Tag: Elijah Craig

The Trouble with Whiskey ‘First’ Marketing

The Trouble with Whiskey ‘First’ Marketing

In American whiskey, distillers have this odd desire to say they were the first with something. “We were the first distiller on this hill, who started on a Tuesday.” (Nobody made this claim.) “We were the first distiller here since Prohibition.” (Even if true, nobody […]

Bourbon Rebirth: The Brands That Saved the Spirit, Part 1

Bourbon Rebirth: The Brands That Saved the Spirit, Part 1

In celebration of my new book, #BourbonRebirth, I’m revealing the brands that brought bourbon back in a three part series. Today, we take for granted bourbon’s greatness, even complaining about the lack of supply. But this wasn’t always the case. In the early 1980s, bourbon was […]