Innovation and marketing are odd ducks.

So we now have new distilleries releasing white spirit and very young spirit in order to pay the bills while the spirit ages. And I can understand that.

However we also have Jim Beam, Buffalo Trace, and even Alberta Highwood Distillers, makers of Centennial and Thunder Bolt Rye.

I recently had the chance to try their White Whisky, White Owl. And it is whisky. This is a blend of older whiskies that is then coal filtered to be clear. So it fits into that marketing bump.

It’s also able to be label whisky, because it passes the age requirement for Canadian whisky to be aged for at least 3 years.

So think about that: Something that was sold as a way to raise money, yet wasn’t that great, has created a buying habit that was done out of respect for new distillers, and…