Impressively hazed: Russell's Reserve Single Barrel coming soon

I've been asked to mention on my blog that the new Russell's Reserve Single Barrel should start showing up in stores within a month. I agreed, because frankly anyone looking to this blog as a conduit of the latest industry news needs all the help he can get.

No, I agreed because RRSB sounds like just the sort of bourbon I'd like to see more of: non-chill filtered, a proof you can do something with (110, in this case), at a reasonable price point (MSRP of $49.99).

You'd already know about this if you prowled the TABC label website.

My favorite part of the press release is the attempt to turn what I've always heard is a marketing problem into a marketing angle:

By avoiding the chill-filtration process, the whiskey is bottled with more flavor compounds and a deeper color which is denoted by an impressive haze when ice or chilled water is added.

I can see where "a disconcerting haze" wouldn't have struck the right note for consumers.

I haven't tasted RRSB yet; Weekend Whiskey isn't exactly an unsolicited-samples-in-the-mail-type operation. But I am looking forward to trying it, and I hope even more distilleries are working on similar products.