How American bourbon whiskey as we know it almost disappeared forever in 1968. whiskey bourbon
It’s easy to take for granted at this point the enduring popularity–the mania, really–of bourbon whiskey in the American spirits market. The last decade-plus has been marked by an explosion of consumer interest in bourbon that began with Pappy Van Winkle fetishism in the 2000s and gradually morphed to include an inexhaustible supply ofthat now crowd the shelves at package stores.
In the 1960s, on the other hand, American distilleries were petitioning the federal government to effectively throw that definition for “bourbon” in the trash.The root of this desire to upend the definition of bourbon whiskey was a deep-seated fear in the American spirits industry about the effects of changing consumer taste and foreign competition from imported whiskeys that were seen as bourbon competitors.
This was the issue, for the distillers: They were free to make a product containing distillate that was close to neutral grain spirits, but they didn’t want to have to call that spirit by a generic term like “whiskey,” or tell consumers on the label that a product was aged in re-used barrels. Instead, they wanted to change the definition of bourbon so it would fit the lighter spirits they wanted to make.
The American spirits industry of the time, however, had high hopes for light whiskey in the early 1970s when commercial examples began to flood the market. The category was projected to capture more than 10% of the U.S.
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