December 20, 2012 by Bourbon Empire
People enjoy their bourbon many ways — with ice, on the rocks, or neat. I like mine with a healthy dose of third-degree burns.
In the 1960s, Old Fitzgerald marketed a bourbon decanter topped by a jigger that doubled as a candlestick holder. Granted, the chances of the thing exploding are slim, but this has to be the fanciest Molotov cocktail ever. They should have used the slogan “Get Lit.”
I also appreciated the ad copy. “None finer to gladden the throat of man!” sings like a bird. Old Fitz’s candlelight decanter was actually designed by the esteemed Walter Landor, a pioneer of product branding and market research techniques whose clients included Coca-Cola, Shell Oil, Marlboro, FedEx, and a host of others. Landor died in 1995, but the firm he founded is still in business. I found a 15-minute video on its Website explaining the planning and design for a series of decanters Landor designed for the Stitzel-Weller Distillery. Some of the ones that aren’t designed to burn you are actually quite eye-catching.