Need A Whiskey To Boycott?

Submitted by Brian on February 25th, 2009 at 10:05 AM

Reader Nick Walstra provides a picture of this enormous Columbus-area billboard analogue for your general disgust:


Next time you're strolling the aisle looking for a libation, suggest you skip the Maker's Mark.



February 25th, 2009 at 12:43 PM ^

Bourbon is usually my whiskey of choise and I've always enjoyed Maker's Mark. Can anyone suggest a comparably priced Bourbon in a similar (or slightly higher) price range that they would recommend in lieu? Thanks.

STW P. Brabbs

February 25th, 2009 at 1:06 PM ^

God forbid someone make a decision as important as what brand of bourbon to drink based on football fandom.

To me, this is not an affront to civilization or anything, but it's as good a reason as any to switch up the ol' liquor-drinkin' habits.

I've heard tremendous things about George Dickel, and it's cheaper (though surely harder to find.)

Shock G

February 25th, 2009 at 12:50 PM ^

I generally curb my comments in terms of Michigan - Ohio State related material on this site seeing as how I am a Buckeye fan who regularly reads this site and I wish not to ruffle feathers but you all need to get over this ...

To try and portray Michigan fans as elitist in this sense is beyond ridiculous. During the Cooper years it was near impossible to go anywhere without hearing about it; hell 2-10-1 is still heard in many circles. I grew up in Michigan it was unavoidable.

The website referenced is, a site dedicated to OSU sports operated and managed by the Columbus Dispatch. I happen to be one of the fan bloggers during the football season on that site. So what if the paper runs a counter on how long its been since OSU lost to Michigan in football.

It is a rivalry; love it, revel in it, enjoy it. You don't think other rivalry's have fun at the expense of the other? Yankees-Sox? Gators-Dawgs? Spurrier is still one of the best and his you can't spell Citrus without UT is still one of the best cracks ever.

Trust me, Michigan fan, you're not sitting on top of a mountain looking down on the rest of us futile imbeciles. There's plenty of egg on your face too - those without sin should cast the first stone ... or those in glass houses shouldn't throw stones...


February 25th, 2009 at 1:03 PM ^

definitely the best in sports. a lot of my best friends are OSU fans, season ticket holders, psychopaths, etc. I mentioned the counter only because I have seen frequent references to that number from OSU fans on ESPN blogs, facebook pages, emails, or wherever. It was to illustrate how often the average OSU fan thinks specifically about one game: a lot.

Shock G

February 25th, 2009 at 2:28 PM ^

Lacking another true rivalry can result in such behavior. And for any OSU fan who squawks about Illibuck and the Illini they're just full of it.

But at the same time ... the first day on the job RichRod is given a 'Beat Ohio State' button. While it may not be the 'only' rivalry .. it is certain the biggest. Furthermore a win in The Game would have produced a 4-8 season and how much more sweet would your season have been had it come with a victory of the hated rival from that state down south?

I also think, for some, that having lived through 2-10-1 the living it up right now is a means in which to enjoy being on top of the rivalry right now. These things are certainly cyclical and fortunes will change .. any rational human being will understand that.


February 25th, 2009 at 1:03 PM ^

I don't think most UM fans take issue the fact that is an "escalation" of the rivalry. And anyone who doesn't think UM has numerous failings should take off his or her rose-color glasses. It just seems a little tacky to me - I remember the 2-10-1 chants, but I don't remember those numbers being plastered on the side of a tower at UM Hospital either. Rivalries are one of the best components of college athletics; last time I checked, though, they are not immune to stepping over the threshold into tackiness.

Shock G

February 25th, 2009 at 2:34 PM ^

It would seem like you're under the assumption that an Ohio State fan/alum/other is responsible for this ad; it is entirely possible that someone completely unaffiliated with the university and/or it's athletics was responsible for this advertisement.

It would seem likely to me that this is quality advertisting in a sports crazed town. After all, what are they supposed to target ... the Blue Jackets ... do they even have a rival?

This advertisment isn't out of bounds or even crossing the line. Its a jab taken by a corporation which is unaffiliated with the university itself. One might expect that during baseball season one may find a billboard similar to this in Detroit poking at the Indians, or, heck, maybe near the Joe yet this season poking at the Leafs or Hawks.

Its a part of sports. Sorry you were targeted (well, thats disingenuous) but the fact remains that this was quality advertising that is sure to get the attention of many (check this site for example).


February 25th, 2009 at 12:54 PM ^

There was a TV ad years ago, where Jeremy Piven (THAT Jeremy Piven) is hanging around Chicago Stadium, I believe (pre-building of the United Center, iirc), and talking about growing up in Chicago and blah blah.

His parting shot is (paraphrased), "If there was one thing I learned here and won't forget, it was two words...DETROIT SUCKS! DETROIT SUCKS!"

And hence, a funny local ad knocking a fierce rival. If some of you heard that today I imagine many would run around complaining how uneducated and ignorant Chicagoans are and how they don't know a lick about marketing.

Boom, roasted.


February 25th, 2009 at 2:45 PM ^

I don't know if that was an ad too, but they show that on the jumbotron at home Blackhawk games. It was a bit startling my first time at a game in Chicago...

Actually my impression of the games I saw there was that they only have cheers against their opponents, I never once heard any positive home team cheers ("lets go hawks" or whatever). I found it kind of bizarre but this was back when they had sucked for quite a while so maybe they were consumed by bitterness at that point ;)


February 25th, 2009 at 1:07 PM ^

If the truth is told M fans that are big fans like I am will no doubt see this and not buy the stuff because of the mocking aspect of it. The average run of the mill M fan will never hear anything of it and will not care. O$U fans will buy it like crazy because they are mocking us. If this ad were to hit ESPN or any other kind of national market it will cover all of those people out there that don't care about UM or tO$U. I think it will be viewed as comical to all of those outside of this circle and may bring new customers which ultimately is the whole point. I don't drink the stuff anyway so I really don't care. I just hope that tO$U did not authorize this ad as it would be beneath what we expect out of a state university, even that one.


February 25th, 2009 at 1:13 PM ^

I can almost guarantee that Maker's Mark is going to run some campaign in Detroit, Lansing, Ann Arbor, etc. And I wouldn't be surprised if it involved mocking Ohio in some way, shape, or form.

And it will be fun to watch everyone on this board try and explain how it's "different" and not offensive blah blah blah.

Musket Rebellion

February 25th, 2009 at 1:33 PM ^

The men in my family don't drink whiskey of any sort because it gives us something called "whiskey fist." Whiskey fist tends to turn on friends, coworkers, pets, and loved ones.

With that being said, anyone who will boycott Maker's Mark because of this billboard has been breathing exhaust fumes for far too long.


February 25th, 2009 at 1:35 PM ^

Rivalries are made for tasteless humor and smack talk. How many of us would do the same thing to OSU if we had the chance? Call me ignorant, tasteless, or whatever you want, but I would do it to OSU, ND, or MSU in a heartbeat if I had the financial resources.

Behavior like putting smack talk on a billboard is what brings color and flavor to rivalries, and what helps make this one arguably the best in the country. Cheerleader jokes, pizza delivery jokes, jokes about how bad the other's campus or education is: they are all part of a great rivalry.

The rivalry isn't as good as it used to be because Minnesota isn't that good anymore, but the origin of the Little Brown Jug could be percieved as a lack of sportsmanship by Minnesota for keeping the jug in the first place.

I think it was a great job by Maker's Mark and OSU. And if anyone from Michigan wants to boycott them for it, that is even better.

For UM and their fans, though, the most important thing should be to get the pendulum swinging back into Michigan's corner, both in football and basketball, ASAP. Why? Because winning changes everything.

One of my fondest memories is chanting "keep Cooper" to a group of OSU fans who were chanting "fire Cooper" at a UM/OSU game. I hope I get to see UM fans chanting "keep Tressel" someday.

Musket Rebellion

February 25th, 2009 at 1:36 PM ^

The men in my family don't drink whiskey of any sort because it gives us something called "whiskey fist." Whiskey fist tends to turn on friends, coworkers, pets, and loved ones.

With that being said, anyone who will boycott Maker's Mark because of this billboard has been breathing exhaust fumes for far too long.


February 25th, 2009 at 1:52 PM ^

Hey Brian, great find on the article. this one has to have more comments on it than any other I have seen. At this point there are 163 and still coming in rapidly. Looks to me like the marketing campaign worked. If there are this many people on this site that are willing to talk about it then I would say they did what they wanted to. GO BLUE!!!!!!!!!!

Yukon Cornelius

February 25th, 2009 at 2:23 PM ^

I couldn't really give a crap about a boycott since I think the stuff tastes like p!ss anyway but spare me the "those in glass houses" and "this one band camp...UM fans chanted '2-10-1' at me...." anecdotal BS. The entire 90's when OSU was getting piefaced by UM every year, I don't remember one billboard by UM boosters, alumni, local businesses or anyone ripping them.

The last 7 or 8 years that UM was stomping a mudhole in MSU I didn't see one billboard or sign ripping them. Of course, it only took them 1 win to do it.

So, I have no problem with them doing it (especially in THIS case, since it doesn't appear to be OSU actually doing it) but spare me all the same "you do it, too" crap.

Because that's what makes us better than you dolts - we DON'T do it.

Musket Rebellion

February 25th, 2009 at 3:04 PM ^

DAMN STRAIGHT! These pansies think a billboard is going to hold us back? Hold us down? HELL NO! When we go 6 - 6 next year we'll show them just what its like to be spooked by a FOOTBALL TEAM!

But we don't need a billboard, you know why? BECAUSE WE'RE FUCKING CLASSY!!!!!!!!!!!!! You know how classy we are? How many exclamation points did I just use? That's how fucking classy we are. No billboards, just boycotting a whiskey because of a smart and funny billboard. THOSE WHO STAY AMIRITE!?!?!

STW P. Brabbs

February 26th, 2009 at 9:03 AM ^

I know you're very passionate about being contrary to any perceived Michigan homerism. I'm pretty sure we all know. But this post is at least 4x more annoying than any of the 'I am hurt and offended and hurt' posts that preceded it.

I've said this before, but it's a good rule of thumb that you'll always make yourself look like a fuckstick when you use all caps and exclamation points, even when you're doing so to mock someone else. You also look like a fuckstick when you breathlessly exaggerate and misrepresent the post your responding to, just so you can reassert your rational, contrarian bonafides.

There is an undercurrent in this and other posts which suggests that any kind of irrational bias for Michigan and against rivals is just the stupidest fucking thing on earth, which makes me wonder what your understanding of sports fandom is. If you really think Michigan fans are such a fucking pain in the ass, I'm not sure why you present yourself as a fan. Do you just hope that eventually all Michigan will be as ironically detached as you and then we can really act like we're superior to everyone? There's a serious contradiction between your puritanical condescension and your distaste for what you perceive to be misplaced arrogance.

Of course, this isn't directed only at you. Yours is just the most egregious example of what I'm talking about in this particular thread - not that it didn't have competition. And, for the record, I find nothing offensive about this ad, but it probably will make me less likely to purchase Maker's Mark in the future, because I do all kinds of silly and irrational things in relation to being a fan of Michigan football. I also believe that there is a greater degree of obsession from the south to the north than vice versa in this rivalry, though this in no way means that Michigan fans are above the fray.

chitownblue (not verified)

February 26th, 2009 at 10:47 AM ^

I can't speak for him, but since you'd probably lump me into the group of "fuck-sticks" you're talking about, I'll bite:

I enjoy, and am a "fan" of Michigan football because I loved the time I spent attending the school, wearing the uniform myself (not football, but other sports), and the time I spent in the stadium. It was a great way to have great times with friends, either at the game, at a bar, or travelling to various bowl/road games. I have tons of amazing memories attached to Michigan Football. I cheer now partly because I remember what it felt like to walk on a field wearing Michigan's uniform (though not in front of nearly as many people) and also because of my memories associated with the game. Also, I really like football.

So, watching football, or any sport, for me, is fun. That's the end of it. The second that my rooting interest begins to frequently cause feelings like "anger", "outrage", or "hatred", it stops being very fun. Do I hate Ohio State? No. Do I actively root against them? Yes. Do I think they're inferior, or that Columbus is akin to Beiruit because of OSU's presence there? No. I think Michigan is, overall a better school, but that doesn't mean that they're all bad people, or any individual you meet is an idiot. Is a joke - and that's all it was, a joke - at our expense, after having our worst season possibly ever really that morally outrageous? Alex Boone gets drunk, hides under a porch from police, then gets tasered, and we think that's funny. Maurice Clarrett - clearly a not very smart kid with some major emotional problems is found driving around with a bottle of vodka, and a shotgun after telling his agent he thinks about killing himself, and we laugh. But we're "outraged" at a whiskey ad?

It's the nature of the rivalry that when a weakness is exposed, the other side will pick at it. In those terms, this advertisement is pretty light-hearted. Have you ever told someone, after they get offended at a joke at their expense that they should "have a sense of humor"? That's how I see this. We need a sense of humor.

STW P. Brabbs

February 26th, 2009 at 11:54 AM ^

I don't think you're a fuckstick at all, even though I tend to disagree with WLA. I don't even think MusketRebellion is a fucktick, I just think that the post I replied to was fucksticky. It's fine to say that being morally outraged is an overreaction, and honestly, I agree with you here. It's when the response is as acerbic and overblown as MR's was that it hits a nerve with me. Also, I've said before that I've been guilty of the respond-in-all-caps ironically thing, and it made me look like a fuckstick too.

I think I'm pretty much of a mind with you on this whole issue, I think, but sometimes it bugs me when making fun of Ohio State on a message board is portrayed as a sign of profound stupidity.* I think there's a difference between "I am outraged by this ad!" and "Screw Maker's Mark for making fun of Michigan - I will carry on a tragically impotent boycott of their product in retaliation. Furthermore, Columbus sucks!" I just don't see any harm in the latter, and to me, it just seems like being a sports fan.

*This isn't directed at your post - I'm not referring to your comparisons with Clarett and Boone.

Blue Durham

February 26th, 2009 at 6:56 PM ^

but sometimes it bugs me when making fun of Ohio State on a message board is portrayed as a sign of profound stupidity.

Let see. On this board, virtually all of Ohio State jokes amount to tO$U, tUOSU, Tre$$ell, Maurice Clarett, Bucknuts, and the Buckstashe. These kind of get stale after the millionth time.

Then there are the bad jokes about how UM academically is far superior to OSU (never mind that these same posters would probably resent the hell out of an Ivy leaguer, Duke, MIT or Cal Tech type poking fun at public institution UM). I virtually always find this jokes classless, as the teller would resent them if the shoe was on the other foot. The alumni that I have met of the above-mention schools never seem the need to point out the superiority of their school over others. Why is this often the case with UM?

I cannot recall an OSU joke that was funny and didn't have to resort to the easy "they're so stupid", "they're so inbred", "they're so uncultured" or "they're so corrupt" memes. And I do not doubt that a number of posters that frequent this blog do believe these memes.

Finally, how many anecdotal stories have we heard about how classless OSU fans are, particularly in Columbus? How incredibly rude, belligerent and offensive they are. In short, how classless they are compared to UM fans. But did you ever wonder what invoked this behavior by the fans in Columbus? How do they even know that this person is a Michigan fan? For some reason, I envision an all-decked-out maize and blue idiot, half drunk, loudly talking to his friends about how much better UM is as a school, how all O$U students are inbred and illiterate, how corrupt O$U's athletic department (especially Tre$$el) is, and how much Columbus sucks. Small wonder this maize and blue idiot leaves Columbus with a bad impression of the hospitality of its inhabitants.

This billboard posts some fun at Michigan's poor season last year. A little bit of Schadenfreude at the expense of a rival, and it is pretty mild. Is the Michigan fan base above that? Certainly not from what I saw during Notre Dame's disasterous campaign of 2007.

STW P. Brabbs

February 26th, 2009 at 10:45 PM ^

I'm picturing an Ohio State fan, wearing only a tight, somewhat short Slayer t-shirt, kicking a puppy down the street. Surely, this man deserves the ridicule coming his way ...

I never said that Michigan was above such a thing, thought it's more likely to be on a building in Columbus than Ann Arbor. Also, I in know way defended 'jokes' as stupid as TO$U or TRe$$El (though Buckstache can, in the right context, be pretty damn funny.) I do think there's a good deal of indication out there that Tressel, and the OSU program are more corrupt than Michigan's (though there is perhaps more evidence regarding Tressel's tenure at Youngstown.) And yes, Michigan - one of the nation's premier research institutions - is a better school than OSU. Sure, some Ivies are better, but it wouldn't offend me for someone to point this out, and it doesn't make the assertion that OSU is not as good as school ridiculous, in my opinion.

Again, I'm not personally offended by the billboard - I just think it's annoying to react that umbrage in that direction is offensively stupid.

Shock G

February 25th, 2009 at 8:10 PM ^

I'm going to guess that reading comprehension isn't your strong suit. You may want to take some remedial courses at your nearby community college to catch up there sunshine.

For a second it seemed like you got it but your closing crack back clearly proved you did not - OSU and it's fans were likely to have not been affiliated with this advertisement. Get over it.

It was and will be a brilliant marketing move. I would count on seeing more in other cities.

Yukon Cornelius

February 26th, 2009 at 9:56 AM ^

I believe I said that they didn't appear to have anything to do with it. (Reading comprehension doesn't appear to be your strong suit either, sunshine.)

My last comment was directed at more than just stupid crap like putting billboards up - it also includes things like punks on High St. throwing bottles at fans, having restaurants that make you order without using the letter "M" (how effing stupid is that?), you know SUNSHINE, stupid, juvenile crap like that.

Now go away.

Shock G

February 26th, 2009 at 12:06 PM ^

I'd rather be the thorn in your side for a while. Seems more fun this way.

So, actually, reading comprehension is actually a strong suit of mine as I made reference to an appearance that you had an understanding. You then appeared to blow that understanding with your 'dolt' comment.

And stop standing by the premise that Michigan fan doesn't partake in shitty behavior as well. I was pushed around back in the 90s walking out of Michigan Stadium after another abysmal loss by my Buckeyes. For reference I wasn't even old enough to drive yet. My dad, on that same trip to AA, had coffee poured on him. We had things thrown at us ... trust me, buddy, it happens in Ann Arbor too.

The fact of the matter is this ... every school has them ... asshole fans that is (seeing as how your comprehension skills aren't up to the highest of standards I figured I better spell that out, you're welcome) and those types of fans aren't going to go away anytime soon.

Now suck it up Susan and get over yourself .. we'll see you on the field in November and see which team's fans will need to imbibe in more beverages than the other.

Yukon Cornelius

February 26th, 2009 at 1:48 PM ^

'I'd rather be the thorn in your side for a while."

The fact you exist is thorn enough. You don't have to come to these boards to prove it.

"You then appeared to blow that understanding with your 'dolt' comment."

It only appeared that way to someone as idiotic as yourself.

"I was pushed around back in the 90s walking out of Michigan Stadium after another abysmal loss by my Buckeyes."

Pushed around? No kidding! Did the pushing involve having glass bottles thrown at you or baggies of dog crap or drunk future pizza delivery drivers calling you a c**t?

"The fact of the matter is this ... every school has them"

Yeah, that statement is a little generous to schools like OSU where they make up a vast majority

"asshole fans that is (seeing as how your comprehension skills aren't up to the highest of standards I figured I better spell that out, you're welcome)"

Trust me, Susan, I all too well comprehend what assholes you are.

"we'll see you on the field in November and see which team's fans will need to imbibe in more beverages than the other."

I'm sure you jackasses will be imbibing more whether you NEED to or not.

Shock G

February 26th, 2009 at 4:06 PM ^

Like I said, I generally stay out of these argument because fools like you actually believe that there is a greater in flux on jackass Ohio State fans then there are Michigan fans, or State fans, or Penn State fans, Wisconsin fans etc., so on, and so forth.

Give me a break.

No, I personally haven't suffered through those things. But we've all heard the stories:

Pennies in marshmallows
drinks poured on people
empty cans and bottles

Listen, I have no issue with having pride in your team but to effortlessly believe that your school/team/fans aren't beyond reproach on this matter. Your behavior lends to the statement made by legendary MSU coach Duffy Daugherty when he said A.A. stood for arrogant assholes. Its nice to see that 40+ years later you yourself haven't broken the mold. Which is a shame because there are so many level headed and clear minded individuals here who are intelligent posters who have a fricken clue as to what the landscape is out there.

Finally, I am not proud of the asshole behavior that happens in Columbus; I am also not in denial about it. The depth as to which it happens and the actions as to which are taken don't make it anymore right or wrong - assholes are assholes and you sir should have little to no issue determining who those assholes are seeing as how you are one yourself.


February 26th, 2009 at 4:27 PM ^

Right on. People like to live with blinders on.

It's the negative stories that gain traction. Anytime a fan has a pleasant time in opposing territory no one hears about it, it's only when bad things happen because of drunken assholes that it's disseminated into the population.

An example: at the end of the 2005 Michigan/OSU game an older OSU fan a few rows in front of me pulled out a flag. The Michigan fan in the row behind him took exception and tried to pull the flag away from a man a good 20 years his senior. A tug-a-war ensued between two adults. It was embarrassing. The Michigan fan then threatened to kick his ass after that. I felt bad for the guy, he was just enjoying the victory and this buffoon had to ruin it. Do you think that guy told that story about 1,000 times over the next month or so? You bet your ass.

Shock G

February 27th, 2009 at 8:43 AM ^

for proving that level headed people do exist in this rivalry!

Food for thought .. if just 1% of people attending the football game act like an asshole in Ann Arbor or Columbus you're talking over 1,000 people. It probably isn't hard to find an asshole.

Obviously if you include those who come to town to tailgate, watch at the bars, hang out, it is likely that number swells closer to double the actual game attendance. Now it's likely very easy to find an asshole somewhere on game day.

And me thinks that 1% isn't even the proper percentage to be using but as you can see a very small percentage can spoil the reputation of many - very easily.

Yukon Cornelius

February 27th, 2009 at 12:35 PM ^

"there is a greater in flux on jackass Ohio State fans then there are Michigan fans, or State fans, or Penn State fans, Wisconsin fans etc., so on, and so forth."

If you had just included this statement, I would've agreed with you. For example, jackass fans usually come to their rival's message boards to pick fights and be generally obnoxious towards fans using these boards to discuss UM with their fellow UM FANS. Are there some jackass UM fans being assholes on OSU sites? Probably, though probably not with same fervor and numbers as OSU fans (like yourself) being assholes (like yourself) on UM boards.

Besides, if other schools like to refer to us as arrogant,I would much rather be that then drunk, assualting thugs like SOOOOOO many schools IN ADDITION than UM refer to OSU fans (like yourself) as.

Shock G

February 27th, 2009 at 1:30 PM ^

I wasn't picking a fight with anyone until your small minded and asinine commentary was directed towards me.

I like this blog, I like Brian's work, and being a blogger myself I find inspiration through his writing, humor, and wit. So I won't be going anywhere anytime soon. In fact, since I know it irks you so .... I may just become a little more active around here.

matty blue

February 25th, 2009 at 3:24 PM ^

...what the fuck does it even MEAN?

seriously - if i saw the same banner in ann arbor, only saying "especially ohio state's," i'd wonder why there was a pro-osu ad in town.

it makes no sense to me.

Wide Open

February 25th, 2009 at 3:33 PM ^

Where I or friends of mine have been:
- Punched while marching in the MMB
- Been hit by AA batteries
- Been hit by pennies
- Been hit by Skittles
- Been hit by raw sugar
- Been hit by a fully loaded diaper

That would be Columbus, Ohio.

So do I think wolverinewest might be at least slightly accurate in his assessment of Columbus? Yes.

Does part of me wonder if some people in Columbus can't count to 1,922 and the Dispatch is doing some kind of public service? Yes.

Do I consider this billboard to be brilliant ad placement that will lead to more Makers Mark sales and fewer Jager Bomb/Natty Light sales in Columbus-area bars? Absolutely.

Bo inside all of us

February 25th, 2009 at 5:06 PM ^

wow, i didn't realize that shit town had multi-story buildings. the only thing i thought got stacked on top of each other in columbus were football players in the shower.

are you sure that's columbus? I don't see any knuckle dragging whores drunk on the street, and that photo had to be taken after 8am.