"In the U.K., there isn't really such a thing as bottom-shelf bourbon. The cheapest American whiskey in my local supermarket is usually Jim Beam, which is generally priced at a similar level to decent single malt Scotch. This is why Samuel Joe's has the potential to fill the void. For those looking for a cheap and cheerful bourbon, there aren't too many rivals to this Aldi whiskey."
"Essentially, we don't know where Samuel Joe's Bourbon comes from. Not showcasing the distillery's name is not uncommon for whiskey brands, but it's usually easy to find info - for example, we known that the fantastic Eagle Rare 10-year is made by the Buffalo Trace Distillery. For Samuel Joe's, the name of the distillery is an industry secret, which is legal to do. After extensive research, I came up empty."
Samuel Joe's is an inexpensive bourbon sold by Aldi in the U.K., positioned to fill a gap where bottom-shelf bourbons are scarce. Pricing for American whiskey in U.K. supermarkets often matches decent single malt Scotch, making Samuel Joe's a competitive value option. The whiskey offers a lovely aroma and sweet tasting notes and attracts repeat purchases. The distillery behind Samuel Joe's is not disclosed and remains unknown despite research; assumptions of production at West Cork Distillers face important counterarguments. Labeling must remain accurate and honest, and Samuel Joe's delivers moderate quality for its price without matching top bourbons.
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