Proof of Life: Clickbait Sucks
Irregular Dispatches for the Drinking Class from Your Chief Drinking Officer
Welcome to another round of Proof of Life, the newsletter that shows up slightly more reliably than your last store pick. This week I’m talking about falling barrel prices (finally some good news), barrel investment scams (because of course that’s a thing now), and the never-ending parade of clickbait headlines trying to convince you your bourbon would be better if it tasted like dessert. We’ve also got a new logo for legit Japanese whisky, a cinnamon-fueled Fireball stunt for the 90+ crowd, and a bunch of new releases to make your wallet nervous. Plus, important community dates and events—because unlike bottle drops, these are things you can plan for. Let’s get into it.
IS THE SKY FALLING, OR ARE THOSE JUST BARREL PRICES DROPPING?
If you're looking for a silver lining in the bourbon industry's current chaos, here it is: barrel prices are coming down. Like, noticeably down.
Every week my inbox fills with pricing updates, and lately they’ve been reading less like investment pitches and more like clearance tags. It’s almost tempting to scoop up a few Green River barrels and launch a Barrel of the Month Club just for fun—because apparently we’re all one good spreadsheet away from becoming whiskey bottlers now.
