Do you find the smell of bourbon relaxing?
Even if it's being lathered into your chest?
Fancy hotel spas are forever looking to improve on their menu with ever-more-marketable preparations. The quality of a massage or treatment is uniquely related to the skills of the therapist performing it, but hotels can't sell that.
What they can sell? A name.
A name like Bourbon Massage.
The Vail Four Seasons now offers a FarmHouse Fresh Bourbon Bubbler body-scrub treatment for men ("an intoxicating blend of brown sugar and real Kentucky whiskey"). Also: a 50-minute, $95 "From Boots to Booze Men’s Pedicure" and a $250 "Bourbon Cowboy" body treatment ("relaxation like never before while you unwind in a hot bath with the afterglow of a refreshing agave nectar massage").
Maybe you prefer to drink your drinks.
Maybe you prefer to unwind in a hot bath made from them.
Let us know how that goes.