"The powdery egg sack from which evil hatches." Who would ever dare let me write a line like that? Schifflein & Somerset, that's who. To launch Loch Dhu, their new dark and VERY strong whiskey, we staged a "protest" starting in Chicago. Wild postings were plastered everywhere, messaging ran in consumer pubs, and "The Voices of Concern" made themselves heard. Even distributors were in on the act with targeted messaging. In our crazy world of today, this kind of messaging feels all too relevant.