The Jewish Origins of Kentucky Bourbon

iwharper
There’s a fine art to creating a liquor brand. It involves convincing people to buy booze with stories crafted around popular notions of heritage and legacy. Today’s drinkers are familiar with the classic formulas: Rum is named for pirates or tropical islands (think Mount Gay or Captain Morgan); scotch brands enshrine beautiful but unpronounceable places in Scotland (Laphroaig, Bruichladdich, Auchentoshan); and gin brands conjure pictures of the British empire sending adventurous young men to India clad in jodhpurs and pith helmets (Bombay Sapphire, Old Raj). American whiskey brands often celebrate individuals who represent idealized values—independence, pragmatism, guts—of the American frontier. Full story

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