Oh what a tangled web when we play games with a bottle to deceive. According to a new article from Stacy Adimando,a freelance journalist in San Francisco who writes about food and lifestyle issues.
According to Stacy we are being lied to by companies that want to appear more exclusive with exotic labels and bottles but in the end its the same old whiskey. Don't you just love corporate America.
Craft bourbon, like craft beer, is in the midst of a boom: In the past 15 years, the number of distilleries in the U.S. has surged from just a handful to around 600.
Why are Americans buying more bourbon? According to authorReid Mitenbuler, one reason is that we're being seduced by clever bottles and throwback labels. Along with enticing branding, some of these bottles of "craft bourbon" boast hefty price tags. Take Pappy Van Winkle, a craft bourbon with "family reserve" editions that retail for thousands of dollars.
And yet "the term 'craft' is little more than an ambiguous buzzword," Mitenbuler writes in a new book, Bourbon Empire: The Past and Future of America's Whiskey. Behind all the craft buzz, Mitenbuler says, are actually just some "carefully cultivated myths" created by an industry on a roll.