I'm about a week late on this story in Courthouse News, but it's a good overview of the emerging flap over truth-in-labeling. The yammer-yammer is mostly focusing on Templeton Rye, which is fast becoming as the whipping boy on this issue. I've long pushed for more forthrightness in claims of history, heritage, craft and sourcing, and I've pointed at Templeton in the past as a violator. But the class action lawsuit smacks of idiot opportunism.
Yes, Templeton may have misled Christopher McNair and caused him mental anguish because he bought a few bottles under the belief that it was made in Iowa and was the drink Al Capone favored. But, come on. If you're fool enough to buy a product based on marketing claims, you probably deserve to be taken. How about a lawsuit against Grey Goose because no matter how often you drink it, you never end up at the parties pictured in the ads? There's no mention of another fact: It's actually an excellent rye, even if it's not really small batch nor from Iowa.
Templeton was wrong in its marketing, but they're being responsible by correcting it. They were following the sloppy standards of the times when they launched, and the times have changed all around them rapidly. So they've reset their footing on shifting sands. The rest of us would probably do well to do the same.