Those Beam and Jack drinkers are mixers. Nothing wrong with that. I was a Black Velvet/7 drinker for years. I tried their BV Reserve for a few extra dollars and liked it. Much smoother. I wanted to cut some calories by not drinking so much soda and really didn't enjoy whiskey/water. Over a year ago I joined Cedar Valley Malt Manifesto's a whiskey tasting group and the rest is history. I really enjoy trying whiskeys, bourbons, single malts and Scotch. We drink them neat with out ice, water, or mix and have fun picking out the flavors and nuances in both the smell, taste, and aftertaste.