I think we all to a certain degree get wrapped up in "the now" of what Rinella/MeatEater is doing in terms of advertising, sponsors, investors, etc.
But look back at the span of his career, and subsequent influence on the hunting/fishing/food/cooking community way outside of the 'core' user group. He has had a lot of influence, and many people I run into who have never hunted know who he is, and like his "angle" on things.
The Scavenger's Guide to Haute Cuisine was written 13 years ago, his first book I believe. That is roughly half as long many of the so-called "influencers" (sorry, threw up a bit in my mouth typing that) have been alive, let alone hunting. And somehow, they have taken the position of experts and role models......yikes. Let me pour a tall glass of MeatEater Bourbon, STAT.
MeatEater, IMO, has morphed from a really authentic concept that came to life in approachable, well-shot shows, good writing, articles, etc. into a bona fide business that has staff, overhead, 401(k)s, goals, KPIs, etc. I am pretty certain most of us, if given the same chance would sign on sponsors, etc. to keep doing it, and see the need to "grow the brand". If it spreads the message more broadly about the importance of knowing where your food comes from, public land value, the ethics and heritage of hunters, than I am all for it. And, perhaps equally important, if it helps grow our ever-aging (and declining) hunting population, even better.
While maybe a bit of a stretch, this is reminiscent of flyfishing post-River Runs Through It. Look at how that sport went from the perception of old white guys stalking 10" trout with #22 flies and pontificating over the preferred flex of bamboo flyrods to a younger, more brash approach to "ripping streamers", chasing Giant Trevally in the Seychelles, fly tying taken to next levels, more than few flatbills, and frankly, a refreshing shot in the arm of the sport. Lots of names associated with that "movement", and for some of the negatives (secret spots getting overblown, $300 pliers, PBR irony, etc.) it was good for flyfishing as a whole.
So, long winded reply over.....bring on the MeatEater bourbon, and while they are at it, how about a Cohiba/MeatEater collaboration? They can tie it into their next fishing venture to Cuba.....the Rinella Robusto? The Putelis Presidente? Save me a few.