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Written by Dan Dunn

With the launch of their first liquor brand, an upstart company called Fabulous American Beverages (or FAB, if you’re feeling suicidal) is going where no other whiskey-maker I know of has purposefully gone before: Ladies Night at the Jersey Shore.

Kansas Spirit Whiskey is intended "to appeal equally to men and women who typically enjoy vodka," according to Paul Goldman, who was inspired to create the brand while on vacation with his wife, who complained that whiskey "was for old men" and "wasn't cool." All due respect Paul, but I sure hope she's either rich or gorgeous because she ain't much in the intelligence department. For the moment I'll set aside the catastrophic decision-making involved in basing the marketing of a major liquor launch on the offhand opinions of someone who apparently has no real experience in a basic bar, let alone the liquor game. I’ll even set aside the fact that you let your wife tell you what to drink (for now). I’ll just say the obvious: Basing your marketing campaign on the premise that whiskey “isn't cool” is the single most moronic statement I have ever heard in this industry (and trust me I’ve heard some doozies).