Bourbon Empire: The Past and Future of America’s Whiskey

By | December 25, 2017
Bourbon Empire: The Past and Future of America's Whiskey Author Reid Mitenbuler
ISBN-10 014310814X
ISBN-13 9780143108146
Year 2016-05-10
Pages 336
Language English
Publisher Penguin Books
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Pulls aside the curtain of puffery to show the business of liquor to be every bit as fascinating as the fictions in which the distillers love to swaddle themselves Wayne Curtis The Wall Street Journal Walk into a well stocked liquor store and youll see countless whiskey brands each boasting an inspiring story of independence and heritage And yet more than 95 of the nations whiskey comes from a small handful of giant companies with links to organized crime political controversy and a colorful history that is far different than what appears on modern labels In Bourbon Empire Reid Mitenbuler shows how bourbon Americas most iconic style of whiskey and the industry surrounding it really came to bea saga of shrewd capitalism as well as dedicated craftsmanship Mitenbuler traces the big namesJim Beam Makers Mark Evan Williams and moreback to their origins exploring bourbons founding myths and great successes against the backdrop of Americas economic history Illusion is separated from reality in a tale reaching back to the Whiskey Rebellion of 1794 when the ideologies of Thomas Jefferson and Alexander Hamilton battled to define the soul of American business That debate continues today punctuated along the way by Prohibition era bootleggers the liquor fueled origins of NASCAR intense consolidation driven by savvy lobbying and a Madison Avenue plot to release five thousand parrotstrained to screech the name of a popular brandinto the nations bars Today the whiskey business takes a new turn as a nascent craft distilling movement offers the potential to revolutionize the industry once again But as Mitenbuler shows many take advantage of this excitement while employing questionable business practices either by masquerading whiskey made elsewhere as their own or by shortcutting the proven production standards that made many historic brands great to begin with A tale of innovation success downfall and resurrection Bourbon Empireis an exploration of the spirit in all its unique forms creating an indelible portrait of both American whiskey and the people who make it

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