Once something that is well-loved and produced in short supply becomes well known, it can be hard to get your hands on, especially if you don’t live in the right region. Such is the case with Pliny the Younger, Dark Lord, and the latest must-have panic-inducing booze, Pappy Van Winkle. Drinkers have myriad reasons to want to try them, too; to see what the fuss is about, to get another sip of one of their favorite beverages, or even just to say they’ve had it. And to all of those people: Jeremy Johnson, the owner of Meta in Louisville, KY, is mocking you.

Johnson, who doesn’t want to “take things so damn seriously” (which is funny coming from someone who makes their living off the stuff people take so damn seriously), has decided to use some of his precious bottles of the Pappy Van Winkle 15 Year to make $10 Jell-O shots. That’s right: the stuff you have trouble giving away at tailgates is now housing the one taste of bourbon you can’t seem to track down anywhere.

The bar will still offer pours of the 12-, 15-, and 20-year Van Winkles, which makes the stunt reek of pure publicity. Publicity, that is, and disrespect. Not only disrespect to the consumer who may be unluckily placed in America and can’t track down a bottle no matter how hard they try, but also to the distiller. Some artisan put in a lot of work to make such a good drink (these things don’t happen without skill), and now it’s being mixed with Jell-O.

Photo via Flickr