DISTILLER PLAYS MUSIC TO ITS BOOZE

The Copper & Kings distillery out of Louisville, Kentucky plays music for their brandy in the hopes that it will make the liquor more flavorful. Owner Joe Heron says sometimes the music is themed around a holiday – for the 4th of July, the employees played uplifting music from Bruce Springsteen, Jimi Hendrix, and David Bowie. Other times, the music is more or less a random shuffle, or simply dependent on the tastes of whoever’s working that day. Heron says they have played Lenny Kravitz, My Morning Jacket, and The Doors. There was no mention of them playing anything by R&B singer Brandy, nor the song “Brandy, You’re A Fine Girl.” The scientific basis to Copper & Kings’ music-based aging process is this: The vibrations triggered by loud music causes liquid to circulate within a barrel. In the case of brandy, the more contact it has with the surface of the oak barrel, the more flavor it absorbs. Heron’s “sonic aging” method ensures that more of the alcohol absorbs flavor. However, brandy takes a full two years to age, so it’ll be some time before the world learns whether the method produces a more flavorful drink.
* And whether the musicians will sue.
* Hey, unlicensed use of their product in the creation of another product. It’s worth a try.
* At least the science is sound.
* Been conducting a few too many tastes tests have ya, Joe?
* Sonic aging? That could explain the Rolling Stones’ faces.
* Oh well, when it comes to having a crazy boss, it could be a lot worse than this.
* How about only using music from musicians with drinking problems?
* I’m not capturing the right spirit here, am I?
* Oooh, brandy in Kentucky? Aren’t we high class now.
* What happened to moonshine out of a mason jug?
* I know the formula: You do something that doesn’t make any real difference but it’s unusual enough to get you some publicity.