Sunday, January 1, 2012
Maker's Mark: What it is
I totally agree with the premise of this commercial: Purchasing Maker's Mark Bourbon is not about showing off. I would take it a step further however and suggest that it's not about appreciating that the corn squeezings are "made in super slow motion," because after all, the only thing we see being made in super slow motion is the wax seal.
No, what Maker's Mark whiskey is all about is getting seriously cranked in a very short period of time. It's about doing your best to forget the year that has just gone by- your ill-fated experimentation with Facebook, that person you thought you'd never see again who dropped back into your life, played soccer with your brain, expertly removed your heart and ate it right in front of you, then dropped right back out (probably for another decade or so, thanks for nothing btw.) It's about being able to forget who you are and where you are going (or not going) for a few hours, when it's Saturday night and you've got nowhere to be and nobody's going to be shaking you awake tomorrow, or caring if you wake up face down on the bedroom floor, half-strangled in the bedsheets because you spent the night fitfully tossing back and forth, drenched with sweat, with your stomach in knots, being haunted by the ghost of The One That Got Away.
It's about being able to take an exit from the Pain That Is The Highway of Life (feel free to use that, it's not trademarked like this whiskey) and pause at the Rest Stop of Forgetfulness (you won't be wanting that one) before the relentless demands of Time force you to return to the Jersey Turnpike of Reality (I never said I was a poet, dammit.)
It's certainly not about being classy, or having a good time with friends, or the slow-motion application of a wax seal. In the end, it's really not about anything at all except maybe dulling the ache for just a little while. And when you wake up with another kind of ache, you realize that you've just added to your credit line in the Bank of Hurt, and the only saving grace is that you are one day closer to the cure.
Oh, and that you aren't a Russian farmer, and have to go through all this with vodka.