I have just read about something that is so offensive that I think I need to create a new 3-digit acronym of surprise/disbelief—HFS, or Holy F---ing Sh*t. It is my hope that by invoking both a double expletive and the power of the Almighty, I can express how truly shocked I am to read about Right Gin.
From the June 19th, 2007 issue of Advertising Age magazine, an articled titled, "This Gin is for People Who Don't Like Gin"
From the Article:

Spirit brands launch with unusual brand propositions all the time, but superpremium Right Gin has a new one: disdain. "We hate gin, and so do most people," said Cory Isaacson, part owner of the $40-a-bottle brand... "People see you drinking gin, and they say, 'What? Gin sucks.'"

What? It does? Gin renaissance asside, these gentleman are setting out to make gin the "Right" way, which means making a gin that doesn't taste like gin.

"We dialed down the spice and the oily aftertaste and dialed up the citrus to make it drinkable," Mr. Isaacson said. "People who are predisposed to hate gin will try this and be pleasantly surprised."

Perhaps people who are predisposed to hate gin are douchebags who deserve to be led away by these jokers. Somebody needs to tell them that by toning down the juniper and bringing out the citrus, you don’t really get gin as much as…Stoli Oranj. Accoring to the company's website, the product will only be available at the Palms Casion Hotel Las Vegas until after Summer 2007. Good. That means that it wil be far away from me.

Bombay's Mr. Woodyer said he sees a limited opportunity for high-end gin because the spirit's "complex" taste -- derived from as many as 10 different botanical ingredients -- isn't for everyone. "The people who enjoy it tend to be people who have a really sophisticated palate..."

And meanwhile the people who don't like it can Zimafy it to suit their chums' chump tastebuds! It makes perfect sense, at least in a tool's paradise, that the owners of a superpremium luxury brand would make such a sophisticated analysis as "Gin sucks. We hate it. So do most people." This brand is so sophisticated that the website includes a tutorial on how a gentleman should tie his tie, or how to make an introduction! A finishing course for frat boys(coat of arms and latin slogan included)! This may be the Right Gin way, but the Real gin drinkers I know didn't need to be taught these fineries by a website. Cheers!

Note: As I have not been to the Palms, I have not tasted Right Gin. It is only fair that I make the following offer.
Dear Right Gin Doods,
I have not tasted your product but have made some hateful comments about it nonetheless. I will take back (almost) everything I said if would be so kind as to send me a bottle to sample, and assuming it doesn't suck.
Thanks, bra!