American whiskey makers certainly looked good in the 1970s. Through sanctions and after the end of World War II, they finally got back on track, boasting record sales that year. Little did they know that the next 30 years would go straight to hell
There was a glimmer of hope in 2000 that the whiskey was not completely destroyed; A new generation of alcoholics who wanted more than just vodka was on the rise. Sales began to grow slowly, but still spread by sweet cordial and liqueurs.
Thirteen years ago, when Congress unanimously passed a resolution naming September the third month of the national park, it came as a bit of a surprise.
Don’t get me wrong: I’m delighted as a whiskey lover. However, even then I wasn’t sure how many more people were interested or interested in Borban. And the whole month? It seemed like an overkill.
Congress looked at the country’s origins and made a plausible case: “Where the bourgeoisie process began, the history of bourgeoisie in the United States dates back to the first settlers in Kentucky in the 1800s. “Where bourbon has been used as a form of coinage, where generations have unchanged from the process used by their ancestors many years ago, continuing the heritage and tradition of bourbon making.” The resolution also cites the annual bourbon festival held every September in Kentucky.
At the time, the emphasis of the industry was on offering authentic and high-quality spirits. These small batches of bourbons changed people’s perceptions of what American whiskey was and what it could possibly be. Brands have suddenly risen from the lower shelf to the upper shelf and treated the newcomers with reverence and respect. The congressional resolution gave the department a new legitimacy and purpose.
Focusing on the importance of Bourbon’s past, it created a template on how its makers marketed and bottled whiskey. Apparently every whiskey comes with a small testament to the authenticity of making whiskey and the ically historically correct approach came old-time fonts and logos and unusual bottle sizes surrounding the whiskey golden age connection of the late 1800s. The strategy works. People just wanted to see it, since at that moment everything from yogurt to cut bread was sold on the basis of “craft” and “truth”.
Bad news? This plan has supported a corner of Burberry manufacturers, which is particularly significant and problematic because federal regulations for Burmese production are already quite limited, specifically specifying what spirits can be made from, how old it may be and even minimal evidence.
We’ve come a long way in 13 years, but where does it leave us now? Bourbon is now made across the country although progress is still from Kentucky. However, it is no longer underestimated or appreciated. According to IWSR Drinks Market Analysis, bourbon sales in the U.S. increased by 11.5 million cases from 2007 to 2019, and global sales increased by an additional 3.5 million cases. It’s hard to remember a time when stores didn’t stock American whiskey shelves and shelves. But perhaps the ultimate sign of its arrival is how Snooty Barenders now refuse to serve spirits with ice or club soda – a treatment reserved only for Scotch.
And although the historical vein has been dug for inspiration, currently the most successful brands are looking farther for new ideas and innovating with the practices used by distillers in Scotland and elsewhere. From finishing whiskey in various barrels to increasing the age of whiskey on a Jefferson Bourbon shipwreck to the use of heritage consignment grains, Bourbon’s future is in experimentation and reflection outside the ation historical box.
Although the whole month was once too much to be devoted to Bourbon, now it seems enough.