Heaven Hill Brands, a company that produces a myriad of spirits – to include Rittenhouse Straight Rye Whiskey – apparently took offense after having learned that some of their customers had been using the aforementioned brand of whiskey to celebrate the not guilty verdict reached in the trial of Kyle Rittenhouse.

Said company took to Twitter to express how they were “disheartened” to learn that their brand of whiskey, which is unaffiliated with the now-18-year-old Kyle Rittenhouse, was being used in such a fashion.

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“We have been disheartened to learn that some individuals and businesses have been using our Rittenhouse Straight Rye Whiskey brand to celebrate the Kyle Rittenhouse case verdict, despite the profound loss of life from those events.

There is no link between our Rittenhouse Rye brand, which was started post-prohibition to commemorate Rittenhouse Square, and this case.  It is our strongly held belief that in serious matters such as this, where lives were lost and people deeply affected, there is no cause for celebration, but instead deep reflection on how we can make the world a more peaceful and respectful place for all.”

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Needless to say, commenters online were not particularly thrilled over Heaven Hill Brands decision to not only virtue signal needlessly, but to proclaim that “there is no cause for celebration” in the realm that the jury upheld the right of a then-17-year-old in Kenosha to protect himself from violent rioters – 2 of which were armed with deadly weapons.

One commenter responded to the spirit company’s online diatribe with a suggestion that it likely wasn’t wise to comment on the matter, writing “Yikes. I’ll take alienating half the country for $800 Pat. Seriously, sometimes it’s best to stay silent. This was one of those times. Nice knowing you.”

Another commenter noted that Heaven Hill Brands is clearly not understanding of their consumer demographic or even the reason people were celebrating the verdict, writing “Kinda out of touch with your customers on this one. Most people aren’t celebrating the loss of life, but instead, the affirmation of the right to self-defense and a kid unjustly smeared going free. You make good stuff and I like your products. But I don’t like them THAT much.”

This is yet again another example of what companies shouldn’t do in the realm of topics pertaining to public interest that carry strongly divided opinions.

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Although, it would be interesting to see Heaven Hill Brands comment on the approximate 95,000 alcohol-related deaths that occur in the United States every year – but that will probably never happen.

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