Brand reputation is an interesting thing. A company that is barely known in the market can suddenly win visible awards with high quality spirits. Others that are relative behemoths may lead consumers to disappointment and crushed expectations. I received a sample of Canadian Club 100% Rye and I had my Canadian pride at the ready. This rye's early nose smells like cherry syrup, grain, demerara sugar and wet newspaper. It later settles to burnt sugar and wood shavings. Canadian Club 100% Rye has a modest, light flavour profile: Subdued simple syrup sweetness is paired with polite pepper. There's light tanginess with notes of plain vanilla biscuits. It has a moderate, vaguely bitter finish that ghosts you for flavour like a fun conversation with a person who was never to be heard from again. The lasting impression is just a quiet tongue tingle without much discernible flavour. It feels like drying, television static that makes me wish for the momentum this rye gained from its nose. Canadian Club 100% Rye may appeal most to people who would like to "shoot" whisky or "don't really like the taste of whisky." Though this pour is not directly off-putting, there are other "local" bottles I'd prefer for the (fortunately low) price point. 5.25/10