Bourbon Empire

Bourbon Empire

The Past and Future of America's Whiskey

Book - 2015
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"Unraveling the many myths and misconceptions surrounding America's most iconic spirit, [this book] traces a history that spans frontier rebellion, Gilded Age corruption, and the magic of Madison Avenue. 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"-- Provided by publisher.
Publisher: New York, New York : Viking, 2015.
ISBN: 9780670016839
Characteristics: viii, 310 pages : illustrations ; 24 cm


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Jul 06, 2015

"Don't believe 90 percent of the tales you read on whiskey bottles, but don't forget to enjoy them either. The stories are just like the whiskey itself. They start as vapor, condense, and then sit unseen in a barrel for years. Finally they emerge, transformed into something entirely different and enchanting."
If you're reading this, you're probably already a fan of whiskey and have been enjoying its revival over the past decade or so. Along with that revival has been a raft of books on cocktails and the history of various alcohols. Reid Mitenbuler's books focuses on the distinctly American whiskey Bourbon, which is represented by such famous brands as Wild Turkey, Jim Beam, and Maker's Mark. Mitenbuler's spirited (get it?), informed, and insightful book is both a history of bourbon and an exploration of the many stories and myths that surround the drink and the way brands tap into those stories and myths. He's particularly good about revealing how clever packaging, especially labels the emphasize aging and a brand's historical roots, often disguises mediocre or overpriced (looking at you Pappy Van Winkle) whiskey and that words like "craft," "small batch," and "local" are, for all practical purposes, meaningless. You'll definitely learn something about this great American drink, but more importantly, you'll want a glass of whiskey with it. Also check out "Chasing the White Dog," "Imbibe!," and "The Art of American Whiskey."


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