Why Bourbon's so popular

If you were wondering how the American whiskey business is doing these days, a glance at The New York Times this past summer might provide a hint.

A full page Knob Creek ad in late June announced that demand for the Bourbon had outstripped supply, and that new shipments wouldn’t arrive until November. In addition to being a brilliant marketing play, this is a sure sign that the premium and super-premium side of the American whiskey business is humming along nicely despite the country’s economic woes.

American whiskies are benefiting from a number of trends...(For the rest of the story, originally published in the September 2009 Cheers, download below.)

Cheers Bourbon 09/09