Product Description“Pulls apart the curtain of puffery to show . . . the business enterprise of alcohol become every bit as fascinating once the fictions where the distillers want to swaddle on their own.” —Wayne Curtis, The Wall Street Journal
enter a well-stocked liquor shop and you’ll see countless whiskey brands, each boasting an inspiring story of liberty and heritage. Yet, above 95per cent for the nation’s whiskey comes from a small a small number of giant companies with links to prepared crime, governmental controversy, and a colorful history that's far unique of what seems on modern labels. In Bourbon Empire, Reid Mitenbuler shows exactly how bourbon, America’s many iconic form of whiskey, and industry surrounding it, really found be—a saga of shrewd capitalism also dedicated craftsmanship.
Mitenbuler traces the big names—Jim Beam, Maker’s Mark, Evan Williams, and more—back for their origins, exploring bourbon’s founding fables and great successes contrary to the backdrop of America’s financial history. Illusion is divided from reality in an account reaching back into the Whiskey Rebellion of 1794, as soon as the ideologies of Thomas Jefferson and Alexander Hamilton battled to determine the soul of United states company. 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 produce five thousand parrots—trained to screech the title of a favorite brand—into the nation’s bars.
Today, the whiskey business takes a fresh change as a nascent art distilling motion offers the prospective to revolutionize the industry once again. But, as Mitenbuler programs, numerous make the most of this excitement while employing debateable business methods, either by masquerading whiskey made somewhere else as their very own or by shortcutting the proven production criteria that made many historic brands great to begin with.
an account of innovation, success, downfall, and resurrection, Bourbon Empire is an exploration associated with the spirit in every its unique types, producing an indelible portrait of both American whiskey while the people who make it.