the flavor not to mention add texture. The inclusion of the beautiful bevy of Islay, Island, and Highland single malt give it depth, but the lack of caramel coloring might be the real reason this worked so well. The color will undoubtedly scare some old school whisky drinkers–it’s really really light in color. We’ve been conditioned by the industry to think, darker is better. Producers believe (and not without reason) that consumers will taste with their eyes first and therefore the negative flavor effects of the chemical coloring are vastly outweighed by the psychological effects of the dark color – it should be noted that some believe the addition of caramel color might enhance flavor of blended whisky, I am not one of those people. It is indeed true that consumers prefer darker colored whisky even if it’s the exact same stuff. Conditioning is a powerful thing. If the light color is a problem for you, please close your eyes (figuratively) because we are indeed incredibly influenced by our visual perceptions and this whisky deserves a fair shake. I'm very happy with the final product, but we knew the true test would always be when the real whisky geeks got hold of it. You know the guys who NEVER hold their tongue, no matter how obviously important or irritating something might be to you. Love those guys. While some diehards have remarked that it was "pretty darn good for the price,” others whisky heads just about fell out of their chairs when they tasted it. "How much of this stuff do you have? I'm gonna bunker at least 2 cases…no 3 cases. Do you have enough?" Music to my ears. For now, yes we have enough, for now…