Sooner or later … Everything old is new again.
This idea, attributed to author Stephen King as well as a song by Peter Allen, is certainly true in the case of dark spirits. Hunger for origin stories and the history surrounding distilleries, mash bills – occasionally even the age and provenance of yeast used in fermentation – are helping fuel the passion for American Whiskey.
What comes to mind when you think of a stereotypical whiskey ad? It probably includes a middle-aged man holding a lowball glass of his favorite pour, with a headline about standing out or being American or having great taste. Those approaches have worked just fine in the past, so it’s no wonder that whiskey and other dark spirits are consumed almost twice as much by men than women. And that distinguished gentleman in the whiskey ad…he’s about the right age too, as brown spirits are mostly consumed by his demographic.
One signature tore the lid off America – along with its liquor. On December 5th, 1933, with a few flicks of his pen, President Franklin D. Roosevelt signed the 21st Amendment that ended Prohibition. As soon as the ban was lifted, liquor legally made its way to drinkers who had grown accustomed to sneaking into speakeasies. Finally, everyday citizens could raise their flagon without ending up in a paddy wagon.