Within the spirits world, we’ve seen some spectacular wins—like Heaven Hill’s 13-year-old single-barrel bourbon, one of many rarest of 2020. Naturally, we’ve acquired to anticipate some losses too. Collaborations aren’t unusual—removed from it—however this new announcement from legendary whiskey model Jack Daniel’s and Italian liqueur maker Disaronno has us scratching our heads. It’s known as Velvet Hearth. It “combines 2 elements Disaronno Velvet and 1 half Jack Daniel’s Tennessee Fire.” And it sounds completely nauseating.

Now we wouldn’t put ourselves within the camp of spirits drinkers that enjoys a spicy, milky drink. However then once more, we’re not precisely the goal demo. We’re a tad faraway from the school age bracket, and our beverage of alternative isn’t dictated by the most cost effective buzz.

Notably, the press launch quote from Disaronno cautiously avoids any phrases that may entice even the marginally refined drinker, like “scrumptious,” “tasty,” and even “refreshing.”

As an alternative it says: “The mixability of Disaronno Velvet mixed with Jack Daniel’s Tennessee Hearth makes for a really distinctive tasting expertise that may intrigue many palates of spirits and cocktail lovers,” mentioned Ignacio Llaneza, vp of Model & Commerce Advertising and marketing for Disaronno.

Intriguing certainly. It seems one would wish an iron abdomen—or a bevy of antacids to neutralize the aftermath of this liquor abomination.

We’ll follow sipping on small-batch anejo tequila, a smoky single-barrel whisky or, hell, even a cut price bourbon round a campfire. Quaffing a milky atomic fireball or every other loopy cocktail crafted by sadistic bartenders or advertising wizards (allow us to not overlook the Smoker’s Cough—Jägermeister and mayo) doesn’t actually get us jazzed.

However hey, we’ll give them the good thing about the doubt. We haven’t tasted it but, so possibly it’ll turn out to be an enormous hit and encourage a legion of TikTok followers to create a problem. We’d actually be desirous about watching somebody take a shot or two of this…

Velvet Hearth is now out there nationwide with a recommended retail worth of $49.99