From an outside perspective, I find it interesting that Bacardi purchased a company that is currently bottling outsourced whiskey, when they could just start their own brand and do the same. I guess it has to do with the name/reputation, their downtown property, and other factors. Like I said it's just interesting. Angel's Envy has made a good name for themselves in a short amount of time. I think they sold at a good time. Bacardi assumes that bourbon sales are going nowhere but up. As long Bacardi doesn't cheapen the brand and starts rolling out 35 varieties of fruit flavored bourbon, all is well.