-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 you'll see
countless whiskey brands, each boasting an inspiring story of
independence and heritage. 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. 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.
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. 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
parrots--trained to screech the name of a popular brand--into the
nation's 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 Empire is
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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