Getting this commercial in the Columbus area? Must be a huge ad buy with how often I'm seeing this thing during these playoff game. A quick Google search tells me this thing comes from Colorado, which makes sense in the context of the observations/questions I have:

• Guys, please don't drink and climb. That's a dumb idea.
• There's no 'safety net' to this whiskey? What does that mean? Are they promising death if you can't handle your booze?
• Not sure what ingredients 'Jess' finds relevant to whiskey making but I feel like they don't come from any mountains.
• ...why do I feel like this is the Coors Light of whiskey?

Anyone have any experience with this stuff? How did you overcome not having a safety net?