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Bourbon Empire: The Past and Future of America's Whiskey

Description

Description

Author: Mitenbuler, Reid

Brand: Penguin Books

Color: Black

Edition: Reprint

Binding: Paperback

Number Of Pages: 336

Release Date: 10-05-2016

Details: Product Description “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. Review "Reid Mitenbuler pulls aside the curtain of puffery to show us the spirit’s history, as well as how the stuff is actually made, who controls the industry and where it might be headed.... [Shows] the business of liquor to be every bit as fascinating as the fictions in which the distillers love to swaddle themselves."—Wayne Curtis, Wall Street Journal "An engaging and thorough exploration of the history of America's national booze."—Playboy "Bourbon Empire digs deep to divulge the truth about the people donning bourbon labels—James C. Crow, Elijah Craig and Evan Williams, to name a few—and unravels the often-questionable practices of bourbon business. It’s in these moments of historical shenanigans that we find Mitenbuler’s true talent. He doesn’t slam bourbon brands for misleading consumers with marketing. Mitenbuler simply writes the truth."—Fred Minnick, Parade “An illuminating, well-paced narrative that will interest students and imbibers of the wee drap, American-style.”—Kirkus “Mitenbuler’s prose is relaxed and mellow with a shot of wry; his entertaining, loose-limbed narrative revels in the colorful characters and droll hypocrisies of capitalism at its booziest.”—Publishers Weekly "Abundant and even surprising detail is bundled with sharp writing that doesn’t hesitate to criticize.... This terrific account of the rich heritage behind a classic American beverage is recommended for those who enjoy reading histories of foodstuffs of all sorts."—Library Journal “Bourbon Empire is a lively, rowdy tale of swindlers and smugglers, connoisseurs and craftsmen. Reid Mitenbuler is a talented storyteller whose wide-ranging curiosity takes us to Civil War battlefields and prison cells as well as cornfields and world-famous distilleries. Truly fascinating, and a must-read for whiskey lovers!”—

EAN: 9780143108146

Package Dimensions: 8.0 x 5.0 x 1.0 inches

Languages: English

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Based on 22 Reviews

Author: Mitenbuler, ReidBrand: Penguin BooksColor: BlackEdition: ReprintBinding: PaperbackNumber Of Pages: 336Release Date: 10-05-2016Details: Product Description “Pulls aside the curtain of... Read more

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    Description

    Description

    Author: Mitenbuler, Reid

    Brand: Penguin Books

    Color: Black

    Edition: Reprint

    Binding: Paperback

    Number Of Pages: 336

    Release Date: 10-05-2016

    Details: Product Description “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. Review "Reid Mitenbuler pulls aside the curtain of puffery to show us the spirit’s history, as well as how the stuff is actually made, who controls the industry and where it might be headed.... [Shows] the business of liquor to be every bit as fascinating as the fictions in which the distillers love to swaddle themselves."—Wayne Curtis, Wall Street Journal "An engaging and thorough exploration of the history of America's national booze."—Playboy "Bourbon Empire digs deep to divulge the truth about the people donning bourbon labels—James C. Crow, Elijah Craig and Evan Williams, to name a few—and unravels the often-questionable practices of bourbon business. It’s in these moments of historical shenanigans that we find Mitenbuler’s true talent. He doesn’t slam bourbon brands for misleading consumers with marketing. Mitenbuler simply writes the truth."—Fred Minnick, Parade “An illuminating, well-paced narrative that will interest students and imbibers of the wee drap, American-style.”—Kirkus “Mitenbuler’s prose is relaxed and mellow with a shot of wry; his entertaining, loose-limbed narrative revels in the colorful characters and droll hypocrisies of capitalism at its booziest.”—Publishers Weekly "Abundant and even surprising detail is bundled with sharp writing that doesn’t hesitate to criticize.... This terrific account of the rich heritage behind a classic American beverage is recommended for those who enjoy reading histories of foodstuffs of all sorts."—Library Journal “Bourbon Empire is a lively, rowdy tale of swindlers and smugglers, connoisseurs and craftsmen. Reid Mitenbuler is a talented storyteller whose wide-ranging curiosity takes us to Civil War battlefields and prison cells as well as cornfields and world-famous distilleries. Truly fascinating, and a must-read for whiskey lovers!”—

    EAN: 9780143108146

    Package Dimensions: 8.0 x 5.0 x 1.0 inches

    Languages: English

    Customer reviews
    4.9
    Based on 22 Reviews
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    n*********

    Such a great read. Well put together. Good story telling. Great history of bourbon and how it shaped America and the world. Mr. Mitenbuler for his book did fantastic

    J** V*

    I thoroughly enjoyed reading this book. It is comprehensive about the history of bourbon and how it is interwoven into US politics and lifestyles.

    A*** H****

    We read this with my boom club since we are avid bourbon enthusiasts. The book is full of micro history lessons!! Through happen stance the author of the book hopped in our book club meeting and was a pleasure to speak with. He is passionate about the topic and knows what he is talking about! Will recommend this to all my friends.

    T****

    Enjoyed reading this book among a group of stoic gentlemen. Then to have the author join us and discuss his knowledge of it. True passion on the topic.

    S****** T* C*****

    There are many fine books about bourbon on the market, but none--so far as I see it--compare to this work. Reid Mitenbuler has taken as comprehensive a look at the American whiskey industry as any other author, and made the story entertaining and engaging. I've listened to the book three times and likely will revisit it annually. Fans of history will enjoy it, but fans of whiskey history will love it.

    M G*****

    The distilling of spirits is older than our country. But to understand how we arrived at a distinctive American beverage takes in all our history. The writing is concise and clear. Even if you don't like bourbon this book explains much of what is good and difficult about our country.

    A****** P****

    You drink whiskey. You heard the legend of preacher Elijah Craig and the invention of bourbon. And you may even think there is a link between the distiller of today with the founder of the brand. Think again.Bourbon Empire exposes many of the myths that perpetuate bourbon folklore. Many of the distillers were Scot-Irish that left the coastal cities and moved to the frontier. During the mid-18th century reliable records were not maintained. These frontiersmen concerned themselves with survival a

    M*** A**** K*******

    The story of bourbon as a distinctly American spirit. The ties that bind bourbon and whiskey to North America run deep and this book does a great job diving into those details while maintaining focus on the title spirit. Many tidbits/anecdotes I had previously not known.

    J*

    Great information about the history of US whiskey development and the business.

    M******

    Great book about the history of bourbon! Stemming from a book about Pappy Van Winkle where Bourbon Empire was quoted a lot - I knew I needed to read it. Does not disappoint and a must read for all bourbon and whiskey drinkers.

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