As marketing professionals, we know that two good ideas do not always come together to create a great one. While items such as the “townie” (half tart, half brownie, a sad challenger to the Cronut), Colgate Kitchen Entrees (whet your appetite with thoughts of chalky toothpaste!), and Moscato-infused vodka (no thank you) are proof of that, there are also success stories. Through careful consideration, taste testing, and rationality, we sometimes bring two delectable products together and arrive at an even better outcome.
I am, of course, referring to bourbon-barrel-aged beer. The process basically involves aging finished beer in barrels that once held bourbon. This adds a rich oaky flavor and increases alcohol content. So, as we gear up for National Heritage Bourbon Month in September (it’s never too soon to learn your favorites!), give some of these brews a try, and enjoy the ingenious fusions of two all-time favorites – bourbon and beer. Here are some great ones to start with: