“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.

On May 4, 1964, Congress designated bourbon as a distinctive product of the United States, and it remains the only spirit produced in this country to enjoy such protection. Its history stretches back almost to the founding of the nation and includes many colorful characters, both well known and obscure, from the hatchet-wielding prohibitionist Carry Nation to George Garvin Brown, who in 1872 created Old Forester, the first bourbon to be sold only by the bottle. Although obscured by myth, the history of bourbon reflects the history of our nation.Historian Michael R. Veach reveals the true story of bourbon in Kentucky Bourbon Whiskey. Starting with the Whiskey Rebellion of the 1790s, he traces the history of this unique beverage through the Industrial Revolution, the Civil War, Prohibition, the Great Depression, and up to the present. Veach explores aspects of bourbon that have been ignored by others, including the technology behind its production, the effects of the Pure Food and Drug Act, and how Prohibition contributed to the Great Depression. The myths surrounding bourbon are legion, but Veach separates fact from legend. While the true origin of the spirit may never be known for certain, he proposes a compelling new theory.With the explosion of super-premium bourbons and craft distilleries and the establishment of the Kentucky Bourbon Trail, interest in bourbon has never been higher. Veach shines a light on its pivotal place in our national heritage, presenting the most complete and wide-ranging history of bourbon available.