Editor’s Note: This whiskey was provided to us as a review sample by Legion M. This in no way, per our editorial policies, influenced the final outcome of this review. It should also be noted that by clicking the buy link towards the bottom of this review our site receives a small referral payment which helps to support, but not influence, our editorial and other costs.
A movie and a bourbon? Yes, please. A bourbon packaged to evoke the character and nuance of the sci-fi expression that is the movie Archenemy? Happy to give it a go. However, I am not sure the messaging cuts through – the dark lettering on a dark background hides the branding inside the blackness of space. But has Archenemy Straight Bourbon Whiskey delivered on the messaging behind the movie where its marketing missed the mark?
This Whiskey, distilled in Indiana, bottled by Lost Republic Distilling, and distributed by Legion M, is supposed to tell a story. Is it the story of the nuanced, if not flawed, Sci-fi movie Archenemy? Not particularly. But is there a story there? I believe there is. To me, the story is that this pleasant bourbon is saddled with ineffective branding. The dark background and dark font means I would miss this bottle on any shelf in even the most well-lit liquor stores. In fact, the label design is so bad that it has distracted this reviewer from the true task at hand of delivering an in-depth review of the whiskey. Let’s get back to it.
The whiskey itself is quite drinkable if not a bit forgettable. It ticks many of the boxes for a bourbon, and I would have no problem enjoying a glass of this with friends, but ultimately the most memorable thing about this whiskey is its bad marketing.
Tasting Notes: Archenemy Straight Bourbon Whiskey
Vital Stats: Barrel aged 60 months, 90 proof, distilled in Indiana, and bottled by Lost Republic in California.
Appearance: Amber with long legs that cling to the glass
Nose: It has a light fruity nose with a strong presence of raw sugar and baking spices. These mingle with the hint of floral notes.
Palate: The bourbon has a buttery mouth feel accompanied by a pleasant heat that coats the tongue. Citrus notes of mandarin orange and dried apricot follow along with a decent oakiness. Cinnamon coffee cake comes out as the baking spices come forward. It does have a slight medicinal twang on the back of the tongue, but overall, a pleasant sipper.
In the entertainment industry, branding is king. You look to advertising that will enhance your reach to the audience and broaden their experience with your product. For a film company to partner with a distillery makes sense to me. Movies tend to lean into alcohol sponsorship whenever they can, and it is a smart pairing to brand a distinct spirit to accompany your product. In this case, they should have spent more time with the graphics team to ensure their messaging came across better instead of trying to look cool for cool’s sake.
User Review2.5 (2 votes)
As the creator and writer of “Johnny Scotch”, John Dover has built his Jazz Noir world from the music he is immersed in on a daily basis and from his travels across the US as a professional musician. John continues to build the “Johnny Scotch” library through short stories, and...