A good whiskey is what it isn't

How is this related to Über?

Every makers mark commercial ends with their company slogan, "A good whiskey is what it isn't"

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What the frick does that mean?

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well, i'd imagine it isn't clear and isn't harsh to drink

Blantons is all you need to know. U can thank me later.

Maybe they are saying it is more than just a "good" whiskey

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LSUsmartass

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I'm right here. I'll pop in and ask.



They said:

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"Instead of cashing in on the next new style, we're content to have one of our own ... Like our founder said, 'A good whiskey is what it isn't.'"

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It is what it is and not what it isn't because if it was what it isn't it wouldn't be what it is. Why's that so hard to understand?

Complete the sentence:

a) A good whiskey is ____________________

b) A good whiskey isn't___________________


Which one is easier to answer? If you've had both good and bad whiskeys, it's very simple to understand what he's saying. The answer to the first question is subjective. The answer to the second question is very cut and dry.

Basically that a good whiskey doesn't try to hard.

Or, that's its just simple. No fancy style, no gimmick, just good straight whiskey.