From Seagram, a single batch bourbon whisky TARGET CONSUMER Mark Gilbert, 32, is an information systems manager for an outdoor advertising company. He lives in north London I'm usually a Scotch drinker as bourbon in the UK tends not to be as distinctive compared with the full range in the US. However, this has a lot more facets to it, and it's a bit like Jack Daniels single barrel which is only available in the US. The bottle appeals as it's got an uncommercial look. And the cork stopper gives a nice effect. The only suggestion I'd make is just put the label on the back. The bourbon is a rich amber colour, it smells fresh (almost like marzipan) and it tastes really smooth. It will do well with people who drink bourbon already but otherwise the Jack Daniels and Coke brigade will be a hard market to crack. Rating out of 25 ­ 19 The Expert: Sally Easton Master of Wine and wine buyer for Berry Brothers and Rudd This bourbon comes in a stylishly packaged bottle with "wild west" style writing and an awkward to read story on the capsule. Its rich colour is set off by the clear glass. As "frontier whiskey" one is almost led to anticipate something rough and the nose is consistent with this ­ pungent raw, sandy wood phenolics are the dominant aromas with attractive sweet coconut and caramel notes underneath. On the palate the texture is initially smooth and is quickly followed by the grainy tannins, caramel sweetness and high spirit kick and there is a defined balance and quality character to this product. Success rating out of 25 ­ 17 The designer: Graham Shearsby Board creative director, graphics, at Design Bridge At last something has arrived for the panel's scrutiny that, in my opinion, probably ticks all the boxes and presses all the buttons. The overall spirit of the brand's Frontier image has been extremely well executed avoiding too many obvious "Yee Ha" cliches. The bottle, clearly inspired by medicine show roots has been crafted with a stylish taper and elegant proportions. Attention to typographic detail topped with a single minded orange and black label. This all adds up to an extremely well considered enigmatic pack with real character. Well done. Success rating out of 25 ­ 25 The buyer: Steve Mayes Category controller at Landmark Until now I thought the only decent bourbon was a biscuit, but Bulleit has changed that. This is a smooth yet fiery, sweet yet smoky drink that caused much interest among selected tasters. The packaging was referred to as classic "Paint Your Wagon" and the consensus was that Bulleit had immediate brand appeal. Scores varied from 14 to 18 out of 25 and the key statements were "rsp is too high" and "I wouldn't buy it unless I tried it first". So if Seagram (or whoever) take heed with an extensive sampling programme and reduced prices this should succeed. Success rating out of 25 ­ 16 Total score out of 100 ­ 77 {{DRINKS }}