Many people perceive whiskey as having a take it or leave it attitude. While there are many different kinds of whiskey, the amber liquid has always been considered a “real” spirit, something a true liquor lover savors. A tumbler of whiskey simultaneously carries a sense of sophistication and rebellion. That’s why all of those “date a girl who drinks whiskey” articles started popping up. Regardless of the validity behind it, whiskey connotes devil-may-care coolness, which is why I found it so bizarre when I stumbled upon Sinfully Thinn Whiskey.
Sinfully Thinn Whiskey is a diet whiskey. Let that register with you for a moment. Diet. Whiskey. I really never thought I’d see the day that such a concept would exist. It made perfect sense to me when Skinnygirl Cocktails launched their line of products, because I could see how their target audience (women who are dieting) would be receptive to their products (fruity, sweet drinks). I might get skewered for saying this, but I think Sinfully Thinn doesn’t know who its audience is.
If Sinfully Thinn is going for the Skinnygirl crowd, it’s probably going to miss. After all, the consumers of Skinnygirl products aren’t looking for high quality alcoholic products, they’re looking for portion-controlled sweet treats. I’m not criticizing Skinnygirl products point blank, but they’re not for people who truly love liquor, read: whiskey lovers. Can you see Bethenny Frankel and her followers saying “I better cut down on all that rye if I want to look good for beach season?” Moreover, can you see a whiskey fanatic saying, “I wish this bourbon came in a diet edition.”
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Whiskey is a spirit that’s developed a cult like following. Whiskey lovers are obsessed with ingredients, technique, and age statements. Part of ordering and enjoying whiskey is drinking in the story behind it, and a diet whiskey has a pretty lame story. A true whiskey lover is never going to want diet whiskey as part of their fitness regimen. Maybe he or she will eliminate some other caloric food, or cut down the number of drinks ordered. But diet whiskey will never be acceptable whiskey.
Just one look at Sinfully Thinn Whiskey’s website tells you it bears little to no resemblance to other whiskeys. The stark layout of the site – white backdrop peppered with the Ford-esque models – makes it seem like it’s advertising a trendy hair product as opposed to a revered spirit. In fact, the frosted bottle kind of looks like a container of upscale shampoo, silver and tubular in shape. It reminds me of Cîroc, the vodka that waffled, then thrived under the brand ambassadorship of Diddy Combs. It also resembles Nuvo, the liqueur featured in a bunch of hip hop videos. The common theme amongst the bottles is suaveness: being slick, being modern. These aren’t two words I’d apply to whiskey and its fans – I’d associate the spirit with words like “grit” and “Old Fashioned.” Perhaps, if marketed correctly, complete with celebrity brand ambassadors, Sinfully Thinn Whiskey will attract the Cîroc/Nuvo crowd, but it’s very unlikely they’ll convert consumers of actual whiskey.
All this aside, I’m incredibly curious about the whiskey itself. The products claims to be “vaccum distilled,” but how does that affect the calorie count? Moreover, how many calories are actually in the bottle? What are the ingredients? Judging by the site’s cocktails page (many of the drinks are lighter in appearance), the whiskey appears to be white. Is it aged? What’s the difference between this whiskey and, well, a vodka?
These are the questions Sinfully Thinn Whiskey will have to contend with as it enters a marketplace of whiskey devotees. In addition to having discerning taste, we can also be judgmental, and ask a few too many questions.
Images courtesy of Sinfully Thinn Whiskey