For those that want to read the entire article, I apologize, but the Economist will require you to register with an email address to do so.  

I wanted to share my thoughts on this article because it reminded me of the size, scope and magnitude of the opportunity our James FC Hyde Sorgho Whiskey - made from 100% American grown sorghum - represents.

Consider:

1) Thanks to baijiu, the most popular spirit on earth is made from sorghum;

2) For some unknown reason (maybe force of habit - if I was Jim Beam or Jack Daniels would I mess around with my flagship whiskey formulation) America's whiskey distillers have completed ignored sorghum's potential; and

3) We've proven that sorghum can produce a super smooth - whiskey like no other - flavor profile.

There are days when I need to pinch myself to make sure I'm not dreaming.  It is astonishing, inconceivable, mind blowing, incomprehensible, that such an obvious experiment (making American whiskey from sorghum) representing such a vast opportunity (baijiu from sorghum is the most popular spirit on earth) was never seriously undertaken by any American whiskey producers.  Leaving the door of opportunity wide open for an upstart like us to step right through and claim the opportunity as our own.

Like any new spirit company, we face substantial challenges, but what keeps us highly motivated is our belief that, our James FC Hyde Sorgho Whiskey - truly a "whiskey like no other" - embodies an "opportunity like no other", with unlimited potential.