September 15, 2011
Bourbon Renewal: The Rise, Fall and Rebirth of America’s Native Spirit
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We are halfway through the month of September and I would be remiss if I neglected to note that it is National Bourbon Heritage Month. This American-born beverage is a type of whiskey (not whisky, and yes the “e” makes a difference) made from corn mash and aged in oak barrels, producing a sweet and spicy, amber-colored spirit that can be enjoyed on its own, used in cocktails or in home cooking. But it’s also a drink with which Americans have had a complicated relationship.
Fruit brandies and rums were initially the libations of choice in Colonial America, but once corn, rye and wheat farming became widespread, so did whiskey production. Bourbon originated in Bourbon County, Kentucky, where farmers would ship spirits in oak barrels, and the journey aged liquor enough to give it its distinctive flavor. And with America’s population booming in the 19th century, more people began drinking whiskey.
But the 18th Amendment, which prohibited the sale and manufacture of alcohol, changed America’s relationship with bourbon. First and foremost was the issue of how consumers could procure supplies of a banned product. Some American bourbon producers, who had stockpiled spirits for when prohibition took effect, found loopholes that allowed them to legally market their liquor. Their solution? Sell it to drug stores and say the stuff could be purchased for its supposed health benefits, which was perfectly legal. (However, prescriptions could only be filled once.) The Wathen brothers, makers of Old Grand-Dad, recast themselves as the American Medicinal Spirits Company, and eventually brought nearly sixty other brands of bourbon under its wing, selling their products to pharmacists.
But Prohibition also altered the national palate. Imbibers began showing a preference for lighter spirits such as gin and vodka that could easily be produced on the sly—stereotypically in one’s bathtub. It was during this time that bourbons distilled in Canada were smuggled into the United States, and these liquors were typically a mix of whiskey and neutral spirits, lacking the robust flavor of whiskies produced in the United States. When prohibition was repealed, distilleries were unable to immediately place aged liquors back on the marketplace, so they copied the Canadian model and provided consumers with underaged bourbons. (The Manhattan cocktail was originally mixed with rye whiskey, but that spirit was not as readily available after the repeal and was consequently supplanted by bourbon.) With the weak-flavored charlatan whiskeys on the market, this former darling of the American liquor cabinet fell out of favor. “The lowest, bottom-shelf stuff being made today is better than the best whiskey made in 1947,” Makers Mark master distiller David Pickerell remarked to Forbes magazine a few years ago.
But in the 1980s, there was a shift in American consumer patterns and people were willing to shell out more money for better products. This trend was noted by distilleries, and aged, bolder bourbons began to resurface, with premium bourbon sales skyrocketing, raking in $767.5 million in 2003.
And how will you mark National Bourbon Heritage month? For me, it will be enjoying a well-mixed Manhattan. But for hardcore aficionados wanting to get the full experience of Kentucky’s best, check out the Bourbon Trail, a hit list of six distilleries you can tour to see how America’s native spirit is made.
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Man, for the Smithsonian, you’d think you’d have your facts straight. Bourbon can only come from certain counties in KY. If it is not from there, it is not bourbon. Jack Daniels (from Tennessee) is not bourbon, although mistaken for it. Crown Royal, Canadien Club are not bourbon, nor is ANY whiskey made in Canada. You realize the importance of the letter “e” in whiskey, but not the significance of where it is made? Lesson number one for national bourbon month: by law, bourbon can only come from certain specified counties in the state of Kentucky. There are other requirements, like no added flavors (like Guinea Jack, Canadian mist, etc.,), must be a certain percentage of corn (rye whiskey is not bourbon), has to be filtered a certain way, must be aged a certain length (at least a year) and must be aged in oak barrels….
By law, bourbon must be
“whisky produced at not exceeding 160° proof from a fermented mash of not less than 51 percent corn… and stored at not more than 125° proof in charred new oak containers; and also includes mixtures of such whiskies of the same type.” (CFR 27-5.22-a-1-i), “That the word ‘bourbon’ shall not be used to describe any whisky or whisky-based distilled spirits not produced in the United States.” (CFR 27-5.22-l), and “There may be added to any class or type of distilled spirits, without changing the class or type thereof, (i) such harmless coloring, flavoring, or blending materials as are an essential component part of the particular class or type of distilled spirits to which added, and (ii) harmless coloring, flavoring, or blending materials such as caramel, straight malt or straight rye malt whiskies, fruit juices, sugar, infusion of oak chips when approved by the Administrator, or wine, which are not an essential component part of the particular distilled spirits to which added, but which are customarily employed therein in accordance with established trade usage, if such coloring, flavoring, or blending materials do not total more than 2 1/2percent by volume of the finished product.” (CFR 27-5.23-a-2)
Tennessee Whiskey is legally “a straight Bourbon Whiskey authorized to be produced only in the State of Tennessee” (NAFTA annex 313).
That is the law.
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