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No bull Tasting Notes If you’ve ever watched an old western, you’ve probably seen cowboys kicking back godforsaken hooch that burned like a branding iron on a steer’s rump. Although it’s made for cowboys, 8 Seconds is not that kind of whisky. It’s smooth and delicious. A nice nose of cara- mel, vanilla and hints of orange zest and mint, 8 Seconds is elegant on the tongue, with fl avors of chocolate, black cherry and caramel, giving a nice spicy fi nish. 2 / the tasting panel / august 201 1 rowing up in Oklahoma, I’ll never forget my fi rst bull ride. I was 15, and there were pretty girls sitting in the stands. I drew a rangy Charolais named Silver Bullet with stubby horns. He was the toughest, meanest bull in the whole rodeo, and I got him for my fi rst ride. The girls and stars gazed upon me as I hunkered down on his muscle-thick back. I rosined my rope and wrapped it around my gloved hand. I was ready. G The girls were watching. I gave the nod. The gate opened. Silver Bullet bucked. I fell off. Girls stopped looking. That was more than 15 years ago, and I was pleasantly reminded of my short venture as a rodeo cowboy when I fi rst happened upon 8 Seconds Blended Canadian Whisky. It was quite a bit gentler and smoother than those bulls were. It’s been a long time since I donned those cowboy boots, spurs and chaps, but I understand the cowboy market. It’s one of brand loyalty and Canadian whisky–loving rodeo fans. That’s why 8 Seconds—named for the 8 SeconDS BLenDeD cAnADiAn whiSKY IS MADE FOR COWbOyS length of time a bull rider must stay on the bull in order to score—could become a rip-snorting success. Brought to market in 2008, this eight-year-old oak-barrel- aged whisky sold out within months of being launched in the Northwest. Now in 15 states, 8 Seconds is appealing to a sub-culture that few companies target. “Cowboys are big Canadian whisky drinkers,” says Michael Wasteney, who oversees business development for 8 Seconds, which is manufactured by Frank-Lin Distillers. 8 Seconds was born after Wasteney and his colleagues studied the Western culture that strongly supported Canadian whisky brands over U.S.-made whiskey. They observed established brands’ banners in old rodeo footage, while newer ones were carving out their niche in the rodeo circuit. “We see the rodeo as the future NASCAR, where a culture creates a cult- like following,” Wasteney says. And Wasteney admits some people will see “8 Seconds” on the label and think, well, something less than fl attering about one’s manhood. But, he says, this product is not for them. This Canadian whisky is for rodeo fans who understand the special meaning of 8 Seconds, he says. Wasteny estimates that’s a target audience of about 5 million boot-wearing folks who love to watch bull-riding. In fact, television ratings for the fi rst CBS broadcast of the Professional Bull Riders (PBR) matched Major League Baseball in 2009. So, there might even be more market potential. With that said, this lovely whisky is as smooth as bull-riding is dangerous. Any on-premise or retail location would be a darned fool to not carry it. Because chances are there’s a rodeo lover walking through those doors. Besides, what a great conversation- starter when the customer asks, “What does 8 Seconds mean?”