Bourbon Empire

Bourbon Empire

The Past and Future of America's Whiskey

Book - 2015
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"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. 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. 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. "-- Provided by publisher.
"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. 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. 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"-- Provided by publisher.
Publisher: New York :, Viking,, 2015
ISBN: 9780670016839
0670016837
Branch Call Number: 663.52 Mitenbul 2015
Characteristics: viii, 310 pages : illustrations ; 24 cm

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lukasevansherman
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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