Well, you don't have to tell me that whiskey can be enjoyed, but apparently it is getting mass-market exposure and driving sales growth at beverage companies. This article from CBS Marketwatch describes the new (and effective) push to market "brown" liquors. Here's a quote:
Posted by jimj at December 8, 2004 09:53 AM | TrackBackFresh off luring consumers into the new world of fancy vodka, the liquor business has reached back into the past to come up with the next big tipple. Scotch or bourbon, Canadian or Irish, small-batch or mass-produced, spirits companies are looking to previously dormant "brown goods" to help drive growth.
And, by rolling out new products or dusting off old ones - and spending freely to tout them all -- they are getting it.