I'm not obsessed with marketing. You mention Whistle Pig which is a cheap to make Rye sourced from Canada in bulk. Yet, you call Maker's a non premium whiskey.

Don't get me wrong, Lawrence Indiana (Templeton Rye, Bulleit, list goes on and on) and Canada bulk suppliers produce excellent tasting bulk whiskey but to call craft bottle/packaging companies (yes... they don't distill) premium vs. a world class bourbon distilled/made/packaged on site like Maker's is crazy.

Maker's production is as craft and small batch (hand tasted, dipped, labeled) as most high end whiskeys. The premium being paid on cheap-bulk sourced Rye whiskey like Whistle Pig, Templeton, etc... is crazy. If you like the liquid you can get it in a different bottle for 1/4 the price.