From my last blog post, I noted I had sent an email to Diageo’s compliance officer. My email was forwarded to their Director of Consumer Affairs. I received a message from him explaining the surrendered COLA. Although the TTB initially approved the COLA, they later asked Diageo to surrender it. Because Diageo already had product ready to go with launch events, packaging and promotional material, they came to agreement with TTB so they could use this label for period of 1 year. They are required to be clear in any promotions or marketing material that this is not a bourbon. After the 1-year period if they continue to sell this product, it must be under a different label and name.
So that’s the story. I’m disappointed that the TTB approved this label to begin with. Are they overworked or just staffed with some employees that don’t understand our laws? I’ve seen TTB COLA label approval for low proof fruit flavor liquor that had Bottled in Bond on the label. Another time they approved a ‘whiskey’ that was distilled from potatoes. Both of those support they don’t understand our laws. What I suspect happened is when another big bourbon producer like Sazerac or Heaven Hill found out about this label, they contacted the TTB and pointed out why it broke our law.
This leads us to tater reason:
- You purchase a crappy Canadian whiskey because you found out from Tater-Talk that it is now a limited-edition whiskey