Journalists are often confronted with ethical dilemmas: Do I let personal feelings get in the way of a straight reported story? Suppose I am friends with someone mentioned negatively in my article? Will an unfavorable profile of a subject end my access to that person for all time? Despite the temptations, I cannot stress enough the importance of remaining true to the profession. And there couldn’t have been a more tempting situation than the one I found myself in last Monday night. The public relations firm JSH&A, “named by PR Week as one of the top boutique agencies in the country” according to its website, invited me to a dinner at the Palm hosted by one of its clients, Jim Beam. The more than 50 guests each ponied up $125 for a four course meal not only paired with Jim Beam products (primarily Knob Creek, but also Booker’s, Baker’s, and Basil Hayden’s), but also infused with bourbon. For instance, the Ahi tuna carpaccio was served atop a Basil Hayden brown sugar reduction. The prosciutto-wrapped sea scallops were glazed with Knob Creek. And my grilled pork chop came with Booker’s Creole mustard sauce. All of which, by the way, were exquisite. Of course my fellow journalists did not pay $125 for the experience. It is strictly assumed that we might favorably mention the client in return for the free dinner. But if Jim Beam is hoping for free publicity (once again proving there are no free meals), it is mistaken. I do not feel obligated in any way to mention that Kentucky bourbon is a true American spirit–in fact, the official spirit of the United States by law since 1964–and that Knob Creek in particular possesses a maple sugar aroma, full body, and a richness only made possible by its nine-year aging process in charred American white oak barrels. Or that Basil Hayden’s is a silver medal winner, light in body with just a gentle bite, and ends with a clean finish. Not to mention gold medalist Baker’s, with a whopping 107 proof, yet containing a vanilla-caramel aroma and silken texture. Not on my watch. The dinner also featured a lecture by the distinguished whiskey professor Bernie Lubbers, who made it clear there was a war going on. Between bourbon and vodka. (The latter of which was met by boos from the bourbon-crazed crowd.) I asked Bernie how much bourbon he drinks as part of his job. Said the professor: “I don’t want to think about it” and later added, “enough.” He is a great American selling a great American product. And if you don’t like bourbon, in the words of Barney Gumble, “go back to Russia!” But like I said, it would not be appropriate for me to shill something I got for free. Nor would it be entirely appropriate for Jim Beam to send to my office a bottle of Basil Hayden’s. Or a case.
