bourbon empire the past and future of america's whiskey

Today, the whiskey business takes a new turn as a nascent craft distilling movement offers the potential to revolutionize the industry once again. 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 parrots-trained to screech the name of a popular brand-into the nation’s bars. 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. Mitenbuler traces the big names-Jim Beam, Maker’s Mark, Evan Williams, and more-back to their origins, exploring bourbon’s founding myths and great successes against the backdrop of America’s economic history. In Bourbon Empire, Reid Mitenbuler shows how bourbon, America’s most iconic style of whiskey, and the industry surrounding it, really came to be-a saga of shrewd capitalism as well as dedicated craftsmanship. And yet, more than 95% of the nation’s 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. 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 you’ll see countless whiskey brands, each boasting an inspiring story of independence and heritage.

(Free Download) Bourbon Empire: The Past and Future of America's Whiskey books “Pulls aside the curtain of puffery to show. ^PDF^ Bourbon Empire: The Past and Future of Few products better embody the United States, or American business, than bourbon. A tale of innovation, success, downfall, and resurrection, Bourbon Empire is an exploration of the spirit in all its unique forms, creating an indelible portrait of both bourbon and the people who make it. Whiskey has profoundly influenced America’s political, economic, and cultural destiny, just as those same factors have inspired the evolution and unique flavor of the whiskey itself. Taking readers behind the curtain of an enchanting-and sometimes exasperating-industry, the work of writer Reid Mitenbuler crackles with attitude and commentary about taste, choice, and history. How bourbon came to be, and why it’s experiencing such a revival today Unraveling the many myths and misconceptions surrounding America’s most iconic spirit, Bourbon Empire traces a history that spans frontier rebellion, Gilded Age corruption, and the magic of Madison Avenue.

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Bourbon empire the past and future of america's whiskey