As a bartender, I have served many whiskeys. Whiskey and scotch always make me think of the same thing: sophisticated and lucrative Southern business men having a drink among collegues. Little did I know that J&B Whiskey, a refined drink that dates back to the 18th century, is completely revamping any ideas of whiskey being boring. They have recently reepositioning themselves as “the world’s party whiskey/scotch.” While I really do like the ads, and the attempt to reach a different audience, I cannot seem to get past the image that years and years worth of fine whiskey and scotch has layed out for themselves, but then again, I guess the spike or drop in sales will be the one to decied whether young people are willing to push vodka and rum aside for a more refined taste. Is it about the drink or the fun it brings?