Folks calming their recession-wracked nerves with a smooth shot of bourbon might find their bottle’s run dry, at least if they drink Knob Creek. Last month, the bourbon maker ran ads in American weekend papers, apologizing for running out of stock until November. Ad copy that read “Thanks for nothing” was paired with a near empty bottle. The line was a delightful twist on the morbid feeling shared by homeowners, stockholders and small-business owners alike these days.
If the tongue-in-cheek thank you note sounds like cold comfort to thirsty customers, think again. Knob Creek has managed to do what most other brands haven’t—pin a silver lining on a stormy cloud. Sure, the bourbon’s stores have run out, but at least someone’s doing well. According to a report in The Guardian, the company is growing by double-digit percentages, and the American consumer is to thank.
Thank you, Knob Creek, for putting the consumer back in the driver’s seat and reminding us that it’s always driest before the dawn. Perhaps by the time Knob Creek’s Christmas batch hits shelves, we’ll be toasting our recovery instead of drowning our fiscal woes.